Survey: U.S., U.K., Germany most desirable global e-shopping destinations
Stamford, Conn. -- The U.S., U.K. and Germany are the most desirable e-destinations for consumers to purchase goods online outside their own country. According to new global online research from Pitney Bowes Inc., Australians are the most likely to buy products online from retailers outside their own country (63%) followed by Canada and Russia (both 54%).
Shoppers in South Korea (21%), China (19%), and India and Japan (both 15%) ranked highest in believing they can only purchase goods online from retailers in their own country. Nearly all respondents (96%) have made an online purchase, and nearly 40% of consumers have purchased goods online from another country.
According to the study, the biggest barrier to cross-border commerce is high shipping costs (68%). This is followed by additional fees at time of delivery, such as duties and taxes (58%). Product delivery taking too long was the third largest barrier to completing an online purchase (42%).
Another major concern is perceived safety, including data security and fraud. Only 46% of respondents said that they thought it was safe to buy a product online from a retailer based outside of their own country. Another 33% said they didn’t know if it was safe. Consumers in Japan were by far the least likely to believe that these purchases are safe (17%), while more than 60% of respondents in Australia, Canada, India and Brazil thought it was safe.
Other findings include:
• Price is the top reason (68%) why shoppers have purchased a product from an online retailer outside of their own country or would consider doing so. This was followed by availability (46%) and better selection (38%). Brand names were the highest with consumers in India (52%) and China (34%), followed by Russia and South Korea (both 27%).
• The U.S. is by far the top country (70%) to be considered by shoppers who have purchased products online or would consider doing so. However, there was a major exception: Russia. While 54% of Russian respondents have made international ecommerce purchases, only 35% would purchase from the U.S.
• The ability to track an international order was most important to consumers in Brazil (41%), the U.S. (40%) and Japan (39%), among those who have purchased products online from retailers in other countries or would consider doing so.
“Retailers looking to expand their businesses online to international markets should consider the unique mindsets and shopping preferences of consumers in each country,” says Craig Reed, Vice President of Global Ecommerce, Pitney Bowes. “In addition, it’s critical for retailers to provide buyers with clarity and accuracy in the online buying process, certainty and transparency in delivery, and competitive pricing. Once these barriers to consumer confidence are overcome, the opportunities and appetite for buying goods outside their own country can increase dramatically.”
The 2014 Pitney Bowes Global Online Shopping Study was conducted online by ORC International and surveyed approximately 12,000 adults across 12 countries regarding their perceptions, habits and preferences for making online purchases. Consumers were polled in Australia, Brazil, Canada, China, France, Germany, India, Japan, South Korea, Russia, the United Kingdom, and the United States. The survey was conducted in Aug. 2014.