Why do all webshops and retailers sell the same products? This article explains how to source unique products from European suppliers, visit international trade shows, and differentiate yourself from local competitors through strategic purchasing.

The Problem: The Retail Conformity Crisis

Walk through any shopping street or scroll through webshops, and you’ll see it everywhere: the same products, the same brands, the same appearance. From London to Berlin, from major chains to small entrepreneurs, everyone seems to be buying from the same suppliers. This product homogeneity isn’t coincidental but the result of an ingrained pattern where retailers choose the safe path.

It often starts with good intentions. A starting retailer looks for reliable suppliers and ends up with well-known national wholesalers. They indeed have excellent service, fast delivery times, and low minimum orders. But there’s a downside: the exact same products are sold by hundreds of other retailers. The result is a race to the bottom where only the lowest price matters, margins come under pressure, and customers have no reason whatsoever to order from your webshop instead of a competitor.

Why International Product Sourcing Is the Future

Retailers who have grown in recent years have one thing in common: they look beyond their national borders. Research from industry analysts shows that retailers who source internationally achieve on average 23% higher margins than retailers who exclusively source locally. But it’s not just about money. International sourcing gives you access to products that your competitors simply cannot offer.

Take for example a fashion retailer who discovered a small Italian brand during a visit to the Pitti Uomo trade show in Florence. This brand didn’t have a distributor in their country yet and was looking for a partner who wanted to tell their story. By being the first to bring this brand to their market, this retailer not only created a unique selling proposition but also built a personal relationship with the producer. The result? Exclusive designs, flexible delivery terms, and a product line that couldn’t be found anywhere else domestically.

The Advantages of European Product Sourcing

When we talk about international sourcing, many retailers immediately think of distant destinations with long delivery times and complex customs procedures. But Europe offers a unique sweet spot that’s often overlooked. Within the European Union, retailers enjoy the free movement of goods, meaning there are no customs costs, no complicated paperwork, and no surprises at the border.

The practical advantages are enormous. An order from Italy or Spain arrives at your warehouse within two to seven days, comparable to national suppliers. Quality standards are equivalent thanks to European regulations, and should something go wrong with a product, return handling is just as simple as with a local supplier. Moreover, within the eurozone you often trade without currency risk, which significantly simplifies your financial planning.

But the biggest advantage is access to diversity. Each European country has its own product tradition and design philosophy. Scandinavian countries are known for minimalist design and sustainability, Italy for luxury and craftsmanship, Germany for innovation and functionality, and France for elegance and lifestyle products. By consciously choosing from these different traditions, you build an assortment that is truly unique.

Trade Shows: Where the Magic Happens

You don’t find the best international suppliers online, but face-to-face at trade shows. Every year hundreds of specialized trade shows are organized in Europe, and this is where brands actively search for new retailers. The Ambiente trade show in Frankfurt is for example the world’s largest consumer goods fair, with more than 4,500 exhibitors from 92 countries. Here you’ll find everything from home decoration to innovative gadgets, often from brands not yet available in your market.

A trade show visit does require preparation. Start three months before the show by researching the exhibitor list. Most major shows nowadays have online catalogs where you can filter brands by category, country of origin, and novelty. Make a shortlist of 15 to 20 brands that seem interesting and send them an email introducing yourself and requesting an appointment during the show. This may seem formal, but top brands often have busy schedules and appreciate retailers who announce themselves in advance.

During the show itself it’s tempting to be overwhelmed by all the impressions. Therefore focus on your pre-made appointments, but also consciously plan time for serendipity. Some of the best finds happen in the less popular halls, where smaller brands stand that don’t yet have the attention of major retailers. These are often the hidden gems: ambitious entrepreneurs with unique products who want to grow and are therefore flexible in their terms.

A trade show visit is also the perfect moment to negotiate territorial exclusivity. Many European brands are willing to give one retailer the exclusive right to sell their products in a specific country, especially if they don’t yet have a distributor there. This gives you an enormous competitive advantage and protects your investment in building the brand.

Online Product Sourcing: The Digital Route

Not every retailer has the time or budget to regularly travel to trade shows. Fortunately, there are increasingly more online platforms making international sourcing accessible. Ankorstore is a French B2B platform focusing on unique European brands with an emphasis on sustainability and authenticity. With more than 25,000 brands and low minimum orders, it’s an ideal starting point for retailers wanting to diversify their assortment.

For retailers interested in Scandinavian design, Tundra is an interesting platform. It offers access to Danish, Swedish, and Norwegian brands known for their minimalist aesthetic and sustainable production. These products fit perfectly with the growing demand for conscious consumption and timeless design.

Droppery plays a different role in your sourcing strategy. This platform is less suitable for finding exclusive brands, but much better for trend spotting. By analyzing which products are just starting to emerge and still have few sellers in your market, you can pick up trends early. However, it’s important to use these platforms strategically and not fall into selling exactly the same trending products as everyone else.

The Art of Supplier Selection

When considering a potential supplier, it’s essential to look beyond just the product. A good supplier is a long-term partner, and that relationship must work on multiple levels. Start with brand potential. Does this brand have a story that resonates with your target audience? A small Portuguese shoe brand that has been handcrafting shoes for three generations has, for example, a much stronger story than a generic brand without history.

Also look at the brand’s growth ambition. Does this brand want to grow internationally, or are they satisfied with their current size? An ambitious brand will invest more in marketing, product development, and retailer support, which increases your success with their products. Ask about their plans for the coming years and how they view your market.

The product numbers are of course also important, but put them in perspective. A traditional national wholesaler might offer a purchase margin of 50 to 60 percent, but a direct international supplier can enable margins of 70 to 120 percent. Of course minimum orders are often higher and you must invest more time in the relationship, but the extra margin gives you room to invest in marketing, better service, or simply a healthier business case.

Delivery times are a practical consideration that shouldn’t be underestimated. A French supplier who delivers within five days is often more reliable than a national wholesaler who delivers weekly but is regularly delayed. Test this in the initial phase with smaller orders and only scale up when you have confidence in delivery reliability.

Spotting Trends Before They Reach Your Market

One of the biggest advantages of international sourcing is that you can pick up trends before they become mainstream in your market. There’s such a thing as trend migration within Europe, where certain countries function as early adopters. Scandinavian countries are often six months ahead when it comes to sustainable lifestyle products and minimalist design. What you see now in Copenhagen or Stockholm, you’ll see in six months in your own market.

Germany has a shorter migration lead of three to six months, especially in categories like tech innovation, automotive accessories, and outdoor products. The German market is larger and more mature, causing trends to become visible there faster. By visiting German trade shows or following German B2B platforms, you can pick up these trends early.

France and Italy have a longer migration time of nine to twelve months, especially in fashion, beauty, and luxury lifestyle. These trends are often linked to international fashion weeks and design events, and slowly filter through to other markets via early adopters in major cities.

The distinction between micro-trends and macro-trends is crucial for your purchasing strategy. Micro-trends are hypes that last three to twelve months. Think of specific colors, prints, or product categories that suddenly become popular through social media or celebrity endorsements. These are perfect for limited editions and seasonal collections, but not suitable for your core assortment.

Macro-trends on the other hand are structural shifts that last one to three years. Sustainability for example isn’t a hype but a fundamental change in consumer behavior. Personalization, health and wellness, and the integration of digital and physical retail are other examples of macro-trends you can build your sourcing strategy on.

The Practice: A Workable Sourcing Strategy

A common mistake is wanting to change your entire assortment at once. That’s risky and unnecessary. A better approach is the 60-30-10 rule. Sixty percent of your assortment consists of proven international brands, products you know sell and that form a stable basis for your revenue. These are the workhorses of your collection, reliable suppliers with predictable demand.

Thirty percent of your assortment you reserve for emerging trends and new brands from Europe. These are the products that differentiate you from competitors and where you can achieve higher margins. They bring more risk, but also more potential. This is where you experiment with new suppliers, test what works, and quickly scale up when something catches on.

The remaining ten percent are wild experiments. Completely new concepts, niche products, or innovations you’re not sure will work. This seems like a small percentage, but it’s crucial for innovation. Some of the most successful products start as an experiment in this category.

Always start with small test orders between 500 and 2,000 euros. This is enough to test a product, but not so much that it endangers your business if it doesn’t sell. Use your social media channels to measure engagement even before products arrive. Post photos of the sample, ask your followers for their opinion, and observe the reactions. This gives you valuable data before making a large investment.

When a product proves successful, you scale up in steps. Double your order in the second round, and only then do you negotiate better purchase conditions and exclusivity. Suppliers appreciate retailers who start small but grow consistently, more than retailers who immediately buy large but disappear after one season.

Risk Management in International Sourcing

International sourcing brings risks you must manage. The biggest financial risk is getting stuck with inventory that doesn’t sell. You limit this by making small test orders and scaling data-driven. Use your webshop analytics to see how much traffic a product generates, what the conversion rate is, and what customers say about it in reviews.

Operational risks can also surprise you. What if your supplier goes bankrupt, or quality suddenly deteriorates? That’s why it’s wise to diversify your supplier base. Never depend on a single supplier for more than 30 percent of your revenue. This also means you must always have backup suppliers on hand for your most important product categories.

Currency risk mainly plays a role when you trade outside the eurozone. Within the EU this isn’t a problem, but if you decide to trade with for example the United Kingdom after Brexit, you must account for exchange rate fluctuations. Some retailers work with currency hedging, but for smaller volumes it’s often more practical to periodically adjust prices.

The Balance Between Local and International

International sourcing is powerful, but it doesn’t mean you should completely stop with local suppliers. There are situations where local sourcing is the better choice. For fresh products with short shelf life, for custom-made products where personal service is crucial, or when the sustainability story is central to your brand identity, local purchasing can be stronger.

It’s about the right mix. A home and living retailer can for example combine domestic ceramics with Italian glassware, Scandinavian textiles, and German lighting. Each product has its own origin and story, and together they create a collection that radiates diversity. The domestic ceramics provide local authenticity, the international products bring exclusivity and higher margins.

The Future: Sustainability and Transparency

The sourcing landscape is changing rapidly. Sustainability is no longer a marketing buzzword, but a must-have for retailers who want to remain relevant. Consumers, especially younger generations, want to know where their products come from, under what conditions they were made, and what the ecological footprint is. This means you as a retailer must be transparent about your supply chain.

European suppliers often have an advantage here. Through stricter European regulations regarding working conditions, environmental standards, and production processes, you can purchase with more confidence. But even within Europe there are major differences. Ask suppliers about their certifications, visit their facilities when possible, and be critical of claims that sound too good to be true.

Technology will also fundamentally change sourcing. Artificial intelligence can predict trends with increasing accuracy by analyzing social media data, search trends, and historical sales data. Blockchain technology makes it possible to offer complete transparency about the origin of each product. Virtual reality allows retailers to digitally visit trade shows and inspect showrooms without traveling.

Conclusion: The Choice Is Yours

Retail stands at a crossroads. The retailers who will grow and flourish in the coming years are those who now invest in international sourcing and building unique partnerships with European suppliers. This means more work, taking more risks, and stepping outside your comfort zone. But the alternative is remaining stuck in the race to the bottom, where only the lowest price matters and margins evaporate.

Start today with small steps. Register for one European trade show in your category. Open an account with Ankorstore or Droppery and spend an afternoon discovering new brands. Send an email to that Italian or Spanish brand you’ve always thought would fit perfectly with your collection. Every major change begins with one small action.

The retailers who are successful in five years aren’t necessarily the biggest or oldest. They’re the retailers who dare to invest today in exclusivity, authenticity, and telling unique stories through their product assortment. Don’t be just another copy. Be the retailer where others come because you have products that can’t be found anywhere else.

Frequently Asked Questions About International Product Sourcing

How do I find reliable international suppliers without taking major risks?

Start with reputable B2B platforms like Ankorstore or Faire. These platforms screen suppliers and offer buyer protection. For direct sourcing, trade shows like Ambiente Frankfurt, Maison & Objet Paris, or Pitti Uomo Florence are ideal. Always ask for references from other retailers and start with small test orders before making large commitments.

What are realistic minimum orders with European suppliers?

This varies greatly by product category and supplier. For fashion and accessories, minimums often lie between 500 and 1,500 euros. For furniture and larger items, minimums can run up to 2,500-5,000 euros. However, many new brands are flexible in their first orders to attract new retailers. Through platforms like Ankorstore, minimums are often significantly lower, sometimes starting from 100 euros.

What about VAT and administration when purchasing within Europe?

Within the EU there are no customs costs, but VAT rules can be complex. With deliveries within the EU you often don’t pay VAT to the supplier but shift the levy to your own country (reverse charge). It’s advisable to discuss this with your accountant. The administrative burden is however much lower than with imports from outside the EU.

What margins can I realistically expect with direct international sourcing?

With national wholesalers, margins of 50-60% are standard. With direct sourcing from European producers, margins of 70-120% are realistic, depending on product category and volume. Fashion and accessories often sit around 100-120% margin, while electronics and tech products remain more in the range of 40-70%.

How do I test new international products without major inventory risks?

Start with test orders of 500-2,000 euros. Use social media to measure engagement by sharing product photos even before you order. Send samples to influencers in your niche. Organize a pre-order campaign via your newsletter. Analyze webshop data like product page views, time on page, and add-to-cart ratios. Only when these indicators are positive do you scale up to larger orders.