American cross-border online shoppers prefer British sellers! What are the implications for Chinese sellers?

According to a report by Pitney Bowes, British retailers are the most popular among American cross-border online shoppers, especially Generation Z and Millennials.

Pitney Bowes surveyed 1,254 US cross-border online shoppers and found that a quarter of Generation Z and more than a fifth of Millennials purchase goods from UK retailers once a month or more.

The survey shows that in 2022, American cross-border online shoppers will have an increased demand for free delivery and will be very dissatisfied with paying return fees. 59% of people will abandon their shopping carts due to the need to pay return fees, compared to 50% in 2021. 74% of people will abandon their shopping due to high delivery fees, compared to 69% last year. In addition, 47% of people will abandon their purchases if tariffs are not calculated or calculated inaccurately, compared to 44% last year.

The survey also pointed out the expectations of American cross-border online shoppers for the delivery time of goods. Most people are very satisfied with "seven-day delivery", and 44% are satisfied with "ten-day delivery". If the delivery time exceeds ten days, most people will be dissatisfied. Among them, 63% of people think that "11 to 14 days delivery" is very slow.

According to Pitney Bowes' forecast, one in five e-commerce transactions worldwide will be cross-border transactions in the next four years, and global cross-border sales are expected to reach US$1.6 trillion by 2025.

Georges Berzgal, senior vice president of international at Pitney Bowes, said that American consumers' love for British brands provides a great opportunity for retailers headquartered in the UK. In order to gain their confidence, cross-border sellers must provide a first-class online shopping experience, including price, delivery time and accurate logistics tracking information.

Editor ✎ Nicole/

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