E-commerce in the UK vs. USA: Unveiling the Lesser-Known Differences
Key Points for online shoppers
Popularity of E-commerce Categories: – Europeans are less likely than Americans to make purchases in categories such as General Merchandise/Department Stores, Automotive/Motors/Marine, and Grocery/Gourmet Food. – On the other hand, Europeans are more likely to purchase products in categories like Sports/Outdoor Equipment, Office Products, and Tools/Hardware/DIY/Lawn & Garden.
Inflation and E-commerce Spending: – Inflation has a greater impact on European e-commerce spending compared to the US. – US shoppers are more likely to turn to e-commerce to save on discretionary spending during periods of inflation.
Brand Loyalty: – French and British e-commerce shoppers exhibit higher brand loyalty compared to Americans. – French and British shoppers trust brand websites more for accurate product information and plan to use brand websites for holiday shopping.
Cultural Differences in Pricing: – European customers are less likely to compare prices on multiple websites before making a purchase but are more likely to use price comparison websites.
Social Commerce: – American shoppers are more likely to discover products through social media feeds and ads/influencer posts on social media compared to Europeans.
Amazon’s Influence: – Amazon is more prominent in the US, with a higher percentage of shoppers starting their product searches on Amazon and making purchases after seeing ads on Amazon.
Quick Takeaways:
UK shoppers prefer online marketplaces like Amazon and eBay, while Americans often shop directly on brand websites.
Contactless payments and mobile wallets are popular in the UK, while credit cards dominate in the US.
UK offers next-day and same-day delivery services, while delivery times in the US can vary due to its size.
UK retailers have more lenient return policies, while the US may have stricter policies with restocking fees and shorter return windows.
The UK has local players like ASOS and Boohoo, while the US has niche marketplaces like Etsy and Wayfair.
UK includes VAT in displayed prices, while the US adds sales tax during checkout.
Black Friday, Cyber Monday, and Christmas are significant shopping seasons in both countries.
UK has strong consumer protection laws, while laws in the US vary by state.
Consider e-commerce category preferences, inflation’s impact on spending, brand loyalty, pricing differences, social commerce trends, and Amazon’s influence when targeting these markets.
