Cross-border e-commerce has become one of the most important growth drivers in global online retail. Consumers increasingly purchase from international online stores to access better prices, broader product selections, and unique brands. At the same time, expanding internationally remains challenging. High shipping costs, long delivery times, and lack of trust continue to be major barriers to purchase.
Current market developments and recent consumer research clearly show what international shoppers truly expect from cross-border online retailers.
What Is Cross-Border E-Commerce?
Cross-border e-commerce refers to online transactions where consumers purchase products from retailers based in another country. For merchants, this opens access to new markets, customer segments, and revenue streams. However, success requires adapted strategies in logistics, payments, customer service, and communication.
Why Consumers Buy from International Retailers
Despite existing challenges, 79% of consumers have already purchased from international retailers, with nearly half doing so within the last 6 to 12 months. The most popular product categories include:
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Fashion and apparel
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Beauty products
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Home accessories and electronics
The main motivations for cross-border shopping are:
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better prices
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wider product selection
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access to unique or unavailable brands
The Biggest Barriers in Cross-Border E-Commerce
Shipping Costs, Delivery Times, and Import Fees
According to consumer data, high shipping costs (40%), long delivery times (38%), and customs or import fees (34%) are the most significant deterrents for cross-border shoppers. Unexpected additional charges often lead to cart abandonment and reduced trust.
Transparency around total costs is therefore critical for conversion.
Balancing Speed and Affordability
While many international shoppers are willing to wait longer for their orders, delivery speed still matters. For most consumers, the ideal delivery time is between 3 and 5 days. Successful retailers strike the right balance between affordable shipping rates and reasonable delivery times.
Trust as a Core Success Factor in International E-Commerce
Trust plays a decisive role in cross-border purchasing decisions. The most important trust-building elements for international shoppers include:
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customer reviews (46%)
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transparent shipping information (45%)
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clear return policies, including costs (43%)
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well-known payment providers (37%)
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transparent information about customs and taxes (36%)
Clear communication around shipping, returns, and security significantly increases purchase confidence.
Returns Management as a Competitive Advantage
Returns are not just a cost factor—they are a strategic lever for customer loyalty. 22% of consumers are more likely to repurchase from international retailers that offer fast and free returns. In contrast, complicated or slow refund processes negatively impact trust and satisfaction.
An efficient cross-border returns strategy can therefore become a key competitive differentiator.
What Retailers Should Do Now
To succeed in cross-border e-commerce, international retailers should focus on:
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transparent display of shipping, customs, and tax costs
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offering local payment methods and currencies
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clearly communicating return and refund processes
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prominently featuring customer reviews and ratings
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simplifying and localizing fulfillment operations
Reducing friction and creating a stress-free shopping experience increases repeat purchases and long-term loyalty.
Conclusion: Cross-Border E-Commerce Requires Trust and Transparency
Cross-border e-commerce offers enormous growth potential—but international reach alone is not enough. Transparency, trust, reliable logistics, and easy returns determine whether consumers buy internationally and whether they return. Retailers that strategically address these factors will secure long-term competitive advantages in global e-commerce.
About the Authors of the Presentation
This article is based on insights from a presentation and the Cross-Border Consumer Report 2025 by fulfilmentcrowd, which analyzes international consumer behavior, purchase barriers, and success factors in cross-border e-commerce.