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~ eShopWorld ~



            DIGITAL NATIVES





            DRIVING





            CROSS-BORDER





            SHOPPING







            Text: Sanne Leenders // Photos: AdobeStock
            Retailers and brands looking to grow their cross-border business should take heed of our
            latest research, and consider how well they are segmenting their customers, says Tommy

            Kelly, CEO of eShopWorld (ESW).

                     ore and more people are shopping on-     respondents who had spent more than £500 on cross-
                     line outside of their home country, but   border e-commerce purchases in the past year.
            Myounger, digitally native consumers aged         Brands also need to take into account the youngest
            25–34 are leading the way. Our Global Voices 2021:   shoppers, Gen Z (aged 18-24), who are most likely to buy
            Cross-Border Shopper Insights study found that    directly from them, rather than from marketplaces. Some
            nearly 70% of global consumers across 11 countries   29% of this group has shopped cross-border directly from
            shopped cross-border in 2020, but younger, digitally   brands versus 23% of millennials and 23% of Gen Xers.
            native consumers made 10 or more e-commerce
            purchases outside of their home country.          Paying via credit or debit card remains popular, but flexible
                                                              payment options are gaining traction. Some 72% of
            This digital generation has been spurred on by brands   respondents used a credit or debit card to complete their
            and retailers that were already making it easy to shop by   cross-border transactions, while younger consumers are
            offering the convenience of services such as click and   more frequently taking advantage of buy now, pay later
            collect, return to store, and guaranteed delivery date. Now,   options, with roughly 10% of respondents aged 18–24
            with COVID-19 having more or less cut the store route   and 11% of those ages 25–34 saying they have used these
            off, these consumers are looking further afield and finding   flexible payments to shop from international merchants.
            plenty of brands happy to accommodate them wherever
            they live.                                        Offering a localised online shopping experience is key to a
                                                              successful cross-border e-commerce experience. Consumers
            Not only are these brands finding that consumers are   said being able to shop on a site in their local language
            buying from more suppliers than ever, but they are also   (34%) and local currency (34%) and seeing all charges, taxes
            exploring new product categories, so they need to keep pace   and duties clearly displayed (33%) were the most important
            with demand that grew 82% last year and shows no signs of   factors contributing to their decision to make a purchase.
            slowing.
                                                              While cross-border commerce is up and almost certain to
            Looking at the figures, younger cross-border shoppers   remain high after stores reopen, it is also going to get more
            favour clothing and accessories (30%), toys (19%), and   competitive, so a deeper understanding of where the money
            health and beauty (19%). Millennials, however, are the   is coming from will pay dividends through any future
            highest spenders, accounting for nearly half (47%) of   promotional activity. ••
               FULL REPORT ALONG WITH INDIVIDUAL COUNTRY REPORTS CAN BE FOUND AT: HTTPS://WWW.ESHOPWORLD.COM/GLOBALVOICES2021








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