International eCommerce: How to reach global shoppers in 2026

Key takeaways:

• International eCommerce is growing fast. 70% of shoppers worldwide now buy from overseas retailers, up from 60% the year before.¹

• The biggest eCommerce markets for cross-border sellers are China, the US, Europe, Southeast Asia, and South Korea. Each region has very different payment habits and shopping behaviour.

• Airwallex lets you accept payments via 160+ local payment methods in 180+ countries, so you can give shoppers in each market the checkout experience they expect.

International eCommerce, which refers to selling goods and services online to customers in other countries, is one of the most direct ways to grow your business.

And the opportunity is larger than it's ever been: the global eCommerce market is forecast to reach around US$6.88 trillion in 2026.²

This guide covers what international eCommerce is, the key trends shaping it in 2026, how to choose your first international market, and what shoppers in each major region actually expect at checkout.

What is global eCommerce?

International eCommerce refers to buying and selling goods and services online between different countries.

For a business, it can mean selling through your own website, a global marketplace, a social commerce platform, or a mix of all three, to customers in markets outside your home country.

It's often the fastest way to test demand in a new market before committing to a physical presence abroad. You can reach customers in multiple countries from a single storefront, without setting up a local entity in each one.

Here's how domestic and international eCommerce compare:

What are the benefits of international eCommerce?

Expanding beyond your home market takes effort, but the potential upside is significant. Here are three reasons businesses choose to go global.

• Reach more customers: Selling internationally gives you access to shoppers beyond your domestic market. You can enter new countries where there's demand for your products, even if your home market is relatively small.

• Unlock new revenue opportunities: Different markets have different levels of demand, spending power, and competition. Expanding internationally lets you find markets where your products have room to grow, rather than relying solely on demand at home.

• Reduce reliance on one market: Selling across multiple markets spreads your revenue across different economies. If demand slows in one country because of an economic downturn, changing consumer behaviour, tariffs, or currency movements, sales from other markets can help offset the impact.

5 key international eCommerce trends in 2026

Selling internationally means keeping up with changes in how people discover products, pay, and shop. Here are five trends to keep in mind in 2026:

Trend 1: Mobile commerce is now essential

More shoppers are browsing and buying on their phones, particularly in mobile-first markets. Mobile commerce is forecast to reach US$2.4 trillion in 2026, growing at 9.5% annually.³

What this means for you: Your website and checkout need to work just as well on a phone as they do on a desktop. Keep forms short, pages fast, and payment options easy to use on a smaller screen.

Trend 2: Social commerce is changing product discovery

Social media is becoming part of the buying journey, not just a place to advertise. Global social commerce sales reached US$821 billion in 2025 and are expected to pass US$1 trillion by 2028.³

Platforms such as TikTok Shop and Instagram Shopping let shoppers discover and buy products without leaving the platform. This is particularly relevant in Southeast Asia and China, where social and livestream commerce are well established.

What this means for you: If you're targeting international shoppers, don't rely solely on your website to generate demand. Consider which social platforms your target customers already use and whether you can sell directly through them.

Trend 3: AI is changing how shoppers research products

AI is becoming another way for shoppers to research and compare products. People are using AI tools to compare products, summarise reviews, and narrow down their options before visiting a retailer's website.

DHL's 2026 E-Commerce Trends Report found that nearly one in three shoppers would be willing to let AI make buying decisions on their behalf within five years.⁴

What this means for you: Make your product information easy to understand and keep it accurate. Clear descriptions, pricing, specifications, and other product details give AI tools better information to work with when recommending products.

Trend 4: Payment preferences vary by market

The payment methods that work well in Singapore may not be the ones customers prefer in Germany, Brazil, or Indonesia. Different markets have their own mix of cards, bank transfers, digital wallets, and buy now, pay later (BNPL) options.

What this means for you: Research how customers in each target market prefer to pay and offer the options they're most likely to recognise and trust. For a more in-depth look, read our guide to eCommerce payments in Singapore.

Trend 5: Cross-border logistics and compliance are getting more complicated

Selling internationally means dealing with shipping costs, customs rules, and import duties that vary by market. Changes to duty thresholds in 2026 have made this particularly relevant for businesses shipping to the US.

Unexpected costs at checkout or delivery can make customers reconsider a purchase.

What this means for you: Be upfront about the full cost of an international order. Where possible, show shipping fees, duties, and other charges before the customer pays, rather than leaving them with an unexpected bill at delivery.

How to choose your first international market

Choosing the right first market can be the difference between a profitable expansion and an expensive lesson. Here are the key factors to assess before committing to a new market:

1. Demand signals

Does the market actually want what you sell? Look at search demand, existing traffic from the country, competitor activity, and the size and growth of the category.

2. Logistics readiness

Can you serve customers reliably and at a reasonable cost? Check shipping routes, delivery times, customs requirements, returns, and whether you can offer competitive delivery costs.

3. Regulatory and compliance complexity

Understand what's required to legally sell in the market, including product regulations, labelling, consumer protection, tax, and data privacy requirements. A market with manageable requirements can be a better first step than one with significant compliance overhead.

4. Payment infrastructure

Find out how customers actually prefer to pay. Some markets are card-heavy, while others rely more on digital wallets, bank transfers, or BNPL. If you can't offer the payment methods customers expect, conversion will suffer.

5. Cultural and language fit

Consider how much localisation you'll need. Markets that share your language, cultural norms, or consumer preferences may be easier to enter because you can adapt your existing marketing and customer experience rather than starting from scratch.

Getting your business ready for international eCommerce

Once you've chosen a market, you'll need to make sure your business is ready to support international orders. The main things to sort out are:

• Shipping and fulfilment: Work out how you'll ship orders, handle customs and duties, and process returns. Make sure customers can see the full delivery cost before they check out.

• Localised customer experience: Consider whether you need local currency, translated content, market-specific pricing, or changes to your product pages and marketing.

• International payments: Make sure customers can pay using the methods they already use and trust. You'll also need to decide how you'll receive, hold, and convert revenue in different currencies.

• Tax and compliance: Set up the necessary tax registrations, product requirements, and reporting before you start selling. Requirements vary by market, so don't assume the rules in your home country will apply elsewhere.

Understanding how consumers like to shop online

Shopping habits vary widely across markets. Here's what our research found across eight key regions.

The United States

The US is one of the largest and most active eCommerce markets in the world, and American shoppers are comfortable buying from overseas. Our research shows:

• 83% of shoppers in the US are comfortable buying a product from another country.

• 77% of shoppers choose platforms like Amazon, Etsy, and Rakuten for international purchases.

• Credit cards remain the dominant payment method, used by 72% of shoppers for international purchases.

• Buy now, pay later (BNPL) options like Klarna and Afterpay are rising fast. 63% of Gen Z and Millennials say they would shop elsewhere if BNPL weren't available at checkout.

To learn more about selling into this market, see our US expansion guide.

The United Kingdom

UK shoppers strongly prefer marketplaces when buying internationally, and BNPL plays an outsized role in certain categories.

• 80% of shoppers prefer platforms like Amazon, eBay, and Etsy for international purchases. Just 18% prefer merchant websites directly.

• Social commerce is still small. Only 2% of UK shoppers currently buy through social media.

• Fashion, electronics, and home goods are the top categories where shoppers use BNPL. Among luxury shoppers, 31% use BNPL, compared to 20% across other categories.

For more on this market, see our UK expansion guide.

Europe

Europe has a large and valuable eCommerce market, but shopping preferences vary meaningfully between countries. Selling into Europe means understanding those differences rather than treating it as a single market.

• Digital payment methods are the dominant preference across age groups, with 60% of European shoppers using them for international purchases.

• Marketplaces lead in most major markets: 73% of shoppers in the Netherlands, 83% in France, and 82% in Germany prefer platforms like Amazon and Etsy for cross-border purchases.

• Country-level variation matters: In the Netherlands, 71% of shoppers use digital payments for cross-border purchases. In France, shoppers are almost equally split between credit cards (48%) and digital payment methods (47%).

• BNPL is strong among younger shoppers: 40% of Gen Z and Millennials prefer it at checkout.

See our Europe expansion guide for more detail.

Southeast Asia

Southeast Asia is a high-growth region for cross-border eCommerce, with some of the strongest BNPL adoption and influencer influence rates anywhere in the world.

• BNPL is considered essential by 88% of shoppers in Malaysia and 95% in Indonesia for international purchases. In Singapore, 62% of Gen Z and Millennials prefer it over other payment options.

• Influencer recommendations carry significant weight: 90% of shoppers in Indonesia and 75% in Malaysia say they rely on them. Among Gen Z and Millennials in Singapore, 62% follow influencer recommendations.

• Digital payment methods dominate in Indonesia (83%) and Malaysia (80%).

• In Singapore, credit cards remain the top payment method (71%), though Gen Z and Millennials lean more towards digital payments (59%) and debit cards (44%).

• Bank transfers are also popular in Malaysia (53%) and Indonesia (64%).

For more on selling into this region, see our Southeast Asia expansion guide.

China

China has one of the world's most digitally advanced eCommerce ecosystems, and its shoppers are among the most comfortable buying cross-border.

• 99% of shoppers in China say they are comfortable buying from another country.

• 84% of purchases are made on platforms like JD.com and Amazon.

• Livestream and social commerce are mainstream: 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.

• Digital payment methods dominate, with 80% of shoppers preferring Alipay and WeChat Pay.

• Credit cards remain common (42%), alongside debit cards (32%) and bank transfers (27%).

• BNPL is growing, with 35% of shoppers now using it.

Australia and New Zealand

Shoppers in Australia and New Zealand are highly comfortable buying internationally, and the region offers strong cross-border purchase rates across a wide range of categories.

• 93% of shoppers in Australia and New Zealand (ANZ) are comfortable buying from another country.

• Fashion, electronics, and books are among the most popular cross-border purchase categories.

• Gender shapes category preference: 71% of women buy fashion online, compared to 51% of men, while 59% of men purchase electronics, compared to 31% of women.

• Skincare and beauty are a favourite among women, with 50% purchasing in this category versus 24% of men.

• 59% of shoppers plan purchases around key holiday moments.

For more on this market, see our ANZ expansion guide.

Hong Kong

Hong Kong is distinctive among eCommerce markets in that shopping behaviour is consistent across generations, not driven primarily by younger shoppers. That makes it an accessible market for businesses that might otherwise focus only on younger demographics.

• Online shopping is second nature across all ages: 92% of shoppers in Hong Kong make an online purchase at least once a month.

• 85% of shoppers expect to see pricing in HKD, and more than 90% say paying with their preferred method is a priority, regardless of age.

• Credit cards are the most popular payment method for international purchases, used by 82% of shoppers.

• Digital payment methods are catching up, with 64% of shoppers preferring them.

• BNPL is relevant across all age groups: 46% of Gen Z and Millennials and 41% of Gen X and Baby Boomers prefer it at checkout.

See our Hong Kong expansion guide for more.

South Korea

South Korea has a highly platform-driven shopping culture, with strong influencer influence and one of the highest BNPL adoption rates of any market we surveyed.

• 86% of shoppers choose platforms like Coupang, Gmarket, and Amazon. Direct purchases from merchant websites make up just 10%, while social media accounts for 4%.

• BNPL is widely used. 68% of shoppers in South Korea rely on it for international purchases.

• Influencer recommendations matter. 56% of shoppers say they influence their purchases, a higher rate than in the US, UK, or Europe.

Scale internationally with Airwallex

Selling internationally means more than reaching customers in new markets. You also need to accept the payment methods shoppers trust, manage revenue across currencies, pay overseas suppliers, and control spending as your team grows.

Airwallex brings these financial operations together in one platform:

• Give international shoppers a local checkout experience: Airwallex Payments supports 160+ local payment methods across 180+ countries, including cards, digital wallets, bank transfers, and BNPL.

• Manage revenue across currencies: Airwallex Global Accounts let you collect and hold funds in 20+ currencies, so you don’t have to convert every payment back to SGD immediately.

• Pay international suppliers and partners: Airwallex Transfers lets you send money to 200+ countries. 94% of our transfers go through local rails with no SWIFT fees.

Frequently asked questions (FAQs)

What is international eCommerce?

International eCommerce is the buying and selling of goods and services online across national borders. For a business, it means selling to customers in other countries through your own website, a marketplace, a social commerce platform, or a combination of all three, without needing a physical presence in each market.

How do I start selling internationally?

Start by identifying one or two markets where there is clear demand for what you sell. Look at where your existing website traffic comes from, search volume for your product category in that market, and whether reliable shipping routes exist. Once you've chosen a market, localise your storefront for that audience (in terms of your currency, language, and payment methods) before expanding further.

Which countries are best for international eCommerce expansion?

The right market depends on your product category, margins, and operational capacity. The US, UK, Australia, and Germany are popular first choices because they have large, high-spending online populations and relatively straightforward compliance requirements. Southeast Asian markets like Indonesia and Malaysia offer strong growth potential but require greater attention to local payment preferences and logistics.

What are the biggest challenges in international eCommerce?

The most common challenges are logistics complexity, local compliance requirements, and payment localisation. Shoppers in different markets expect to pay differently, and will abandon their cart if their preferred method isn't available. Unexpected duties and taxes at delivery are also a leading cause of returns and negative reviews for cross-border sellers.

What are the key trends in international eCommerce in 2026?

The most significant trends are the rise of mobile commerce, the growth of social commerce through platforms like TikTok Shop, AI-assisted product discovery, and increasing shopper expectations around delivery speed and cost transparency. Payment preferences are also evolving fast, with BNPL adoption rising across Southeast Asia, South Korea, and Europe.

How do I accept payments from international customers?

You need to offer the payment methods that shoppers in each target market actually use, which vary significantly by country. Airwallex Payments supports 160+ local payment methods across 180+ countries, making it possible to localise your checkout for multiple markets without building separate payment infrastructure for each one. For a full breakdown of payment options by market, see our eCommerce payments guide.

Do I need a local bank account to sell internationally?

No. With a multi-currency business account, you can collect payments in local currencies across multiple markets without opening a bank account in each country. This lets you hold foreign currency balances, pay overseas suppliers, and convert funds when it suits you, all from a single account.

What is the difference between international eCommerce and cross-border eCommerce?

The two terms are often used interchangeably. Strictly speaking, cross-border eCommerce refers specifically to transactions where goods physically cross a national border, so it excludes digital goods and services. International eCommerce is the broader term, covering any online transaction between a seller and a buyer in different countries, including digital products.

Sources:

1. https://www.dhl.com/global-en/microsites/ec/ecommerce-insights/insights/reports/2026-ecommerce-trends-report.html

2. https://www.sellerscommerce.com/blog/ecommerce-statistics/

3. https://www.shopify.com/enterprise/blog/global-ecommerce-statistics

4. https://ecommercegermany.com/blog/global-e-commerce/