International fraud protection leader, ClearSale has released an extensive analysis of how online shoppers decide which ecommerce stores to buy from and which to avoid. 

In its 2021 Global Ecommerce Consumer Behaviour Analysis commissioned from Sapio Research, ClearSale analyses consumer attitudes of shoppers in the US, UK, Canada, Mexico and Australia.

The study surveyed more than 1,000 frequent online shoppers in each country, asking shoppers for their opinions about online security and data privacy, their concerns about online fraud and where they prefer to shop.

Among the survey findings, more than half (52%) of all consumers order from overseas merchants as well as in-country retailers and 50% are most likely to shop on a phone or tablet.

The survey also found that consumers worry about fraud but don’t have patience with merchants who reject their orders by mistake. More than three-quarters (78%) of all consumers say they feel as safe or safer shopping online than in stores, even though 42% have been victims of online fraud.  Further, 39% of consumers say they’ll never shop again with a merchant that declines their order. 

The survey also found differences in consumer behavior between countries. For example, 72% of Mexican online shoppers and 60% of Australian online shoppers order from both overseas and in-country merchants, compared to only 37% of US and UK shoppers. Australian and US shoppers are the most likely to abandon a purchase if asked to create a customer account.

“With so much growth in online shopping worldwide this year, we want to help merchants understand customer attitudes so they can meet the expectations of their ideal customers, whether those are American Baby Boomers, Mexican millennials or Gen Z Australians,” ClearSale executive vice president, Rafael Lourenco said.

“Any merchant who wants to understand their customers’ behavior can use this information to improve their customer experience and reach cross-border customers more effectively.”