Cross-Border Ecommerce 2017: A Country-by-Country Look at Consumer Behavior and Trends - eMarketer
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Cross-Border Ecommerce 2017: A Country-by-Country Look at Consumer Behavior and Trends

eMarketer Report

By: eMarketer

Published: March 13, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

This report examines how and why shoppers in markets in Asia-Pacific, Europe, Latin America and North America buy on foreign ecommerce sites.

  • Cross-border ecommerce continues to grow, as more of the world’s population become digital buyers, and retailers become better able to facilitate these transactions. In 2016, Forrester Research forecast that worldwide business-to-consumer (B2C) cross-border ecommerce would reach $424 billion by 2021, making up 15% of all online commerce.
  • About one-quarter (24.2%) of merchants worldwide surveyed by Payvision in August 2016 said the “biggest game-changer” for cross-border ecommerce this year would be the growth of mcommerce, the same answer given for the past two years. There was also an uptick in concern about data breaches and fraud (20.7%) and interest in alternative payment methods (19.9%).
  • An October 2016 survey of global online shoppers by Ipsos and PayPal found that China was the No. 1 cross-border online shopping destination, cited by 21% of respondents, followed by the US (17%) and the UK (13%). Clothing was by far the most popular category purchased worldwide (46%), followed by consumer electronics (29%).
  • Canada had just 11 retailers in the global top 1,000 in 2015 per Internet Retailer, but all of those merchants shipped internationally. Two other English-speaking countries, the UK (77.8%) and the US (72.2%), ranked second and third. Despite China’s popularity, just over one-quarter (28.1%) of the top retailers in China sold internationally.

"A majority (65.5%) of retailer professionals worldwide considered cross-border ecommerce to be profitable in 2016, but this was down from 70% a year earlier."

Table of Contents

Asia-Pacific

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Europe

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Latin America

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North America

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116 charts are included in the full report:

Cross-Border Ecommerce 2017: A Country-by-Country Look at Consumer Behavior and Trends

Retail Professionals Worldwide Who Agree that Cross-Border Ecommerce Has Been Profitable, 2014-2016 (% of respondents)

Asia-Pacific

Internet Users in Select Countries Who Have Made a Cross-Border Digital Purchase, Oct 2016 (% of respondents)

Cross-Border vs. Domestic Ecommerce Spending Share and Growth in Australia, by Age, 12 months ending Sep 2016 (% change and % of total)

Domestic vs. Cross-Border Ecommerce Spending Share and Growth in Australia, by Product Category, 12 months ending Sep 2016 (% change and % of total)

Product/Service Categories Purchased from Foreign Ecommerce Sites by Digital Buyers in Australia, India and New Zealand, Dec 2015 (% of respondents)

Countries from Which Digital Buyers in Select Countries in Asia-Pacific Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Location of Sellers from Which Internet Users in Australia Have Made vs. Would Consider Making a Cross-Border Digital Purchase, Jan 2016 (% of respondents)

Delivery Issues Experienced When Making a Cross-Border Digital Purchase According to Cross-Border Digital Buyers in Australia, Japan and the US, Oct 2016 (% of respondents)

China

Digital Buyers in Select Countries in Asia-Pacific Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Cross-Border* vs. International** Retail Ecommerce Sales in China, 2013-2020 (billions of Chinese yuan renminbi)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in Asia-Pacific, Oct 2016 (% of respondents)

Sales Share of Product Categories Purchased by Post-90* Tmall Global** Cross-Border Digital Buyers in China, by Demographic, 2016 (% of total)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in Asia-Pacific, Oct 2016 (% of respondents)

Countries from Which Digital Buyers in Select Countries in Asia-Pacific Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Top 5 Countries from Which Tmall Global* Digital Buyers in China Purchased Products, Ranked by Sales Share, 2016 (% of total)

Cross-Border B2C Ecommerce Sales in China, Japan and the US, 2015-2019 (billions of ¥)

Cross-Border Digital Purchase Share Among Cross-Border Digital Buyers in Select Countries in Asia-Pacific, by Device, Oct 2016 (% of respondents)

India

Digital Buyers in Select Countries in Asia-Pacific Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in Asia-Pacific, Oct 2016 (% of respondents)

Product/Service Categories Purchased from Foreign Ecommerce Sites by Digital Buyers in Australia, India and New Zealand, Dec 2015 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in Asia-Pacific, Oct 2016 (% of respondents)

Japan

Digital Buyers in Select Countries in Asia-Pacific Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Internet Users in Select Countries Who Have Made a Cross-Border Digital Purchase, Oct 2016 (% of respondents)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in Asia-Pacific, Oct 2016 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in Asia-Pacific, Oct 2016 (% of respondents)

Countries from Which Digital Buyers in Select Countries in Asia-Pacific Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Cross-Border B2C Ecommerce Sales in China, Japan and the US, 2015-2019 (billions of ¥)

Delivery Issues Experienced When Making a Cross-Border Digital Purchase According to Cross-Border Digital Buyers in Australia, Japan and the US, Oct 2016 (% of respondents)

South Korea

Cross-Border Retail Ecommerce Sales in South Korea, 2012-2016 (billions)

Cross-Border Retail Ecommerce Sales in South Korea, by Product Category, Q4 2015 & Q4 2016 (billions of South Korean won, % change vs. same period of prior year and % of total)

Product/Service Categories Puchased from Foreign Ecommerce Sites by Digital Buyers in Select Countries in Asia-Pacific, Dec 2015 (% of respondents)

Geographic Location of Sellers from Which Cross-Border Digital Buyers in South Korea Make Purchases, 2016 (millions and % of total)

Cross-Border Retail Ecommerce Sales in South Korea, by Country/Region of Origin, Q4 2015 & Q4 2016 (billions of South Korean won, % change vs. same period of prior year and % of total)

Europe

Cross-Border B2C Ecommerce Sales in Denmark, 2013-2016 (billions of Danish kroner and % change)

Cross-Border Digital Buyer Penetration in Select Nordic Countries, H1 2016 (% of digital buyers)

Cross-Border Digital Buyer Penetration in Select Nordic Countries, 2011-2016 (% of digital buyers)

Demographic Profile of Cross-Border Digital Buyers in Denmark, Q2 2016 (% of digital buyers in each group)

Leading Product Categories Purchased from Cross-Border Retail Sites by Cross-Border Digital Buyers in Select Nordic Countries, H1 2016 (% of respondents)

Geographic Location of Sellers from Which Consumers in Denmark Have Made Digital Purchases, 2011 & 2016 (% of respondents)

Countries from Which Digital Buyers in Select Nordic Countries Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

France

Digital Buyers in Select Countries in Europe Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Cross-Border Digital Buyer Penetration in Select Countries in Western Europe, 2011-2016 (% of digital buyers)

Internet Users in Select Countries Who Have Made a Cross-Border Digital Purchase, Oct 2016 (% of respondents)

Cross-Border Digital Buyers and Penetration in Select Countries/Regions in Europe, Spring 2016 (millions, % of digital buyers and % of population)

Top 3 Product Categories Purchased from Cross-Border Retail Ecommerce Sites According to Consumers in France, Spring 2016 (% of respondents)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in Europe, Oct 2016 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in Europe, Oct 2016 (% of respondents)

Countries from Which Digital Buyers in Select Countries in Western Europe Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Top 5 Countries from Which Consumers in France Have Made Cross-Border Digital Purchases, Spring 2016 (% of respondents)

Delivery Issues Experienced When Making a Cross-Border Digital Purchase According to Cross-Border Digital Buyers in Select Countries in Western Europe, Oct 2016 (% of respondents)

Germany

Digital Buyers in Select Countries in Europe Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Cross-Border Digital Buyer Penetration in Select Countries in Western Europe, 2011-2016 (% of digital buyers)

Digital Buyers in Germany Who Make Domestic vs. Cross-Border Digital Purchases, by Demographic, Q1 2016 (% of respondents in each group)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in Europe, Oct 2016 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in Europe, Oct 2016 (% of respondents)

Countries from Which Digital Buyers in Select Countries in Western Europe Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Leading Regions from Which Cross-Border Digital Buyers in Germany Have Made Cross-Border B2C Ecommerce Purchases, Dec 2016 (% of respondents)

Delivery Issues Experienced When Making a Cross-Border Digital Purchase According to Cross-Border Digital Buyers in Select Countries in Western Europe, Oct 2016 (% of respondents)

Norway

Reasons that Cross-Border Digital Buyers in Norway Have Made a Cross-Border Digital Purchase, Q2 2016 (% of respondents)

Cross-Border Digital Buyer Penetration in Select Nordic Countries, 2011-2016 (% of digital buyers)

Demographic Profile of Cross-Border Digital Buyers in Norway, Q2 2016 (% of digital buyers in each group)

Leading Product Categories Purchased from Cross-Border Retail Sites by Cross-Border Digital Buyers in Select Nordic Countries, H1 2016 (% of respondents)

Domestic vs. Cross-Border Retail Ecommerce Sales in Norway, by Product Category, July-Dec 2016 (millions of Norwegian kroner)

Geographic Location of Sellers from Whom Digital Buyers in Norway Make Digital Purchases, Q2 2016 (% of respondents)

Countries from Which Digital Buyers in Select Nordic Countries Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Russia

Digital Buyers in Select Countries in Europe Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Domestic vs. Cross-Border B2C Ecommerce Sales Growth in Russia, 2015 & 2016 (% change)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in Europe, Oct 2016 (% of respondents)

Product Categories Purchased* by Digital Buyers in Urban Russia, by Retailer's Geographic Location, Sep 2016 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in Europe, Oct 2016 (% of respondents)

Sweden

Cross-Border Digital Buyer Penetration in Select Nordic Countries, 2011-2016 (% of digital buyers)

Cross-Border Digital Buyer Penetration in Select Nordic Countries, H1 2016 (% of digital buyers)

Demographic Profile of Cross-Border Digital Buyers in Sweden, Q2 2016 (% of digital buyers in each group)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in Europe, Oct 2016 (% of respondents)

Top 5 Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Sweden, Q3 2016 (% of respondents)

Geographic Location of Sellers from Which Digital Buyers in Sweden Have Made Digital Purchases, Q1 2016 (millions and % of respondents)

Countries from Which Digital Buyers in Select Nordic Countries Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Geographic Location of Sellers from Whom Digital Buyers in Sweden Make Digital Purchases, Q2 2016 (% of respondents)

Reasons that Cross-Border Digital Buyers in Sweden Have Made a Cross-Border Digital Purchase, Q2 2016 (% of respondents)

Delivery Issues Experienced When Making a Cross-Border Digital Purchase According to Cross-Border Digital Buyers in Select Countries in Western Europe, Oct 2016 (% of respondents)

UK

Digital Buyers in Select Countries in Europe Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Cross-Border Digital Buyer Penetration in Select Countries in Western Europe, 2011-2016 (% of digital buyers)

Internet Users in Select Countries Who Have Made a Cross-Border Digital Purchase, Oct 2016 (% of respondents)

Top 3 Product Categories Purchased from Cross-Border Retail Ecommerce Sites According to UK Consumers, Spring 2016 (% of respondents)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in Europe, Oct 2016 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in Europe, Oct 2016 (% of respondents)

Countries from Which Digital Buyers in Select Countries in Western Europe Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Top 5 Countries from Which UK Consumers Have Made Cross-Border Digital Purchases, Spring 2016 (% of respondents)

Delivery Issues Experienced When Making a Cross-Border Digital Purchase According to Cross-Border Digital Buyers in Select Countries in Western Europe, Oct 2016 (% of respondents)

Latin America

Digital Buyers in Select Countries in Latin America Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Cross-Border Digital Buyers and Penetration in Brazil, 2013-2016 (millions, % change and % of total digital buyers)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in the Americas, Oct 2016 (% of respondents)

Top 10 Product Categories Purchased from Foreign Ecommerce Sites by Cross-Border Digital Buyers in Brazil, 2013-2016 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in the Americas, Oct 2016 (% of respondents)

Top 5 Cross-Border Retail Ecommerce Sites According to Cross-Border Digital Buyers in Brazil, 2013-2016 (% of respondents)

Cross-Border Digital Purchase Share Among Cross-Border Digital Buyers in Select Countries in the Americas, by Device, Oct 2016 (% of respondents)

Payment Methods Used Most Frequently for Cross-Border Digital Purchases by Cross-Border Digital Buyers in Brazil, Oct 2016 (% of respondents)

Mexico

Digital Buyers in Select Countries in Latin America Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in the Americas, Oct 2016 (% of respondents)

Digital Buyers in Mexico Who Have Made Cross-Border Ecommerce Purchases, by Origin of Transaction, Aug 2016 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in the Americas, Oct 2016 (% of respondents)

Reasons that Cross-Border Digital Buyers in Mexico Make Cross-Border Digital Purchases, 2015 & 2016 (% of respondents)

North America

Digital Buyers in Canada and the US Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Internet Users in Canada Who Plan to Shop Cross-Border* During US Thanksgiving Weekend, 2015 & 2016 (% of respondents)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in the Americas, Oct 2016 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in the Americas, Oct 2016 (% of respondents)

Countries from Which Digital Buyers in Canada and the US Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Cross-Border Digital Purchase Share Among Cross-Border Digital Buyers in Select Countries in the Americas, by Device, Oct 2016 (% of respondents)

US

Digital Buyers in Canada and the US Who Make Domestic vs. Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Internet Users in Select Countries Who Have Made a Cross-Border Digital Purchase, Oct 2016 (% of respondents)

US Internet Users Who Have Made a Cross-Border Digital Purchase, by Demographic, Jan 2016 (% of respondents in each group)

Product Categories Purchased from Foreign Retail Sites by Cross-Border Digital Buyers in Select Countries in the Americas, Oct 2016 (% of respondents)

Countries from Which Digital Buyers in Canada and the US Have Made Cross-Border Digital Purchases, Oct 2016 (% of respondents)

Leading Countries for Cross-Border Shopping Among Digital Buyers in Select Countries in the Americas, Oct 2016 (% of respondents)

Cross-Border Digital Purchase Share Among Cross-Border Digital Buyers in Select Countries in the Americas, by Device, Oct 2016 (% of respondents)

Delivery Issues Experienced When Making a Cross-Border Digital Purchase According to Cross-Border Digital Buyers in Australia, Japan and the US, Oct 2016 (% of respondents)