Landmark Global is putting numbers behind what many cross-border retailers already feel: U.S. shoppers still want international products, but only when brands can guarantee cost clarity and on-time delivery. In its 2025 Holiday Cross-Border Shopping Survey, the La Mirada, California-based logistics provider shows that confidence, not discounts, is now the real conversion driver for global carts.
68% will pay more for guaranteed Dec. 24 delivery
In a survey of 1,000 U.S. consumers, 68% said they would pay extra for guaranteed holiday delivery, and 25% would pay 6–10 USD more, especially Millennials (39%) and Gen Z (34%). Top international categories include apparel, electronics, toys, and beauty and personal care, showing broad demand when delivery is predictable.
Yet this intent is fragile: 85% say duties and fees are reshaping how they shop. Confidence drops from 76% early in the season to just 24% one week before Christmas, underscoring how late-season uncertainty kills…
cross-border conversions. Cost friction shifts spending back onshore The research shows shoppers are not losing interest in buying abroad—they are reacting to unpredictable landed costs. More than 51% are lowering budgets due to shipping fees, while 45% say duties make the total cost unpredictable.
That unpredictability pushes 31% of respondents to shift spend to U.S. retailers to avoid surprise charges at checkout or at the door.
James Edge, Chief Executive Officer of Landmark Global, said, “More customers are buying from retailers outside their home country, and what matters most to them is knowing their delivery will be reliable and hassle-free… Despite trade complexities and tariffs, consumers still enjoy international shopping; they just dislike surprises.
Brands and retailers that succeed this season remove friction around cost, timing, and returns, as certainty drives conversions…
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