Summary
European online cross-border purchasing is happening, but with almost a quarter of European online adults buying cross-border, it has not yet reached a critical mass. Those in smaller European eCommerce markets are more likely than their peers in larger European markets to make purchases from outside their domestic markets. Online cross-border buyers continue to be desirable consumers as they outspend other online buyers. This report outlines the current profile of European online cross-border buyers and sets out some considerations for eBusiness professionals who are pursuing online expansion across Europe.
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