What if the worst year for global trade in a decade turned out to be your best year ever?
Alex Yancher built Passport into the cross-border commerce engine shipping to 150 countries for brands going international, and a year after Liberation Day, with tariffs dominating every headline, the business had its strongest year yet.
M13 Partner Brent Murri sits down with Alex Yancher, founder and CEO of Passport in this episode of The Flywheel. They break down what changed one year after Liberation Day: imports from China falling from roughly 13%–15% to 9%, the tariff inflation that never showed up, and why reshoring is still anecdote instead of data. Yancher—who closed M13's investment the week the world locked down—explains why he went asset-heavy when every board deck said asset-light, and what seven months of AI agents did to his margins. If you're a founder, operator, or investor trying to understand tariffs, cross-border commerce, or where AI is reshaping logistics, this is your map.
⏱️ Chapters
00:00 — Closing an investment while the world shut down
01:44 — March 2020: a term sheet, a lockdown, and a firm that didn't retrade
03:22 — Why Alex started Passport: surfboards, diamond rings, and the hair in cross-border
05:51 — One year after Liberation Day: what changed in global trade
07:38 — Decoupling from China, and the reshoring that hasn't happened
09:25 — The tariff inflation that never arrived
10:30 — Why the hardest year in trade was Passport's best
11:01 — Going asset-heavy when the whole market said asset-light
12:48 — Vertical integration: catching a "spring gift box" before customs does
14:26 — 37 automations, 1%–2% of margin, and a two- to three-year cost advantage
16:51 — The moat AI can't replicate: entities in 14 countries
17:57 — Free shipping or a lower price? What $1 billion in sales data says
19:51 — The white-label ceiling and the acquisition that broke it
22:32 — Cannibalizing cross-border to build in-country
📦 In this episode
- Why M13 closed Passport's round the same week the US went into lockdown—and why Yancher says that one decision set the tone for the next six years
- What shifted a year after Liberation Day: imports from China down from roughly 13%–15% to 9%, the US–China deficit cut in half, and imports from Vietnam and Mexico way up
- Why tariff-driven inflation landed in the low single digits—a 25% tariff on Vietnam was partly canceled out by a 20% fall in the Vietnamese currency against the dollar
- Why reshoring still hasn't shown up in the manufacturing data, and what Yancher is watching for
- Why he asked his board to buy an asset-based logistics company in a market obsessed with asset-light—and how three warehouses in LA, New York, and Chicago moved NPS, churn, and a 15% price drop
- What seven months of AI agents produced: 37 manual processes automated, 1%–2% of margin accretion, and nightly QA across every country, customer, and permutation
- The parts of the business AI can't replicate: entities in 14 countries and direct relationships with regulators like UK HMRC
- How more than $1 billion in sales data answers a real merchandising question: in Canada, at identical margin, does free shipping or a 10% price cut convert better?
- Why Passport leaned into in-country fulfillment even though it cannibalized cross-border—and how that went from 3% to roughly 30% of the business
About Passport
Passport helps consumer brands sell and ship internationally—logistics, duties and taxes, compliance, returns, and growth—across 150 countries. Learn more at https://passportglobal.com
About M13
M13 invests early in outlier founders building at the structural shifts that create new markets. The Flywheel is where M13 talks with those founders. Learn more at https://m13.co
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