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A global view of consumer trust: How to win the international shopper

Trust is the most important component of brand ecommerce success, according to a new report from Pinsent Masons and Retail Week. But what are the key building blocks of that success?

We surveyed 5,000 consumers across Europe, Asia Pacific and the Middle East to understand how international shoppers respond to different shopping methods and what shapes their purchasing habits.

Our report reveals how retailers can gain the trust of consumers across global markets and what they must consider when venturing into new jurisdictions.

Findings include:

  • Globally only a quarter of shoppers buy from websites of a brand whose physical stores they have not visited, revealing the importance of a multichannel approach for garnering trust
  • Britons are the most price-sensitive consumers. International retailers looking to crack the UK market should ensure their price is on par with local rivals
  • European ecommerce is more established. According to Ofcom, the UK, France and Germany have the most valuable ecommerce markets in the world per capita. 
  • The average UK shopper spends £1,591 online a year. In France it is £714 and in Germany £698. In China the per capita spend is £239.21
  • Globally one in five shoppers (21%) rank overseas ownership as a top three reason why they wouldn’t buy from certain retail websites
  • Some 45% of shoppers in the Middle East say they trust reviews on social media platforms compared with 12% of French and 14% of German and British shoppers

To read the full analysis, sign up for the report with Retail Week. 

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