Do you know what cross-border markets have the most potential in 2025? The latest report reveals!

Do you know what cross-border markets have the most potential in 2025? The latest report reveals!

Do you know what cross-border markets have the most potential in 2025? According to Asendia's newly released Beyond Borders study, Western Europe remains the preferred global target market (34%), especially for European brands focused on accessibility expansion.

The survey, conducted in March 2025, coincided with the announcement of U.S. tariff measures that triggered market uncertainty and border delays for key transportation gateways. Despite this, the report highlights the resilience of the industry, which has been able to adapt quickly to the tougher environment and continue to grow. In the UK, for example, 41% retailers are looking for cross-border sales growth in Western Europe, 23% expects to grow in Eastern Europe and 22% is targeting North America. However, 28% says it is unsure of its target markets - a sign of the times.

In contrast, Chinese retailers are turning to East Asia (42%) and the Middle East (38%), while U.S. brands tend to target Canada (47%) and South America (24%) for growth. The political tensions may prompt some retailers to rethink their cross-border strategies, which is an important signal for cross-border e-commerce sellers.

The biggest problem is that there are also significant regional differences in the choice of sales channels. Online marketplaces in Asia Pacific, such as Korea and Hong Kong, dominate the sales channel, while in Europe and the UK, own e-commerce websites still hold a strong position. Of the 250 UK respondents, 43% sell through their own websites, 38% use online marketplaces and only 18% sell through social commerce, which contrasts sharply with the Asia-Pacific region, where 42% of retailers sell through social channels.

Globally, 35% of retailers are investing in faster delivery capabilities, but this falls to 29% for UK retailers, who are placing more emphasis on the need for artificial intelligence and automation (30%). This suggests that UK brands will be upgrading to smarter product recommendations, chatbots and automated customer service in the coming year.

And now, transparency is becoming a key factor in long-term success.40%he pressure to meet sustainability standards is felt by UK retailers.43%he biggest barrier to implementing sustainability measures is the high cost of doing so, and 31%he difficulty of aligning sustainability targets with customer expectations.Amy Collins, Head of Global CSR at Asendia, said: "International e-commerce and logistics will face challenges in moving towards carbon neutrality. Brands that offer truly sustainable options and communicate transparently about trade-offs will win cross-border loyalty."

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