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~ ESW ~

THE POWER

SHOPPER

A KEY COHORT

FOR

CROSS-BORDER

E-COMMERCE

Text: Mark Kirschner, Chief Marketing Officer, ESW // Photos: Shutterstock
What is a power shopper? And are you doing enough to attract them?

Power shoppers are a cohort of consumers who spend over millennials exhibit that magic combination, compared to 17%
€450 per year on cross-border purchases. First of all, any each for Gen X and Gen Z, and just 10% of boomers.
doubts about cross-border demand are dispelled by our
recent survey of 22,000 consumers in 11 countries, Global When we pull back and look at power shoppers collectively,
Voices 2021: Cross-Border Insights, which found that 68% of they are more often married with families compared to the
shoppers made e-commerce purchases outside of their home overall market.
country in 2020.
The family lifestyle may account for higher spending across
The research also looked at the cross-border buying habits key verticals. Survey respondents who qualify as cross-border
and expectations of these consumers. Power shoppers, unlike power shoppers buy twice the number of products across a
other high spenders, are potentially more brand loyal and range of categories:
valuable, as they tend to purchase directly from brands,
department stores, specific retailers, and luxury retailer sites, • Clothing - 39% vs 25%,
rather than marketplaces such as Amazon and Zalando. • Health & Beauty - 29% vs 15%,
• Cosmetics - 26% vs 12%,
Underscoring their well-established digital-native-level of • Luxury Goods - 26% vs 12%,
comfort with buying online, millennials represent 40% of • Fragrance - 25% vs 12%
the overall cross-border market and 47% of high spenders. • Skin Care - 26% vs 11%.
When we look more closely at the power shoppers, 22% of

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