52% of UK shoppers shop abroad

At least 52.5 percent of consumers in the UK and US have bought products from online stores in another country in the last 12 months. Fashion clothes are most often purchased in foreign stores.

This data comes from new research from Nosto, a shopping experience platform. In April this year, the survey was conducted among 2,000 respondents from the United Kingdom and the United States.

Younger people are more likely to shop abroad

According to the report, 67.47 percent of respondents in the 35 to 44 age group purchased at least one product abroad online in the last 12 months. Younger generation respondents were also more likely to shop abroad, with 64 percent of 25- to 34-year-olds and 61.4 percent of 16- to 24-year-olds. For comparison, only 37.2 percent people over 55 years of age said they buy from cross-border sellers.

70.2% of products purchased abroad belong to the fashion and accessories category

When buyers decide to buy products from an online retailer in another country, they are most often buying clothes. At least 70.2 percent products purchased abroad fall into the fashion and accessories category. Products from the sports, goods and hobby categories were also frequently purchased abroad (57.3%).

Prices influence cross-border purchases

More than half (53.4%) of all respondents said that due to rising prices in their country, they are more willing to look for cheaper products abroad. However, if prices are too low, 65.7 percent becomes cautious. They often worry about product quality if prices are too low. They will therefore decide not to place an order.

Concerns about shopping abroad

Overall, more than 92 percent of all shoppers are unsure about whether to consider shopping abroad. The most common concerns were the inability to easily return products (49.75 percent of respondents) and the quality of the product (46.8 percent).

“Online stores must provide clear information on returns and taxes for cross-border customers.”

The report shows that if online retailers want to attract more overseas customers, they need to provide clear, easy-to-find information on refunds and taxes. Almost 69 percent respondents said it would increase their trust in e-commerce stores in other countries. Providing a customer service telephone number in the consumer’s country would also increase trust (64.95%).