Importing for the first time can feel like stepping into the unknown. Between regulations, documentation, costs, and shifting timelines, it’s easy for new businesses to feel overwhelmed.
Most first-time importer mistakes come down to a lack of clarity around the process. That’s where Stockwells comes in. We’ve helped thousands of businesses import with confidence, providing practical guidance that improves efficiency, reduces risk, and puts you in control from day one.
This guide brings together our learnings from over half a decade of freight forwarding and logistics. Discover five common mistakes new importers make, and the steps you can take to avoid them.
1. Underestimating total landed costs
Many first-time importers focus solely on the supplier’s invoice price. However, this figure is only a starting point and rarely reflects the true cost to your business.
Total landed costs capture the full cost of getting your goods from origin to final destination. Most of these costs are variable and can fluctuate right up until your goods are delivered. They typically include:
- Freight rates, which can shift with fuel prices, capacity, and seasonal demand
- Duties and taxes, calculated on landed value and influenced by exchange rates
- Port and terminal charges, which vary by location and can change with congestion or peak periods
- Customs clearance fees
- Insurance premiums based on cargo value and route risk
- Warehousing and storage, which can escalate quickly if goods are held longer than expected
If you’re a first-time importer, take the time to map out your total landed costs, and the factors that can change them, before making pricing and purchasing decisions.
2. Choosing the wrong Incoterms
Incoterms, or International Commercial Terms, define who pays for what, and who carries the risk, at each stage of your goods’ journey. They’re often dismissed as technical details, yet even experienced importers can misunderstand what they really mean.
When something goes wrong in transit, however, those details matter. This is where many importers realise they wish they’d read the fine print.
Choosing Incoterms isn’t about right or wrong, but about selecting terms that align with your risk and cost management needs. Some options may look simpler or cheaper upfront, but can limit your visibility and control later on.
Working with a freight forwarding and logistics specialist like Stockwells allows you to understand what your Incoterms mean. Look for a forwarder that supports informed decisions and avoid unnecessary exposure.
3. Incomplete or incorrect documentation
Import documentation is one of the most common causes of delays for first-time importers. Even small errors in documents such as commercial invoices, certificates of origin, or customs declarations can result in shipments being held, delayed, or fined.
While documents are often prepared by suppliers, responsibility for their accuracy ultimately sits with the importer. Working with an experienced freight forwarder and customs team helps identify missing or incorrect documentation before it disrupts your shipment.
4. Lack of planning for transit times and delays
Transit times are estimates, not guarantees. First-time importers often plan around exact arrival dates, without accounting for the variables that come with global shipping. From port congestion to public holidays, there are many factors that can lead to delays.
When delays aren’t built into timelines, they can impact stock availability and broader business planning. Allowing for flexibility upfront makes it easier to manage change when it occurs.
An experienced freight forwarder can help set realistic expectations and keep you informed when conditions shift. When unexpected disruptions occur, they can help you pivot while avoiding unnecessary delays and costs.
5. Choosing price over expertise
When comparing freight forwarders, it’s easy to focus on the lowest headline rate. But importers eventually learn that cheaper upfront prices don’t always translate to lower total landed costs – especially when unreliable service can lead to delays, unexpected fees, and fines.
Choosing the right freight forwarder is especially important for first-time importers who may be unsure which costs to expect. Look for a forwarder with a proven track record of transparency, expertise, and proactive communication, and don’t hesitate to seek recommendations from trusted peers.
Your first-time importers checklist
Before confirming your first shipment, take a moment to check the following:
☐ Do you have a clear view of your total landed costs, not just the supplier invoice?
☐ Have you confirmed who is responsible for freight, duties, insurance, and risk under your chosen Incoterms?
☐ Are all import documents complete, consistent, and aligned with customs requirements?
☐ Have you planned your timelines with flexibility, allowing for potential transit delays?
☐ Do you have visibility over key shipment milestones once goods are in transit?
☐ Have you done your research on your freight forwarder? Do they offer proven experience, compliance support, and proactive communication?
Importing doesn’t need to be complicated, but it does require understanding. Taking the time to work through these considerations early can help you avoid common pitfalls and navigate your first import with confidence.
If you’d like support reviewing your first shipment or understanding what to expect, Stockwells’ team is here to help. Please reach out to [email protected] – we’ll get back to you soon.