International demand for British brands in 2023 was driven by cross-border shoppers in the UAE (36%), Australia (28%), South Africa (26%), India (26%) and Spain (23%), the latest research from ESW, the global DTC ecommerce leader, reveals. ESW’s Global Voices research of more than 18,000 consumers across eighteen countries also revealed neither the United States (17%) or China (17%) featured in the top five markets purchasing from the UK, while Spain was the only European market for the second year running, as fragile consumer demand impacted demand in these key global markets. Younger demographics made up the majority of cross-border purchasers from the UK with more than a fifth (21%) of 25 – 34-year-olds, followed by 18% of 35 – 44 year olds. Cross-border shoppers in Mexico (5%), Brazil (4%), Japan (3%) and Argentina (1%) reported making the fewest purchases from the UK during 2023. “Beyond the markets already conversant with British brands there are also significant opportunities.

Source: The Times February 19, 2024 10:42 UTC