Turning Tariffs into Tactics — Cross-Border Commerce in 2025 with Alex Yancher, CEO of Passport

In this insightful episode, The Watson Weekly welcomes Alex Yancher (Yon-cher), CEO of Passport, just hours after the U.S. government announced sweeping new global trade tariffs. With $3.3 trillion in cross-border e-commerce at stake, this conversation couldn’t be more timely.

Guided by a Thomas L. Friedman-inspired prologue, we dive deep into the new frontier of Cross-Border Trade (CBT) — where data, logistics, and geopolitical tension collide. Alex shares the origin story of Passport, and why global brands like Carpe, Ogee, and Tommy John trust them to turn complex international challenges into seamless consumer experiences.

From navigating 25% tariffs on EU steel to leveraging bonded warehouses and real-time FX for international growth, Alex outlines how Passport is helping brands not just survive—but thrive—in a volatile environment. We explore how Shopify and others are reshaping the landscape, and why transparency, logistics branding, and TikTok-era customer experience are no longer optional—they’re essential.

Key Topics:

The real impact of April 2025 tariffs on global ecommerce

Why “asset-light” CBT might outpace localized fulfillment

Lessons from Carpe and Ogee’s global expansion strategies

Logistics as CX: the new battlefield for consumer loyalty

How Passport is future-proofing brands against regulatory shocks

Don’t miss: Alex’s take on what archaic global trade structure he’d tear down if given the chance.

👉 Whether you're a founder, operator, or curious observer of global commerce, this episode will shift how you think about borders, branding, and the future of trade.