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72% of Retailers Worldwide are Still Confident in Cross-border Sales Growth, Despite a Complex Environment

London - 11 June, 2025 — Asendia’s latest research, Beyond Borders: Cross-border e-commerce opportunities in a fast-changing world reveals that retailers are refusing to retreat from international growth despite a climate of geopolitical disruption and surging costs making cross-border commerce more complex than ever. Nearly three-quarters (72%) of global retailers are confident they will grow international e-commerce sales this year, despite 44% saying they’ve already been negatively impacted by tariffs. Based on a March 2025 survey of 1,000 retailers across the US, UK, Europe and Asia-Pacific, the report highlights a resilient sector, adapting rapidly to survive and thrive under tougher conditions. Shipping costs (41%) and customs regulations (40%) are now deemed to be the two biggest barriers facing international sellers, when respondents were asked to select up to three barriers they perceive. One in four (24%) cite political instability as a major concern, rising to 32% in Europe.

Key Findings:

  • 72% of global retailers are confident in cross-border sales growth
  • Shipping costs (41%) and customs delays (40%) are top barriers
  • 44% of retailers report negative impacts from tariffs
  • 33% have implemented “returnless returns” strategies
  • One-third are investing in more resource-efficient logistics

Innovation and Sustainability Drive Competitive Edge

Amid rising geopolitical uncertainty and cost pressures, retailers are embracing innovation to stay competitive. A growing number are adopting “returnless returns”—a model where lower-value or bulky items are refunded without return—to cut operational costs and emissions while improving customer satisfaction. An additional 28% plan to implement this approach within the next two years.

Sustainability remains a key priority despite financial constraints:

  • 41% of retailers are actively working to reduce carbon emissions
  • 33% are consolidating shipments
  • 29% are partnering with eco-certified logistics providers

“International retail today demands agility at every level—from smarter returns to greener delivery models,” said Domenico Pereira, Chief Marketing Officer at Asendia.

“The retailers who thrive won’t be those waiting for stability, but those moving fast, adapting quickly, and offering more choice to customers.”

Regional Shifts and Strategic Repositioning

Retailers are also reshaping their cross-border strategies based on regional dynamics:

  • Western Europe remains the top global target market (34%)
  • Chinese retailers are refocusing on East Asia (42%) and the Middle East (38%)
  • US brands are eyeing growth in Canada (47%) and South America (24%), although geopolitical concerns are influencing plans

Sales channels vary by region: online marketplaces dominate in APAC markets like South Korea and Hong Kong, while owned e-commerce platforms remain stronger in Europe and the UK. Globally, 35% of retailers are investing in faster shipping, with an equal number prioritising AI and automation to improve efficiency and customer experience.

Transparency: The New Loyalty Driver

As cross-border e-commerce evolves, trust and transparency are becoming central to customer loyalty. Speed and price remain important, but long-term success will hinge on how openly brands communicate their sustainability efforts and service trade-offs.

“As we work toward more carbon-neutral logistics, brands that offer real sustainable choices—and communicate those clearly—will win loyalty across markets,”

—— Amy Collins, Head of Global CSR Engagement at Asendia.

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