There will be 71.8 million cross-border e-commerce customers worldwide in 2024, or close to a third of all US digital shoppers, according to a forecast by Insider Intelligence/eMarketer.
Before the pandemic, the growth of online marketplaces encouraged cross-border purchasing. Growth is now sluggish.
However, as brand loyalty wanes, inflation will encourage more consumers to purchase internationally.
According to the International Post Corporation, 41% of US cross-border customers made a digital purchase from China in 2022, making China the biggest winner.