Findings
The 2024 Airwallex survey reveals that international consumers prefer shopping via large marketplaces (89%) and directly from merchants (81%) but also engage with niche marketplaces (63%) and social media (59%) for cross-border purchases. Additionally, 54% of respondents plan to increase international shopping frequency, especially when experiences are localized and influencers are involved.
Key Takeaway
Cross-border shoppers prioritize seamless, localized experiences with options to purchase in local currencies and endorsements from trusted influencers. This underscores the need for brands to establish multi-channel presences tailored to each region.
Trend
Main Trend: Growing demand for accessible, tailored cross-border shopping experiences.
Consumer Trend: Preference for localized, influencer-endorsed online shopping.
Consumer Sub-Trend: Increased use of social media and niche platforms for international purchases.
Big Social Trend: Rise of globalized shopping, with consumers expecting regionally customized shopping experiences.
Local Trend: High engagement with interactive selling (e.g., live-stream shopping) in regions like China and Hong Kong.
Worldwide Social Trend: Global shift toward seamless, localized eCommerce experiences.
Consumer Motivation
International shoppers seek convenience, trust, and familiarity through localized currencies, influencer endorsements, and regionally tailored platforms, driving their cross-border shopping preferences.
Drivers of Trend
Globalized eCommerce: Increased access to international products encourages frequent cross-border shopping.
Localization and Trust: Local currency displays, interactive shopping options, and endorsements from trusted influencers build confidence.
Channel Versatility: Consumers want options across large marketplaces, direct purchases, social media, and niche sites for flexibility and convenience.
People in Focus
International online shoppers (all age ranges) seeking seamless, familiar experiences, often influenced by local culture, currency options, and trusted endorsements.
Product/Service Description
Cross-border eCommerce experiences that emphasize localized currencies, trusted endorsements, and tailored shopping approaches for smooth global transactions.
Conclusions
The trend reflects a need for brands to provide multi-channel, localized eCommerce experiences, addressing currency preferences and using influencer marketing to increase trust and appeal in international markets.
Implications
For Brands: Global brands must invest in region-specific strategies, multi-channel presences, and currency localization to meet cross-border demand.
For Society: As eCommerce globalizes, society benefits from increased access to international goods and seamless transactions, bridging cultural differences.
For Consumers: Shoppers gain diverse choices and tailored shopping experiences that align with local expectations, making global shopping convenient and trustworthy.
For the Future: Cross-border shopping will grow, with brands increasingly localizing their platforms and marketing to foster smoother, globally accessible experiences.
Big Trend Name
Localized Global Shopping
Big Social Trend Name
Seamless Cross-Border Commerce
Social Drive
Consumers’ desire for easy, localized shopping experiences with familiar currencies, trustworthy endorsements, and region-specific adaptations.
Strategy Recommendations for Companies in 2025
Optimize Localization: Offer pricing in local currencies, local language options, and region-specific payment methods.
Expand Channel Presence: Ensure accessibility across large marketplaces, niche sites, social media, and direct platforms to cover all consumer touchpoints.
Embrace Influencer Marketing: Partner with trusted local influencers to build credibility and engage international consumers.
Leverage Interactive Shopping: Adopt live-stream selling and interactive experiences in markets like China and Hong Kong to boost engagement.
Final Sentence
Main Trend Summary: In 2025, brands should enhance their global shopping strategies with tailored, multi-channel experiences that prioritize localization, trusted endorsements, and flexible purchasing options to capture the evolving preferences of international consumers.
Comments