Canada just reopened the door for U.S. ecommerce brands—and it’s time to step through it.
As of September 1, Canada eliminated the 25% surtax on select U.S. products. For the past six months, that surtax created serious friction for cross-border sales, driving up prices and making many products less attractive to Canadian shoppers.
Now, just weeks before Black Friday and Cyber Monday, that barrier is gone.
This policy shift creates a huge opportunity for U.S. brands to re-engage one of the most valuable and fastest-growing international markets.
Why Canada Should Be Your Next Growth Market
If you’ve ever thought about expanding into Canada, the numbers speak for themselves:
- $38B cross-border ecommerce market in 2024—growing at nearly 30% annually
- 62% of Canadians purchased from U.S. brands in the past year
- $130B+ online retail market projected by 2027
In fact, our Drive Research survey highlighted Canada as one of the most critical growth opportunities for U.S.-based brands. Ecommerce leaders consistently cited Canada’s proximity, shared language, and high consumer demand as key advantages—making it a top priority market for expansion in 2026 and beyond.
In other words: Canadians already love buying from U.S. brands. With surtaxes removed, those same shoppers are suddenly finding your products more affordable—and they’re primed to buy again.
But with Black Friday fast approaching, the brands that act now will capture the most upside. Every week you wait is a week your competitors are testing offers, optimizing checkout flows, and building loyalty with Canadian shoppers.
“Our international peak sales have increased 10x since implementing Passport Global. Passport allowed us to reach new international markets due to the ease and cost reduction of shipping to customers outside of the US. This allowed us to start running ads internationally, which gave us a big boost in key markets.”
— Alex Start, CMO & Co-Founder, Ogee
Introducing Passport’s Canada Consumer Reconnect Program
To help brands move quickly and profitably, we’ve launched the Canada Consumer Reconnect Program. This initiative is designed to set your brand up for cross-border success during the most critical sales quarter of the year.
Here’s what’s included:
- Full Site Audit
Identify friction points for Canadian shoppers—from pricing to shipping options—and get actionable recommendations to fix them. - Optimization Strategies
Receive tailored recommendations for pricing, checkout, and shipping promotions that maximize conversions without eroding your margins. - A/B Testing
Validate messaging, offers, and shipping strategies with Canadian shoppers so you can double down on what works before peak season hits.
The goal is simple: make sure your store isn’t just available in Canada—it’s conversion-ready.
Why Partner With Passport for Canada?
At Passport, we’re not just helping brands ship parcels across borders. We’re helping them unlock new growth. With our cross-border expertise, hands-on compliance support, and ecommerce-first mindset, we make sure you’re not leaving money on the table.
“We signed on with Passport in August and had a QBR by September or October where Passport quickly identified that our conversion rates were taking a hit and immediately explained why and how we could remedy that. The Passport team is really assertive about calling out what needs to be worked on and proactive about getting it done and following through.”
— The Wander Club
With Passport, brands don’t just expand into Canada—they expand profitably.
The Urgency: Why You Need to Act Now
The countdown to Black Friday is already on. Shoppers in Canada are hungry for deals, and they’re starting earlier every year. Waiting until November to optimize your storefront or rethink your shipping strategy means you’ll miss the highest-volume weeks of the season.
By joining the Canada Consumer Reconnect Program now, you’ll have time to:
- Audit and fix conversion-killers before peak demand
- Test messaging and offers so you know what works
- Build brand awareness with Canadian consumers before your competitors do
The brands that act fast will be the ones that win big in Q4.
Final Thoughts
The end of Canada’s surtax is more than a policy change—it’s a growth unlock for U.S. ecommerce brands. With demand surging, shoppers re-engaged, and the biggest sales season of the year ahead, there’s never been a better moment to expand north.
Passport’s Canada Consumer Reconnect Program gives you the tools, expertise, and hands-on support to make the most of this opportunity.
Ready to capture your share of Canada’s $38B market? Contact us today to get started before peak season hits.
For more information on changing tariffs and global trade policy, visit TrumpTradeTracker.com.
