Price and availability drives UK shoppers to international retailers

Almost half of UK online shoppers have made an online purchase with a retailer based outside the UK, according to the latest eCustomer Service Index results. The study from eDigitalResearch and IMRG, suggests that price and availability are diving cross-border shopping among UK online

consumers. Some 60 percent of the respondents who have shopped abroad said they chose to purchase with a retailer outside of the UK because of better prices, while another 60 percent stated that they made the purchase because they couldn’t get the product they wanted in the UK. Another 18 percent claimed that their purchase decision was driven by better products on offer.

Clothing, footwear and jewellery are the most popular items with Brits to purchase from a retailer aboard, followed by music, books and gifts - items whose size and weight aren't likely to add too much to any costly delivery charges.

The research revealed that the majority of UK consumers spend up to 50 pounds per transaction with international retailers. With 64 percent of cross-border shoppers who have purchased clothing, footwear or jewellery spending up to 50 pounds, while a similar number have spent a similar amount with retailers outside the UK when purchasing gifts.

Almost half of UK online shoppers purchase with international retailers

However, the index did reveal that delivery charges and timescales still remain the biggest barriers for people purchasing overseas. Of those online consumers surveyed, all 2,000 felt that costly delivery charges could prevent them from making a purchase with a non-UK retailer, followed by 85 percent who could be put off by long delivery timescales and 79 percent who have concerns around security.

Derek Eccleston, commercial director at eDigitalResearch, said: “Cross border shopping is not only a huge opportunity for UK retailers to expand their customer base and following across the globe, but can also be seen as a threat as more non-UK retailers look to enter the market.

“Our results show that purchasing with international brands is mainly driven by price and product availability, and therefore UK retailers need to ensure that they offer an exceptional customer experience to all customers around the world to encourage individuals to spend their hard earned cash with them.”

Tina Spooner, chief information officer at IMRG, added: "The latest results from the eCustomer Service Index not only reveal that Britons are becoming more confident shopping from international merchants, but also that they are becoming more savvy internet shoppers.

“It is not surprising to hear that price is a driving factor for the majority of consumers shopping cross-border, but the fact that 60 percent of overseas shoppers cited lack of availability from UK merchants as a key reason for doing so, highlights the opportunities for retailers trading cross-border".