Results from Whistl’s Survey of Consumers in Key Ecommerce Markets

Whistl, the UK’s leading delivery management company, has released the second wave of findings from its survey of key international ecommerce markets. The research reveals clear trends in where consumers shop, what influences their buying decisions, and how they prefer to pay when purchasing from overseas retailers.

China Dominates International Online Shopping

Across all markets surveyed, China is the most popular destination for international online purchases, with almost two thirds of respondents (64%) buying from Chinese retailers in the past year.

This is followed by the UK, the USA and Germany.

Countries purchased from in the last year

China was the leading marketplace in every country surveyed, except the Republic of Ireland, where the UK was the most popular option. Regional proximity also plays a clear role in cross‑border purchasing behaviour:

• UK shoppers most commonly buy from the USA after China

• French consumers favour Germany

• German shoppers buy more from Austria

• Australian shoppers prefer the USA

• US consumers most frequently purchase from Canada

How Age and Gender Influence Cross-Border Shopping

Demographic differences also shape international ecommerce behaviour:

• Women are slightly more likely than men to buy from China, while men show a stronger preference for buying from the USA

• In Germany, twice as many men as women purchase from Austria

• Although China remains the most popular destination across all age groups, older shoppers are less likely to buy from China than younger consumers

• Shoppers aged 18–39 are twice as likely to buy from Japan compared with middle‑aged and older age groups

These insights highlight the importance for ecommerce retailers to tailor international strategies by market, age group and gender.

What Influences International Online Purchases?

The survey shows that online search engine results are the single most important influence on international ecommerce purchases, significantly outweighing other channels.

Key influences on international purchases

Search engines are the most influential channel across all six countries surveyed, with the highest usage in France, Australia and Ireland, and the lowest in the UK, Germany and the USA.

• Family and friend recommendations have the strongest influence in Ireland

• Retailer websites are most influential in the UK, USA and Germany

• Men are slightly more likely to rely on search engines, while women are more influenced by social media

• Consumers aged 18–39 are significantly more influenced by social media and recommendations than older shoppers

On average, international shoppers use 2.1 different websites when purchasing from overseas, with this figure declining as age increases.

Amazon and eBay Lead International Ecommerce Platforms

Despite the growth of specialist marketplaces, Amazon and eBay continue to dominate international online shopping.

Most popular online stores used

Usage varies by country:

• Amazon is particularly strong in France and Germany, but less so in Australia

• eBay is popular in the UK and Australia, but less used in France and the USA

• AliExpress sees higher usage in the Republic of Ireland and France

While Amazon and eBay are the most used platforms across genders, men tend to favour eBay, whereas women are more likely to shop on Wish, ASOS and Etsy.

PayPal Is the Preferred Payment Method

Across nearly all markets surveyed, PayPal is the preferred payment method for international purchases. The exception is the USA, where credit cards are used more frequently.

Payment methods used for international purchases

In the UK, France, Germany and Australia, credit cards are the second most popular option. In Ireland, debit cards rank second. Debit card usage is significantly higher among 18–39 year olds compared to older age groups.

Turning Insight into International Ecommerce Growth

Melanie Darvall, Director of Marketing & Communications at Whistl, commented:

“The predominance of China as the marketplace for international online shoppers is not really surprising. However, the real value of this research is how ecommerce retailers can use these insights to maximise international sales opportunities – from choosing the right sales platforms to optimising websites and social media strategies.”

“Consumer habits vary significantly by geography, gender and age, and our guide provides practical insight into the drivers of behaviour across key international ecommerce markets.”

The survey was conducted in the UK, Republic of Ireland, France, Germany, Australia and the USA.