Countries where e-purchases were made.
Source: Cross-border e-commerce shopper survey, International Post Corporation, 2018
Categories of products most frequently bought online, all over the world:
- clothes, shoes and accessories – 31%,
- electronic devices – 21%,
- cosmetics – 17%,
- jeweler and watches – 11%,
- books, music, multimedia – 10%,
- sports goods – 10%,
- toys – 9%,
- products for home and garden – 8%,
- audio and video equipment, household appliances – 8%,
- computers – 7%,
- goods for children – 5%,
- cars and other vehicles – 4% (2).
Interestingly, the top 5 of most frequently bought product categories frequently differ from country to country. For example, in Austria and in Belgium wine is the product that is bought online the most frequently, food products in Great Britain and in China, while in Brazil and Greece – medication and pharmaceuticals.
The e-consumers from North America and Western Europe engage less in cross-border shopping than their peers in South America, Eastern Europe, Asia or Australia – cross-border purchases constitute, respectively, 14% and 15% of their total online shopping. This result should not come as a surprise, because both markets are very mature and the most popular products can be found at competitive prices in the countries of residence of the consumers (3).
Import of products from outside Asia amounts to 21% on the average – although this value differs significantly, depending on the country. In Hong Kong, Singapore and Vietnam the cross-border purchases account for, respectively, 31%, 43% and 55% of all online shopping. For the Indonesians, Japanese and residents of India the proportion is only 12%. China, with their cross-border e-purchases imported from outside Asia at 20%, falls in the middle of the range (3).
In Australia and New Zealand, the percentage of online purchases imported from outside that region reaches 35%, of which 25% of e-purchases come from North America and Europe (3).
The regions where consumers most frequently engage in cross-border e-shopping are: Eastern Europe and Russia (43%), South America (44%) and Africa and the Middle East (50%). Special attention should be paid to e-consumers from the United Arab Emirates – as much as 58% of their online transactions are purchases made in e-stores from other regions: Asia, North America and Western Europe. In Eastern Europe and in Russia, the largest proportion of ordered goods comes from Asia (15%), Western Europe (13%) and North America (8%). In South America, almost 60% of products bought online come from North America (3).