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November 2023 - Retail

31% of UK shoppers purchase cross-border goods with clothes and footwear being the most popular items: A survey of shoppers has revealed that almost a third purchase cross-border goods, which is low compared to other European countries polled. The countries that UK shoppers buy from the most were the USA (41%), followed by China (40%), and Germany (12%), which was the closest neighbour UK consumers buy from.

The research by DHL took place in the first half of 2023, with 5,000 respondents taking part across 10 countries in Europe. 

The DHL Online Shopper Report 2023 looked at cross-border shopping habits, how much UK shoppers spend, delivery and returns, payment preferences and sustainability.

When asked about why they shop cross-border, 45% said that the lower prices in other countries attracted them, while three in 10 (30%) said they would shop cross-border due to products or services being unavailable to buy in the UK. A similar percentage said that by shopping cross-border they are afforded a greater choice of products (29%). 

The items that respondents buy most cross-border were clothing and footwear (61%), followed by food and drink (25%) and sports, leisure and hobby items (25%), found the research. 

Respondents were also asked about the reasons why they decline to shop cross-border, with half citing longer delivery times (50%), while 42% said they have reservations due to the fear of fraud.  Looking at what would encourage shoppers in the UK to shop cross-border more, pricing in pounds was stated by more than half the respondents polled (52%), followed by simple and free returns (50%). 

The research also found that three-quarters of UK shoppers were satisfied with delivery options when purchasing cross-border, although it also highlighted that fewer respondents were happy with their delivery options in 2023 than they were last year (86% versus 96% respectively). 

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