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For eBusiness & Channel Strategy Professionals

Cross-Border Sales Drive 17% Of Online eCommerce In Western Europe

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February 6, 2015

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Why Read This Brief

This report provides context for and insight into the Forrester Research Online Cross-Border Retail Forecast, 2013 To 2018 (Western Europe). This forecast defines cross-border buyers as consumers who deliberately buy retail products cross-border over the Internet and know their purchase has been bought outside of their domestic online market. Consumers know that they are buying cross-border based on a number of factors including the use of foreign website addresses, foreign languages, foreign currencies, types of products bought, and parcel delivery that originates outside of their domestic market. This forecast excludes online cross-border sales that are "hidden" from the consumer where, for example, an online retailer makes the user experience, delivery, and payment of a cross-border purchase identical to a domestic online purchase. Although cross-border trade represents 17% of online retail sales in Western Europe, with over 170, 000 retailers selling cross-border in 17 Western European countries, growth in cross-border buyers is smallest in the large online retail countries of the UK, Germany, and France. This report looks at why cross-border trade in Western Europe is important, what retailers need to know to grow their online cross-border sales, and why online cross-border sales will see significant growth over the next five years.

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