New figures have revealed that 80 per cent of British consumers consider purchasing online from a retailer outside of the UK, while 44 per cent have already done so.

The research, undertaken by Bronto Software in collaboration with Censuswide, found that Millennials in particular have embraced cross-border online retail, with over half of consumers under 35 years old buying from retailers outside of the UK.

Those aged between 16 and 24 are nearly twice as likely (at 60 per cent) to shop cross-border as consumers aged 45 and above (34 per cent), the data showed.

The chance to buy unique merchandise (62 per cent) and better prices (50 per cent) were cited as the main reasons for shopping outside of the UK, with the US market emerging as the most appealing to customers.

Saima Alibhai, practice manager for professional services at Bronto Software, said: “With 80 per cent of UK consumers open to cross-border e-commerce, now is the time for British retailers to prepare for the increased competition. Brands need to create an attractive proposition to keep shoppers from looking elsewhere.

“Understanding what consumers want and finding ways to enhance the benefits of shopping in the home market will put UK brands in a stronger position to retain customers,” Alibhai continued.

“Whether this is through offering ‘Click and Collect’ and ‘buy online, return in-store’ options for increased convenience, or being transparent about all aspects of the transaction, such as delivery costs and data security early in the purchase process, retailers that are adapting to the changing retail landscape will be rewarded with loyal customers.”

Cross-border online sales are expected to more than double in the next five years to reach $424 billion in 2021, according to research firm Forrester.

However despite the rise, a large number of those surveyed by Bronto Software (87 per cent) still see a number of challenges with online shopping. Roadblocks identified include shipping costs (62 per cent) taxes (37 per cent) and distrust of online payment methods (32 per cent), preventing customers from purchasing outside of the UK.

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