image credit: Unsplash

Study: More Boomers Shopping Internationally, but They Prefer a Localized Online Experience

February 26, 2021


When it comes to cross-border ecommerce, one size emphatically does not fit all. COVID-19 spurred huge growth in the number of consumers buying online from brands outside their home country. Retail TouchPoints has an exclusive first look at new data from a study by eShopWorld (ESW) which shows that depending on their age, consumers have different priorities and expectations for their global ecommerce experience.

Baby Boomers (aged 57 to 75) tend to look for fundamental best practices like the use of local language and currency, compared to younger shoppers who are more likely to consider factors such as buy now, pay later options or customer reviews, according to the ESW study, which was conducted by Savanta.

Read More on Retail TouchPoints