Analysis of 114 brands shows over half plan to test the new market by shipping from home for at least six months, exposing them to duties, slow delivery and disappearing margins
London, October 2026 – The UK and US remain each other’s most natural expansion markets, yet new data from FulfilQ.com, the global logistics matching platform, shows that brands moving in either direction routinely underestimate what it takes to get logistics right.
FulfilQ analysed conversations between Logan, its AI Logistics Assistant, and 114 ecommerce brands, 67 based in the US and 47 in the UK. Of those, 65% were actively planning an expansion across the Atlantic. Yet 84% of the brands planning a move had not worked out their landed cost per order, and 52% intended to test the new market by shipping from their home country for at least six months, often without realising how that would affect delivery times, duties and customer experience.
UK brands expanding into the US
The biggest shift catching UK brands out is the end of the US de minimis exemption. Shipments that once entered duty free under $800 are now subject to duties and tariffs, so shipping parcels direct from the UK has become considerably more expensive and less predictable. Brands that haven’t priced this in often find their US margins disappear.
Delivery expectations are the second hurdle. American shoppers expect fast, free delivery across a country where coast to coast ground shipping can take a week from a single warehouse. Many UK brands start with one US location and find a split network, typically one facility on each coast, is the only way to compete.
Sales tax is the third. Unlike UK VAT, US sales tax is set state by state, and brands can trigger obligations in individual states once sales pass local thresholds. Add generous US returns expectations and a fragmented carrier market, and the cost of getting it wrong builds quickly.
US brands expanding into the UK
For US brands, the most common mistake is assuming the UK is a gateway to Europe. Since Brexit, the UK and EU are separate customs territories, so stock held in a UK warehouse cannot move freely into the EU without further duties, paperwork and often a second warehouse.
UK VAT is the next surprise. On orders up to £135, the seller rather than the customer is responsible for collecting VAT at the point of sale, which means registering for UK VAT before trading. Brands also need an EORI number to import goods, and some products require UK specific compliance such as UKCA marking.
Customer expectations differ too. UK shoppers are used to next day delivery as standard, and statutory rights give them 14 days to cancel most online orders, so a reliable UK returns process is essential rather than optional.
Ian Spencer, Founder of FulfilQ, said: “Having led more than 70 international market entries, I’ve seen the same pattern repeatedly. Brands focus on marketing and demand, then treat logistics as a detail to sort out later. In reality, where you fulfil from, how you handle duties and tax, and whether you can meet local delivery expectations decide whether the expansion succeeds or fails. The good news is that these are all solvable problems if you plan for them before you launch, not after.”
Getting it right
FulfilQ matches brands with vetted logistics providers in the UK, USA, Europe and Australia based on operational fit, including 3PLs, freight forwarders and customs specialists experienced in transatlantic expansion. Brands can submit a free RFP and are only matched with providers scoring above 80% operational fit, or ask Logan directly. A dedicated UK to US expansion cost calculator is also coming soon.
Brands planning a move across the Atlantic can visit fulfilq.com to submit an RFP or ask Logan.
Methodology: FulfilQ analysed anonymised conversations between Logan and 114 ecommerce brands (67 US based, 47 UK based) between August and October 2026. 65% (74 brands) were planning a UK to US or US to UK expansion.
About FulfilQ
FulfilQ.com is a global logistics directory and matching platform connecting ecommerce brands, retailers and enterprises with vetted logistics providers based on operational fit. Free for brands to use, FulfilQ operates across the UK, USA, Europe and Australia, with a network of 200+ providers and Logan, its embedded AI Logistics Assistant, helping brands find the right partner in minutes.
Media Contact:
Name: Ian Spencer
Company: FulfilQ
Email: ian@tryfulfilq.com
Website: https://fulfilq.com/
