80% cross-border e-commerce sellers, the first step is wrong.2025 latest market trend analysis
80%'s cross-border e-commerce sellers made the wrong first step! They don't have enough data to support their choice of target markets and sales channels. According to Asendia's new study Beyond Borders: Cross-border e-commerce opportunities in a fast-changing world, most UK retailers are refusing to give up on international growth, despite the challenges of geopolitical turmoil and soaring costs.
Of the 250 UK retailers surveyed, 62% were optimistic about their company's ability to successfully expand across borders by 2025. However, the global sample (1,000 retailers) shows a much higher level of optimism at 72%, largely driven by businesses in the Asia-Pacific region. For example, Chinese retailers are the most optimistic (941 TP3T), 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 the UK, with 67% expressing confidence in increasing cross-border e-commerce sales. In what looks more like a global trend, 79% of European e-commerce retailers share the same view, with Renaud Marlière, CEO of Asendia UK, saying: "In all cases, the majority of retailers are positive about attracting and acquiring new customers from overseas. UK e-commerce is very progressive and whilst it makes business sense to go beyond the domestic market, it is clear that UK brands are acutely aware 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.
Most revealingly, Western Europe remains the world's preferred target market in terms of regional strategy (34%), especially for European brands focused on accessibility expansion. In the UK, 41% retailers are looking for cross-border sales growth in Western Europe, 23% expects to grow in Eastern Europe, and 22% targets North America. However, 28% says it is unsure of its target markets - a sign of the times.
Understanding these trends and challenges is critical for cross-border sellers to make more informed market choices and strategic adjustments, and Asendia's Beyond Borders white paper provides a detailed guide to help navigate the challenges of cross-border expansion and unlock the opportunities ahead.
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