Younger generations more likely to shop abroad this Christmas
Almost one third of younger consumers will buy from foreign online shops to find that special gift this Christmas, according to research from Trusted Shops. However, despite millions of people visiting Christmas markets around Europe, levels of online shopping don’t match because of trust issues, says Trusted Shops.
Jean-Marc Noël, CEO and founder, Trusted Shops: “It’s important for a European standard for trustmarks to be implemented across all countries, in order for more consumers to feel comfortable buying from foreign online shops. There is clearly an appetite for shopping at Christmas markets and the holiday season is prime retail time. Implementing a European standard will help British consumers use online shops based outside of the UK. The reason for this, as we discovered through research earlier this year, is that security and trust are of very high importance to those shopping online. However, when you’re dealing with a shop or a brand that you don’t know, it’s difficult for the retailer to communicate their trustworthiness.”
The 25-34 year old age group is the most adventurous, with 30% of them primarily buying from shops based in the USA, China/HK and Germany. Household income also had a strong influence on decisions to staying in the UK, with 80% of those from lower income brands doing so and 72% from the highest salary bracket staying in the UK. The research was conducted by TNS Emnid which surveyed 1024 people in the UK about their online shopping habits and preferences.
“The important thing for retailers is that they can demonstrate that they are safe, secure and trustworthy for consumers that just see them as a webpage. It’s difficult to do this from a position of obscurity, but by going through a validation process for a trustmark, retailers have a way for consumers to recognise their credentials,” added Mr Noël.
Currently 13,350+ shops around Europe carry the Trusted Shops Trustmark, which gives customers the re-assurance that they’re buying from a verified seller. The process to be approved for a trustmark includes auditing of the company’s financial stability and regulatory processes, and the existence of customer feedback forums.
About Trusted Shops:
Trusted Shops is the leading service provider for secure Online shopping in Europe. Since the company was founded in 1999, over 10,000 retailers have been accredited. Trusted Shops offers a comprehensive service for the benefit of both - shop operator and consumer, which encompasses Customer Rating, Legal Compliance and Money-back guarantee.
