Cross-Border Commerce: Customer Behaviours Driving $3.3T in Sales

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Staff Writer
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Cross-Border Commerce: Customer Behaviours Driving $3.3T in Sales

Cross-border shoppers are embracing new brands and seeking personalised experiences. With cross-border ecommerce expected to reach $3.3 trillion by 2028, understanding these customers is essential for brands to succeed globally.

Shoppers today aren’t limited by borders—they’re exploring, comparing, and clicking ‘buy’ across countries with unprecedented ease and confidence. According to Meta’s “Grow Your Exports” guide, 48% of online shoppers across 14 major economies reported making a cross-border purchase in the last six months. 

Fuelled by access to technology, borderless payments, and global logistics advancements, these globally minded shoppers are redefining ecommerce. They’re quicker to try new brands, crave autonomy, and expect seamless, personalised, and even entertaining experiences.

With global cross-border ecommerce projected to reach $3.3 trillion by 2028, the sector is set to more than double the growth of domestic trade. 

As the world becomes increasingly interconnected through mobile-first commerce and AI-driven discovery, understanding and serving these transnational customers is no longer optional—it’s essential.

What Cross-Border Shoppers Really Want

Today’s cross-border shoppers who look for lower prices and hard-to-find items are also seeking experiences that empower them. According to Meta’s Kantar-commissioned study involving over 14,000 consumers, the dominant characteristics of these buyers can be boiled down to three key desires: abundance of choice, decision-making independence, and contextual relevance.

For instance, 72% of cross-border shoppers say they actively seek promotions and offers before making a purchase. Meanwhile, 61% emphasise the importance of a wide product selection, and a striking 71% express a willingness to try new brands they’ve just discovered.

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Spontaneity is also on the rise: 59% report making impulsive purchases based on promotions they receive, and nearly half say they make same-day or same-week purchase decisions. These fast, autonomous buying patterns signal a major shift away from traditional shopping journeys. Brands must adapt by delivering just-in-time offers, intuitive UX, and streamlined checkouts.

But it’s not just about functionality. Cross-border consumers expect to be entertained and informed. From influencer content and social proof to AR-powered product trials and community engagement, modern ecommerce is as much about experience as it is about exchange. 

In fact, 66% of these shoppers want personalised sales promotions, 61% look for tailored recommendations, and 53% want gift inspiration for friends and family.

The New Pillars of Borderless Commerce

As expectations rise, so do the friction points that can derail global transactions. According to Meta’s consumer insights, the top five pain points for cross-border shoppers include long delivery times, uncertainty about product quality, out-of-stock issues, vague product information, and security concerns related to payments. 

This new paradigm demands five key foundations for success:

  1. Personalisation at Scale: Whether it’s AI-curated product feeds or localised promotions, cross-border shoppers expect experiences tailored to their needs and tastes. With 62% stating that personalised experiences increase their likelihood to buy, companies must go beyond surface-level targeting to deliver nuanced, culture-aware content.
  2. Platform-Driven Trust: Social commerce is playing a pivotal role in cross-border engagement. Shoppers are more likely to buy from brands recommended by friends, influencers, or community groups. Meta platforms like Facebook and Instagram have emerged as top discovery channels, particularly for categories like beauty, fashion, and electronics.
  3. Mobile-First Fluidity: With mobile devices accounting for a growing share of global ecommerce, mobile-first optimisation isn’t optional. From shoppable Instagram posts to app-based checkout flows, winning brands ensure a frictionless, app-native journey.
  4. Entertainment & Community: Cross-border shoppers want to be entertained. From product videos and livestream shopping to AR filters and gamified experiences, brands that layer shopping with entertainment are seeing higher engagement and conversions. Live shopping, for example, is growing in popularity among younger demographics who crave authentic, immersive buying moments.
  5. Seamless, End-to-End Journeys: Whether through API-driven personalisation, AI-based product recommendations, or instant global logistics, cross-border buyers expect zero hiccups from discovery to delivery. Features like real-time inventory updates, auto-application of local discounts, and transparent shipping timelines can make or break a sale.

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