One-in-four Generation Z cross-border US shoppers buy from UK online retailers once a month or more.

The research, from US technology firm Pitney Bowes, found this figure dropped to one-in-five for Millennials.

However, the report - which surveyed 1,254 US consumers – found its respondents still have many reservations when it comes to making orders from the UK.

The majority - 59 per cent - of those surveyed abandon their shopping cart because they do not want to pay the costs associated with returning items, up from 50 per cent in 2021.

In addition, the research found over three-quarters - 74 per cent - of buyers are held back by high shipping costs, up from 69 per cent last year.

The research also covered the delivery times which cross-border shoppers found acceptable.

The majority of those surveyed found seven days acceptable, with 44 per cent saying they would still be happy with ten-day delivery.

However, consumers became less tolerant after the ten-day mark, with 63 per cent classifying 11 to 14 days as “slow”.

Almost one in every two of those surveyed - 47 per cent – said they will abandon their cart if duties are either not calculated or seem inaccurate, up from 44 per cent in 2021.

Pitney Bowes predicted strong growth for the cross-border e-commerce market, predicting it is set to reach $1.6 trillion by 2025, and that one in every five e-commerce transactions around the world is likely to be cross-border within the next four years.

“Younger US consumers and their love of British brands present a fantastic opportunity for UK-based retailers, but these buyers are cost-conscious and experienced, with high service expectations,” said Georges Berzgal, senior vice president international, Pitney Bowes global e-commerce. “To win their business, sellers must replicate a best-in-class domestic e-commerce experience across borders, including fully landed costs, reliable delivery time estimates, and accurate tracking.”

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