By Immy Spence, Head of Sales SME & Growth, EMEA at Airwallex

Recent research conducted by consulting firm Edgar, Dunn & Company, reveals several key insights into the cross-border ecommerce landscape and consumer trends. The comprehensive study surveyed 3,010 consumers across six countries “ Australia, China, Hong Kong, Singapore, the US, and the UK “ and interviewed leading merchants to understand the factors driving global ecommerce success. The study reveals that successfully tapping into the cross-border ecommerce market requires more than simply offering your products to international customers. To capitalise on this immense potential, retailers can provide a seamless and localised checkout experience that caters to global shoppers unique preferences and expectations. This article, Anatomy of an optimised cross-border checkout experience, offers more detail on those areas. Based on this extensive research, here are eight red flags that indicate your checkout process is not optimised for international customers.

1. Lack of localisation

True localisation involves adapting your checkout process to your target markets cultural norms, preferences, and behaviours, including language, design, and communication style. Using localisation demonstrates your commitment to understanding and serving your international customers, fostering trust and driving long-term growth. Consider using local payment preferences, adapting your product offerings to suit the needs and preferences of your target markets, and ensuring that your packaging and branding align with local cultural norms and expectations.

2. Not displaying prices in local currencies

Localisation also extends to understanding local currencies. One of the most critical aspects of catering to international customers is displaying prices in their local currency. According to the research, an overwhelming 93% of consumers claim that seeing products priced in their local currency significantly impacts their decision to purchase. Display prices in the customers local currency to avoid confusion, mistrust, and ultimately, cart abandonment. To address this issue, retailers can use a multi-currency pricing strategy that allows customers to display the checkout in their local currency. This eliminates the need for customers to convert prices manually, provides a more transparent and user-friendly experience, and increases the likelihood of successful conversions.

3. Lack of trust and social proof

Building trust is crucial for success in the global ecommerce arena. The study highlights that 75% of consumers say ratings and customer reviews play a more critical role in their decision to buy from international sellers than domestic sellers. Leverage social proof throughout your ecommerce site and checkout process by displaying customer reviews and ratings on your product pages. Partnering with local influencers and thought leaders can also help you establish credibility and reach new audiences in your target markets.

4. Limited payment options