What are the Challenges and Opportunities for Cross-Border Shipping?

British retailers have faced significant disruption in recent years. From Brexit to COVID-19, uncertainty has forced many businesses to reassess their growth strategies — particularly when it comes to selling internationally.

Yet while some retailers have paused investment, global eCommerce trends tell a compelling story: cross-border selling is growing, and the opportunity cost of standing still is increasing.

Cross-border eCommerce: a growing opportunity

A study of 100 mid‑market retailers found that only 47% currently deliver internationally. However, earlier research suggests that 33% of global eCommerce spend will be cross‑border by 2028.

Despite this, many merchants have delayed investment in:

• Cross‑border expansion

• Additional warehouse capacity

• Diversifying product sourcing

This caution is understandable, but it also creates risk. As consumer behaviour shifts permanently towards online shopping, retailers that delay international expansion may struggle to keep pace.

The impact of COVID‑19 on cross-border trade

COVID‑19 significantly accelerated the move to eCommerce, but cross‑border sales initially dipped as countries introduced restrictions on the movement of goods.

Italy is a strong example. While cross‑border eCommerce declined during the early stages of the pandemic, demand recovered quickly as restrictions eased.

Despite widespread disruption, delivery management providers such as Whistl Parcels maintained continuity of service, with minimal degradation during peak COVID‑19 volumes. While sales slowed due to uncertainty and non‑essential goods restrictions, international services continued operating across key European and global markets for both tracked and untracked deliveries.

Why British retailers can’t ignore international markets

Global eCommerce sales were projected to reach £1.8 trillion, with the UK accounting for approximately £200 billion — around 11% of global trade.

For ambitious online retailers, ignoring cross‑border selling means missing out on long‑term revenue growth, particularly as overseas markets recover at different speeds. Countries such as New Zealand rebounded faster than the UK, creating opportunities for British retailers with an established international delivery strategy.

How changing buying habits affect UK retailers

Research from Global‑e suggests some impacts of COVID‑19 will only be fully realised post‑pandemic. Key trends include:

• A short‑term rise in non‑discretionary purchases (e.g. food)

• A temporary drop in discretionary spending (e.g. luxury homeware)

Operationally, many parcel carriers restricted international services, while marketplaces such as Amazon temporarily prioritised essential goods and limited FBA access for smaller sellers.

Factors affecting the cross-border customer experience

A Whistl Parcels study identified several factors that negatively influence international buying decisions:

• Average delivery time: 13 days across six surveyed countries

• Unexpected costs: 13% incurred additional customs or import charges

  • Over half paid these at checkout

  • Only two‑thirds were aware of the charges in advance

Returns uncertainty:

• One‑third checked returns policies before buying

• Less than 25% in France, compared to 45% in Ireland

These friction points directly impact conversion rates and repeat purchases.

Opportunities for UK retailers shipping internationally

Despite disruption, cross‑border eCommerce grew by an average of 11% globally. Markets with less reliance on international trade before the pandemic recovered more quickly — creating new opportunities for UK sellers.

Having a cross‑border strategy allows retailers to:

• Offset domestic slowdowns

• Capitalise on recovering overseas economies

• Build long‑term international customer bases

Consumer attitudes towards buying from abroad

Whistl Parcels research found:

• 1 in 5 consumers expect to reduce international purchasing due to COVID‑19

• Only 3% actually experienced difficulties when buying cross‑border

The most common issue was delivery speed, followed by:

• Payment challenges

• Customs issues

• Products not matching online descriptions

Interestingly, price savings remain the biggest motivator for buying internationally, followed by access to products unavailable locally.

Consumer trust also varies by marketplace:

• Amazon shoppers in the UK and Ireland care less about the seller’s location

• eBay shoppers in the UK and US are more cautious than those in Australia or Ireland

Identify your key international markets

Every online business is different. Mapping your product range against international demand helps identify markets where your offer is most likely to succeed. By analysing:

• Market size

• Consumer preferences

• Local competition

you can tailor pricing, delivery options and messaging to outperform international competitors.

Diversify sales channels and delivery options

Research from Whistl Parcels shows that retailers who diversify:

• Sales channels

• Delivery partners

• Product sourcing

are more resilient to unexpected disruption.

Expanding into overseas marketplaces (such as Allegro) improves discoverability and builds trust with local customers. Working with an experienced international delivery partner ensures you can match — or exceed — the service levels offered by domestic competitors in those markets.

Be clear and transparent with cross-border customers

Hidden fees remain one of the biggest barriers to international conversion. When customers discover unexpected customs charges after purchase, trust is lost.

Clear, upfront pricing and aligned product descriptions significantly improve conversion rates and customer satisfaction. Transparency helps replicate the experience shoppers expect from domestic retailers.

Work with a customs clearance specialist

Partnering with an international delivery and customs clearance specialist enables:

• Faster cross‑border delivery

• Seamless returns

• Access to trusted international carriers

Thanks to the buying power and economies of scale of a third‑party delivery management provider, mid‑market retailers can access shipping rates typically reserved for global brands.

Whistl Parcels are leading experts in customs clearance and international business parcel delivery.

What is the future of eCommerce exporting?

While some barriers still deter consumers from buying abroad, most are easily resolved with the right strategy and partners in place.

As online adoption continues to rise — particularly among older demographics — cross‑border eCommerce will account for an increasing share of global trade. Retailers that invest now in delivery, returns, and customer experience will be best positioned to grow.

A robust returns process is critical. When customers can return items easily, they are more likely to:

• Leave positive feedback

• Make repeat purchases

• Recommend your brand

At Whistl Parcels, we help mid‑market retailers succeed in direct and indirect eCommerce exporting. Our tailored solutions are designed to enhance delivery performance, improve customer experience, and accelerate international growth.

Get in touch with Whistl Parcels to discuss how we can support your cross‑border expansion.