For the second year running, the UK is the third most popular market globally for online cross-border shopping, according to research from ESW.

The UK is behind only the US and China and is most popular with the United Arab Emirates, China, and India.

The study, which surveyed 14,000 consumers across 14 countries, found that 21 per cent of non-UK consumers shopped from UK retail sites in 2021. This represents an increase of five per cent compared to 2020.

Millennial - 24 per cent - and Gen Z - 22 per cent - made the most cross-border purchases from the UK during the same period.

US was number one - with 53 per cent of consumers that responded to the survey saying they had purchased from online brands or marketplaces in the states.

39 per cent of shoppers had bought from sites based in China.


The high percentage of younger demographics and 'Power Shoppers' purchasing from Britain reflects the desirability of British brands with discerning shoppers, said Martim Avillez Oliveira, chief commercial officer, EMEA at ESW.

“From its cutting-edge trailblazers and digital disruptors to the refined craftsmanship of its heritage tailors and luxury brands, the originality and unique energy of British fashion makes it irresistible to global consumers, and in particular Power Shoppers," added Avillez Oliveira. "This is a crucial audience for British brands to be engaging with globally as our research shows they purchase across all shopping categories at a 50-60 per cent higher rate than other consumers and shop on brand and specific retail sites at over 40 per cent higher rates than average.”

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