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The hottest trend in luxury fashion? Digital meets bespoke bricks-and-mortar

In our era of globalized consumerism, authenticity is key. It’s not enough to sell good products, you also have to compel consumers with a narrative, invite them into your community and embrace new technologies without losing your core competencies.

One of the biggest global online luxury retailers, MATCHESFASHION.COM, masters many of these elements. Tom and Ruth Chapman opened their small boutique, Matches, in the London suburb of Wimbledon over 30 years ago. It was the first multibrand store to introduce U.K. shoppers to luxury brands that included Prada and Bottega Veneta. The relaxed pace outside central London allowed the Chapmans to spend more time with customers and develop the personal, service-oriented approach that still marks the company. They also made sure to collect shoppers’ names and email addresses, creating a first line of contact for the future.

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Envisioning an ethical supply chain.

To some extent, the calculations for business owners and managers are straightforward. To succeed and grow, companies need to understand, satisfy and engage their customers. And one critical thing to know about buyers today is that they are actively seeking to do business with companies that prioritize social and environmental responsibility.


An Accenture survey, for instance, found that more than half of consumers would pay more for sustainable products that can be reused or recycled. The data is particularly clear when it comes to Millennials, with a 2015 Cone Communications survey showing that 9 out of 10 would switch brands to one that was associated with a specific social cause. And a more recent 2019 survey revealed that 72% of the U.S. consumers want the companies they buy from to reflect their values.

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Hyper-personalization explained: What you need to know

Imagine knowing the shirt you’ve ordered will definitely fit, because you’ve already seen it on your body in virtual reality. Or that a delivery man could find you at your local cafe with a package because a mobile app tells him at the last minute you’re out of the office. Or that your customer’s return will be routed by a smart label algorithm to the region or store where that specific item is most likely to resell, rather than back to the main warehouse or shop it was originally sent from.

These are all examples of what is possibly the hottest thing in e-commerce and marketing right now: -hyper-personalization. So, what is this “next big thing” about? Well, there isn’t actually a single accepted definition. The concept is a broad-reaching umbrella term, much like its sister idea, omnichannel. And as such, it’s still being developed, defined, and tested in the market – particularly in the consumer retail sector.

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