A recent study commissioned by Weglot has revealed that UK online shoppers are hesitant to make purchases from the EU due to various fear factors. The study highlighted concerns such as fraudulent websites, damaged or delayed deliveries, customs issues, and the use of foreign languages. The fear of buying from fraudulent websites and the risk of receiving damaged or delayed deliveries were found to be the top concerns, both mentioned by 72% of respondents. Customs-related issues were also a significant concern, with 68% expressing worries about this aspect. Additionally, 61% of participants found shopping on foreign language websites to be off-putting, while 49% stated that they would not make a purchase if the website wasn’t in English.
Despite these anxieties, the report discovered that 68% of UK consumers still regularly buy products from international e-commerce stores outside of well-known brands like Amazon. The most popular items purchased from international stores were clothing, textiles, and shoes, cited by 52% of respondents. The study also revealed the reasons behind UK consumers’ relationships with international e-commerce stores, with 52% mentioning more attractive pricing, 28% noting the availability of products not found in the UK, 27% valuing faster delivery options, and 17% believing that purchasing directly from a brand’s website is safer.
An interesting finding from the study is the age gap among consumers. While 86% of 18-34 year-olds frequently shopped from international e-commerce stores, only 49% of individuals over 50 engaged in the same behavior. The study found that 23% of those over 50 always chose to shop locally online, compared to just 4% of 18-34 year-olds.
Augustin Prot, CEO at Weglot, addressed the findings by emphasizing the importance of how online stores present themselves. He stated that while it may be difficult to prevent fake websites or eliminate delivery issues entirely, retailers have control over how they present their online stores. Prot highlighted the significance of shopping in one’s native language and urged online retailers to consider localizing their offerings to attract more customers. He believes that online stores that can adapt to customers’ preferences and provide international-level services have a promising future ahead.
Related links:
– Age Distribution of eCommerce Platform Users in the UK
– Top UK Retail Sites and Google Analytics Analysis
