International eCommerce: Key insights into the global market (2025)
Key takeaways:
As of 2024, the two largest eCommerce markets in the world are China (US$1.47 trillion) and the US (US$1.2 trillion) – with experts expecting both to grow significantly in the next five years.
Europe, the United Kingdom, and Southeast Asia are also valuable eCommerce markets with plenty of revenue potential for businesses looking to expand internationally.
87% of US shoppers are comfortable buying a product from another country. US online shoppers heavily rely on credit cards, with 72% using them for international purchases.
Online customers aren’t just buying from domestic businesses these days. A Statista study found that 52% of global online shoppers buy from overseas retailers.1 That’s why international eCommerce is a growing trend that many businesses want to tap into.
However, the global market is as diverse as it's lucrative. Understanding how each country prefers to shop can help you globalise with fewer obstacles and lower costs. Here, we’ll look at valuable insights into shopper preferences to help your business optimise its international eCommerce strategy and operations.
What is global eCommerce?
International eCommerce simply refers to the process of buying and selling goods and services online to other countries. It's a great way to test your business’ expansion potential before investing in a physical location abroad.
Here’s how domestic and international eCommerce compares:
Factors to consider | Domestic eCommerce | International eCommerce |
|---|---|---|
Market | Single country | Multiple countries |
Cultural factors | You’re likely familiar with local languages, market dynamics, and consumer preferences, making it easier to sell your product to locals. | You may need to improve your understanding of different cultures to attract locals in foreign countries. |
Operational considerations | Supply chains are simpler. There are fewer regulations and financial requirements. | Operations can be more difficult to navigate with foreign currencies and languages, and cultural differences. |
What are the benefits of international eCommerce?
Expanding your business can bring long-term, meaningful growth. Here are a few:
Benefit from a larger customer base: More shoppers are turning towards international retailers. Our Cross-border eCommerce report shows that 61% of consumers see overseas merchants as trustworthy.2
Increase revenue: With the right tools and strategies, you can gain a competitive advantage in emerging, high-growth, or high-consumption markets.
Mitigate risks: You can reduce risks, like local economic downturns, tariffs, and foreign exchange (FX) volatility, by reducing your dependency on a single market and currency.
Expand globally with 160+ local payment methods.
Global expansion considerations
Global expansion doesn’t come without its share of challenges, but understanding them can help you better navigate roadblocks when expanding your business internationally.
Between customs and tariffs, and legal restrictions in different countries, compliance can be a potential problem when getting started. You can also likely expect higher shipping costs and possible adjustments to supply chain logistics.
Other potential issues include localisation, making it important to adapt products and services to diverse languages, cultures, and consumer behaviour. And, finally, consider offering international payment methods – our research shows shoppers will likely abandon their cart if their preferred payment method is unavailable.
Understanding how consumers like to shop online, cross-border
Online shoppers' buying preferences can vary greatly across countries. Some are more likely than others to make a purchase online, and they might also be more comfortable buying in certain industries. With that in mind, consider these online, cross-border purchasing preferences from online shoppers across the following seven global regions.
Online, cross-border shopping behaviours in the United States
Shoppers in the US are no strangers to buying online, cross-border. Of the 310 million worldwide Amazon users, 80% live in the United States.2 Our research indicates that the US eCommerce industry will grow by 50% to reach US$1.8 trillion by 2029 – up from US$1.2 trillion in 2024.
Some other cross-border eCommerce trends in the US include:
83% of shoppers in the US are comfortable buying a product from another country.
77% of shoppers in the US choose platforms like Amazon, Etsy, and Rakuten.
Buy now, pay later (BNPL) options like Klarna and Afterpay are also rising, especially for impulse buys and seasonal sales. In fact, 63% of Gen Z and Millennials would shop elsewhere if BNPL weren’t available as a payment method at checkout.
Credit cards still rule online payments in the US, with 72% of shoppers using them for international purchases.
Online, cross-border shopping behaviours in the United Kingdom
Our data revealed that shoppers in the UK are especially fond of shopping on online marketplaces when shopping internationally, online. In fact, 80% of shoppers in the UK choose platforms like Amazon, Etsy, and Rakuten for international purchases.
Other online, cross-border shopping trends in the UK include:
80% of shoppers prefer eCommerce marketplaces or platforms like Amazon, eBay, and Etsy. 18% prefer merchant websites.
Social commerce is preferred by just 2% of UK shoppers, despite its growing influence in other markets.
Fashion, electronics, and home goods are the top categories where shoppers use BNPL. Luxury shoppers lean even further into BNPL, with 31% using BNPL compared to 20% across other categories. This makes BNPL an essential payment method to offer in these spaces.
Online, cross-border shopping behaviours in Europe
Online shopping tendencies vary throughout Europe, which has a vast landscape with many cultural differences. That said, eCommerce is still a major player throughout the continent.
Key cross-border online shopping trends in Europe:
Digital payment methods are the overwhelming preference across all age groups in Europe, with 60% of shoppers using them for international purchases.
The majority of cross-border online purchases are made on platforms like Amazon and Etsy, with 73% of shoppers in the Netherlands, 83% in France, and 82% in Germany preferring them.
But there are some slight variations by country. In the Netherlands, 71% of shoppers use digital payments for cross-border online purchases, while in France, shoppers are just as likely to use credit cards (48%) as digital payment methods (47%).
Buy now, pay later (BNPL) is a key trend: 40% of Gen Z and Millennials prefer BNPL at checkout, making it an essential option for businesses looking to attract younger customers.
Southeast Asia
Online shoppers in Southeast Asia heavily favour BNPL methods, as 88% of shoppers in Malaysia and 95% in Indonesia say it's essential for international purchases. On top of that, 62% of Gen Z and Millennials in Singapore prefer it over other payment options.
Other eCommerce trends in Southeast Asia that stand out:
Influencer recommendations play a strong role: 90% of shoppers in Indonesia and 75% in Malaysia rely on them, more than shoppers in the US, UK, and Europe. 62% of Gen Z and Millennials in Singapore follow them.
Digital payment methods are the number one preference for most shoppers in SEA: 83% of shoppers in Indonesia and 80% in Malaysia use them for international purchases.
In Singapore, credit cards remain dominant (71%), but Gen Z and Millennials prefer digital payment methods (59%) and debit cards (44%) compared to older generations.
Shoppers in Malaysia and Indonesia also like bank transfers, which are used by 53% and 64% respectively.
Online, cross-border shopping behaviours in China
Shoppers in China are among the most comfortable buying products across borders, with 99% of shoppers saying they’re comfortable buying a product from another country.
Key cross-border eCommerce trends in China:
84% of purchases are made on platforms like JD.com and Amazon.
13% of shoppers now buy through social media platforms, where influencers drive sales through livestream shopping. Direct-to-consumer websites account for just 3% of purchases.
80% of shoppers in China prefer digital payment methods like Alipay and WeChat Pay.
Credit cards are still common, with 42% of shoppers using them. Debit cards (32%) and bank transfers (27%) have a smaller share.
35% of shoppers now use BNPL options, particularly Gen X and Baby Boomers (44%), who favour it even more than younger generations.
Source: Statista, Airwallex
Online, cross-border shopping behaviours in Australia and New Zealand
If you’re looking to expand to Australia and New Zealand, our research with Statista has shown that the eCommerce market in these two countries will likely grow to US$66 billion by 2029.
Key online, cross-border shopping trends in Australia and New Zealand (ANZ):
93% of shoppers in ANZ are comfortable buying a product from another country.
Fashion, electronics, and books are among the most popular cross-border purchases.
71% of women buy fashion online, compared to 51% of men, while 59% of men purchase electronics, compared to just 31% of women.
Skincare and beauty products are a favourite among women, with 50% making purchases in this category, compared to 24% of men.
59% of shoppers in ANZ plan purchases around key holiday moments.
Online, cross-border shopping behaviours in Hong Kong
Unlike markets in many other countries, shopping behaviours in Hong Kong are consistent across generations – and not driven just by younger shoppers. This makes Hong Kong a great opportunity for businesses looking to expand their global online presence.
Some other trends to consider in Hong Kong:
Online shopping in Hong Kong is second nature across generations, with 92% of shoppers of all ages in Hong Kong making an online purchase at least once a month.
85% of shoppers expect to see pricing in HKD, and more than 90% prioritise paying with their preferred payment methods, regardless of age.
Credit cards remain the most popular online payment method for international purchases, with 82% of shoppers using them.
Digital payment methods are catching up, with 64% of shoppers preferring them, particularly among younger generations.
67% of Gen Z and Millennials choose digital payment options, compared to 58% of Gen X and Baby Boomers.
Buy now, pay later (BNPL) is shaping shopping behaviour. 46% of Gen Z and Millennials and 41% of Gen X and Baby Boomers prefer it at checkout, making it a key payment option for all businesses to offer.
Many of Hong Kong’s online shoppers also expect to see pricing in HKD, so offering pricing in HKD will help you expand your business successfully. Payment providers like Airwallex offer multi-currency display, helping you gain trust and increase conversions.
South Korea
Shoppers in South Korea fully embrace online shopping across borders. Some of the online shopping statistics include:
86% of shoppers in South Korea choose platforms like Coupang, Gmarket, and Amazon. Direct purchases from merchant websites make up 10%, while social media remains a small but growing channel at 4%.
Buy now, pay later (BNPL) options are essential for international purchases: 68% of shoppers in South Korea rely on them.
56% of shoppers say influencer recommendations impact their purchases – making shoppers in South Korea more influenced than those in the US, UK, and Europe.
Source: Statista, Airwallex
Want to learn more? View our insights and eGuides to learn how you can expand globally.
Scale internationally with the right provider
Globalising your eCommerce business can bring meaningful growth. But it can also create unique financial challenges. Our platform, Airwallex, solves these problems with technology that lets your company go global with multi-currency solutions.
Airwallex Payments lets you accept payments in 180+ countries via 160+ local payment methods. You can settle payments in the same currencies you receive them in with built-in multi-currency accounts. These are currency accounts with local bank details, and you can open one without having to set up a local entity.
On top of payment acceptance, you can use Airwallex to make multi-currency transfers, convert funds, manage spend with corporate cards, and more.
This end-to-end solution for centralising payment processing and financial management can be your key to scaling your international operations.
Expand your global reach.
Frequently asked questions about international eCommerce
What are the biggest challenges of international commerce?
The biggest challenges of international eCommerce include compliance, shipping and logistics, adapting to other foreign payment methods, and localisation – adapting products and services to diverse languages, cultures, and consumer behaviour.
Should my business be doing well locally before I expand globally?
Globalising your business should be a consideration and a part of your growth strategy from early on so that you can expand more seamlessly. A global international eCommerce solution like Airwallex supports international payments, letting you access potential customers everywhere.
What countries have the highest cross-border eCommerce sales?
The five countries and regions with the highest cross-border eCommerce sales are China, the US, Europe, Southeast Asia, and South Korea.
Sources:
https://www.statista.com/statistics/1297337/share-online-shoppers-abroad-local-websites-worldwide-country/
https://amzscout.net/blog/amazon-statistics/
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Airwallex’s Editorial Team is a global collective of business finance and fintech writers based in Australia, Asia, North America, and Europe. With deep expertise spanning finance, technology, payments, startups, and SMEs, the team collaborates closely with experts, including the Airwallex Product team and industry leaders to produce this content.
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