Rebuilding global growth through control and clarity

For many eCommerce brands, international expansion remains a frustrating paradox — a massive opportunity buried under complexity. Speaking at Deliver America 2025, Max Wilkinson, Senior Logistics Partner Manager at Swap Commerce, outlined why “cross-border is broken” and what retailers can do to fix it.

Swap Commerce’s mission is simple but ambitious: to empower merchants to sell anything, anywhere. The company has evolved from a returns platform into a full operational ecosystem spanning returns management, tax and duties calculation, and cross-border compliance. With more than 700 brands onboarded, Swap is now helping direct-to-consumer businesses simplify the paperwork, pricing, and planning that so often block international growth.

Understanding the real barriers to cross-border commerce

Wilkinson began by addressing the operational frictions that make international selling such a challenge. “Between regional tax filings, customs duties, and endless paperwork, brands are drowning in complexity,” he said. “But behind that complexity lies the second-biggest growth market for most European and U.K. retailers — the U.S.”

He pointed out that while the U.S. market is worth over $1.5 trillion, many brands have turned away from it due to inflated import tariffs and compliance issues. Swap’s platform is designed to remove these barriers by automating HS codes, tax remittance, and documentation — turning what was once a cost centre into a driver of growth and cash flow stability.

The same applies in reverse for American brands looking to Europe. “Each EU state brings its own currency, duties, and tax frameworks,” said Wilkinson. “The challenge isn’t just getting the product there — it’s knowing exactly what it will cost you when it lands.”

Why the traditional playbook no longer works

Wilkinson broke down the three most common approaches to cross-border trade — and why each has major drawbacks.

The first, DDU (Delivered Duties Unpaid), leaves customers facing unexpected tax bills and long delays at customs. “Nothing kills brand loyalty faster than a surprise invoice two weeks after purchase,” he warned.

The second, DDP (Delivered Duties Paid), is an improvement but still error-prone. Brands must estimate duties in advance, often overcharging to protect margins. This leads to inflated pricing and lost conversions.

The third, using a merchant of record, outsources the entire checkout process to a third party — meaning the brand loses ownership of its data, customer experience, and cash flow. “You wouldn’t give away your bank account to a third party,” Wilkinson said. “So why give away your checkout?”

The smarter route: total landed cost and ownership

Swap’s alternative is what it calls the “total landed cost” model — guaranteeing precise duties and taxes at checkout while allowing brands to keep full control of their customer experience. Using live global data, Swap calculates the exact import cost and commits to covering any discrepancies.

“This approach gives merchants the confidence to forecast, price accurately, and scale into new markets without fear,” Wilkinson explained. “You keep your own checkout, your own SEO, and your own data — while we manage everything else behind the scenes.”

Swap also manages all global tax filings and remittances on behalf of clients, helping brands eliminate the need for expensive external consultants and manual reconciliation.

Innovation in compliance: Swap Clear

A highlight of Wilkinson’s talk was Swap Clear, a B2B transfer pricing model that allows international brands to operate as their own importer of record in the U.S. Rather than paying duties on the full retail price, brands pay tax only on fair market value — often cost plus 5%.

He illustrated the impact: “A £200 order facing a 35% duty could drop from £70 to just £17.50 when using this model. That’s a margin game-changer.”

By setting up compliant local entities and automating the filings, Swap Clear enables companies to scale internationally with far less exposure to punitive tariffs.

Proof in practice

Brands like Serge DeNimes and Manas Golf have already embraced Swap’s ecosystem. Serge DeNimes uses the full platform — from returns to duties calculation — to boost retained revenue and reduce returns through smarter credit and exchange flows. Manas Golf, meanwhile, integrated Swap with its 3PL to open global markets within weeks, gaining access to competitive carrier rates and faster fulfilment.

These examples highlight how an end-to-end operational system can turn compliance from a burden into a competitive advantage.

Cross-border isn’t broken — it’s just badly managed

In closing, Wilkinson reminded the audience that global growth is not out of reach — it’s just been mishandled. “Cross-border isn’t broken,” he said. “It’s misunderstood. Once you control duties, taxes, and returns, you can grow anywhere.”

With automation, transparency, and ownership of data, brands can finally trade internationally with the same speed and simplicity they enjoy at home — and turn the world into their next big market.