Cross-Border E-Commerce: Trust Deficit Hinders Global Shopping

An image of a person holding an iPhone logging onto a shopping e-commerce site.

Navigating International E-Commerce Concerns

The allure of competitive pricing and unique products has not been enough to quell the apprehensions U.S. and U.K. shoppers have about cross-border online shopping. In a survey by Nosto, involving 2,000 consumers, 52% acknowledged buying from international sellers in the past year. However, the pursuit of bargains and exclusivity is overshadowed by significant worries.

Consumer Confidence: The Crux of Cross-Border Shopping

The survey revealed that half of the respondents are anxious about the returns process for international purchases. Concerns about product authenticity and quality also loom large, with 47% wary of low-quality goods and 46% fearful of counterfeit items. Additionally, 42% of consumers are troubled by the potential for late or non-delivery of orders.

Matthäus Bognar of Nosto underscores the importance of trust, suggesting that e-commerce retailers must provide “absolute clarity” on product details, delivery and returns, and transparent pricing inclusive of local taxes and fees. To bolster consumer confidence, 65% of respondents favor the availability of a customer support phone number, and 64% are reassured by positive reviews from fellow countrymen.

Establishing trust through transparent practices and clear communication is imperative for bridging the trust deficit in cross-border e-commerce. By addressing consumer concerns regarding product authenticity, delivery, and returns, online retailers can build confidence and encourage international shopping.