60% of UK retailers are optimistic about cross-border e-commerce - do you know why?

60% of UK retailers are optimistic about cross-border e-commerce - do you know why?

You'd never guess it, but despite the challenges of geopolitical turmoil and soaring costs, 62%'s UK retailers are optimistic about growth in the cross-border market in 2025! This data comes from Asendia's latest research report, Beyond Borders: Cross-border e-commerce opportunities in a fast-changing world.

However, optimism in the global sample is even higher at 72%, driven by companies in the Asia/Pacific region. For example, Chinese retailers are the most optimistic (941 TP3T), much higher than other countries, followed by Singapore (821 TP3T) and Hong Kong (821 TP3T). Even with the threat of trade barriers, e-commerce operators in the Asia-Pacific region remain confident in their global expansion.

US retailers were slightly more confident than those in the UK, with 67% saying they were confident of increasing cross-border e-commerce sales. What's even more revealing is that 79% of European e-commerce retailers share the same view, with Renaud Marlière, CEO of Asendia UK, saying: "Across the board, the majority of retailers are positive about attracting and acquiring new customers from overseas. UK e-commerce is very advanced and whilst it makes business sense to go beyond the domestic market, it is clear that UK brands are conscious of the challenges they face in opening up new markets globally this year."

The survey, conducted in March 2025, coincided with the announcement of US tariff measures, which 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.

For UK retailers, transportation costs (45%) and customs regulations and duties (41%) were cited as two of the biggest barriers to international sales growth. More than a quarter (27%) of retailers cited logistics and fulfillment complexities, while 24% experienced difficulties with compliance and local laws.

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