Fashion
Industry experts explore the opportunities and pitfalls of e-commerce exports at ‘Welcome on Board’
Published
December 11, 2025
“Testing the market digitally” has almost become a cliché. Where brands once opted for a selection of retailers or even a first store, digital is now seen as a gateway to international markets. But while online activity can be managed from the domestic market, turning it into a profit centre means sidestepping a few pitfalls. This was highlighted by Mathieu Grodner, president of Simone Pérèle, who shared his experience, alongside experts Rémy Daguillard of Stellae and Basile Ricordel of Global-e, at the Welcome on Board event, organised by the various federations and professional committees for economic development both in the fashion sector and dedicated to exports.
For the head of the premium lingerie brand, digital provided a complementary solution to its international brick-and-mortar presence. “We approached digital with our own platform,” said the grandson of the brand’s founder. “The question was how to develop our digital business in a way that was profitable, efficient, and compelling for our end customer. We were fortunate to have existing logistics flows in place to deliver a high-quality service to our customers wherever they are. We started with our core markets, the US and Australia, before expanding into other regions. You have to be able to adapt to different geographical areas and, increasingly, to the international context.”
Practically speaking, the brand had to deploy tools to clearly identify where its customers are located and offer an appropriate response in terms of language, currency, payment methods, taxes, customs duties, and even local logistical complexities.
“The complexity lies in removing all the barriers to purchase that may exist on the website,” said Rémy Daguillard, Stellae’s president for France, a logistics specialist for premium and luxury brands. “The aim is to ensure that the end consumer, whom you may have across the world, can enjoy the same customer experience as if your brand were domestic or local.”
“I would add that the question is not necessarily to sell everywhere in the world. Obviously that’s possible. Rather, can you do it and be profitable?” added Basile Ricordel, commercial director at Global-e, who recalls observing the digital expansion of the American brand Surface to Air. “E-commerce was seen as an El Dorado. But products were being shipped and customs duties and taxes were miscalculated. There was the issue of packaging, the choice of transport provider, or even the failure to take returns into account… In the end, costs can quickly stack up.”
Beware of hidden costs
The specialists emphasise that this accumulation rapidly erodes margins- and can even tip the business into the red. They therefore urge brands to scrutinise customs duties and taxes to avoid paying them several times over, and to right-size packaging to the actual dimensions of products, thereby reducing costs. They also recommend creating a returns collection point in certain markets to consolidate weekly or monthly returns and thus lower unit transport costs.
While e-commerce is a window into global markets, they nevertheless recommend a step-by-step approach to deployment. At Global-e, the company leverages its data to target potential markets in line with each brand’s needs. “We have insights into best practices, consumer habits, and macroeconomic trends, with the aim of improving conversion,” said Basile Ricordel. “In fact, given the international context, the US market is perhaps more complicated at the moment. Hence the idea of redirecting that investment budget towards other markets, such as Japan right now. But the idea is to focus on five to ten countries that warrant investment and work to generate margin.”
For his part, Rémy Daguillard also urges brands to avoid endless laundry lists and to take local and geopolitical realities into account. “Obviously, e-commerce in Russia right now is going to be tricky. But there are areas that aren’t closed and that require understanding. Mexico, for example, is a dynamic market for luxury goods, but it has specific features to take into account, with hidden costs.” The executive recounts the misadventure of customers who have to slip an extra note to couriers to be able to collect their parcels. “You can devise your best model; these things happen, and France doesn’t have the same norms as Mexico, Brazil, or Australia.”
“You can’t be adventurous on all fronts,” confirmed Mathieu Grodner, who pointed out that digital represents 20% of his business today. “You can’t be the best in every territory, and we’ve learned that the hard way. But we’re striving to be increasingly homogeneous worldwide, because today you can no longer claim to be an international brand if you have too much disparity, whether in your prices or in your offering.”
This prioritisation appears to be a key point, particularly in a geopolitical context that has been especially unstable in recent years, with the episode over US customs duties a notable flashpoint. The abolition of the de minimis exemption, which since 2016 had allowed brands to send parcels to the US without paying duties or taxes on products valued at under $800, has significantly disrupted export strategies for the US market.
“The question of the American market has indeed been top of mind for all our clients, who have been trying to adapt as best they can since August 29 to taxes and customs duties, particularly with the abolition of the de minimis rule. Since we developed a model that allows customs duties to be paid on the transfer price, this has reduced the impact,” said Rémy Daguillard.
“Throughout the debate on tariffs, brands were worried about how they would be affected,” agreed Basile Ricordel. “Questions are being asked about products made in Europe, but some brands also have products made in China. Brands are wondering whether they should hold local stock. And that raises questions such as appointing a fiscal representative… all while seeking the best option to avoid eroding profitability in the US.”
Opportunities therefore remain in the US, as in other markets, but the unstable economic and geopolitical context is prompting brands to take greater precautions when rolling out their digital business into new markets.
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The data showed that the decline was driven mainly by weaker domestic exports, with goods produced in the Netherlands down 8 per cent YoY. In contrast, re-exports to the US rose 3.9 per cent during the period. Exports to the US have fallen every month on a YoY basis since July, CBS said in a press release.
Trade flows were influenced by uncertainty around US import tariffs. In the first half of 2025, trade between the two countries continued to grow, possibly as companies advanced shipments ahead of announced tariff measures.
Goods exports from the Netherlands to the United States fell 4.7 per cent YoY to €27.5 billion (~$33 billion) in the first ten months of 2025, driven by an 8 per cent drop in domestic exports, according to CBS.
Re-exports rose 3.9 per cent, while tariff uncertainty weighed on trade.
Imports from the US increased 1.9 per cent to €48.1 billion (~$57.7 billion).
Meanwhile, imports from the United States rose 1.9 per cent YoY to €48.1 billion (~$57.7 billion) in the first ten months of 2025.
Fibre2Fashion News Desk (SG)
The Philippines’ economic growth for the third quarter (Q3) of 2025 has been revised slightly lower, with gross domestic product (GDP) expanding 3.9 per cent year on year (YoY), down from the preliminary estimate of 4 per cent.
Gross national income growth for the quarter was also revised to 5.4 per cent from 5.6 per cent, while net primary income from the rest of the world was adjusted to 16.2 per cent from 16.9 per cent.
The Philippine Statistics Authority has revised down the country’s third-quarter 2025 GDP growth to 3.9 per cent from an earlier estimate of 4 per cent.
Gross national income growth was also lowered to 5.4 per cent, while net primary income from abroad eased to 16.2 per cent.
The PSA said the adjustments reflect its standard, internationally aligned revision policy.
The Philippine Statistics Authority said the revisions were made in line with its approved revision policy, which follows international standards for national accounts updates.
Fibre2Fashion News Desk (HU)
Operating margin improved sharply to 10.8 per cent from 4.4 per cent in FY24, while adjusted EBIT margin increased to 11.4 per cent from 10.7 per cent, marking the third consecutive year of margin expansion. The net income from continuing operations more than doubled to $502 million from $210 million, with adjusted net income rising to $537 million.
Levi Strauss & Co has delivered a strong FY25, with net revenues rising 4 per cent to $6.3 billion and organic growth of 7 per cent, alongside sharp margin expansion and higher profitability.
Q4 saw 5 per cent organic growth, led by Europe, Asia and DTC, which accounted for nearly half of revenues.
The company expects mid-single digit growth and further margin gains in FY26.
Diluted EPS from continuing operations increased to $1.26 from $0.52 in the previous year, while adjusted diluted EPS rose to $1.34 from $1.24. The company generated $530 million in operating cash flow and $308 million in adjusted free cash flow. The company returned $363 million to shareholders during the fiscal, up 26 per cent YoY, LS&Co said in a press release.
In the fourth quarter (Q4) ended November 30, 2025, the company reported net revenues of $1.8 billion, up 1 per cent on a reported basis and 5 per cent organically compared with Q4 FY24. Growth was broad-based, supported by strong momentum in Europe, Asia and Beyond Yoga, alongside high-single digit comparable growth in direct-to-consumer (DTC).
Europe recorded reported revenue growth of 8 per cent and organic growth of 10 per cent, while Asia delivered growth of 2 per cent reported and 4 per cent organically. In the Americas, revenues declined 4 per cent reported but increased 2 per cent organically, with the US business flat on an organic basis. Beyond Yoga continued to outperform, posting reported growth of 37 per cent and organic growth of 45 per cent.
DTC revenues increased 8 per cent on a reported basis and 10 per cent organically, driven by strength across all regions. E-commerce revenues rose 19 per cent reported and 22 per cent organically, with DTC accounting for 49 per cent of total quarterly revenues. Wholesale revenues declined 5 per cent reported and were flat organically.
Operating margin in the quarter was stable at 11.9 per cent, while adjusted EBIT margin declined to 12.1 per cent from 13.9 per cent a year earlier due to tariff-related pressure on gross margins and higher adjusted SG&A expenses. Gross margin stood at 60.8 per cent versus 61.8 per cent in Q4 FY24. Net income from continuing operations was $160 million, with diluted EPS of $0.4 and adjusted diluted EPS of $0.41.
“Over the past few years, we’ve taken bold steps towards becoming a DTC-first, head-to-toe denim lifestyle brand,” said Michelle Gass, president and CEO of Levi Strauss & Co. “We are well on our way toward realising our strategic ambitions. We have narrowed our focus, improved operational execution and built greater agility across the organisation. As a result, we’ve elevated the Levi’s brand and delivered faster growth and higher profitability as reflected by our Q4 and full year 2025 results. While we still have important work ahead, the company is at an inflection point—emerging as a stronger, more resilient global business ready to define the next chapter of LS&Co.”
“We are sustaining our momentum, delivering 5 per cent organic growth in the fourth quarter on top of 8 per cent growth in the prior year. Our success in denim lifestyle has enabled us to expand our addressable market, positioning us for mid-single digit growth in 2026 and beyond,” said Harmit Singh, chief financial and growth officer of Levi Strauss & Co. “Our disciplined approach to converting growth into profitability has improved adjusted EBIT margin again in 2025 for the third year in a row, and we are on track to expand margins further as we strive toward 15 per cent. Our confidence in this trajectory is reflected in a new $200 million ASR program.”
Looking ahead, the company expects mid-single digit revenue growth in fiscal 2026 alongside further adjusted EBIT margin expansion, supported by continued DTC momentum, disciplined cost management and ongoing brand strength, added the release.
Fibre2Fashion News Desk (SG)
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