Top CX challenges and solutions for ambitious cross-border sellers
Domenico Pereira, Chief Marketing Officer at Asendia, sits down with customer experience expert Jeannie Walters, CEO and Chief Experience Investigator at Experience Investigators, to discuss the evolving landscape of e-commerce customer experience
Domenico Pereira: Welcome Jeannie, so good to talk to you today! I’m really keen to dive into customer experience, a subject we’re pretty obsessed with at Asendia. One thing we’ve learnt with shipping around the world is that customer experience can truly make or break international growth. So, my first question: In your opinion, what are the biggest CX challenges facing global e-commerce brands today?
Jeannie Walters: Thanks Domenico, that’s a great place to start. Personally, I feel that CX is often misunderstood. Too many brands think it’s about flashy websites or big-budget campaigns. But real customer experience happens in the micro-moments. I'm talking about confirmation emails, checkout guidance and error messages - these small touchpoints often matter more than any expensive marketing campaign. When a customer receives a helpful, reassuring email after placing an international order, those small touchpoints can build more trust than any glossy advertisement.
Domenico Pereira: How should brands approach CX when serving different markets around the world?
Jeannie Walters: That’s where many brands get it wrong, they fail with a one-size-fits-all approach. There's what I call the "global-local paradox". Different markets value different things. American consumers tend to express satisfaction more, while Asian consumers have higher service standards rooted in cultural hospitality expectations. You can't just translate your website, you need to reimagine the entire customer experience through cultural lenses. This means adapting communication styles, service levels, and even delivery expectations to match local cultural norms.
Domenico Pereira: It’s interesting how delivery preferences differ from market to market. Some shoppers prefer local pickup, while others expect home delivery. Adapting delivery and returns to each market can really drive results.
Jeannie Walters: That perfectly shows how customer preferences are evolving. Brands need to stay ahead of these shifts rather than assuming what worked in their home market will work everywhere.
Domenico Pereira: So, when something goes wrong, such as delays, damage, or customs issues, how can brands turn those challenges into opportunities to strengthen customer relationships?
Jeannie Walters: Great question. Service recovery is everything. When a customer has a problem, they're really saying, "I'm giving you a chance to fix this and show me you care". Poor recovery confirms their worst fears, but masterful recovery can create stronger loyalty than if nothing had gone wrong in the first place. The key is being proactive and transparent about delivery issues before customers feel they have to chase you for answers.
Domenico Pereira: We've invested a lot in tracking and visibility for that reason. When retailers can share real-time updates and explain delivery timelines before customers even think to ask, we've found that transparency, even about potential delays, builds far more trust than overpromising and underdelivering.
Jeannie Walters: Transparency is the foundation of trust in international commerce, and that's a perfect example of turning operational excellence into customer experience excellence.
Domenico Pereira: Of course, and building on that idea of trust, another topic we can’t ignore is sustainability. Customers are asking hard questions about the environmental footprint of international shipping. At Asendia, we’ve committed to science-based targets and offer CO₂ reporting tools so our clients can see and reduce their impact. How should e-commerce brands approach this authentically, do you think?
Jeannie Walters: Actually, consumers are more sophisticated than you might think. They can spot superficial green marketing immediately. True sustainability isn't just about recycled packaging; it's about complete lifecycle thinking. This includes product end-of-life options, second-life opportunities, and transparent communication about genuine environmental commitments. For international shipping, this might mean being honest about carbon footprints while offering meaningful alternatives, not just token gestures. Authenticity drives loyalty far more than superficial sustainability theatre.
Domenico Pereira: I agree that meaningful alternatives, not just token gestures, are crucial in green strategy. However, cost is often the main barrier. That’s why we focus on the practical solutions instead, like consolidated shipping and partnerships with green-certified logistics providers. For us, ESG isn’t a checkbox, it’s integral to how we help retailers grow responsibly.
Jeannie Walters: This shows the tension between intention and action. Brands that can help customers make sustainable choices without significant cost increases will have a real competitive advantage.
Domenico Pereira: Let’s shift to another trust topic, data privacy. How does this impact customer experience?
Jeannie Walters: Transparency about data use and giving customers control over their information isn't just ethical, it actually improves business outcomes. When customers understand how their data helps improve delivery success rates and reduce return complications, they're more likely to share it willingly. The key is being upfront about what you're collecting, why you need it, and how it benefits them directly. This transparency builds trust, which is essential for international transactions where customers may already feel uncertain.
Domenico Pereira: When we ask shoppers and customers for their contact information, it’s not just about data gathering. It helps last-mile carriers coordinate delivery and provides customs with the necessary information to prevent delays. Explaining this "why" is key to building customer and shopper confidence and ensuring smooth international transactions.
Jeannie Walters: Exactly, it's about building genuine relationships, not just completing transactions. When customers understand how their data helps solve their problems, privacy becomes a partnership rather than a concern.
Domenico Pereira: What would be your final thoughts for retailers who are expanding internationally and want to build those genuine customer relationships across borders?
Jeannie Walters: My advice is simple but not easy: focus on keeping your promises. In international commerce, trust falls quickly when expectations aren't met. Be transparent about your limitations, set realistic expectations, and always prioritise the customer's journey over your internal organisational charts. When you get this right, you don't just gain customers, you create advocates who will champion your brand globally.
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