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~ ESW ~

Overwhelmingly, cross-border power shoppers prefer to
use credit or debit cards for purchases, similar to overall Of the countries spending the most annually on cross-border
consumers. However, they are twice as likely to use flexible purchases, Russia, Mexico, and Turkey top the list. These
or alternative payment methods. Twenty-three per cent use emerging markets offer significant opportunities for cross-
Global Wallets, such as PayPal, Apple Pay, etc., compared border retailers who can serve the demand. By offering a
to just 12% of general consumers, 22% use bank transfer (vs familiar shopping experience that provides the same level of
12%), 12% use Buy Now, Pay Later (vs 8%) and 12% use service and convenience customers expect when shopping
COD (vs 6%). locally, brands can win customers and open new avenues for
growth.
While money is always a consideration, power shoppers are
no more motivated by cost than general consumers when Clearly, understanding these power shoppers is key to
considering cross-border purchases. However, they are more unlocking cross-border business growth possibilities.
likely to look to other countries for a wider variety or more
unique products they can’t find locally. They are also far But the factors going into a purchasing decision are becoming
more likely to become loyal customers based on their overall increasingly complex. With such rapidly changing market
satisfaction with the buying experience. conditions – spurred by a global pandemic that upended the
industry and caused lasting change – predicting consumer
They more often cite positive reviews, flexible delivery behaviours is hard. Some useful generalisations, however, do
options, clear refund policies, brand recognition, and familiar emerge from our survey.
payment methods as factors when deciding to buy online.
When buying cross-border, localisation also matters. In 1. The most valuable shoppers look to shop across
addition to viewing a website in their language, they expect borders when they are seeking more variety,
prices to appear in their local currency, and import charges products that are not available locally, or cost-
stated upfront to avoid surprises. savings
2. Their loyalty is won through past satisfaction,
Where are these power shoppers shopping? In our survey, US positive ratings and referrals, and predictable
brands and retailers attracted 51% of cross-border shoppers. delivery
While UK-based sites sold to 20% of international customers. 3. Having a website in the consumer’s language and
currency will lead to more cross-border purchases.

In terms of demographics, because of the preponderance of
millennials in the power shopper cohort, they represent the
highest value segments for most retailers and brands when
it comes to cross-border e-commerce. Smart brands will
prioritise millennials’ engagement whilst keeping a close
watch on Gen Z as they establish more buying power and
clout in the global market.

Power shoppers expect a wholly localised cross-border
shopping experience with appropriate languages, local
payment methods, currencies, and items that can’t be found
on other sites. To keep customers coming back, provide a
positive shopping experience that conveys estimated delivery
dates, no surprise charges, easy local returns/return to store,
and clear refund policies and reviews.

However, do not forget the power of variety and product
availability, both crucial in attracting high-value shoppers.
And remember that big spenders spend more time with
brands and are more loyal. They tend to shop more frequently
on brand websites and with more confidence than on
marketplace sites. Curating a direct-to-consumer experience
that exceeds expectations is the way to attract and convert
them. ••
THE FULL GLOBAL VOICES 2021 REPORT CAN BE DOWNLOADED AT WWW.ESHOPWORLD.COM/GLOBALVOICES21

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