In light of a new UK – Europe agreement, Marie Barrance, sales director at Asendia UK, explores how British e-commerce sellers should prepare for take-off
Brexit was so tough for UK brands selling into the EU that many simply quit the market. Now a new EU-UK trade deal, announced last month, aims to simplify cross-border e-commerce by reducing paperwork, fees, and border delays between the UK and EU.
While the UK-EU “common understanding” is not a full treaty revision, it marks a meaningful step towards a closer relationship. As the details emerge, British online sellers and brands should begin assessing how this reset could help them. Food and drink businesses, alongside heavy manufacturing, have the most to gain initially, but other businesses should monitor the results of the government’s ongoing dialogues. Now could be the perfect time for UK brands to rekindle their EU ambitions, particularly as the US market is likely to remain challenging for the next few years
The renewed opportunity
Prime Minister Keir Starmer described the EU agreement as “good for jobs, good for bills, and good for our borders”. It focuses on reducing paperwork and regulatory burdens for food and drink imports and exports, but will also address wider border congestion issues. The announcement specifically mentioned the reduction of “lengthy lorry queues at the border,” which will be music to the ears of frustrated retailers and their delivery partners.
Even before this news broke, Asendia’s research for the Beyond Borders: Cross-border e-commerce opportunities in a fast-changing world[2] report confirmed an air of optimism about international growth.
Among the 250 UK retailers questioned (in March 2025), six in ten were confident about their company’s ability to expand cross-border markets this year.
We found that four in ten UK retailers are specifically targeting Western Europe to grow international sales, while a quarter aspire to Eastern Europe, and a fifth to North America.
Nevertheless, there’s work to do. Today’s cross-border shoppers expect the same seamless experience they get domestically – fast shipping, transparent pricing (including duties and taxes), and hassle-free returns.
They’re increasingly comfortable purchasing from international retailers, but their loyalty is contingent on a positive end-to-end experience. A consumer survey of 18,000 shoppers[3] we carried out in 2024, found that 27% would be more likely to make a cross-border purchase if import charges, taxes, and duties are fully transparent. Clear communication matters.
Shopper psychology by country
European consumers have distinct preferences that UK retailers must understand to succeed. In markets like France, Germany, and Spain, payment expectations vary significantly – Germans prefer bank transfers and invoicing, while French and Spanish shoppers favour credit cards and digital wallets. Retailers who fail to offer these localised payment options risk abandoned carts and lost sales.
Return processes are equally critical to European shoppers. German consumers, in particular, are known for high return rates in fashion categories, expecting free and frictionless return options. Successful UK retailers are those who view returns not as a cost centre but as a competitive advantage, with clear policies communicated in the local language.
Speaking of language, while many European consumers understand English, they vastly prefer shopping in their native tongue. This extends beyond product descriptions to customer service communications, especially when delays occur. Transparency about shipping timelines, customs procedures, and potential delays has become non-negotiable in building trust with EU consumers, as with all regions. Brands that keep customers informed throughout the delivery journey, even when problems arise, build loyalty that transcends occasional logistical challenges.
Strategic readiness
Forward-thinking retailers should view parcel logistics not as a back-office function but as a strategic advantage that delivers a competitive edge. Remember that the customs controls of Brexit are largely still in place, even if we are soon to enjoy shorter lorry queues at ports and simplification of paperwork. The costs and complexities do need to be managed, but being back in the game will leave brands in pole position when the regulatory burdens are lightened, as is expected.
Our Beyond Borders survey found that for UK retailers, shipping costs (45%) and customs regulations and tariffs (41%) are now deemed to be the two biggest barriers to international sales growth, when respondents were asked to select up to three barriers they perceive.
These challenges can be addressed. Finding the right logistics partner – one that offers both global reach and local expertise – is perhaps the most critical decision retailers will make. With the right support, UK fashion, homewares, beauty, and gift brands can not only regain their European presence but potentially exceed their pre-Brexit performance as trade barriers gradually soften.
At Asendia, with our ePAQ delivery range[1], we ensure international parcel delivery is inclusive and cost-effective for e-commerce retailers of all sizes. SMEs selling overseas can choose whether they are ‘ready’ to offer Tracked and Express services, or prefer to stick to Untracked and Standard until parcel volumes pick up. By offering market advice and scalability over time, we can ease the burden of logistics for ambitious brands entering or re-entering Europe.
UK retailers see the benefit of reconnecting with the 450 million consumers in the European market. But while the new agreement represents progress, successful expansion requires more than just waiting for regulatory improvements. Those who prepare now will be best positioned to capitalise when further developments take shape.
