Three-quarters of global retailers are confident in growing cross-border sales in 2026, despite ongoing geopolitical tensions and operational challenges, according to new research from Asendia.
The company’s report, Beyond Borders: Bridging Customer Experience Ambition and Execution, found that 75% of retailers expect international sales to increase, up from 72% last year. However, 29% of cross-border deliveries are failing to meet customer expectations.
Confidence levels vary by region, with UK retailers leading at 85%, followed by the US at 79%, Asia-Pacific at 73% and Europe at 61%. By sector, department stores and general merchandise retailers are the most optimistic (80%), followed by entertainment (78%) and health and beauty (77%).
Despite this optimism, the report highlights persistent operational barriers. Around one in three retailers identified border delays and customs clearance as the biggest challenge. Other key issues include inconsistent carrier performance, international delivery costs, tariff and duty calculations, and returns handling. For health and beauty retailers, compliance adds further complexity, with 37% citing the challenges of shipping dangerous goods as a barrier to international expansion.
These issues are contributing to high volumes of “Where is my order?” (WISMO) inquiries, increasing customer service costs and impacting customer satisfaction.
To address these challenges, retailers are investing in technology and alternative delivery models. More than half are prioritizing real-time delivery updates and AI-powered chatbots, while 48% are implementing self-service tracking portals. At the same time, nearly half of respondents said they plan to reduce live customer service staffing.
Out-of-home delivery options are also expanding. Around 40% of retailers are investing in click-and-collect services from their own stores, while 38% are focusing on lockers and parcel shops. Faster delivery options, including scheduled time slots and weekend or evening services, are also being introduced.
Returns management is another focus area, with 39% of retailers introducing return fees and a similar proportion using AI to predict and reduce returns. Many are also establishing local return centers to streamline the process.
Manuel Bonnin, head of marketing innovations and CX at Asendia, said, “The data reveals that cross-border challenges are frequently interconnected. Borders make tracking visibility more complex with additional events which trigger WISMO calls and tariff complications lead to unexpected costs that damage customer trust.”
He added, “Expansion into new territories remains achievable, but only if you can consistently deliver on the promise of getting products into the hands of your hard-won customers.”
In related news, Rising delivery expectations put pressure on parcel and fulfillment services, Whistl reports