Cross-Border E-Commerce Has a Trust Problem. Retailers Need to Fix it Before Checkout

Shoppers today have more unprecedented access to international brands, far beyond what was possible a decade ago. In fact, many consumers are using marketplaces, social platforms, and direct-to-consumer sites to purchase products halfway across the world.

But access alone doesn't seal the deal.

What I hear from retailers today is that the opportunity has never been greater, but neither have customer expectations. Shoppers may be willing to buy from another country, but they're no longer willing to buy on faith alone.

At Landmark Global, we recently conducted a consumer survey, where we found that nearly half of consumers back away from international purchases, often due to hidden costs, unclear delivery timelines, and confusing return policies. And here’s one thing we've learned along the way: customers don’t expect perfection; they expect transparency.

The bar has moved. Shoppers are now holding international orders to the same standard as their everyday domestic purchases. They want to know what they're paying, when their order will arrive, and what happens if something doesn't go as planned. It’s that simple. Anything less starts to feel like a risk not worth taking.

The brutal truth is that uncertainty kills conversion. Retailers that remove the guesswork before checkout won't just earn trust; they'll turn global interest into real sales.

Hidden costs are one of the biggest reasons shoppers abandon international purchases before they even reach checkout. Our survey found that 43 percent of North American consumers will walk away from a transaction because of unexpected duties and taxes, and that number rises to 59 percent in Canada.

But here's the part that's often misunderstood: consumers aren't necessarily opposed to paying extra fees. They simply want to know what they're paying for upfront. The issue is rarely the cost itself. It's the surprise. When the final price changes after checkout or an unexpected fee appears at the door, trust breaks down. And trust is much harder to rebuild than it is to earn.

For retailers, showing the full landed cost before purchase isn't just a logistics decision. It's part of the customer experience. In fact, the same is true for delivery. While losing a customer over an unexpected fee is painful, a missed delivery window or a package that disappears in transit can hurt just as much. Our survey found that 38 percent of U.S. consumers identify delivery delays as a top concern when shopping internationally.

However, faster is not always the answer. What consumers really want is honesty. If an order takes 10 days to arrive, that is acceptable — as long as they know that upfront and receive reliable updates along the way. And to be honest, the brands that get this right aren't necessarily the ones moving the fastest. They're the ones setting expectations clearly and delivering on them consistently. This is where the right delivery partner makes all the difference. Working with experts who understand international shipping means fewer surprises and smoother handoffs.

However, delivery is only one part of the equation. By the time a shopper reaches checkout, they have already decided whether they trust your return process. Our survey found that 41 percent of consumers would be more likely to complete an international purchase if returns could be handled locally, a number that's hard to ignore, especially for categories like apparel, footwear, accessories and beauty. If the return process feels too complicated, shoppers will walk away, even if they want the product. Returns deserve the same attention as pricing and delivery because they carry just as much weight in a consumer's decision to buy. And for those looking to grow internationally, treating returns as anything less is simply not a risk worth taking.

Today, the rules of engagement have changed when it comes to cross-border e-commerce. While the opportunity to reach new customers around the world remains strong, winning those customers requires more than simply making products available internationally. After nearly two decades watching this industry evolve, one thing is clear: global growth is not just about reaching more customers. It's about giving them a reason to trust your brand.

Clear pricing and realistic delivery expectations are no longer competitive advantages. They're the standard. The immediate consequence of getting this wrong may be a lost sale, however, the bigger risk is losing a customer before a relationship ever begins — a consumer who may never return because of a moment of uncertainty that could have been avoided.

James Edge is CEO of Crossborder at bnode and chairperson of Landmark Global. He leads bpostgroup’s international cross-border business units, including Landmark Global, Apple Express, FDM, IMX, and bpost International, with responsibility for helping retailers and e-commerce brands move goods across markets more efficiently.