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BizReport : Ecommerce archives : August 31, 2016

Unique products, better prices motivate cross-border ecommerce

The search for unique products and better prices leads many UK consumers to consider purchasing from retailers outside of the country, according to new research from Bronto Software.

by Helen Leggatt

IMRG MetaPack's recent UK Delivery Index revealed a rise in the number of online orders placed with UK retailers from overseas consumers. The figures show that 26.7%, or 26 million, of the total of 98 million orders dispatched during July went to international destinations. It is the highest percentage since IMRG began recording data in 2011. The usual percentage of cross-border sales is 23%.

New data, this time from Bronto Software, reveals that Brits are just as keen to make purchases beyond their country's borders. Eighty percent said they would consider making a purchase from an online retailer outside the UK and 44% said they have already done so. Millennials were found to be the age group most likely to purchase from an overseas online retailer.

The motivations to look to overseas retailers are unique products (62%) and better prices (50%).

Saima Alibhai, practice manager - professional services with Bronto Software, warns that "now is the time for British retailers to prepare for the increased competition. Brands need to create an attractive proposition to keep shoppers from looking elsewhere."

Whilst cross-border online sales are increasing globally, Bronto's report also reveals that a significant number of UK consumers (87%) still perceive challenges to international purchasing. Almost two thirds (62%) cite shipping costs as a deterrent to purchasing outside of the UK, followed by hidden costs such as taxes (37%) and distrust of online payment methods (32%).

"Understanding what consumers want and finding ways to enhance the benefits of shopping in the home market will put UK brands in a stronger position to retain customers," says Alibhai. "Whether this is through offering 'click and collect' and 'buy online, return in-store' options for increased convenience or being transparent about all aspects of the transaction, such as delivery costs and data security, early in the purchase process - retailers that are adapting to the changing retail landscape will be rewarded with loyal customers."

Tags: cross-border, ecommerce, online shopping, UK

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