What it will take to win cross-border shoppers in 2026

A shopper lands on a product listing that ticks all the boxes. The price looks good. The product is exactly what they’ve been searching for. There’s just one detail that makes them pause: the seller, or the marketplace, isn’t based in their country.

Shoppers are more open than ever to buying internationally, but openness doesn’t always translate into confidence. Whether that initial interest turns into a purchase depends on how safe and familiar the experience feels in that moment.

Cross-border shopping is mainstream, but trust still decides

One of the clearest signals from our 2026 Marketplace Shopping Behavior Report is that cross-border ecommerce has become part of mainstream shopping behavior. 58% of shoppers say they’ve purchased from a marketplace outside their home country.

But that doesn’t mean confidence is universal. 46% also say they generally avoid overseas marketplaces, mainly due to concerns around returns, delivery reliability, and product authenticity.

In other words, cross-border shopping is no longer unusual, but it is still conditional. Shoppers are willing to buy internationally when the experience feels safe and familiar. When it doesn’t, hesitation takes over.

Different shoppers have different barriers

The reasons shoppers buy internationally, and the reasons they hesitate, vary sharply by age and region. Younger shoppers, especially Gen Z and Millennials, are the most active cross-border buyers.

Their main motivation is access: products they can’t easily find locally. Availability outweighs distance.

Older Boomers are far more cautious. Their biggest blockers are practical ones: unfamiliar payment methods, unclear return processes, and the perceived hassle of resolving issues across borders.

There are also big regional differences. US shoppers, for instance, are more likely than other markets to avoid foreign marketplaces, citing currency confusion, longer delivery times, and returns complexity as key concerns.

The implication is clear. Cross-border success depends less on ambition and more on removing the specific friction points different shoppers care about.

Localization is one of the most effective ways to build confidence

When shoppers hesitate about buying internationally, they’re not rejecting the idea of cross-border shopping itself; they’re reacting to uncertainty.

Our research shows that 57% of shoppers are willing to buy from an overseas marketplace if the website is in their local language or in English. Half say they don’t care where a marketplace is based as long as they can get the product they want.

Localization, in this context, isn’t about translation alone. It’s about making the experience feel familiar:

• Clear product information in a language the shopper understands
• Transparent pricing, including taxes and duties
• Payment options that feel normal and trusted
• Clear delivery timelines and return expectations

When these elements are in place, the “foreign” aspect of cross-border shopping fades into the background.

What brands need to get right to win cross-border shoppers

Winning cross-border in 2026 doesn’t require being everywhere. It requires being reliable wherever you show up. For marketplace and ecommerce teams, that reliability is no longer a marketing challenge. It’s an execution one.

Here’s what that looks like in practice.

1) Make the experience feel local, even when it isn’t

Shoppers are far more willing to buy cross-border when the experience feels familiar. Local language, currency, and trusted payment methods reduce friction because they remove the feeling of “foreignness” early in the journey.

2) Get returns right before you scale

Returns are one of the biggest psychological blockers in cross-border shopping. Shoppers don’t just worry about whether they’ll need to return an item; they worry about how difficult that return will be.

That’s why setting expectations early matters. Clear return policies, visible timelines, and upfront information on who covers return costs help reduce hesitation long before checkout.

3) Use trust signals to offset distance

When shoppers can’t rely on proximity or familiarity, they look for proof that others have successfully bought and received the product.

Strong reviews, verified sellers, and consistent product information help replace “I don’t know this seller” with evidence that the experience is reliable. These signals don’t just reassure, they actively reduce the perceived risk of buying internationally.

4) Price transparently, not just competitively

Cross-border shoppers are highly price-aware, but low prices alone don’t win trust. Unexpected duties, taxes, or currency surprises at checkout quickly undo any advantage.

Transparent pricing, using local currencies, and clearly communicating what’s included help shoppers feel in control of their decision. This is also where dynamic repricing becomes critical. Without dynamic pricing logic, brands either lose margin or lose trust when inconsistencies appear across marketplaces.

5) Match assortment to cross-border intent

Not every product travels well, and not every SKU is suited for international expansion.

Younger cross-border shoppers are often driven by availability. They’re looking for products they can’t easily find locally, not everyday convenience items. That makes assortment strategy just as important as market selection.

The takeaway

In 2026, cross-border ecommerce isn’t about convincing shoppers that buying internationally is possible. More shoppers are already open to it. The real challenge is earning enough confidence for them to click “buy.”

Cross-border growth won’t come from adding more markets alone, but from better execution in the ones brands already serve. The brands that win won’t be those with the widest geographic reach, but those that remove friction, localize intelligently, and make international shopping feel as safe and predictable as buying at home.