Thanks to digital commerce, a shopper anywhere in the world can buy light fixtures from Scandinavia, cosmetics from South Korea or furniture from North Carolina without leaving their house. But compared with other countries, relatively few US online buyers engage in cross-border ecommerce.

As Krista Garcia wrote in eMarketerRetail, ‘According to a May 2018 PayPal and Ipsos survey, roughly one-third of US online buyers had made a cross-border purchase digitally in the past 12 months. The majority (66%) find all the retailers they need on their home turf. The US tied with India for third place, ranked by countries that shop online domestically. Only Germany (68%) and Japan (94%) had higher levels.
The eMarketer Ecommerce Insights Survey, conducted in July 2018 by Bizrate Insights, showed that just 10.8% of US internet users had bought from a foreign site in the past 30 days. This figure is lower than PayPal’s because it covers a shorter timeframe and includes all internet users, not just digital buyers. There wasn’t wild variance with age. The most active age the 30-to-39 age group (14.4%), the lowest incidence occurred with those 60 and older (9.6%).

Half of these sales occur on a desktop computer, according to PayPal, while 32% were via smartphones, which was a much higher rate than neighboring Canada (15%) and higher than all of the 16 countries in Europe included in the survey.

But will it last? Will US digital buyers cross their regional trends today to expand in the future?

This is the state of U.S. Adult Media Consumption today:

As you can see, new media has surpassed traditional media in time spent daily. New media has an average of 6:01 hours per day while legacy media (traditional-TV, radio, magazine & newspaper) has dropped to 5 hours 46 minutes per day. As new media (digital & mobile) increase, will the consumer enhance their desire to buy cross-borders?

There is one way to counteract: become major players in the digital and mobile platforms.

We live in a new DNAge.

Retailers throughout America still have not fully invested in their digital and mobile presence. They lag behind in mobile friendliness. It is an after-thought for many.

That has to change.

If you are in the retail space today, and that includes the vendor supplying retail, if you do not convert your marketing budgets to digital/mobile now, you will not be around for tomorrow.

Moving Forward at the Speed of Success.