Online shopping continues to surge worldwide, with numerous consumers opting to make purchases from foreign markets. Factors driving this growing trend include increased adoption of technology, innovative business models, and the convenience offered by online platforms.
The number of cross-border online shoppers is also rising. The global cross-border e-commerce market reached USD 2,830.7 billion in 2023 and projected to reach USD 7.9 trillion by 2030. In 2023, 33.3% of the global population, or approximately 2.64 billion individuals, shopped online, and 31.2% of all global online sales were cross-border transactions.
According to a Statista report on Main foreign countries where global shoppers last bought online, survey of 32,510 respondents in 41 countries. hina is the market where most consumers worldwide made their last cross-border online purchase, according to a survey conducted in September 2023 in 41 countries globally. Below is a detailed account of the main countries where global shoppers made their most recent online purchases in 2023.
Countries Where Global Shoppers Last Bought Online
| Rank | Country | Shoppers who Last Bought From Country |
|---|---|---|
| 1 | China | 37% |
| 2 | Germany | 13% |
| 3 | United States | 10% |
| 4 | United Kingdom | 10% |
| 5 | France | 6% |
| 6 | Canada | 4% |
| 7 | Japan | 4% |
| 8 | Australia | 3% |
| 9 | South Korea | 3% |
| 10 | Spain | 2% |
1. China
Shoppers who last bought from country: 37%
According to a survey conducted in 41 countries globally in September 2023, China emerged as the leading foreign market where most consumers worldwide made their last online purchase. With a substantial 37% of respondents having shopped from Chinese e-commerce sites, China remains an attractive destination for cross-border e-commerce. The dominance of major platforms like Alibaba continues to entice international buyers with a diverse range of products and competitive prices.
2. Germany
Shoppers who last bought from country: 13%
Germany is reported as the second most popular country for cross-border online shopping, with 13% of the global shoppers making their last purchase from German e-commerce sites. Germany's robust logistical networks and high-quality consumer goods make it a preferred destination for international buyers.
3. United States
Shoppers who last bought from country: 10%
The United States ranks third, with 10% of global shoppers reporting their most recent purchase from U.S. online retailers. This can be attributed to the wide variety of products, advanced technology, and the trust in American brands that draw international consumers to shop from U.S. e-commerce platforms.
4. United Kingdom
Shoppers who last bought from country: 10%
Coming in fourth, 10% of the global survey participants noted that their last online purchase was from the United Kingdom. The UK's e-commerce market, favored for its fashion, tech, and consumer goods sectors, continues to attract international shoppers with its well-established brands and reliable delivery services.
5. France
Shoppers who last bought from country: 6%
France accounted for 6% of the latest cross-border online purchases among the surveyed consumers. Known for its luxury goods, fashion, and gourmet products, French online stores have successfully appealed to international buyers looking for high-end and unique items.
6. Canada
Shoppers who last bought from country: 4%
About 4% of global online shoppers stated that their most recent purchase was from Canadian e-commerce sites. The blend of quality products, favorable exchange rates, and proximity, especially for U.S. buyers, contributes to Canada's presence in the international online retail market.
7. Japan
Shoppers who last bought from country: 4%
Japan's e-commerce market attracted 4% of the global respondents for their latest purchases. With a reputation for electronics, anime merchandise, and unique fashion, Japan continues to hold a solid spot in the global e-commerce sphere.
8. Australia
Shoppers who last bought from country: 3%
Australia recorded that 3% of international shoppers made their most recent purchase from its online stores. Australia's diverse marketplace, which includes native products and globally recognized brands, makes it an attractive destination for online shoppers looking for variety and quality.
9. South Korea
Shoppers who last bought from country: 3%
South Korea also garnered 3% of cross-border shoppers, largely due to its K-pop merchandise, beauty products, and tech gadgets. South Korea’s innovative marketplace and trendsetting products make it a favored destination for global online shoppers.
10. Spain
Shoppers who last bought from country: 2%
Lastly, Spain accounted for 2% of the surveyed global shoppers for their most recent online purchases. Spain’s rich cultural heritage and unique commodities, including traditional crafts and fashion, continue to attract buyers from around the world.
Conclusion
The above list reflects the growing importance of cross-border e-commerce, where global shoppers seek products from various international markets. China leads the way, followed by Germany and the United States, showcasing the varied preferences and robust capabilities of each country’s e-commerce infrastructure. As the global e-commerce landscape evolves, these countries maintain their appeal through diversity in products, competitive pricing, and reliable delivery services.
