To get beyond anecdotes, Passport partnered with Drive Research to survey 200 ecommerce leaders across the U.S., Canada, and the UK. These leaders represent a cross-section of industries and company sizes, from fast-growing mid-market brands to billion-dollar enterprises.
The results tell a clear story: international growth is the opportunity of 2025—but tariffs, trade shifts, and operational challenges threaten to turn opportunity into risk.
A Record Year for International Growth
- 96% of leaders expect global order volumes to increase this Q4 compared to last year.
- For many, international markets are no longer a side bet:
- 41% expect 21–30% of their peak season sales to come from international markets.
- In apparel, 30% expect 31–40% of sales will come from abroad.
- For large enterprises ($1B+), the same 30% expect 31–40% of sales to be international
- Nearly all (98%) anticipate international growth continuing into 2026, making this peak season not just an opportunity, but a test of long-term readiness.
Planning Starts Earlier—But Confidence Lags
- 69% of brands began planning in the first half of 2025 (or earlier). 17% started as far back as Q4 2024.
- Yet 1 in 7 are behind the curve—either only beginning in Q3 2025 (12%) or not planning at all (2%).
- Despite all that preparation, 69% of ecommerce leaders admit they are not “extremely confident” in their ability to manage cross-border fulfillment this peak season.
The gap between plans and confidence is real—and it’s one of the clearest signals from the research.
Tariffs & Trade Policy: The Peak Disruptor
While everyone may be feeling the tariff fatigue, they are still front-and-center in the minds, and planning, of today’s top ecommerce brands.
- 99% of leaders said tariffs and trade shifts are impacting their planning.
- 81% called the impact significant.
- 7 in 8 brands are raising prices to offset tariff costs, putting pressure on both margins and customer loyalty.
As one UK-based respondent put it:
“Tariffs don’t just cut into profitability. They force us into hard choices—raise prices and risk conversion, or absorb the cost and erode margin.”
This is why tariff mitigation strategies, from duty drawback refunds to in-country enablement, are moving from “nice-to-have” to “critical.”
What Matters Most This Peak Season
When asked about their top priorities for Q4 2025, ecommerce leaders pointed to:
- Fast, reliable delivery (57%)
- Improving shipping cost margins (41%)
- Maintaining customer satisfaction (37%)
- Avoiding customs or tariff delays (32%)
The alignment is clear: execution matters more than ever. But execution also requires resilience—something many don’t yet feel they have.
How Leading Brands Are Winning Despite the Chaos
In the face of complexity, some brands are already proving what’s possible:
- Ogee scaled international peak season sales 10x YOY, boosting ROAS by 19% globally compared to domestic campaigns.
- Ridge created a thriving eight-figure international business built on in-country enablement—doubling sales in markets like the UK while keeping overhead lean.
- Universal Yums simplified operations by consolidating logistics with Passport, unlocking confidence to scale marketing spend.
- The Wander Club identified and fixed checkout conversion leaks ahead of peak through Passport’s consultative QBR process.
- Carpe grew international sales from under 5% to over 10% of revenue while cutting transit times and eliminating duty-related support tickets.
These aren’t isolated wins—they’re signals of what’s possible when brands pair strong planning with the right infrastructure, compliance expertise, and global logistics partner.
Your Playbook for Peak 2025
Our research confirms what many leaders already sense: international growth is surging, but tariffs, compliance, and operational complexity are raising the stakes. Those who adapt quickly—and choose partners who can help them do it profitably—will emerge stronger this holiday season.
That’s why we created The 2025 Peak Season Playbook for Global Ecommerce Growth. It’s packed with:
- Original survey data from 200 ecommerce leaders in the U.S., Canada, and UK
- Industry benchmarks on planning timelines, tariff impact, and fulfillment strategies
- Tactical checklists for store localization, compliance, and tariff mitigation
- Real-world case studies from Ridge, Ogee, Carpe, Universal Yums, and more
Peak season isn’t just about surviving—it’s about using complexity as a springboard for profitable growth. Book a call with Passport and let’s help you win Q4.
Authored by Casey Bright
Senior Director & Head of Marketing | Passport
Casey Bright, an accomplished marketing leader with 15+ years of experience, specializes in brand and demand building for B2B and B2C global companies. Proficient in go-to-market, inbound, and demand generation strategy, she collaborates with sales, product, and RevOps teams to fuel revenue growth. Previously at Flock Freight, Casey achieved over 3x acquisition growth. Her diverse experience includes roles at Coyote Logistics, USG, and agency work for global brands like John Deere.
