Millennials drive DTC cross-border e-commerce growth as pandemic prompts 52% to buy online directly from international brands
Millennials have driven the rise in international direct-to-consumer (DTC) e-commerce purchases in the last six months, with reduced access to stores during the pandemic prompting over half (52%) of 2534-year-olds to buy online directly from international brands, the latest data from eShopWorld (ESW) reveals.
- Millennials have driven the rise in international direct-to-consumer (DTC) e-commerce purchases in the last six months, with reduced access to stores during the pandemic prompting over half (52%) of 2534-year-olds to buy online directly from international brands, the latest data from eShopWorld (ESW) reveals.
- ESWs Global Voices: Pre-Peak Pulse 2021 survey of almost 15,000 consumers across 14 countries showed that 52% of shoppers overall were motivated to buy online during the pandemic.
- Reduced access to stores also boosted cross-border e-commerce, with almost half (46%) of global shoppers surveyed saying it prompted them to buy directly from an international brand online, rising to 52% among those ages 2534.
- Consumers in India and China (both 61%), Mexico (59%) and Russia (50%) were the most likely to have purchased directly from an international brand online in the first half of 2021.