When Does Buying by the Container Make Sense?

At first glance, buying an entire container may seem like something only larger companies would consider. In practice, however, this is often a miscalculation. A container is not always as expensive as you might think. Once your online store starts to grow, bulk purchasing may actually be a smart next step.

Buying by the container naturally comes with certain risks. You invest a larger amount upfront, hold more stock and make your purchasing process considerably more complex. That is why it is especially important to determine whether your business is ready for it.

Let us tell you a little more about it!

Why Do Businesses Choose Bulk Purchasing?

When you buy products by the container, you are generally purchasing much larger quantities at once.

The biggest advantage of this particular form of bulk purchasing is the price. Manufacturers almost always charge a lower price per unit when you order larger quantities. In addition, the transport costs per product are generally much lower than when you arrange several smaller shipments.

In other words, you are left with a healthier margin.

On top of that, you become less dependent on frequent repeat orders, gain more control over your inventory and do not have to go through the entire purchasing process as often.

Do the following conditions apply to your business? If so, there is a good chance that buying by the container could be an interesting option for you.

CONDITION #1: Your Sales Volumes Are Stable

Do you sell roughly the same number of products every month? If so, you can make a fairly reliable estimate of how much stock you need.

In a scenario where you sell 100 products one month and only 15 the next, buying an entire container may not be the most sensible option.

However, if your sales have remained stable—or have been increasing—for quite some time, placing a larger order suddenly becomes much more attractive.

CONDITION #2: You Have Sufficient Financial Headroom

Ordering a container requires a relatively large investment.

While smaller orders may cost you a few thousand euros, the amount involved in ordering an entire container will obviously be considerably higher.

It is therefore important that your business has sufficient financial headroom. Ask yourself:

• Can you comfortably afford this investment?
• Will you still have enough working capital left?
• Can you absorb unexpected costs?

If you can answer all three questions with a confident “yes”, bulk purchasing by the container is often a logical next step.

CONDITION #3: Your Purchasing Process Is Solid

A proper purchasing process involves much more than simply placing an order. You need to think about matters such as:

• Selecting suppliers
• Comparing quotations
• Carrying out product inspections
• Arranging transport
• Preparing import documents
• Managing your inventory

Make sure the foundations of your purchasing process are solid before moving on to larger quantities.

CONDITION #4: You Have Sufficient Storage Space

The fourth condition on this list may sound obvious, but it is still frequently overlooked—or at least underestimated.

A container often holds hundreds or even thousands of products, all of which need to be stored somewhere. Do you already know exactly how you are going to handle this from start to finish?

If you use an external warehouse or fulfilment partner, switching to container purchasing is often slightly easier.

Should You Buy by the Container or Not?

It is time to make a decision. Does buying by the container make sense for your business?

If we look purely at the numbers in practice, an indicative rule of thumb is that buying by the container—also known as Full Container Load or FCL—starts to become attractive at a volume of approximately 15 cubic metres, or around five to six pallets. This is known as the “break-even point”.

However, this figure should only be treated as an indication. The exact break-even point depends on factors such as the shipping route, weight, local charges, port, season and current freight rates.

From this theoretical break-even point onwards, booking your own 20-foot container may be cheaper than using a Less than Container Load shipment, or LCL. This is because the relatively high fixed handling costs per cubic metre no longer apply in the same way.

Keep in mind that, as an e-commerce entrepreneur, you need strong cash flow because your capital may be tied up for six to twelve weeks. You will also need a healthy inventory turnover rate, ideally allowing you to sell through the stock within approximately four months.

As an example, base ocean freight rates to Rotterdam in 2026 may be around $2,300 to $2,800 for a 20-foot container and $4,100 to $5,000 for a 40-foot container.

PLEASE NOTE: Freight rates can change significantly due to factors such as geopolitical developments and seasonal demand. These figures are only included as an illustrative example and do not represent a guaranteed or fixed rate.

Let us finish with a simple calculation to show you how the decision might be made.

For 18 cubic metres of goods, LCL transport at €160 per cubic metre would cost €2,880. Add approximately €700 in local handling charges, and the total comes to €3,580, including Terminal Handling Charges and customs clearance.

In this example, booking a complete 20-foot container with a capacity of approximately 33 cubic metres costs €2,900, including Terminal Handling Charges and customs clearance. Choosing FCL would therefore save you €680 while also giving you around 15 cubic metres of additional space.

Costs such as import duties, demurrage, storage and inland transport are not included in this example.

Wondering whether buying by the container makes sense in your situation? The Redjumla team is ready to provide professional advice tailored to your business and backed by years of practical experience.

FAQ

When Does Buying by the Container Make Sense?

Buying by the container becomes interesting when you reach the break-even point at which the total cost of several smaller shipments exceeds the cost of booking one complete container.

What Are the Benefits of Bulk Purchasing?

Bulk purchasing generally results in a lower purchase price, lower transport costs per product and fewer repeat orders. It also gives you more control over your inventory and makes the entire purchasing process more efficient.

How Much Does It Cost to Ship a Container From China to Rotterdam?

In 2026, the base ocean freight rate for shipping a container from China to Rotterdam may average between $2,300 and $2,800 for a 20-foot container and between $4,100 and $5,000 for a 40-foot container.

Please note that these figures only refer to the base ocean freight rate. Your total import costs will be higher once local port charges, Terminal Handling Charges, customs clearance, import duties and inland transport within the Netherlands are included.