Share of cross-border digital buyers 2023, by select countries

Austria is one of the most popular markets for cross-border e-commerce worldwide. In 2023, more than eight in ten Austrian digital buyers purchased online from abroad. Among the countries analyzed, Israel had the second-highest share of cross-border shoppers, at 85 percent. On the other hand, Turkey showed the lowest cross-border e-commerce usage, at only 15 percent. Cross-border online shopping is a growing trend in the global e-commerce market, with an estimated 7.9 trillion U.S. dollars in value anticipated by 2030.

International differences in revenue share

Statista Market Insights reveals that while Japan, the United States, and China had relatively low shares of cross-border e-commerce retail revenue at around two to three percent, Belgium and Austria had significantly higher revenue generated cross-border at 32% and 19% respectively. This suggests that certain countries are more receptive to cross-border online shopping, presenting favorable opportunities for businesses to target these markets specifically.

From which country do cross-border shopper buy? 

A survey conducted in 41 countries globally highlights that China is the most popular market for online cross-border purchases, with 37% of respondents indicating they shop from Chinese e-commerce sites. This indicates the strong appeal of the Chinese market for international buyers. Additionally, Germany and the U.S. ranked as the second and third most popular markets for cross-border online purchases.