Cross-border payments: How to expand globally | Airwallex Cross-border payments: How to expand globally

US$5.89 trillion

The global eCommerce industry is expected to grow by 8.02% annually, reaching a projected market volume of US$5.89 trillion by 2029.1

We partnered with Statista to survey 1,000 shoppers across the US to find out about their cross-border online purchasing preferences and habits. Here’s what we found out:

The good news for international sellers

of shoppers globally are comfortable buying a product from another country.

Percentage of shoppers comfortable with buying a product from another country:

Gen Z and Millennials

Gen X

Baby Boomers

Total

93%

81%

89%

83%

25%

50%

75%

100%

Most cross-border shoppers around the world prefer eCommerce platforms and marketplaces like Amazon, Etsy, and Rakuten, with 78% choosing them over other channels. Direct purchases from merchant websites account for 15%, while 7% of shoppers now buy through social media.

Where they're buying

Marketplaces dominate cross-border shopping

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

Digital payment methods are set to dominate future purchases. 59% of all shoppers globally prefer them, with Gen Z and Millennials leading the trend at 68%.

Digital payment methods are on the rise

Preferred payment methods when buying online from another country

80%

40%

60%

20%

Gen Z and Millennials

Total

Gen X

Baby Boomers

Credit card

Debit card

Bank transfer

Digital payment methods (e.g. Google Pay)

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

of Gen Z and Millennials agree that the availability of BNPL as a payment method encourages them to make purchases they wouldn’t have made otherwise.

of Gen Z and Millennials would shop elsewhere if BNPL weren’t available as a payment method at checkout.

The rise of buy now, pay later (BNPL)

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.

A familiar checkout experience remains key for shoppers

A familiar checkout experience remains key for shoppers in the US

96%

of shoppers around the world want to see prices in their local currency.

want to pay using their preferred payment methods.

Airwallex partnered with Statista to survey cross-border eCommerce shoppers, defined as anyone who has shopped internationally in the last 12 months through any type of online shop, such as marketplaces or directly from a merchant’s website. The survey included 13,000 respondents globally, and was completed in January 2025. Our goal was to understand how shoppers in different markets purchase when buying online from another country. Our survey participants come from diverse backgrounds and age ranges, representing a typical sample of shoppers within the region.

In our insights: Gen Z refers to those born between 1997–2012 Millennials refer to those born between 1981–1996 Gen X refers to those born between 1965–1980 Baby Boomers refer to those born between 1946–1964

About the research

eCommerce platforms or marketplaces

Merchant websites

Social media

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, accessed 17 February 2025

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We partnered with Statista to survey 13,000 cross-border shoppers around the world to find out how they buy, where they shop, and what payment methods they trust. Explore our insights below to find out the latest payment trends in the world’s most active eCommerce markets.You’ll get practical steps to set up payments, cut foreign exchange (FX) costs, stay compliant, and keep cash flow healthy so you can sell globally with confidence.

Get inside the minds of cross-border shoppers

Expand cross-border with confidence

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

Expand your reach to

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

USA

View insights

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

View insights

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

Southeast Asia

View insights

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

Mainland Europe

View insights

93% of shoppers say transparent pricing and trusted payment methods are must-haves at checkout.

Hong Kong

View insights

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

China

Download eGuide

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

South Korea

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82% of Gen Z and Millennials in Australia plan purchases around Black Friday and Boxing Day sales.

Australia & New Zealand

View insights

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

USA

Download eGuide

View more insights

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

Download eGuide

View more insights

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

USA

Download eGuide

View more insights

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

Europe

Download eGuide

View more insights

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

Southeast Asia

Download eGuide

View more insights

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

Digital payment methods refer to global eWallets (e.g. Apple Pay and Google Pay) and any further country-specific digital payment methods (e.g. Trustly, GrabPay, and Alipay). They exclude credit cards, debit cards, bank transfers, and buy now, pay later (BNPL) options.