Science & Technology

Here’s what generation drives cross-border D2C e-commerce the most

This survey includes opinions of nearly 15,000 consumers across 14 countries


Here’s what generation drives cross-border D2C e-commerce the most. Source:

According to eShopWorld research, Millennials have driven the growth in international direct-to-consumer e-commerce purchases over the last 6 months. That’s because reduced access to stores during the lockdown prompted 52% of 25–34-year-olds to buy online directly from cross-border brands.

In fact, 52% of shoppers overall were motivated to buy online during the coronacrisis. That average rose to 58% among 25–44-year-olds, as shuttered stores and reduced access to physical shops prompted consumers to purchase items online that they normally would have validated and bought in-store. This was most keenly felt in South Africa and India (both 63%), followed by the UAE (56%), China (53%) and the US (52%).

Besides, reduced access to stores also boosted cross-border e-commerce. Indeed, 46% of global shoppers surveyed saying it prompted them to buy directly from an international brand online, rising to 52% among those ages 25–34. 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 H1 2021.

Meanwhile, 25% of global shoppers bought clothing online outside their domestic market over the period, while footwear (19%), luxury goods (18%), skincare (17%), health and beauty (17%), fragrance (16%) and cosmetics (16%) rounded out the list of the most popular international e-commerce purchases. Once again, Millennial and Gen Z shoppers led the way, making cross-border purchases at three times the rate at of Baby Boomers (those ages 57–75).

Brands that understand the evolution of traditional retailing see the importance of blending their direct international e-commerce trading with their existing omnichannel structure. Stores of the future will be experiential meccas, where brands will espouse and reinforce the brand personas and experiences they are building on social media. But the transactional engine for future growth has undoubtedly accelerated into digital channels, and it seems unlikely that trend will ever reverse
Patrick Bousquet-Chavanne, President and CEO, Americas, ESW

We’ve reported that number of e-commerce companies in Ukraine increased.


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