Retailers are feeling bold. Our latest research shows that three-quarters (75%) are confident about growing cross-border sales. But confidence and delivery are not the same thing. On average, the same retailers estimated that 29% of their international deliveries fail to meet customer expectations. That's nearly one parcel out of three falling short.
The good news? Retailers know where they need to invest. A striking 82% reported plans to raise their customer experience (CX) budgets by 11% or more, with the average increase sitting at 22%. The question is, how can that investment be made most wisely? In this piece, we explore issues limiting cross-border growth, plus guidance on how you can solve them.
1. Border delays and customs clearance
This is the number one friction point globally, cited by 32% of retailers and affecting 34% in the USA. A parcel stuck in customs is a parcel generating anxiety for a customer. The solution is prevention: automated customs documentation gets paperwork right first time, so shipments clear faster and retailer support teams field fewer queries.
2. Inconsistent carrier performance
Carrier performance was named by 30% of retailers, and worst in Europe (31%) where fragmented networks can make reliability a particular challenge. Being dependent on a single carrier means being bound to them when their capacity is stretched or their infrastructure is compromised. Diversifying your carrier mix spreads your risk exposure and keeps parcels moving, no matter what.
3. International delivery costs
Delivery costs worry 29% of retailers, climbing to 34% in APAC. Shipping costs are inevitable, but can often be managed more effectively. For example, giving shoppers flexible options at checkout cuts redelivery waste, preventing charges for failed attempts. Many brands are investing here, with 40% prioritising click and collect from their own stores, 38% embracing parcel shops and collection points, and 34% turning to out-of-home lockers.
4. Tariff and duty calculations
Getting duties wrong is a surefire way to upset your customers. It is a major headache for 29% of retailers, rising to more than one in three in the USA. By showing accurate landed costs at checkout with duties and taxes included, retailers prevent any nasty surprises on their customers’ doorsteps. Clarity up front protects both conversion and trust. And with peak season fast approaching, now is the ideal time to make a good impression with a frictionless shopping experience.
5. Handling returns across borders
Cross-border returns trouble 29% of retailers, rising to almost a third in APAC. Returns are unavoidable. But expensive, slow returns are not. Local return centres in key markets shorten the journey and speed up refunds. And our data shows that retailers are getting smarter about the whole returns process. 39% are using AI to predict and prevent returns before they happen. 38% are trialling returnless refunds for low-value items, where paying to ship something back exceeds the item’s value.
Tie it together with better communication
A few well executed measures can have a big impact on your overall CX. But the essential layer that sits under everything is communication. Domenico Pereira, Asendia's Chief Marketing Officer said: “Customers often just need to know what to expect. Real-time delivery updates, self-service tracking portals and AI chatbots can help to answer most of your customers’ questions. These things are not difficult to implement, they take a lot of pressure off your staff and, if used properly, they can mean a much better overall experience.”
Why now?
Peak season is the moment these fixes really start to pay for themselves. Order volumes surge, first-time shoppers arrive in numbers, and every failed delivery or missed refund becomes a lasting impression. Investing in prevention, reliability and communication now means fewer fires to fight later, when your business is under the most pressure.
Many retailers are doing the right thing. With CX budgets rising, those who can successfully reduce friction for their shoppers will be the ones who find their cross-border ambitions are not misplaced.
Want the full picture? Download the Beyond Borders eBook for the complete research and sector insights.
What are the biggest challenges in cross-border e-commerce delivery?
The five most common issues are border delays and customs clearance, inconsistent carrier performance, international delivery costs, tariff and duty calculations, and cross-border returns. In Asendia's research, border delays were the top friction point, cited by 32% of retailers, while 29% pointed to delivery costs, duty errors and returns.
Why do cross-border deliveries fail to meet customer expectations?
Retailers estimate that 29% of international deliveries fall short, roughly one parcel in three. The main causes are parcels held in customs, unreliable carriers, unexpected duties and taxes, and slow or costly returns. Most issues are preventable with automated documentation, a diversified carrier mix and accurate landed-cost pricing at checkout.
How can retailers reduce customs and border delays?
Prevention is the fix. Automated customs documentation gets paperwork right first time, so shipments clear faster and support teams field fewer queries. Border delays are the single biggest friction point globally, cited by 32% of retailers and 34% in the USA.
How should retailers handle duties and taxes at checkout?
Show accurate landed costs, with duties and taxes included, before the customer pays. This prevents surprise charges on the doorstep and protects both conversion and trust. Getting duties wrong is an issue for 29% of retailers, rising to more than one in three in the USA.
What is the best way to manage cross-border returns?
Local return centres in key markets shorten the journey and speed up refunds. Retailers are also getting smarter, with 39% using AI to predict and prevent returns, and 38% trialling returnless refunds for low-value items where return shipping costs more than the product.
How much are retailers investing in cross-border customer experience?
A lot, and fast. 82% of retailers plan to raise CX budgets by 11% or more, with the average increase at 22%. Popular investment areas include click and collect (40%), parcel shops and collection points (38%) and out-of-home lockers (34%).