I’m Beth Chapman, founder and Managing Director of Starlinks Global. I have been in the cross-border delivery industry for over 20 years. My journey started at Royal Mail, before co-founding P2P, which we later sold to FedEx in 2017. After a brief retirement, where I discovered my husband had plenty of hobbies but my only hobby was parcels, I returned to logistics and Starlinks Global was born.
The cross-border delivery market has changed, becoming more commoditised, with longer delivery times, limited parcel visibility, and high WISMO (Where Is My Order?) rates. Many parcels do not just experience delays; they never arrive at all.
When I founded Starlinks Global, I knew we had to do things differently. I knew we needed to become an extension of our retailers’ brands, because when a parcel does not arrive, it is not just a delivery problem, it is potentially a lost customer. I believe Starlinks Global has the lowest WISMO rates, the lowest loss rates, and the lowest undeliverable rates of any global cross-border carrier.
That belief was affirmed when unexpected U.S. tariff changes sent shockwaves through the global supply chain, forcing retailers and logistics providers to react overnight. February began with confusion, misinformation, and disruption, and at Starlinks Global, we took immediate action to keep parcels moving.
February Threw Us a Curveball. Here’s How We Kept Customers Happy
Logistics disruptions are not new, but the U.S. tariff changes in early February created an exceptional challenge. The sudden announcement of the removal of the de mimimis on Chinese and Hong Kong-origin goods regardless of where they were shipped from in the world caused immediate clearance roadblocks, unexpected duty costs, and widespread misinformation.
For retailers, the impact was significant. The U.S. is one of the largest eCommerce markets, handling millions of cross-border transactions daily. Many businesses rely on frictionless global trade to fulfill orders and sustain revenue. With these sudden changes, businesses had to scramble for solutions to avoid costly delays.
At Starlinks Global, we took immediate action to stay ahead of the changes, keep retailers informed, and ensure parcels continued to move compliantly.
1. Cutting Through the Misinformation
Incorrect information spread quickly. Some retailers were advised to declare goods at cost price instead of retail price, which risked fraudulent duty evasion claims.
We tackled misinformation head-on by circulating daily updates clarifying the changes, working with customs experts to ensure compliance, and helping businesses avoid costly mistakes. By taking a proactive approach, we kept retailers on the right side of regulations while protecting their supply chains.
2. Giving Retailers Options Fast
In a crisis, having choices matters. We acted quickly to give retailers flexible solutions.
We screened the data of parcels to identify those parcels containing China or Hong Kong origin items, allowing unaffected parcels to move as normal. We also enabled retailers to choose between postal clearance, Type 11, or Formal Clearance. Some retailers opted to pause shipments to see if the de minimis threshold would be reinstated.
By giving retailers control over their shipping approach, we helped them manage compliance and cost without forcing them into a single solution and we ensured that we could keep their parcels moving
3. Adapting in Real Time
Just as we implemented these solutions, another shift occurred. The de minimis threshold was temporarily reinstated for Chinese-origin goods, providing short-term relief. However, we believe this is only temporary while U.S. Customs works on a robust duty collection process.
By anticipating and adapting to these changes in real time, we ensured our retailers were never caught off guard and our Retailers know that when the changes are re-introduced they have a range of solutions ready to access
The Bigger Picture: Resilience in a Volatile World
This experience reinforced why resilience is critical in cross-border logistics. Disruptions, whether from tariffs, strikes, extreme weather, or geopolitical instability, are becoming more frequent and unpredictable.
At Starlinks Global, we have built resilience through proactive monitoring, contingency planning, and data-driven problem solving. We track shipments at timed checkpoints using predictive analytics to detect delays before they escalate. Our network includes multiple clearance options and carriers, ensuring we always have alternatives when disruptions arise.
We also leverage technology to flag missing product values, incorrect addresses, and other errors before dispatch, reducing customs delays. Real-time communication with retailers and customers ensures transparency and trust throughout the shipping process.
The tariff changes reinforced how quickly logistics landscapes can shift. But by staying ahead of disruptions, offering retailers clear solutions, and keeping customer satisfaction at the forefront, we turned what could have been a nightmare into a demonstration of our resilience and expertise.
At Starlinks Global, we believe that it is never just a parcel. This challenge proved exactly why that matters.
