Cross-border payments: How to expand globally (CN) 全球视野，运筹帷幄

5.89 万亿美元

全球电子商务市场规模预计每年增长 8.02%，在 2029 年将达到 5.89 万亿美元1

抓住跨境电商业务增长窗口

全球消费者开始跨境网购

不同年龄段的消费者从海外网站购买商品的比例:

Z 世代和千禧一代

X 世代

Total

93%

81%

89%

83%

25%

50%

75%

100%

大部分全球消费者选择诸如亚马逊（Amazon）、Esty、乐天（Rakuten）这样的跨境电商平台进行网购，这三个平台占到了 78%。15% 消费者选择独立站网购。仅有 7% 消费者会在社交媒体平台购物。

全球消费者通常在什么渠道跨境网购

跨境电商平台目前仍是主流跨境网购渠道

15%

78%

They expect transparent pricing in USD, a smooth experience, and to be able to pay via their preferred methods.

Shoppers in the US have high expectations at checkout

Transparent fees

Improved return policies

Affordable shipping

Preferred payment options

Positive customer reviews and ratings

Local currency pricing

Faster shipping

Trust badges and certificates at payment

Younger shoppers want more

of Gen Z and Millennials say influencer recommendations impact their buying decisions, compared to just 37% of older generations.

of younger shoppers are also influenced by the availability of buy now, pay later options like Klarna and Afterpay, compared to just 36% of the older generation.

70%

76%

Discover common challenges and smart strategies to build a checkout experience that converts.

Cross-border payments: How to expand to the US

电子支付方式预计将成为未来的主流。 59% 全球消费者开始使用电子支付方式, Z 世代和千禧一代这一比例高达 68%.

电子支付方式正迅速崛起

全球消费者跨境网购时偏好的支付方式

80%

40%

60%

20%

Z 世代和千禧一代

所有人

X 世代

婴儿潮一代

Credit card

Debit card

Bank transfer

Digital payment methods (e.g. Google Pay)

Buy now, pay later options (e.g. Klarna)

的 Z 世代和千禧一代表示如果商家提供先买后付的支付选项，他们很可能购买本不会购买的商品。

的 Z 世代和千禧一代表示如果商家不支持先买后付，很可能放弃购买商品。

先买后付 (Buy now, pay later) 正逐渐受到青睐

65%

59%

Shoppers expect to see prices in USD: 61% of older generations are unlikely to make a purchase if pricing is shown in a foreign currency.

支持消费者常用的支付方式至关重要

A familiar checkout experience remains key for shoppers in the US

96%

的全球消费者期望商品以本地币种标价

的全球消费者期望能使用常用的支付方式

Airwallex 空中云汇与 Statista 合作，调查了跨境电商消费者（即过去 12 个月中曾以任何形式在网上购物的消费者，包括在网购平台上购物或直接在商家独立站上购物）。本次调查于 2025 年 1 月完成，包括全球各地 13,000名受访者。受访者包括不同背景的各年龄段人员，能够反映消费者所在地区的的实际情况。

报告中: Z 世代指 1997 年至 2012 年间出生的一代人千禧一代指 1981 年至 1996 年间出生的一代人 X 世代指 1965 年至 1980 年间出生的一代人婴儿潮一代指 1946 年至 1964 年间出生的一代人本文中电子支付方式一般指的是国际电子钱包，如 Apple Pay 和 Google Pay，和其他本地电子钱包，如 Trustly，GrabPay 和 Alipay等。不包括信用卡、借记卡、银行转账和先买后付（Buy now，pay later）选项。

研究介绍

跨境电商平台

独立站

社交媒体

53%

33%

22%

59%

32%

49%

39%

31%

68%

41%

56%

30%

15%

56%

28%

57%

22%

41%

16%

Expand your reach to the US Cross-border payment trends: How shoppers in the US like to purchase and pay online Or download the eGuide to get practical steps to set up payments, cut foreign exchange (FX) costs, stay compliant, and keep cash flow healthy. Get inside the minds of US shoppers. Find out how they’re buying cross-border, online: what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want. Download the eGuide ↓ Explore the insights

¹ e-Commerce - Worldwide, Statista, 2025 年 2 月 17 日

Download the eGuide

Airwallex 空中云汇联合 Statista 调研了位于全球各地的 13,000 名有跨境网购经验的消费者，了解他们喜欢买什么，通过什么渠道购买，如何做出购买决策，进而完成付款和复购。旨在总结一系列支付相关的市场趋势，帮助我们的客户获得全球性的成功和业务增长。立即下载 Airwallex 空中云汇最近研究成果，了解如何塑造贴合目标市场的收银台支付体验，降低换汇费用，同时保证业务运营始终安全合规，实现业务的可持续增长。

深入洞察消费者，通向跨境电商全球成功之路。

全球视野，运筹帷幄

Download the eGuide

Get inside the minds of shoppers in the US. Find out what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want. Or download the eGuide to get practical steps to set up payments, cut foreign exchange (FX) costs, stay compliant, and keep cash flow healthy.

How shoppers in the US like to purchase and pay online, cross-border.

Expand your reach to the US

拓展全球机遇，增长触手可及

美国消费者仍然热衷于使用信用卡，但55%的 Z 世代消费者更喜欢电子钱包，如 Apple Pay。

如何拓展美国市场

点击了解更多洞察

80% 英国消费者从跨境电商平台购物，社交媒体渠道仅占 2%。

如何拓展英国市场

点击了解更多洞察

东南亚消费者更喜欢在跨境网购时使用电子钱包，这一比例在印度尼西亚和马来西亚分别占 83% 和 80% 。

如何拓展东南亚市场

点击了解更多洞察

荷兰消费者跨境网购更加活跃， 24% 荷兰消费者从独立站购买商品，近乎是德国和法国的 2 倍。

如何拓展欧洲市场

点击了解更多洞察

93% 消费者表示透明确切的价格和安全的支付方式对他们至关重要。

如何拓展香港市场

点击了解更多洞察

85% of shoppers in China say influencer recommendations impact their buying decisions.

China

Download eGuide

View insights

68% of shoppers in South Korea say buy now, pay later (BNPL) is essential for international purchases.

South Korea

Download eGuide

View insights

Credit cards still dominate, but 55% of Gen Z prefer digital wallets like Apple Pay.

USA

Download eGuide

80% of UK shoppers buy from marketplaces, but only 2% use social media for shopping.

Download eGuide

Credit cards still dominate, but 55% of Gen Z prefer digital wallets like Apple Pay.

USA

Download eGuide

Dutch shoppers stand out. 24% buy directly from merchants, nearly double the rate in Germany and France.

Europe

Download eGuide

SEA shoppers love mobile payments. 83% in Indonesia and 80% in Malaysia use digital wallets for international purchases.

Southeast Asia

Download eGuide

Credit cards still dominate, but 55% of Gen Z prefer digital wallets like Apple Pay.

Hong Kong

Download eGuide

View more insights

Credit cards still dominate, but 55% of Gen Z prefer digital wallets like Apple Pay.

Australia & New Zealand

Download eGuide

View more insights

婴儿潮一代

信用卡

借记卡

银行转账

电子支付 (如 Google Pay)

先买后付 (如 Klarna)

社交媒体

独立站

跨境电商平台

82% 的澳大利亚 Z 世代和千禧一代都会将购物计划安排在黑五和节礼日。

如何拓展澳新市场

点击了解更多洞察

如何拓展美国市场