15% of shoppers in the United Kingdom buy cross-border every week

October 30, 2018 by
Nico Hoeijmans

UKPhoneIn the United Kingdom, consumers are increasingly buying their products from foreign retailers when shopping online. At this moment, more than 33% of the shoppers in the United Kingdom buy cross-border on a regular basis, while 15% makes an online purchase overseas at least once a week. This can be concluded from a survey conducted by Whistl among 2.000 Brittish consumers. The main reason for shoppers to buy cross-border is the price. 55% of the online shoppers say this is the most important reason to turn to a foreign merchant. Reasons not to - or hesitantly - buy on foreign shops are named as well. On top of this list are extended delivery times (28%), lack of brand recognition (21%), import costs (20%) and paying in a foreign currency (11%).

According to the research, it is more likely for men to shop abroad than it is for women. 79% of men said they have shopped abroad last year, compared to 66% of women. Over a third of them buys at least once a month on a foreign webshop. Looking at age, it is most likely younger people who focus on an international e-commerce market (+50% of 25-34 y/o buys cross-border once a month). One in ten does this every day.

The study also shows that 81% of British online business offer overseas delivery options: 37% offer European delivery options and 44% offer worldwide delivery. This means that 19% of British online businesses are missing out on global sales opportunities, as they limit themselves to deliveries only in the United Kingdom.

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