Press Release 25 July 2025, London | Asendia
However, tech investments suggest many are gearing up for bigger ambitions, according to the new research from Asendia, a cross-border parcel shipping specialist owned by La Poste and Swiss Post.
The Beyond Borders report, is based on a survey of 1,000 retailers across Europe, Asia-Pacific, the UK and US. It was carried out in March 2025, when tariffs and trade policy upheavals began making headlines. The findings reveal a strong current focus on Continental markets for the European cohort of respondents (from Germany, Italy and Spain), but planned technology spend points to longer-term global strategies.
Western Europe dominates – but big brands look East
Among the 250 European retailers surveyed, 56% picked Western Europe as their top growth opportunity for 2025 (rising to 60% for Italian and Spanish retailers, and 53% for German brands). Eastern Europe followed at 44%, while 19% said they are eyeing North America.
Far fewer European brands are currently targeting East Asia (10%), the Middle east (8%), South Asia (6%), Southeast Asia (5%), Africa (4%) or Oceania (2%), with 12% still unsure about future target markets.
Larger retailers ($1bn+ turnover) show a different approach — 68% are targeting Eastern Europe, compared to 52% focusing on Western European markets, reflecting a greater appetite, and resources, for managing cross-border complexities.
Fashion and beauty brands also stand out: 52% of fashion retailers and 50% of health & beauty players are prioritising Eastern Europe, suggesting certain product categories are gaining traction in these markets, or that domestic markets are reaching saturation point for them.
Tech plans signal intent to go further
While expansion may start close to home, tech priorities suggest wider ambitions, the survey found. The vast majority (83%) of the European respondents plan to invest in technology tools to improve their cross-border operations in the next 12 to 24 months.
When asked to select all applicable areas of planned investment, nearly a third (30%) cited technology solutions for ‘shipping and logistics optimisation’ — such as advanced delivery management platforms, duty and tax calculation tools, and real-time tracking systems — making it the top priority across a wide range of cross-border tech initiatives.
The second tech spend priority is ‘upgrading e-commerce platforms for cross-border’ with 28% choosing this. And a quarter (25%) are focusing on fraud prevention and cybersecurity, aware of the devastating impact of cyber attacks on e-commerce operations.
AI-driven tools are a growing focus (26%), with spend planned on chatbots and automated translation for websites and customer engagement. Social commerce — through platforms such as Instagram Live and TikTok Shop — is on the radar for 20% of European respondents. Fewer (10%) plan to invest in Augmented Reality (AR) and Virtual Reality (VR), such as virtual fitting rooms or 3D product visualisation.
Future growth will require wider horizons
“Focusing on familiar markets is understandable — but for real growth, retailers will need to venture further,” said Domenico Pereira, Chief Marketing Officer at Asendia. “At Asendia, we’re developing additional e-PAQ solutions to boost parcel flows between Europe and Asia, and North America and Asia. Asian consumers are eager to buy Western goods, and we want to simplify cross-border shipping to help American and European sellers tap into this highly strategic market.”
"Equally, small businesses shouldn’t see international expansion as out of reach,” adds Domenico Pereira. “Agile, scalable cross-border parcel services enable SMEs to test new markets with minimal risk and scale up quickly as demand grows. Combined with smart technology, global e-commerce is more accessible than ever, giving businesses of all sizes the opportunity to compete internationally without major upfront investments.”
With trade uncertainty showing little sign of easing, specialist carriers with global networks and local know-how could prove critical in helping retailers navigate risk and unlock new international opportunities.
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