As the 2025 holiday shopping season approaches, brands across the U.S., U.K., and Canada are preparing for what may be one of the most competitive and unpredictable retail periods in years.
To help businesses navigate these challenges, Passport Global Inc., a global ecommerce solutions provider, has released two new research-based reports packed with insights, data and practical strategies.
The reports — The Peak Season 2025 Playbook and Winning the U.S. Market: Expert Insights for International eCommerce Brands — provide a roadmap for companies to manage rising costs, adapt to changing trade policies, and deliver exceptional customer experiences during the busiest shopping quarter of the year.
Understanding the pressures of peak season
The Peak Season 2025 Playbook, developed in partnership with Drive Research, draws on a mid-2025 survey of 200 senior eCommerce leaders from the U.S., U.K., and Canada. The findings highlight just how complex this year’s retail landscape has become.
According to the report, 96% of eCommerce leaders expect international order volumes to rise in the fourth quarter compared to last year. That optimism, however, comes with challenges. With higher tariffs and supply chain constraints, 87% of brands have already increased U.S. prices to offset costs.
Almost every company surveyed — a striking 99% — said that evolving trade policies and tariff changes are directly impacting their peak season plans. For many, these factors have made logistics and fulfillment planning more complicated than ever before.
Meeting customer expectations
Even as brands face cost pressures, customer expectations are rising. Shoppers now expect faster delivery, smooth returns and localized experiences, no matter where they order from.
Only 31% of executives said they are ‘extremely confident’ about their ability to handle cross-border fulfillment this holiday season. Most companies have already started preparing months in advance, but the reality is that fulfillment, customs delays and high shipping costs continue to test even the best operations.
For 57% of brands, fast and reliable delivery is their top priority this year — even above reducing costs or boosting margins. Another 41% are exploring in-country fulfillment solutions to speed up deliveries and improve profitability.
Meanwhile, 37% said that customer satisfaction remains their most important performance metric, highlighting how loyalty and trust remain central to long-term success.
Why Passport’s data matters for retailers
The Playbook’s findings underscore how difficult it can be for brands to balance cost efficiency, operational readiness, and customer experience — three elements that define success during the holiday rush.
“As our findings show, the stakes are higher than ever this peak season,” said Alex Yancher, Co-Founder and CEO of Passport. “Brands aren’t just fighting tariffs, they’re racing against time, customer expectations and margin pressure. Passport exists to close that execution gap with the infrastructure and expertise brands need to grow confidently.”
Passport Global Inc. provides end-to-end international shipping and logistics solutions that help brands scale globally without sacrificing speed or customer experience. With the insights from these reports, brands can make data-backed decisions that reduce risks, cut unnecessary costs, and ensure smoother peak operations.
A roadmap for global eCommerce expansion
The second report, Winning the U.S. Market: Expert Insights for International eCommerce Brands, focuses on non-U.S. retailers planning to expand into the United States, the world’s largest and most competitive online retail market.
Written by Thomas Taggart, Vice President of Global Trade at Passport, the report explains that success in the U.S. requires more than fast shipping. Brands must understand customs regulations, product compliance, and tax rules, all of which differ greatly from those in Europe and Asia.
Many global brands underestimate how these regulations impact their pricing and profitability. Tariffs, in particular, play a major role in shaping strategy. The report notes that in-country enablement strategies such as localized warehousing or U.S.-based fulfillment can reduce duty exposure by up to 70%, making cross-border operations more cost-effective.
“Breaking into the U.S. market isn’t just about shipping faster, it’s about building the right foundation,” said Taggart. “With the right compliance and logistics strategy, international brands can unlock the same level of customer trust and profitability as domestic players.”
Preparing for a new era in retail logistics
Both reports emphasize that data-driven planning, flexible logistics and customer-first strategies are essential as brands enter the 2025 holiday season. With tariffs, delivery expectations and international competition all at play, this year’s success will depend on how quickly brands can adapt to change.
By leveraging insights from Passport’s reports, companies can optimize fulfillment networks, minimize tariff impacts and deliver the seamless shopping experiences customers expect — both during peak season and beyond.
Article and permission to publish here provided by Safaque Kagdi. Originally written for Supply Chain Game Changer and published on October 6, 2025.
Cover image provided by pixabay.com.