Cross-border chaos or opportunity?

When it comes to international shipping, few topics spark more frustration — or more potential. In this Deliver America session, Lori Boyer of EasyPost led a candid conversation with Andre Storm of Passport Global and Peter Davis of WSI | Kase, exploring the realities of scaling eCommerce across borders.

Boyer opened with a relatable story about her daughter abandoning a purchase because of long international shipping times — a simple example of the complexity behind global fulfilment. “International shipping is growing at twice the rate of domestic,” she noted. “The demand is huge, but so are the challenges.”

The state of cross-border in 2025

According to Storm, cross-border eCommerce is entering its “teenage years” — growing fast but struggling through regulatory growing pains. “Markets and systems are maturing,” he said. “Brands that see the chaos as opportunity will thrive, while those that avoid it will fall behind.”

Davis agreed that unpredictability has become the norm. “It’s complete mayhem,” he said. “Tariffs shift overnight, regulations change without warning, and carriers are still adapting to delivery duty paid (DDP) models.”

Still, both agreed that brands willing to manage complexity stand to gain higher margins and greater customer loyalty.

Compliance and fine print

From customs codes to country-of-origin rules, even sophisticated companies are struggling. Davis cited a case where a client’s product was miscoded as “Russian aluminium” — incurring hundreds in unexpected duties.

Storm urged brands to pay close attention to fine print. “You need someone — internal or external — who understands exactly what classifications and markets affect your business,” he said. “Missing that detail can destroy your profitability.”

Both speakers emphasised that compliance isn’t just about avoiding penalties — it’s about building resilience into your supply chain.

When expansion makes sense

Not every brand should go global right away. Davis advised businesses to look for clear signals before expanding, such as market saturation at home, growing international demand, and healthy margins that can absorb duties and taxes.

“Ask if your product is suited to international markets,” he said. “High-value, niche, or luxury products often perform best.”

Storm added that brands should focus on a handful of mature markets — Canada, the UK, Australia, and Western Europe — rather than trying to ship everywhere at once. “Go deep, not wide,” he advised. “It’s better to dominate a few key markets than struggle to serve 50.”

Operational visibility and partnerships

Both experts agreed that visibility is the cornerstone of cross-border success. “You need to know what’s happening to your orders in real time,” Davis said. “If you don’t have integration with carriers and compliance engines, you’re flying blind.”

They also warned against managing everything in-house. “Don’t go at it alone,” said Storm. “Find partners who live and breathe international logistics — and visit their facilities. Look for agility, experience, and transparency.”

The best 3PLs, he added, act as “an extension of your business, not just a service provider.”

Technology and transparency

Technology is now a defining factor. Integrations between product data, warehouse management, and carrier systems are essential to avoid customs holds and service disruptions.

“Customers can tolerate delays — but not silence,” Boyer said. “Proactive updates and visibility build trust, even when things go wrong.”

AI is beginning to play a role too. Davis noted that carriers like UPS are already applying AI to customs clearance. “Over the next year, we’ll see AI take cost out of the process and improve accuracy,” he predicted.

Key advice for brands

To close the session, Storm and Davis offered three clear takeaways:

• Start small but smart: Test mature markets like Canada before expanding widely.

• Invest in expertise: Whether internal or outsourced, knowledge of tariffs and codes is non-negotiable.

• Stay agile: Build processes that adapt to constant regulatory change.

As Storm put it: “Cross-border isn’t impossible — it’s just misunderstood. With the right groundwork, you can grow globally with confidence.”