Ecommerce has reshaped how businesses reach customers, and now international expansion is the next frontier. The ability to sell across borders presents enormous growth potential, with 73% of online retailers planning to enter new markets within the next year, according to the 2025 Metapack Ecommerce Delivery Benchmark Report. Already, 32% have firm expansion plans in place, signalling a shift toward global opportunity beyond domestic markets.
Expansion into international markets isn’t just about driving growth — it’s also a strategic approach to risk management. Geographic diversification helps businesses avoid over-reliance on a single market’s economic fluctuations, creating a more stable foundation for long-term success. However, taking advantage of these opportunities comes with its own set of challenges, from navigating cross-border logistics to meeting evolving consumer demands. Careful planning is the key to turning opportunity into sustainable growth. In this blog, we’ll cover the key challenges in international expansion, how to meet customer expectations, and success stories in cross-border commerce.
3 Challenges in Cross-Border Logistics
If you want to expand into international markets, you’ll face three major challenges when it comes to cross-border ecommerce logistics: customs clearance, import duties, and international returns. Understanding these issues ahead of time will help you better prepare for them.
1. Customs Clearance
The complexity of handling customs can represent a significant hurdle as you begin your international expansion. The process of importing products differs from country to country, with each potential new market coming with its own set of delays, paperwork, and regulations. You must thoroughly research the process for each new country you may be shipping goods to in order to ensure your customers get their orders in a timely manner. This is particularly relevant, given that 55% of consumers expect orders to arrive within two days, according to the Metapack report.
2. Import Duties and Taxes
Countries with high import duties and taxes can result in costs that you must pass on to the consumer. Being as transparent as possible about your pricing is an important aspect of entering these markets. Perhaps more importantly, understanding these fees before you enter the market is crucial to avoiding unexpected costs or legal troubles.
3. International Returns
Any business that sells physical products must deal with returns. Handling these on an international scale presents additional challenges that your business must prepare for. You may be tempted to cut back on customer service as you enter these new markets, but the Metapack report reveals why this would be a bad idea. Consumers increasingly value convenient return options, including this factor in their overall purchasing decisions. 62% of them are willing to switch brands for more convenient returns.
Strategies for Overcoming Cross-Border Shipping Challenges
Developing a strategy for dealing with these challenges ahead of time will reduce the headaches associated with your international expansion.
Customs issues can be largely bypassed if you’re willing to work with a partner. Retailers are increasingly relying on established logistics providers and tech vendors to scale into other markets without drowning themselves in varying customs regulations from many different countries. These partnerships enable effortless global shipping capabilities through multi-carrier networks.
Returns are always a pain for customers, and international returns are even more difficult. However, in 2025, businesses are turning this pain point into a competitive advantage. By offering instant refunds or multiple return options, forward-thinking businesses will be able to set themselves apart from the competition.
The Role of Logistics Partners and Technology
Technology is what made it possible for businesses of modest size to even attempt the push into international markets. We saw in the last section how technology can help minimise the remaining challenges as well. The Metapack report reveals that 96% of retailers use AI in their ecommerce operations.
The leading companies use advances in technology for demand forecasting, route optimisation, and real-time tracking. Many popular ecommerce platforms are building these tools into their systems, offering integrated tools for language, tax compliance, and payment processing that better enable cross-country commerce.
The companies that embrace technology to the fullest—”Tech-Trailblazers”—see growth that’s three times larger than their less-advanced counterparts. This shows the importance of seeking out technology tools and partners when planning your own expansion.
Consumer Expectations for Cross-Border Delivery
Delivery speed expectations from consumers increase each year. Today, 59% of Europeans and 56% of North Americans expect delivery within two days. This can be hard to meet when shipping must cross borders.
Thankfully, consumers are also increasingly willing to pay extra for speedy delivery. The price sensitivity for this willingness differs from country to country. For example, 48% are willing to pay extra in Italy, while 65% are willing to do so in the United States. Nevertheless, this information indicates that businesses can use tiered delivery pricing strategies while maintaining customer satisfaction.
Global Expansion: The New Necessity for Ecommerce Brands
International expansion is not only an opportunity for retailers, but a requirement for sustainable growth as ecommerce becomes more global. Retailers who effectively navigate the challenges outlined in this article will be well-positioned to meet the increasing demand of consumer expectations and reap the financial benefits.
To get more detailed insights about how today’s businesses are approaching international commerce, download the complete 2025 Metapack Ecommerce Delivery Benchmark Report. It’s packed with comprehensive data and actionable recommendations for success in cross-border commerce.
