More than three-fourths (77.0%) of US internet users were digital buyers in 2016, eMarketer estimates. But unlike in many other markets around the world, US shoppers aren’t particularly likely to buy from foreign ecommerce sites—mostly because domestic sites are plentiful and competitively priced.
These data points and hundreds of others come from a new eMarketer report examining cross-border shopping in 16 markets around the world. Subscribers to eMarketer PRO can access the report here: “Cross-Border Ecommerce 2017: A Country-by-Country Look at Consumer Behavior and Trends.”
The Office of Communications (Ofcom) – UK placed the share of US cross-border buyers a little higher, at half of internet users. Respondents in the US were more likely to have made a cross-border digital purchase within the region (presumably Canada or Mexico) than outside (23%).
Bronto Software, in an October 2016 report, split the difference between PayPal/Ipsos and Ofcom, pegging US cross-border buyer penetration at 42% of internet users. Slightly more males than females had bought on foreign sites, and millennials were more inclined to have done so than other age groups. However, over half (51%) of Gen Xers also shopped this way.
Clothing, footwear and accessories was the leading product category bought digitally outside of the US, cited by 48% of cross-border digital buyers in the PayPal and Ipsos survey.