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For eBusiness & Channel Strategy Professionals

Targeting The European Cross-Border Buyer

Online Cross-Border Buyers Are Affluent, High-Spending Online Buyers And Are Looking For The Perfect Product

September 15, 2009


  • By Patti Freeman Evans,
  • Lauriane Camus
  • with Zia Daniell Wigder,
  • Brendan McGowan

Why Read This Report

Nearly one-third of European online buyers have made Web purchases outside of their home country. Online cross-border buyers are desirable consumers because they show high online buying tenure, have high levels of disposable income, and outspend other online buyers. Yet only a minority of European retailers is actively targeting them. Pairing international shipping options with geographic specificities like language, payment preferences, national regulations, and delivery costs represents the main barrier that online merchants face. eBusiness and channel strategy professionals need to adopt a cautious strategy in order to successfully address foreign markets.

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Table of Contents

  • Nearly One In Three European Online Buyers Purchases Internationally Online
  • Retailers Are Holding Back Despite An Appealing Demand

  • International Shipping Must Be Implemented With Care
  • Supplemental Material
  • Related Research Documents