This is according to the Interactive Media in Retail Group (IMRG),which revealed that shopping with ecommerce firms based in the UK is becoming more popular with internet users based in other countries.

 

In order to deal with this, enterprises willing to carry out cross-border trading need to conduct localisation, the IMRG's International Forum concluded, which involves translating websites and ensuring information such as terms and conditions is available in a variety of languages.

 

Another area that must be addressed is delivery, as although customers ordering from mainland Europe have "historically been happy with standard delivery times", some shoppers are starting to take advantage of faster options.

 

"Retailers are keen to do more cross-border business but they would like to see a richer source of data on consumer attitudes and behaviours," the report stated, adding that they would also find "advice on the optimal marketing mix" for different territories useful.

 

Earlier this month, Promotion World advised ecommerce businesses employing email marketing strategies to add promotion codes to their campaigns so as to encourage Christmas sales.