Do you know what shoppers want? Download our cross-border survey results

eCommerce is no longer confined by borders. With international shopping on the rise, cross-border fulfilment has quickly shifted from “nice to have” to mission-critical for brands looking to scale. 

But what really matters to global consumers? What are their expectations, frustrations, and deal-breakers when buying from overseas brands? 

We asked 1,000 of online consumers about their international shopping habits, expectations, and biggest turn-offs. The verdict? Cross-border commerce is booming - but only for retailers who get the basics right. 

Here’s a taster of what we uncovered… 

 
International shopping? It’s mainstream now 

Let’s just say the global shopping cart is fuller than ever. The majority of respondents have shopped from international brands - and many are doing so regularly. That’s huge potential… if you can deliver on what they expect.  

Shipping: Speed, cost and transparency matter 

High delivery fees and long wait times? Say goodbye to the sale. 

Shoppers told us loud and clear: fulfilment plays a major role in purchase decisions. But here’s the twist - while speed is important, value and clarity are even more so. 

Top Tip: International retailers should offer a range of affordable shipping options and be upfront about the costs and why. Don’t bury the fees in the fine print - it’ll cost you conversions. 

Trust signals are your best friend 

Cross-border shopping often triggers caution. What builds trust?  Think: 

• Visible customer reviews 

• Transparent returns policies 

• Recognisable payment gateways 

Spoiler: One trust-building factor ranked nearly as high as reviews - and it’s often overlooked. Grab the full survey results to find out more.

 

Returns can make or break repeat business 

Many shoppers told us they’d happily return to an international retailer - but only if the returns process doesn’t feel like a test of patience (or their bank account). 

Key Insight: Free and simple returns boost loyalty. Complicated, costly ones do the opposite. 

Download our Cross-border shopping survey

Insights from 1,000 consumers

What fuels cross-border purchases

Delivery, returns & trust signals

Tips to boost global sales

Download More confetti 🥳

Cross-border categories: who’s winning? 

Fashion leads the way, but it’s far from the only vertical with global appeal. Our survey breaks down which product types are being bought cross-border - and which ones are growing.

Pain points persist 

Even frequent cross-border shoppers admit the process isn’t always smooth. Words like “complicated,” “stressful,” and “worrying” came up in our survey responses. 

That’s not just a reflection - it’s an opportunity. 
 
Recommendation: Brands that simplify, reassure, and clearly communicate throughout the purchase journey can turn first-time buyers into loyal, global customers. 

Curious about what global shoppers really think? 

We’ve wrapped up the full findings from our 2025 Cross-Border Survey into one handy, insight-packed guide. 

Inside, you’ll find everything you need to: 

• Understand what today’s international customers expect
• Dodge common fulfilment pitfalls that cost sales
• Scale your brand confidently across borders 

Grab the full survey report and get the inside scoop.