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~ ESW ~



            MILLENNIALS DRIVE





            CROSS-BORDER




            D2C E-COMMERCE




            AS PANDEMIC




            SHOPPING




            HABITS REMAIN




            WORLDWIDE







            Text: Scott Lindsey // Photos: Shutterstock, ESW
            The rise in international direct-to-consumer (D2C) purchases in the last six months has
            been led by Millennial demographics, with reduced access to stores during the pandemic
            prompting over half (52%) of 25–34-year-olds to buy direct from international online brands,
            reveals Martim Avillez Oliveira of ESW (eShopWorld).


                    ur recent Global Voices: Pre-Peak Pulse   shopping category internationally, while luxury purchases
                    2021 survey of almost 15,000 consumers    saw the biggest growth over the past six months (+6%),
            Oacross 14 countries showed that overall,         followed by skincare and fragrance (+4% respectively). A
            52% of global consumers were motivated to buy     quarter (25%) of global shoppers bought clothing online
            online during the pandemic, rising to 58% on      outside of their domestic market, while footwear (19%),
            average for 25–44-year-olds, as shuttered stores   luxury goods (18%) and health & beauty and skincare
            prompted consumers to purchase items online that   (17% respectively) also topped the list of the most popular
            they normally would have validated and bought in-  international e-commerce purchases.
            store.
                                                              Once again, Millennials and Gen Z shoppers led the way,
            Reduced access to stores also boosted cross-border   making cross-border purchases at three times the rate of
            e-commerce, with almost half (46%) of global shoppers   Baby Boomers (those aged 57–75 years old). Outside of
            surveyed saying it prompted them to buy directly from an   apparel, Millennial and Gen Z demographics bought three
            international brand online, rising to 52% among those ages   times as many cross-border purchases compared to Baby
            25–34. Indian and Chinese (both 61%), Mexican (59%) and   Boomers.
            Russian (50%) consumers were the most likely to have made
            international D2C purchases in the first half of 2021.  This boost to cross-border luxury purchases, driven mostly
                                                              by younger demographics of shoppers, appears to have been
            Fashion remains the most popular cross-border online   prompted by new international buying behaviours caused by







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