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Share of cross-border online shoppers worldwide 2022, by generation

Published by
Stephanie Chevalier,
Jun 29, 2023
According to a survey, there is a correlation between consumer age and the prevalence of cross-border purchases. The data showed that the younger the consumer, the greater the likelihood of cross-border shopping. In 2022, six out of ten Gen Z shoppers (18 to 24 years old) had already made cross-border orders, followed by millennials at 57 percent, Gen X at 37 percent, and boomers at 20 percent.

Share of shoppers who purchased cross-border worldwide in 2022, by generational cohort

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Source

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Release date

March 2023

Region

Worldwide

Survey time period

November 2022

Number of respondents

16,557*

Special properties

who bought cross border for any of the following products in the last 12 months: clothing, footwear, cosmetics, luxury items, or electronics

Supplementary notes

* Gen Z (N=2,340), Millennials (N=6,939), Gen X (N=4,312), Baby Boomers (N=2,966). Survey conducted in 16 countries.

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Regional spotlight: Asia

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Gen Z online shopping behaviorGenerational grocery shopping behavior in the UKU.S. Gen Z & millennials: consumer goods and shopping behaviorAdvertising and marketing to Generation Z in the United StatesGen Z consumers in China
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