75% of global retailers are confident in cross-border sales growth in 2026, despite extreme tensions and growing challenges

New research from Asendia reveals e-commerce retailers are turning to technology investment and out-of-home delivery methods to address delivery failure rates in cross-border trade.

Asendia’s latest industry report, Beyond Borders: Bridging Customer Experience Ambition and Execution, reveals that three-quarters of global retailers’ express confidence in growing their cross-border sales in 2026, up from 72% last year. This improved sentiment comes despite geopolitical tensions – tariffs and war - arguably worsening in the past year, rather than improving. However, the survey’s respondents say almost one third of international deliveries (29%) are currently failing to meet customer expectations.

The findings paint a picture of an industry determined to capitalise on global opportunities while grappling with fundamental operational challenges that threaten customer satisfaction and profitability.

Regional and sector nuances

Regional confidence varies significantly, with UK retailers leading at 85%, followed by the USA at 79%, APAC at 73% and Europe at 61%. When we look at the different sectors, Department Stores/General Merchandise retailers are the most confident of growing international sales (80% expecting to), followed by Entertainment retailers (78%) and Health & Beauty retailers (77%).

The research identifies several critical friction points undermining cross-border success. ‘Border delays and customs clearance’ was the biggest operational barrier, selected by around one in three retailers, when asked to choose up to four. This was closely followed by ‘inconsistent carrier performance’ (about three in ten), and just under three in ten for ‘international delivery costs,’ ‘tariff and duty calculations,’ and ‘handling returns.’

The data confirms the complex web of challenges faced by cross-border e-commerce professionals. For Health & Beauty retailers, the situation is particularly acute, with 37% citing ‘the complexity of delivering dangerous goods’ as a significant barrier to international growth.

These operational hurdles translate directly into customer service costs, with retailers struggling to manage the volume of 'Where Is My Order?' (WISMO) enquiries that erode margins and damage brand reputation.

Technology and diversification as the answer

In response, retailers are making strategic investments in both technology and alternative delivery methods. ‘Real-time delivery updates and notifications’ and ‘AI-powered chatbots’ both top the priority list (with just over half), and ‘self-service tracking portals’ (48%) to address WISMO costs and improve customer communication. Almost half (47%) said they are planning to reduce live agent capacity, despite the complex nature of customer queries. (Respondents invited to select ‘all that apply’)

Delivery diversification is also gaining momentum, with retailers prioritizing out-of-home collection points, including ‘click & collect from own stores’ (four in ten) and ‘lockers and parcel shops’ (38%), alongside faster overseas delivery options such as scheduled time slots (around one in three), weekend and evening delivery services (almost four out of ten).

Returns management is being reimagined for 2026, with 39% of retailers introducing return fees, 39% deploying AI to predict and prevent returns, and just under four in ten establishing local return centers to streamline the process and reduce costs (when asked to select all that apply).

Manuel Bonnin, Head of Marketing Innovations & CX at Asendia, commented: "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: “We work with retailers to streamline customs processes and logistics services to reduce delivery failures. We also facilitate multiple delivery options, with our locker network now standing at more than 180 000 lockers worldwide. Providing more choice cuts failed attempts, lowers re-delivery costs and improves customer satisfaction, so it’s a win all round. 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.”