E-Commerce

Why online shoppers are crossing international borders

52% purchased from a store based in a different country in the last year, survey.
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Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

Rising prices are driving customers to look for deals, not just in their own countries, but pretty much anywhere in the world.

A recent study by commerce experience platform Nosto, which surveyed 2,000 consumers across the UK and US, found that 52% of shoppers had purchased at least one item online from a store based in a different country over the past 12 months.

  • Similarly, 70% of online shoppers were likely to buy fashion products from international brands, followed by sporting goods and hobbies (57%), and health and beauty (55%).
  • For 41% of respondents, lower prices were the top reason for choosing to venture beyond borders.
  • Meanwhile, 33% said a desire for unique or unusual items topped their list.

Overall, about 53% of respondents admitted rising prices at home spurred them to seek affordable items elsewhere.

For some, lower prices meant they’d venture beyond shopping at their favorite brands.

  • In fact, 29% of shoppers said they’d even purchase fake brand items abroad if they were cheaper.

Still, not everyone shopping overseas was necessarily just looking for a good deal.

  • About 23% of those surveyed said that their international purchases were influenced by social media, with 33% of Gen Z consumers citing social media as the main reason for shopping abroad.
Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.