Nearly 1 in 3 US online buyers order from foreign sellers

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Key stat: Close to a third of US digital buyers will purchase from a company located outside the country in 2024, for a total of 71.8 million cross-border ecommerce buyers, per our forecast.

Beyond the chart:

• A rise in ecommerce marketplaces accelerated cross-border buying prior to the pandemic. Now growth is slowing.
• But inflation will influence more shoppers to look overseas as brand loyalty wavers.
• China is the No. 1 beneficiary, with 41% of US cross-border buyers making a digital purchase from the country in 2022, per the International Post Corporation.

Use this chart:

• Assess retail competition on an international scale.
• Reframe marketing messaging to compete with cross-border retailers.

More like this:

• How ecommerce powers Amazon’s success in 5 charts
• New Chinese retailers have several advantages that their predecessors lacked in the US
• Grocery, in-store, and international: Where Amazon isn’t on top
• US Cross-Border Buyers Forecast 2023 (Insider Intelligence subscription required)

More Chart of the Day:

• 6/13 - Top of the funnel to you
• 6/12 - YouTube’s retail rush
• 6/9 - Make it discount
• 6/8 - Google’s biggest rivals
• 6/7 - Social’s slow show

Methodology: Estimates are based on the analysis of survey traffic data from other research firms, historical consumer adoption trends, company releases, and demographic adoption trends.