72% of retailers worldwide are still confident in cross-border sales growth, despite a complex environment

Press Release 2nd June 2025, London | Asendia 

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.

Flexibility becomes the new competitive advantage

Amid disruption, innovation is accelerating. One-third of retailers (33%) have introduced "returnless returns" strategies, allowing customers to be refunded without sending back lower-value or bulky items, optimising operational costs, decreasing carbon emissions, and enhancing customer loyalty. Another 28% plan to implement the model within two years.

Sustainability, too, remains a key priority. Despite the financial pressures, 41% of retailers feel compelled to lower emissions, with 33% consolidating shipments and 29% partnering with eco-certified logistics providers to reduce their carbon footprint and drive greater efficiency.

“International retail today demands agility at every level - from out-of-home delivery option to smarter returns to more responsible logistics,” said Domenico Pereira, Chief Marketing Officer at Asendia. “The retailers who succeed won't be the ones who wait for stability; they’ll be the ones who move first, adapt fastest, and offer customers more choice at every step.”

Regional dynamics reshaping growth plans

The study reveals strong regional shifts in strategy. Western Europe remains the top target market globally (34%), particularly for European brands focused on accessible expansion. Meanwhile, Chinese retailers are pivoting toward East Asia (42%) and the Middle East (38%).

US brands, on the other hand, are targeting Canada (47%) and South America (24%) for growth, though recent political tensions are prompting some to reconsider their cross-border strategies.

Online marketplaces dominate sales channels in APAC regions like South Korea and Hong Kong, whereas in Europe and the UK, owned e-commerce websites retain a stronger foothold. Globally, 35% of retailers are investing in faster shipping capabilities, and an equal number are prioritising AI and automation to stay competitive internationally.

Building trust through transparency

While speed, convenience, and pricing remain critical, retailers are also recognising that transparency will be a defining factor in long-term success.

“International e-commerce and logistics will face challenges moving towards carbon-neutrality, said Amy Collins, Head of Global CSR Engagement at Asendia. “Brands that offer tangible sustainable choices, and communicate transparently about trade-offs, will earn loyalty across borders.”

Asendia’s Beyond Borders whitepaper offers a detailed guide to navigating the challenges of cross-border expansion and unlocking the opportunities ahead.

Download Beyond Borders: Cross-border e-commerce opportunities in a fast-changing world