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

[Asendia Insights ](https://www.asendia.com/asendia-insights)

# [72% of retailers worldwide are still confident in cross-border sales growth, despite a complex environment](https://www.asendia.com/asendia-insights/72-of-retailers-worldwide-are-still-confident-in-cross-border-sales-growth-despite-a-complex-environment)

 Written by [Asendia](https://www.asendia.com/asendia-insights/author/asendia) | Jun 2, 2025 9:30:01 AM

Press Release 2nd June 2025, London | Asendia 

#### [Asendia's](https://www.asendia.com/) latest research, [***Beyond Borders: Cross-border e-commerce opportunities in a fast-changing world***](https://www.asendia.com/beyond-borders) 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***](https://www.asendia.com/beyond-borders)

 

[View full post](https://www.asendia.com/asendia-insights/72-of-retailers-worldwide-are-still-confident-in-cross-border-sales-growth-despite-a-complex-environment)

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