Avalara’s global survey highlights India’s growing engagement in international purchases and the need for greater transparency in customs duties
Avalara has recently published a new survey report titled ‘Cross-Border Commerce and Compliance Survey’ that analyses global consumer behaviour in the cross-border industry. The findings reveal that India is increasingly engaging in cross-border shopping, with over 67 per cent of respondents having made purchases from international businesses, highlighting a strong shift towards global consumerism within the country. This trend contrasts with established markets like the US, where only 37 per cent of consumers have made international purchases in the past year.
The report indicates that a key factor behind this trend is that over 76 per cent of Indian consumers perceive the quality of items from international sellers as superior, driving their cross-border shopping significantly more than their consumer counterparts in the UK (27 per cent) and the USA (35 per cent). The report also attributed the availability of unique products not found in India, as well as better quality and competitive pricing, as significant reasons for their preference for cross-border shopping.
Established ecommerce platforms lead the way in shopping preferences in India, with over 61 per cent choosing platforms such as Amazon, eBay and Etsy for their overseas shopping needs, showing strong demand for international fashion, followed by technology. This is the third highest among the surveyed countries, indicating a strong reliance on these established marketplaces. Additionally, despite the potential of direct cross-border purchases enabled through social media platforms like Facebook and Instagram, only 4.8 per cent of Indian consumers choose this route.
However, despite India’s enthusiastic embrace of cross-border shopping, Indian consumers reported the highest incidence of customs duties coming as a surprise, with 45 per cent describing them as “shocking.” This contrasts starkly with Australian consumers, wherein 57 per cent of shoppers reported being well-informed about customs fees, thus avoiding unpleasant surprises.
Commenting on the insights, Avalara spokesperson Dulles Krishnan, VP, Go To Market, said: “As global cross-border commerce continues to expand, we conducted this survey to help businesses understand cross-border buying habits of consumers, identify factors impacting cart abandonment and assess the role compliance plays in cross-border commerce.”
This report was conducted across India, the US, the UK, Denmark, Australia, Canada, Brazil and Mexico with over 8,200 respondents and aims to understand the pain points of consumers in the cross-border industry. The insights provided focus on helping businesses address these concerns, particularly in the Indian market, by emphasising the importance of transparent cost structures and competitive pricing to maintain their appeal and effectively capture this growing segment.
