2026 Cross-Border Buying Behavior Trends

Consumers want more choice, better prices and unique products – and they’re looking beyond borders to find them. But purchasing from an international retailer comes with high expectations. Trust, delivery and returns all influence the decision to click ‘buy now’.

With the value of the global cross-border e-commerce market expected to reach 4.81 trillion U.S. dollars by 2032¹, there is a clear opportunity for online retailers to reach a wider audience and grow their sales. The demand is there, now it’s about delivering on it. 

Understanding which markets shop and sell across borders most frequently can help your business target the right international audiences. By focusing on where shoppers are most open to buying from other countries, you can unlock growth opportunities and meet global demand.

While shoppers tend to gravitate toward a small number of major markets, like China and the USA, many English-speaking markets still haven’t adapted their full e-commerce experience for international shoppers. 22% of Canadian, 21% of US, and 18% of UK B2C businesses do not localize e-commerce with local languages and currencies, highlighting the gap between global demand and how businesses serve it.

Younger, tech-enabled shoppers are driving cross-border shopping, with 53% of both Gen Z and Millennials buying internationally more than once a month, compared to 45% of shoppers globally.

As cross-border shopping becomes more frequent, businesses that remove barriers through localization, transparent pricing, and seamless delivery experiences will be best positioned to capture this growing demand.

Cross-border opportunities hold real growth potential for online retailers. Lower prices are the main reason shoppers look beyond their own country – especially in Malaysia (72%), Argentina and Portugal (71%), followed by the Czech Republic (68%), Denmark and Thailand (67%)

International demand is often driven by price and product quality, but delivery and logistics ultimately determine whether a purchase is completed. High delivery costs, long transit times, customs complexity, and difficult returns remain some of the biggest barriers to cross border shopping. The next phase of global e commerce growth will be won by brands that make international delivery feel as seamless and reliable as domestic delivery.

While many shoppers look beyond their borders for better prices or higher quality products, trust remains essential to securing the sale. Understanding what prevents shoppers from clicking 'buy now' can help businesses address key concerns, remove friction, and stand out from competitors. Fear of fraud is the biggest barrier to cross border purchases, particularly in Nigeria and South Africa (58%), the United States (52%), and Argentina (51%).

If you're expanding into new markets, check that your pricing aligns with local competitors. To build trust and secure sales, offer secure payment options and buyer protection, be transparent about your delivery and returns offering and offer prices in local currencies.