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2025 Cross-Border Buying Behavior Trends

59% of global shoppers buy from retailers outside their home country – and 35% do so at least once a month

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. 

Cross-border in numbers
Who buys from other countries?
The winning markets for cross-border sales
Price opens the door – trust and delivery keep it open
Meet the cross-border shopper

Cross-Border in numbers

75%

OF SUBSCRIPTION SHOPPERS BUY FROM RETAILERS IN OTHER COUNTRIES

41%

OF SOCIAL SHOPPERS BUY FROM OTHER COUNTRIES AT LEAST ONCE A MONTH

51%

OF GLOBAL SHOPPERS BUY FROM OTHER COUNTRIES TO GET LOWER PRICES

55%

OF GLOBAL SHOPPERS SAY FREE DELIVERY WOULD ENCOURAGE THEM TO BUY ACROSS BORDERS

43%

OF GEN Z BUY FROM OTHER COUNTRIES AT LEAST ONCE A MONTH

34%

OF EUROPEAN SHOPPERS BUY CLOTHING FROM OTHER COUNTRIES

23%

OF GLOBAL SHOPPERS BUY ELECTRONICS FROM OTHER COUNTRIES

SOUTH AFRICAN

SHOPPERS ARE THE MOST ACTIVE CROSS-BORDER BUYERS

Who buys from other countries?

Understanding which markets shop 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.

 

Buy from retailers in other countries

Buy from a retailer in another country at least once a month

Argentina

44%

18%

Australia

63%

32%

Austria

69%

28%

Brazil

55%

36%

Canada

53%

33%

China

42%

45%

The Czech Republic

48%

24%

France

57%

34%

Germany

49%

32%

India

58%

51%

Italy

51%

30%

Malaysia

54%

42%

Morocco

72%

38%

The Netherlands

60%

29%

Nigeria

72%

35%

Poland

60%

31%

South Africa

74%

25%

Spain

67%

27%

Sweden

71%

24%

Thailand

66%

64%

Turkey

58%

37%

The UAE

74%

51%

The UK

50%

36%

The USA

43%

47%

Global

59%

35%

Europe

58%

30%

Gen Z

66%

44%

Millennials

64%

39%

Gen X

55%

30%

Baby Boomers

46%

21%

The winning markets for cross-border sales

7 in 10 shoppers will only buy from countries they trust. The USA, the UK, Germany, China, France, Italy, Canada and Australia are among the most trusted destinations for global shoppers, which is likely why they are some of the countries cross-border shoppers buy from the most.

Younger generations are shifting away from purchasing goods from China, instead buying from a broader mix of global and European markets. Only 53% of Gen Z buy from China, compared to 64% of Baby Boomers. But they lead the way when it comes to shopping from retailers based in Australia, Canada and the USA.

World map showing the percentage of online shoppers buying from each country in 2025, including China (57%), the USA (41%), the UK (23%), Germany (21%), France (13%), Italy (9%), Turkey (7%), Spain (7%), Canada (7%) and Australia (6%).

Price opens the door – trust and delivery keep it open

Cross-border opportunities hold real growth potential for online retailers. Lower prices are the main reason shoppers look beyond their own country – especially in the Czech Republic and Brazil (62%), followed by Sweden (60%), Argentina (59%) and France (59%).

While many shoppers look across borders to get lower prices, trust and delivery are crucial to securing the sale. Knowing what’s holding shoppers back from clicking ‘buy now’ when shopping internationally can help your business address common concerns and challenges, providing an opportunity to stand out against competitors. Fear of fraud – highest in South Africa (69%), Malaysia (66%), Nigeria (65%) and Argentina (64%). 

Why do shoppers buy from other countries?

 

 

Lower prices

Product or brand isn’t available in their country

Wider choice of products

Previous good experience

Better quality products

Global

51%

47%

44%

34%

33%

Europe

55%

43%

40%

29%

21%

Gen Z

43%

46%

43%

31%

37%

Millennials

51%

46%

44%

34%

36%

Gen X

56%

47%

45%

34%

34%

Baby Boomers

61%

49%

44%

37%

23%

 

Why don’t shoppers buy from other countries?

 

 

Fear of fraud

Longer delivery times

Customs charges

Return costs

Complex returns processes

Global

52%

46%

43%

33%

32%

Europe

48%

39%

41%

32%

29%

Gen Z

50%

49%

43%

30%

30%

Millennials

49%

46%

42%

32%

31%

Gen X

52%

45%

43%

33%

32%

Baby Boomers

57%

44%

44%

36%

34%

 

What would encourage shoppers to buy from abroad?

 

 

Free delivery

Secure payment options/buyer protection

Free returns

Prices in local currency

Clear guidance on customs charges

Delivery by a known/trusted provider

Global

55%

50%

46%

45%

41%

40%

Europe

51%

47%

43%

39%

37%

35%

Gen Z

50%

50%

41%

44%

40%

38%

Millennials

53%

48%

45%

41%

41%

37%

Gen X

57%

51%

48%

45%

41%

39%

Baby Boomers

60%

51%

50%

50%

42%

44%

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.

Meet the cross-border shopper

Want to sell to today’s cross-border shoppers? Start by understanding how they buy, what they expect – and how to earn their trust. 

This group is among the most likely to use Buy Now Pay Later for all or most of their online purchases (55%). When browsing social platforms, they don’t hesitate to hit ‘buy now’ – 34% say they make more impulse purchases on social media.

Head to page 54 of the 2025 E-Commerce Tends Report to access the full infographic

 

Cross-border but conscious

Cross-border shoppers aren’t just looking for deals – they’re also mindful of sustainability. They're more likely to buy pre-owned items and take part in recycling schemes.

buy pre-owned or refurbished items online

buy sustainably-sourced products at least once a month

would likely use a retailer’s recycling or buy-back scheme if available

Free delivery wins – surprise charges don’t

Cross-border shoppers are willing to spend more to get free delivery, but unexpected charges at checkout are a dealbreaker. They expect transparency or they’ll walk away.

have spent more to get free delivery (then returned the extra items)

have abandoned their basket due to unexpected customs charges

say clear customs information would improve their shopping experience

Proof points build confidence

Cross-border shoppers are more likely to rely on reviews and social proof to guide their decisions. They also engage with influencer content and live-shopping events to learn more about products.

say reviews influence their buying decisions

say social media trends or viral products influence their buying decisions

have some level of interest in live-streamed shopping events

Download the full 2025 E-Commerce Trends Report

1Coherent Market Insights, 2025

All stats and figures are taken from the DHL eCommerce Online Shopper Survey conducted between February and March 2025. Respondents were required to have made at least one purchase online within the three months prior to the survey. 70+ questions were asked to 24,000 respondents across 24 countries (1,000 per country) with an equal split across demographics – where possible. The countries chosen for this survey represent some of the most active e-commerce markets across the globe. Where percentages do not equal 100%, this is due to certain questions having multiple-choice options. Where there is a deviation of percentages over 100%, this is due to rounding of answer options. Not all data from the survey is displayed on this page. Country, regional, generational, and shopper profile data is provided, but this does not reach a level of statistical significance to make definitive statements about specific groups globally. Figures are correct at the time of publishing.

Explore even more trends from the current and past reports:

Shopper Demographics & Profiles
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Out-Of-Home Trends
E-Commerce Logistics
Social Commerce Trends
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Do Shoppers Still Believe The Black Friday Hype?
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The Returns Landscape
E-Commerce Logistics
Delivery & Returns Trends
E-Commerce Logistics
Sustainability & The Circular Economy
E-Commerce Logistics
Marketplaces – The Go To Destination For Shoppers
Reports
2025 Country Reports
Reports
2025 E-Commerce Trends Report
Reports
2023 Global & European Trend Reports
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2022 European Trend Report
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