Landmark Global, a leader in cross-border e-commerce delivery and international logistics solutions, today released its Cross-Border Confidence Index. Conducted among 2,000 U.S. and Canadian consumers, the research reveals a widening gap between North American consumers’ interest in global brands and their confidence in the cross-border e-commerce shopping experience.
North American consumers have more access than ever to international brands through marketplaces, social commerce, and direct-to-consumer expansion. However, Landmark Global’s Index shows that access does not equal conversion. Concerns around hidden costs, delivery uncertainty, and complicated returns are driving pre-purchase hesitation, causing consumers to opt out before checkout. For brands, this shifts the challenge from driving demand to removing friction, making cost transparency, delivery predictability, and returns simplicity critical levers for converting global interest into revenue.
“The challenge for brands today isn’t reaching global customers, it’s delivering an experience they can trust,” said James Edge, Chief Executive Officer, Landmark Global. “As cross-border e-commerce becomes more complex with tariffs, shifting trade lanes, and evolving regulations, companies need a more integrated approach that brings together data, customs expertise, and fulfillment strategy. The brands that solve for that complexity will be the ones that unlock the next phase of global growth.”
Global access is desired, but not at the expense of certainty
At the center of consumer hesitation is a growing lack of trust in the total cost of international purchases. Landmark Global’s Index shows that 43% of North American consumers are deterred by hidden duties and taxes, making it the top barrier to cross-border e-commerce. This concern is even more pronounced in Canada, where 59% of consumers cite hidden costs as a key barrier, whereas U.S. consumers are more likely to cite delivery delays (38%) as a primary concern. An additional 32% of North Americans cite surprise delivery fees, reinforcing that the issue isn’t solely about cost but the unpredictability surrounding it.
Nearly seven in ten (69%) of North American consumers say they would be more likely to complete a purchase if duties and taxes were prepaid at checkout, with 73% of Canadian consumers and 65% in the U.S. This highlights a clear opportunity for brands to improve conversion by eliminating ambiguity. These findings point to a fundamental shift: consumers are not rejecting cross-border e-commerce; they are rejecting experiences where the final price is unclear.
Predictability matters more than speed in delivery
Delivery delays are a concern, as observed in 32% of North American consumers. Findings suggest that speed is no longer the primary issue – it’s certainty. North American consumers are willing to wait for international orders, but only if expectations are clearly set. Simultaneously, expectations are tightening. Nearly two-thirds (64%) of North American consumers expect international orders to arrive within two weeks or less, and 21% expect delivery within one week, signaling that cross-border shipping is now being judged against domestic e-commerce standards.
For brands, the ability to provide consistent, reliable delivery timelines is becoming more important than simply offering the fastest option.
Returns are shaping purchase decisions before they occur
The Index also reveals that returns are no longer a post-purchase thought; they are influencing decisions much earlier in the buying journey. In fact, 41% of North American consumers note they would be more likely to purchase if returns could be handled locally, while 24% cite complicated returns as a key concern when shopping internationally. This indicates a growing shift toward pre-purchase risk assessment, in which consumers factor in the difficulty of returning an item before committing to a purchase. Returns are evolving from an operational afterthought into a critical component of the overall customer experience.
Cross-border e-commerce is becoming less about enabling access and more about managing complexity. As tariffs shift, trade lanes evolve, and compliance requirements tighten, the challenge for brands is no longer just reaching international customers, but doing so in a way that is consistent, compliant, and scalable across markets.
Landmark Global works with global clients navigating these challenges, supporting cross-border operations through lane management, in-house customs brokerage, and a global logistics network that improves predictability and performance.
Businesses looking to better understand consumer expectations and reduce friction in cross-border e-commerce can learn more about Landmark Global’s solutions at landmarkglobal.com/eu/en/.
Methodology
Landmark Global commissioned Dynata to survey 2,000 consumers (1,000 in the U.S. and 1,000 in Canada) aged 18+ in April 2026.
About Landmark Global
Landmark Global is a trusted provider of international delivery and logistics solutions that help businesses grow in the global e-commerce marketplace. We support retailers and brands with reliable parcel delivery, customs clearance, returns services, and international mail options, all designed to make cross-border shipping simple and efficient. Our team combines global reach with local expertise to ensure a smooth and dependable experience for both merchants and their customers.
As part of bnode (formerly known as bpostgroup), Landmark Global benefits from a strong international network. Together, we connect businesses to consumers in more than 220 destinations worldwide with solutions built around transparency, trust, and outstanding service.
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