How AI Is Taking the Guesswork Out of Cross Border Delivery

Why can we track a meal traveling across town almost minute by minute, yet an international parcel can seemingly disappear between checkout and delivery?

In this episode, I speak with Dieter Van Putte from Crossborder Global, a division of Bnode that provides global commerce and logistics services. Dieter oversees technology and operations across Landmark Global and Apple Express, giving him a close view of what happens when retailers attempt to sell and deliver products across international markets.

Dieter explains why cross border delivery remains so difficult to track despite years of investment in supply chain technology. A domestic shipment may involve one main carrier, but an international order can pass between warehouses, road carriers, airports, airlines, customs authorities and final-mile delivery companies. Each participant may record events differently, operate at a different level of technical maturity or provide information at a different speed.

We discuss why the customer rarely sees this complexity. They simply expect to know when their order will arrive, what duties and taxes they must pay, plus what will happen if the product needs to be returned. When retailers cannot provide those answers, the problem quickly becomes one of trust rather than logistics alone.

Dieter also describes the less visible cost of manual reconciliation. Teams can spend hours checking carrier websites, comparing rates, reviewing spreadsheets, correcting customs information and translating inconsistent tracking events. Mistakes create further work through delayed parcels, billing disputes, customer inquiries and complaints. The direct labor cost matters, but the effect on repeat purchases and customer reviews may prove even more expensive.

Our conversation then turns to the role of automation and AI. Dieter explains how technology can support product classification, customs documentation, landed-cost calculations and exception handling. We also examine logistics control towers, which combine data from multiple parties to provide an end-to-end view of an order. With enough reliable information, these systems can detect patterns, predict delays and recommend or initiate corrective action before the customer is affected.

There is plenty of promise here, but good software cannot remove every customs rule, carrier handoff or data-quality problem. Retailers still need the right partners, accurate product information and a clear understanding of the promise they are making at checkout.

Could better use of data finally make international delivery feel as dependable as domestic shipping, and what would need to change first? Listen to the conversation and share your thoughts with me.