Cross-border ecommerce is becoming more complex

Cross-border ecommerce has long benefited from low-value shipment rules that allowed many parcels to move through customs with limited friction.

Nicholas McBride’s session at DELIVER Europe 2026 focused on how that environment is changing. As major markets tighten rules around de minimis thresholds, low-value parcels are becoming subject to greater documentation, duty and customs requirements.

For retailers and brands, this is not only a compliance issue. It changes the economics of international selling and raises the importance of clear communication, accurate data and stronger customer experience controls.

Surprise costs can damage customer trust

One of the strongest themes from the session was the impact of unexpected duties and taxes.

When a customer completes checkout and later receives a demand for additional payment at the doorstep, the experience can feel like a broken promise. Even when the charge is legally correct, the customer may blame the retailer rather than the carrier or customs authority.

That creates risk beyond the individual shipment. Surprise charges can lead to refused parcels, returns, customer service contact, negative sentiment and reduced repeat purchase.

For cross-border retailers, the practical priority is clear: customers should understand the total cost before they buy.

Customs data is becoming a customer experience issue

The session also highlighted the importance of accurate customs data.

HS codes, product descriptions, IOSS numbers, EORI numbers and Incoterms are often treated as operational or compliance details. But when they are incomplete or inaccurate, they can create customs holds, delays and customer frustration.

As customs systems become more sophisticated, vague descriptions or incorrect codes may create more friction. Retailers therefore need to treat customs data quality as part of the customer journey, not simply a back-office requirement.

Fulfilment strategy may need to change

The changing de minimis environment also affects fulfilment strategy.

Some retailers may respond by moving inventory into key markets and fulfilling domestically, reducing the complexity of individual cross-border parcel movements. For others, local fulfilment may not be commercially realistic, which makes landed cost calculation, delivery duties paid options and customer communication even more important.

The right approach depends on scale, margin, category and market strategy. But the direction of travel is clear: cross-border models that rely on hidden costs or loose customs processes will become harder to sustain.

What this means for the DELIVER community

The session positioned cross-border compliance as a strategic ecommerce capability.

For retailers and brands, the opportunity is to build trust by showing clear landed costs, improving customs data and communicating proactively when delays occur. For logistics and technology partners, the challenge is to help merchants manage duty, tax and documentation complexity without adding friction to the buying journey.

As de minimis thresholds disappear or reduce in major markets, cross-border success will depend less on exploiting low-friction loopholes and more on building transparent, reliable and customer-friendly international operations.