Cross-Border Ecommerce 2018: A Country-by-Country Comparison - eMarketer
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Cross-Border Ecommerce 2018: A Country-by-Country Comparison

eMarketer Report

By: eMarketer

Published: March 26, 2018

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

Executive Summary

Cross-border ecommerce—buying digitally on foreign sites—is increasing in popularity with both retailers and consumers. One of the biggest forces driving growth has been the rise of marketplaces. Unfamiliar brands are making headway through partnerships with trusted global retail platforms.

  • China, with its growing digital buyer penetration rate and behemoths like Alibaba that attract price-sensitive buyers from around the globe, dominates cross-border ecommerce in Asia-Pacific.
  • In the European Union, initiatives like Single Euro Payments Area (SEPA), which simplifies bank transfers in euros, and new regulations that prevent geoblocking have stimulated cross-border buying.
  • In Latin America, low credit card usage and a lack of strong infrastructure and delivery systems hold back digital commerce in general, as well as cross-border buying.
  • Per Payvision, merchants in North America were least likely to have a cross-border strategy (62%), and consumers in the region’s two countries behave very differently. Buying on foreign sites is more common in Canada than the US.

"In 2017, over 80% of retailers worldwide agreed that cross-border ecommerce has been profitable."

Table of Contents

Worldwide Overview

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Asia-Pacific

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Eastern Europe

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Western Europe

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Nordics

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Latin America

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North America

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67 charts are included in the full report:

Cross-Border Ecommerce 2018: A Country-by-Country Comparison

Retail Professionals Worldwide Who Agree that Cross-Border Ecommerce Has Been Profitable, Aug 2017 (% of respondents)

Worldwide Overview

Retail Professionals Worldwide Who Agree that Cross-Border Ecommerce Has Been Profitable, Aug 2017 (% of respondents)

Adoption of International Retail Ecommerce According to Retailers in Select Countries, June 2017 (% of respondents)

Biggest Game-Changer for Cross-Border Ecommerce According to Retail Professionals Worldwide, Aug 2017 (% of respondents)

Digital Retailer from Which Cross-Border Digital Buyers Worldwide Made Their Most Recent Cross-Border Digital Purchase, Oct 2017 (% of respondents)

Asia-Pacific

Growth of Cross-Border Digital Buyer Penetration Among Digital Buyers in Select Countries, 2017 (% change vs. prior year)

Share of Digital Purchases Made from Foreign Ecommerce Sites According to Digital Buyers in Select Countries in Asia-Pacific, Nov 2016 (% of total)

Digital Buyers* in Australia Who Have Made a Digital Purchase from Overseas, by Demographic, June 2017 (% of respondents in each group)

Domestic vs. Cross-Border* Ecommerce Spending Share and Growth in Australia, by Age, 12 months ending Sep 2017 (% change vs. prior year and % of total)

Cross-Border Retail Ecommerce Buyers in China, 2016-2021 (millions, % change and % of digital buyers)

What Are They Buying Abroad?

Product/Service Categories Purchased from Foreign Ecommerce Sites by Digital Buyers in Select Countries in Asia-Pacific, Nov 2016 (% of respondents)

Domestic vs. Cross-Border* Ecommerce Spending Share and Growth in Australia, by Product Category, 12 months ending Sep 2017 (% change vs. prior year and % of total)

Cross-Border Retail Ecommerce Sales in South Korea, by Product Category, Q3 2016 & Q3 2017 (billions of South Korean won, % change vs. same period of prior year and % of total)

Product/Service Categories Purchased from Cross-Border Ecommerce Sites by Cross-Border Digital Buyers in South Korea, Dec 2017 (% of respondents)

Where Are They Buying?

Countries from Which Cross-Border Digital Buyers in Select Countries in Asia-Pacific Have Made Cross-Border Digital Purchases, Oct 2017 (% of respondents in each group)

Cross-Border B2C Ecommerce Sales in China, Japan and the US, 2016 (billions and % change vs. prior year)

Cross-Border Retail Ecommerce Sales in South Korea, by Country/Region of Origin, Q3 2016 & Q3 2017 (billions of South Korean won, % change vs. same period of prior year and % of total)

How Do Cross-Border Buyers Behave?

Cross-Border Retail Ecommerce Sales Share in China, by Site, Q3 2017 (% of total)

Retail Ecommerce Platforms Used by Cross-Border Digital Buyers in South Korea to Make Cross-Border Digital Purchases, Dec 2017 (% of respondents)

Eastern Europe

Cross-Border Digital Buyer Penetration in Europe, by Country, July 2017 (% of digital buyers)

Digital Buyer and Cross-Border Digital Buyer Penetration in Urban* Russia, H1 2015-H1 2017 (% of active internet users)

Cross-Border Digital Buyers and Penetration in Select Countries/Regions in Europe, Spring 2017 (millions, % of digital buyers and % of population)

Cross-Border Digital Buyer Penetration in Poland, 2011-2017 (% of digital buyers)

Internet Users in Poland Who Are Cross-Border Digital Buyers, by Demographic, April 2017 (% of respondents in each group)

Internet Users in Europe Who Plan to Make Cross-Border Purchases* During the Holiday Season, by Country, Nov 2017 (% of respondents)

Where and What Are They Buying?

Digital Buyers in Urban Russia Who Make Cross-Border Digital Purchases from China vs. Other Foreign Countries*, 2014-2017 (% of respondents)

Product Categories Purchased Digitally by Digital Buyers in Urban Russia, by Retailer's Geographic Location, Sep 2017 (% of respondents)

How Do Cross-Border Buyers Behave?

Reasons that Cross-Border Digital Buyers in Urban* Russia Purchase from Foreign Ecommerce Sites, H1 2017 (% of respondents)

Device Used by Cross-Border Digital Buyers in Urban Russia to Make Their Most Recent Cross-Border Digital Purchase, 2016 & 2017 (% of respondents)

Western Europe

Cross-Border Digital Buyer Penetration in Europe, by Country, July 2017 (% of digital buyers)

Cross-Border Digital Buyer Penetration in Select Countries in Western Europe, 2011-2017 (% of digital buyers)

Cross-Border Digital Buyers and Penetration in Select Countries/Regions in Europe, Spring 2017 (millions, % of digital buyers and % of population)

What Are They Buying Abroad?

Types of Cross-Border Digital Purchases Made by Cross-Border Digital Buyers in Select Countries in Europe, 2017 (% of respondents)

Products/Services that Consumers in Great Britain Have Purchased from Foreign Ecommerce Sites, by Demographic, April 2017 (% of respondents in each group)

Where Are They Buying?

Countries from Which Cross-Border Digital Buyers in Select Countries in Europe Have Made Cross-Border Digital Purchases, Oct 2017 (% of respondents)

Countries from Which Cross-Border Digital Buyers in Germany Have Made Cross-Border Digital Purchases, May 2017 (% of respondents)

Geographic Location of Sellers from Which Digital Buyers in Great Britain Have Made a Digital Purchase, 2008-2017 (% of respondents)

Nordics

Cross-Border Digital Buyers and Penetration in Select Countries/Regions in Europe, Spring 2017 (millions, % of digital buyers and % of population)

Cross-Border Digital Buyer Penetration in Select Nordic Countries, Q2 2017 (% of digital buyers)

Cross-Border Digital Buyer Penetration in Select Nordic Countries, 2011-2017 (% of digital buyers)

Cross-Border Digital Buyer Penetration in Sweden, by Demographic, Q2 2017 (% of digital buyers in each group)

Cross-Border Digital Buyer Penetration in Denmark, by Demographic, Q2 2017 (% of digital buyers in each group)

Cross-Border Digital Buyer Penetration in Norway, by Demographic, Q2 2017 (% of digital buyers in each group)

Cross-Border Digital Buyer Penetration in Finland, by Demographic, Q2 2017 (% of digital buyers in each group)

What Are They Buying Abroad?

Types of Cross-Border Digital Purchases Made by Cross-Border Digital Buyers in Select Countries in Europe, 2017 (% of respondents)

Leading Product Categories Purchased from Cross-Border Ecommerce Platforms by Cross-Border Digital Buyers in Select Nordic Countries, H1 2017 (% of respondents)

Where Are They Buying?

Countries from Which Cross-Border Digital Buyers in Select Nordic Countries Have Made Cross-Border Digital Purchases, Oct 2017 (% of respondents in each group)

Top 5 Countries from Which Cross-Border Digital Buyers in Select Nordic Countries Made Cross-Border Digital Purchases, H1 2017 (% of respondents)

Geographic Location of Sellers from Which Digital Buyers in Sweden Have Made a Digital Purchase, March 2017 (millions and % of respondents)

Country from Which Digital Buyers in Denmark Made Their Most Recent Digital Purchase, 2017 (% of respondents)

How Do Cross-Border Buyers Behave?

Leading Reasons that Cross-Border Digital Buyers in Select Nordic Countries Have Made a Cross-Border Digital Purchase, Q2 2017 (% of respondents)

Latin America

Digital Buyer Penetration in Latin America, by Country, 2016-2021

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

What Are They Buying Abroad?

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

Top 5 B2C Ecommerce Platforms Used by Digital Buyers in Mexico to Make Digital Purchases, by Product/Service Category, Feb 2017 (% of respondents in each group)

Where Are They Buying?

Countries from Which Cross-Border Digital Buyers in Select Countries in the Americas Have Made Cross-Border Digital Purchases, Oct 2017 (% of respondents in each group)

Digital Buyers in Mexico Who Have Made Cross-Border Digital Purchases, by Origin of Transaction, Aug 2017 (% of respondents)

How Do Cross-Border Buyers Behave?

Preferred* Payment Method for Cross-Border Digital Purchases According to Cross-Border Digital Buyers in Brazil, 2013-2016 (% of respondents)

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

Reasons that Cross-Border Digital Buyers in Mexico Make Cross-Border Digital Purchases, 2015-2017 (% of respondents)

North America

Growth of Cross-Border Digital Buyer Penetration Among Digital Buyers in Select Countries, 2017 (% change vs. prior year)

Cross-Border Retail Ecommerce Sales in North America and Select Countries in Europe, 2016 & 2017 (billions of €, % change and % of total retail ecommerce sales)

Where Are They Buying?

Countries from Which Cross-Border Digital Buyers in Select Countries in the Americas Have Made Cross-Border Digital Purchases, Oct 2017 (% of respondents in each group)

How Do Cross-Border Buyers Behave?

Reasons that US Digital Buyers Purchase Products from Foreign Retail/Brand Sites, Q1 2017 (% of respondents)

US Internet Users Who Plan to Make Cross-Border Purchases During the Holiday Season, Sep 2017 (% of respondents)