International Consumer Buying Behaviours, Trends and Insights

What Is Driving International eCommerce Purchasing Behaviours?

Whistl Parcels conducted a comprehensive research study to understand how and why consumers shop internationally. With improved technology, greater connectivity and wider access to global marketplaces, shoppers can now buy products from overseas that are cheaper, better, or simply unavailable in their local market.

The research was conducted online between 25–29 March 2020, using a large international panel provider. Surveys were completed in each country’s native language, with a representative sample of 200 respondents per market.

Countries surveyed:

• Australia

• France

• Germany

• Republic of Ireland

• United Kingdom

• United States

The insights below highlight key trends in cross‑border purchasing and provide practical guidance to help businesses:

• Increase international eCommerce sales

• Attract new overseas customers

• Improve conversion rates in new markets

Who Is Purchasing Goods and Services from Abroad?

Whether you’re expanding domestically or internationally, online marketplaces remain one of the most effective ways to test new markets and reach overseas consumers.

When improving your cross‑border delivery offering, understanding who your customers are and how they shop is critical. Businesses that take the time to address common hesitations around international purchasing are far better positioned to build trust, increase confidence and maximise lifetime value.

Domestic Online Purchasing

Across all six countries:

• 70%+ had purchased online in the last month

• 80%+ in the UK, US and Germany

• 90%+ had purchased within the last 2–3 months

• Germany and the US showed the highest frequency of weekly online purchasing.

International Purchasing

Cross‑border purchasing patterns varied more widely:

• The Republic of Ireland showed the highest frequency of international purchases

• The United States showed the lowest

Insight: Analysing your customer base by country can reveal valuable trends to support targeted international growth strategies.

What Are the Advantages of International Purchasing?

Gender Preferences

Men prioritised financial and technical benefits:

• Cost savings (66%)

• Exchange rates (18%)

• Access to better technology (16%)

Women prioritised access and convenience:

• Products unavailable locally (62%)

• Lower or free shipping (40%)

• Access to global fashion trends (14%)

Age Preferences

Shoppers aged 18–39 were significantly more motivated by:

• Better technology

• Higher product quality

• Earlier access to products

Shoppers aged 60–79 were less price‑driven and less influenced by innovation

What Are the Disadvantages of International Purchasing?

Gender Preferences

Men were more concerned about:

• Trust in overseas sellers (31%)

• Customer service access (27%)

• Customs complexity (26%)

Women were more concerned about:

• Longer delivery times (68%)

• Fraud or low‑quality goods (57%)

• Returns complexity (48%)

Age Preferences

Concerns were broadly similar across age groups, although shoppers aged 40–59 showed slightly higher concern about product quality than younger buyers.

Business takeaway: Clear delivery times, accurate product descriptions, visible reviews and transparent returns policies all help remove barriers to purchase.

What Goods Are Being Purchased Internationally?

By Gender

• Men: electronics, telecoms and sporting goods

• Women: clothing, household and beauty products

By Age

• Nearly two‑thirds of 18–39 year‑olds purchased clothing and accessories

• Younger shoppers were more likely to buy beauty and personal care items

By Country

• Republic of Ireland: higher clothing, beauty and entertainment purchases

• France: higher electronics, fewer healthcare products

• UK & Germany: fewer beauty purchases

• USA: fewer household and entertainment items

Attitudes to International Purchasing

Awareness

Most shoppers were aware they were buying from abroad during:

• Online search

• Website browsing

• Product selection

Delivery and Customs

• Average international delivery time: 13 days

• 13% paid additional customs charges

• Two‑thirds were aware of these costs in advance

Returns

• One‑third checked returns policies

• Highest awareness: Republic of Ireland (45%)

• Lowest awareness: France (under 25%)

What Countries Are Consumers Buying From?

China was the top source market in 5 of the 6 countries surveyed. Geographic proximity strongly influenced purchasing behaviour.

What Are the Most Popular eCommerce Sites?

• Amazon & eBay dominated across all markets

• Amazon was strongest in France, Germany and the UK

• eBay performed particularly well in Australia and the Republic of Ireland

Demographic Insights

• Younger shoppers favoured AliExpress, ASOS, Etsy and Alibaba

• Women purchased more fashion via Wish, ASOS and Etsy

• Men were more likely to purchase through eBay

How Are Consumers Discovering International Sites?

• 78% used search engines

• 18% via friends and family recommendations

• 14% via marketplace sites

• 13% via social media advertising

SEO insight:  Strong international SEO and paid search strategies remain essential for cross‑border growth.

Payment Preferences

• PayPal was the most popular payment method

• Credit cards ranked second

• US shoppers preferred credit cards

• Republic of Ireland shoppers favoured debit cards

Forecast: International Purchasing Habits

Last 12 Months

• 65% said purchasing levels remained the same

• Republic of Ireland showed the highest growth

• USA and Australia saw the largest decline

Next 12 Months

• Slight overall decrease expected

• Republic of Ireland most likely to increase purchasing

• Economic uncertainty (Covid‑19, Brexit) influenced sentiment

How Can Whistl Parcels Help?

Whistl Parcels provides flexible domestic and international parcel solutions designed to meet customer delivery expectations worldwide.

We help businesses overcome common cross‑border challenges, including:

• Delivery choice

• Customs complexity

• Speed and reliability

Summary and Conclusions

This research highlights the complexity — and opportunity — of international eCommerce.

Retailers looking to grow cross‑border sales should consider:

• Country‑specific demand patterns

• Demographic differences

• Delivery, customs and returns expectations

• Trust, transparency and user experience

Whistl Parcels supports retailers, brands and wholesalers with international delivery and customs solutions that remove friction and improve customer confidence.

Research Methodology

• Survey conducted: 25–29 March 2020

• Total respondents: 1,200 adults

• Markets: UK, ROI, Germany, France, Australia, USA

• Equal splits by gender and age

• Respondents screened for online purchasing behaviour