E-commerce Forwarding Made Easy

Forwarding is a term that every e-commerce entrepreneur comes across sooner or later. Whether you import products from China, purchase within Europe, or want to optimize your logistics: without a good understanding of forwarding, you risk incurring unnecessary costs, delays, and customs problems. In this comprehensive article, we explain what forwarding entails, the different types, how the process works, and how you as a bol.com seller can make the best choices for your supply chain.

What is forwarding exactly?

Forwarding - literally 'forwarding' in Dutch - refers to the complete logistical process of transporting goods from a supplier to a destination. This includes not only physical transportation but also the coordination of documents, customs formalities, insurance, storage facilities, and route planning. A forwarder (or freight forwarder) is the specialist who organizes this entire journey for you.

In practice, a forwarder acts as an intermediary between you (the importer) and various transportation companies, customs agents, and storage facilities. The forwarder does not transport the goods themselves but coordinates the entire process and finds the most efficient, safest, and cheapest route for your shipment. This is comparable to a travel agent who books the best flights, hotels, and transfers for you - but for your products.

Why is forwarding essential for e-commerce?

As an online seller on platforms like bol.com or Amazon, you rely on a reliable supply chain. Forwarding plays a crucial role in this because:

• Cost control - A good forwarder negotiates rates that you as an individual entrepreneur would never get
• Time savings - Arranging international transport, customs documents, and local distribution takes an enormous amount of time if you do it yourself
• Risk reduction - Professional forwarders know the rules, know which documents are needed, and prevent your shipments from being held up at customs
• Cash flow optimization - Faster and more predictable delivery times mean you can better plan your inventory and have less working capital tied up in goods in transit
• Scalability - As your business grows, your logistical complexity grows with it. A forwarder scales effortlessly

The different types of forwarding explained

Forwarding is not a one-size-fits-all solution. Depending on the origin of your goods, the volume, the urgency, and your budget, there are different methods available. Below, we discuss the four most important types of forwarding.

Land forwarding (road transport)

Road transport is the most commonly used method for forwarding within Europe. Goods are transported by truck or van from point A to point B. This is ideal for:

• Deliveries within the European Union where few customs formalities apply
• Relatively small to medium-sized shipments
• Situations where flexibility in pickup and delivery times is important
• Goods that need to be available quickly (typical delivery time 1-5 working days within Europe)

The advantage of road transport is the relatively low administrative burden within the EU and the possibility of door-to-door delivery. The disadvantage is that the costs per kilo are higher than for sea freight for large volumes.

Sea forwarding (sea freight)

Sea freight is the most commonly used method for importing goods from Asia, particularly from China. If you purchase products in China, you will almost always deal with sea freight. There are two main options:

• FCL (Full Container Load) - You rent a full container (20ft or 40ft). Suitable if you order large volumes.
• LCL (Less than Container Load) - You share a container with other importers. Ideal for smaller orders or if you're just starting out.

The average transit time from China to Rotterdam is 30-35 days. Although this seems long, sea freight is by far the cheapest option per cubic meter. For products with low margins or large volumes, this is often the only profitable choice.

Forwarding by air (air freight)

Air freight is the fastest but also the most expensive forwarding method. A shipment from China will arrive at your warehouse within 5-10 days. Air freight is suitable for:

• High-value, low-weight products (electronics, jewelry)
• Emergency situations where you need stock quickly
• Samples and test batches that you want to receive quickly
• Seasonal products where timing is crucial

Interestingly, air freight can sometimes be cheaper than sea freight for small packages (under 100 kg), because the handling costs for sea freight are relatively high for small volumes.

Forwarding by rail (rail transport)

A growing option that competitors often overlook is rail transport via the New Silk Road (China-Europe). The transit time is 15-20 days - twice as fast as sea freight, but significantly cheaper than air freight. Rail transport is ideal for medium-sized volumes where you're looking for a balance between speed and cost.

Type of forwarding	Transit time (China → NL)	Cost per kg (indicative)	Suitable for	Minimum volume
Sea freight (FCL)	30-35 days	€0,10 – €0,50	Large volumes, low-margin products	1 container (28-67 m³)
Sea freight (LCL)	35-45 days	€0,30 – €1,00	Small to medium-sized volumes	1 m³
Air freight	5-10 days	€3,00 – €8,00	Emergency situations, high-value, small packages	1 kg
Rail transport	15-20 days	€0,80 – €2,50	Medium-sized volumes, balance speed/cost	1 m³
Road transport (EU)	1-5 days	€0,20 – €1,50	Intra-EU deliveries, flexibility	1 pallet

The forwarding process step by step

The forwarding process consists of several phases that are closely linked. Below, we describe the entire journey from ordering to delivery.

Step 1: Requesting quotes and selecting a forwarder

You start by requesting quotes from multiple forwarders. Clearly indicate what you want to ship (product type, weight, dimensions, value), from where to where, and if you have any special requirements (temperature control, hazardous materials, etc.). Compare not only on price, but also on reliability, communication, and experience with your type of goods.

Step 2: Booking and documentation

Once you've chosen a forwarder, they will book the transport. You provide the necessary documents, including:

• Commercial Invoice - Invoice from your supplier with product descriptions, quantities, and values
• Packing List - Detailed list of the contents per box or pallet
• Bill of Lading (B/L) - The transport document that proves ownership of the goods
• Certificate of Origin - Proof of the country of origin (relevant for import duties)
• CE-marking documents - For products sold in the EU

Step 3: Transport and tracking

The goods are picked up from your supplier and shipped via the chosen route. Modern forwarders offer real-time tracking so you always know where your shipment is. This is essential for your inventory management and sales planning.

Step 4: Customs clearance

When importing from outside the EU, your goods must go through customs. This is often the most complex part of forwarding. Your forwarder (or a customs agent) handles:

• Submitting the customs declaration
• Paying import duties and VAT
• Checking product compliance and safety
• Possible inspections by the NVWA (food products) or other authorities

Step 5: Last mile and storage

After clearance, the goods are delivered to the agreed location. This can be your own warehouse, a fulfillment center, or directly to the LVB warehouse of bol.com.

Forwarding and e-commerce fulfillment models

The way you use forwarding is closely related to your chosen fulfillment model. There are three main models for e-commerce entrepreneurs.

Own warehouse

With your own warehouse, you have the forwarder deliver the goods directly to your storage location. You have maximum control over your inventory, quality control, and packaging. The downside is that you invest in storage space, personnel, and logistics systems. This model is suitable for sellers with larger volumes and a stable product line.

Fulfillment via bol.com (LVB)

With Logistiek via bol.com (LVB), you send your inventory to the bol.com warehouse. They take care of storage, packaging, and shipping to the customer. Your forwarding then ends at the LVB delivery address. Make sure to check the LVB dimensions and requirements of bol.com, as non-compliant packages are rejected. Use the LVB Box Size Checker to check this in advance.

Dropshipping

In dropshipping, you don't keep any inventory yourself. The supplier ships directly to your customer. Forwarding plays a different role here: you need to ensure that your supplier delivers reliably and quickly, and that the products comply with European regulations. Delivery times are often longer, which can lead to lower customer satisfaction on bol.com.

Forwarding costs: what do you pay for?

The costs of forwarding consist of multiple components. It's essential to map out all these costs before making a product calculation. Use a profit calculator to calculate your margins accurately.

Cost Item	Description	Indication (sea freight China → NL)
Freight Costs	The actual transportation costs (ship, plane, truck)	€800 – €3.000 per container
Handling Fees	Costs for loading, unloading, and transshipment in ports	€100 – €400
Customs Clearance	Administrative costs for customs processing	€50 – €200
Import Duties	Percentage of the goods value (depending on product category)	0% – 17% of CIF value
Import VAT	21% VAT on goods value + import duties + freight costs	21% (deductible)
Storage Costs	Costs when goods are temporarily stored in a warehouse or port area	€5 – €20 per m³ per week
Transport Insurance	Insurance against damage or loss during transport	0.3% – 1% of goods value
Forwarder Fee	Service costs of the forwarder itself	€50 – €300

Hidden Costs in Forwarding

Watch out for costs that are not always included in the initial quote:

• Demurrage - Costs when the container stays in the port for too long (you usually have 5-7 free days)
• Detention - Costs when you return the empty container too late
• Palletizing - When your goods need to be placed on pallets
• Fumigation - Mandatory treatment of wooden packaging
• Document Costs - Extra costs for special certificates or documents

Incoterms and Forwarding: Who Pays What?

In international forwarding, incoterms determine who is responsible for costs, risks, and tasks at which point in the supply chain. The most common incoterms for e-commerce importers are:

• EXW (Ex Works) - You are responsible for everything from the supplier's warehouse. Your forwarder handles the entire route. You have maximum control but also maximum responsibility.
• FOB (Free on Board) - The supplier bears costs and risks until the goods are on board the ship. Then, your forwarder takes over. This is the most popular incoterm for Chinese imports.
• CIF (Cost, Insurance, Freight) - The supplier pays for transport and insurance to the port of destination. Your forwarder only handles customs clearance and domestic transport.
• DDP (Delivered Duty Paid) - The supplier takes care of everything until it reaches your door, including import duties. Sounds attractive, but the supplier will factor this into the product price with a markup.

Most experienced e-commerce entrepreneurs choose FOB or EXW, as this gives the most control over costs and allows your forwarder to negotiate the best deals.

How to Choose the Right Forwarder?

Choosing the right forwarder can make all the difference between a smooth supply chain and endless frustration. When selecting, pay attention to the following criteria:

Experience with Your Product Category

A forwarder specializing in textiles works differently than one shipping electronics. Ask specifically about experience with products in your niche and the associated customs requirements.

Network and Routes

A forwarder with a strong network in the country where you purchase can negotiate better rates and resolve problems faster. Ask about their agents in the country of origin.

Communication and Transparency

How quickly do they respond to questions? Do they offer real-time tracking? Are all costs clear and specified in advance? Poor communication is the biggest complaint of e-commerce entrepreneurs about forwarders.

Pricing Structure

Always compare all-in prices, not just freight costs. Ask for a detailed quote including all additional costs we discussed earlier.

References and Reviews

Ask for references from other e-commerce entrepreneurs. Check online reviews and search for experiences with the forwarder in industry forums.

Frequently Asked Questions about Forwarding

What is the difference between forwarding and shipping?

Shipping refers specifically to the physical transportation of goods. Forwarding is broader and includes the complete coordination of the logistics process: transportation, documentation, customs, storage, and more. A forwarder organizes the shipping, but does much more.

Do I always need a forwarder?

For imports from outside the EU, a forwarder is strongly recommended due to complex customs formalities. Within the EU, you can often work directly with a transport company, but for larger volumes, a forwarder still offers cost advantages through bundled rates.

How long does the forwarding process take?

This depends on the chosen method and the country of origin. Sea freight from China takes 30-45 days (including customs clearance), air freight 5-12 days, rail transport 18-25 days. Within Europe via road transport, it's 1-5 working days.

What does forwarding cost on average?

The costs vary greatly. For a small LCL shipment from China, you'll quickly pay €500-€1,500 all-in. An FCL container costs €2,000-€5,000 depending on the season and oil prices. Always calculate the costs per product to determine if your margins are sufficient.

Can I combine forwarding with LVB on bol.com?

Yes, many sellers have their forwarder deliver the goods directly to the LVB warehouse of bol.com. Make sure your packaging and labeling meet the LVB requirements. Your forwarder can advise you on this.

Tips for Smarter Forwarding as an E-commerce Entrepreneur

Finally, we share practical tips that you can apply directly to optimize your forwarding:

• Order larger volumes - The costs per product decrease significantly with larger orders. Consider ordering together with other sellers if your volumes are still small.
• Plan your orders - Use data from your sales dashboard to predict demand and order in time. This way, you avoid expensive express deliveries via air freight.
• Choose the right season - Avoid the Chinese New Year (January/February) and the peak season for sea freight (August-October). Prices are then much higher.
• Insure your shipments - The costs are low (0.3-1% of the value) and the consequences of a lost or damaged shipment can be disastrous.
• Build a long-term relationship - Forwarders give better rates and service to loyal customers. Don't switch forwarders too quickly unless there are serious problems.
• Keep your invoicing and administration in order - You need all documents for your VAT return and any audits. Keep everything for at least 7 years.

Forwarding is an essential part of your e-commerce business that directly impacts your margins, delivery times, and customer satisfaction. By choosing the right forwarder, keeping a close eye on your costs, and planning your logistics strategically, you're laying the foundation for a scalable and profitable online business. Want to learn more about the costs of selling on bol.com? Check out our other articles on optimizing your business as well.