European eCommerce Fulfillment Through a Global Lens

In this episode, Ken Byrne explains why he launched Red Sky Europe in 2019 after noticing a technology gap between U.S. fulfillment providers and the emerging European e‑commerce market. Drawing on his own brand‑selling experience across North America and Japan, Byrne positioned Red Sky as a purpose‑built 3PL that blends American‑style tech agility with deep local knowledge of Ireland’s growing online retail sector. He highlights the rapid expansion of e‑commerce across the 27 EU nations and the UK, emphasizing how a small, English‑speaking hub can serve global beauty and apparel brands looking for a reliable European gateway.

Red Sky now runs two fully staffed Irish warehouses, with a third facility opened in March, employing about 80 full‑time staff. The company relies on ShipHero’s cloud‑based WMS, which they customized to handle metric measurements, integrate directly with local couriers, and provide clients with real‑time inventory dashboards. Byrne discusses the practical hurdles of post‑Brexit shipping—label shortages, new customs documentation, and the need for seamless cross‑border processes—showing how the team worked closely with carriers to restore smooth UK deliveries. This operational transparency has become a competitive advantage for brands needing daily dispatches across Europe, the UK, and the United States.

Looking ahead, Byrne notes that automation and AI are no longer optional but must align with product categories and order profiles. High‑volume apparel lines benefit from automated poly‑bagging and labeling, while cosmetics with many SKUs require smarter picking solutions. Red Sky is piloting AI‑driven forecasting tools within ShipHero and evaluating robotics for specific client hubs. Byrne advises brands to assess automation ROI based on order size, SKU complexity, and margin impact, rather than chasing generic technology trends. This nuanced approach helps 3PLs balance scalability with the diverse needs of early‑stage and established e‑commerce partners.