Selling internationally has never been easier. Delivering a consistently good international customer experience is a different matter.
Retailers can translate their websites, accept international payments and reach customers around the world through marketplaces and social media. However, making a product available in another country is only the beginning. What happens after the customer presses Buy can determine whether they complete their purchase, buy again or abandon the brand altogether.
According to the DHL 2026 E-Commerce Trends Report, 70% of shoppers now buy internationally, compared with 60% in 2025. Meanwhile, 45% make cross-border purchases more than once a month. The opportunity is clear. So is the challenge.
A global website does not guarantee a global experience
Retailers understandably invest heavily in attracting international customers. Digital advertising, translated content, local currencies and suitable payment methods can all help a business reach new markets. Yet the customer journey does not end when payment is accepted.
For an international order, it continues through product data, customs clearance, duty and tax handling, delivery, returns, refunds and, potentially, getting the product back into saleable stock.
Research shows that 67% of online shoppers have abandoned a basket because of the delivery options available. Seven in ten will not shop with a retailer if they do not trust its delivery and returns provider.
Logistics is no longer simply a back-office function. It forms part of the customer proposition and can directly influence conversion, loyalty and brand reputation.
Customers see one journey
A cross-border order may involve a retailer, marketplace, payment provider, customs agent and several carriers. Each has a different role, but the customer rarely sees those separate responsibilities. They see one order, from one retailer, with one promised experience.
If a parcel is delayed, the customer is unlikely to know whether the cause was incomplete customs data, an unexpected duty charge, a carrier problem or information missing from the marketplace. They simply know that their order has not arrived when expected.
This is why the international customer experience must be considered as one connected journey:
Checkout → landed cost → customs → delivery → returns → refund → resale
A smooth checkout followed by an unexpected customs charge is not a smooth experience. Fast international transport offers little benefit if inaccurate product data holds the parcel at the border. A convenient returns portal only solves part of the problem if the goods are then delayed in customs or remain disconnected from the retailer’s inventory system.
Customs has a commercial impact
Customs processes are often invisible to consumers when they work well. When they do not, the consequences can become very visible.
Incomplete product descriptions, incorrect commodity codes, inaccurate values or missing origin information can lead to delays, additional charges and customs interventions. Unclear duty and tax arrangements can leave customers facing costs they did not expect when placing their order. These may begin as data or compliance issues, but they quickly become customer-service problems.
Businesses therefore need to look beyond whether a customs declaration can simply be submitted. The quality of the information, how it moves between partners and how exceptions are managed can all affect the customer’s experience.
The same applies when a product is returned. A cross-border return does not end when the customer hands the parcel to a carrier. It still needs to move through the appropriate customs process, be matched against the original order and import, reach the correct facility, trigger a refund and, where possible, return to available stock.
Retailers may also need to identify whether import duty paid on qualifying returned goods can be reclaimed. If returns, customs, inventory and finance data sit in separate systems, these opportunities can easily be missed. The consequences include slower refunds, stock remaining unavailable for longer and unnecessary costs being retained within the business.
International growth needs the right infrastructure
More than three in ten eCommerce orders are now being sent internationally. Among businesses that do not currently sell across borders, 25% are prioritising cross-border delivery capabilities during the next 12 months.
As more retailers pursue international growth, the question is not simply where demand exists. It is whether the business can consistently deliver the experience customers expect once an order crosses a border.
Retailers should consider:
- Are duties and taxes clear before the purchase is completed?
- Is the product data detailed and accurate enough for customs clearance?
- Can delays and exceptions be identified early?
- Does tracking remain clear as responsibility passes between providers?
- Are returns, refunds, customs records and inventory connected?
- Can eligible duty on returned goods be identified and recovered?
These are not separate customs, delivery and returns questions. Together, they define the international customer experience.
At UKP Worldwide, we see customs as part of a much wider commercial journey. The information supplied at the point of sale can affect clearance. Clearance can affect delivery. Delivery and returns can affect refunds, inventory and customer loyalty.
Customers may never see the systems, customs data or partnerships behind an international order. They will notice whether it arrives on time, whether the final cost is what they expected and whether returning it is straightforward.
Winning the international customer is therefore about more than reaching them. It is about ensuring the experience promised at checkout survives the journey across the border.
Source
DHL: 2026 E-Commerce Trends Report
The research surveyed 29,000 online shoppers and 5,800 eCommerce businesses across 29 countries between December 2025 and February 2026.