According to recent research conducted by ESW, the United Kingdom has been identified as the third most popular market for global online cross-border shoppers. This marks the second consecutive year that the UK has secured its place in the top three, with the United States and China switching positions, and the US taking the lead as the most popular digital destination for cross-border purchases in 2021.
While the UK ranks third overall, it claims the top spot for cross-border “Power Shoppers” hailing from the United Arab Emirates, China, and India. These Power Shoppers, who make the highest number of purchases, are drawn to the UK. The country is also highly popular among shoppers from South Africa and Australia.
ESW, a global direct-to-consumer e-commerce specialist, surveyed over 14,000 consumers across 14 countries to gather these findings. The research revealed that 21% of non-UK consumers made purchases from UK retail sites in 2021, showing a 5% increase compared to the previous year. Furthermore, when segmented by generation, Millennial and Gen Z respondents reported the highest number of cross-border purchases from the UK.
Martim Avillez Oliveira, Chief Commercial Officer, EMEA at ESW, believes that the high number of younger demographics and Power Shoppers buying from the UK speaks to the appeal of British brands among discerning shoppers. He highlights factors such as cutting-edge trailblazers, digital disruptors, refined craftsmanship, and luxury brands as contributing to the desirability of British fashion. According to Avillez Oliveira, the originality and unique energy of British fashion are irresistible to global consumers, particularly Power Shoppers.
Additionally, the survey showed that in 2021, consumers made more purchases from the US compared to China. The US emerged as the preferred digital destination for cross-border purchases, with 53% of consumers surveyed making purchases from online brands or marketplaces based in the US, compared to 39% from Chinese sites.
ESW’s research underscores the UK’s significance as a major player in the global e-commerce landscape. It highlights the appeal of British brands to international consumers and emphasizes the importance of attracting and engaging with the Power Shopper audience, given their higher purchasing rates across various shopping categories and specific retail sites.
Overall, the UK continues to be a magnet for cross-border shoppers and solidifies its position as one of the top destinations for global online retail. With its wide range of brands, craftsmanship, and distinct fashion energy, the UK remains a fashion-forward choice for discerning shoppers worldwide.
Useful links:
1. British Fashion Council
2. UK Government Official Website
