January 28, 2023


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Cross-border luxurious gross sales improve in 2022 regardless of financial turbulence, ESW analysis reveals


Regardless of the cost-of-living disaster, cross-border on-line gross sales of luxurious items elevated 17% in first half of 2022, pushed by buyers in China (46%), South Korea (36%) and UAE (34%)

The UK ranks second as probably the most shopped cross-border marketplace for luxurious items, behind the US and forward of France

Cross-border on-line gross sales of luxurious items defied diminishing shopper confidence to extend 17% within the first six months of 2022, the newest analysis from ESW, the worldwide DTC ecommerce chief reveals.

In accordance with ESW’s International Voices: Client Pulse 2022 survey of greater than 14,000 customers throughout fourteen nations, regardless of ongoing financial uncertainty, geo-political instability, and the ensuing downward stress on family budgets, a fifth of customers (21%) bought luxurious items internationally – led by buyers dwelling in China (46%), South Korea (36%) and the UAE (34%)..

Purses and equipment (44%), clothes (42%) and jewelry (39%) have been the most well-liked luxurious product classes shopped cross-border.  Globally, worldwide gross sales of purses and equipment and jewelry have been greater than these in home markets (40% and 33% respectively) with buyers  citing satisfaction with earlier cross-border purchases (31%) and a scarcity of availability of their home-markets (27%) as being the important thing drivers behind their resolution to buy from worldwide luxurious manufacturers. 

In an indication of the continuing shift away from the normal luxurious flagship retailer mannequin, as customers prioritise entry to product, nearly all of cross-border luxurious purchasers (70%) say they’re joyful to forego the in-store expertise to obtain their merchandise rapidly by buying on-line.  Nevertheless, discerning clients nonetheless have excessive expectations of digital commerce with 79% saying they count on the distinctive, personalised customer support skilled in-store to be replicated on-line. 

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Natashia Redfern, VP UK Nation Gross sales Director at ESW, commented: “Luxurious continues its ascent as cross-borders’ finest performing class with this newest reported  improve of +16% much more spectacular contemplating our analysis reveals gross sales on this class grew 50% in 2021.  This showcases the spectacular work luxurious retailers have put in to recreate the in-store model expertise on-line to win conversions and buyer loyalty.  Moreover, manufacturers and retailers should take notice, the info clearly reveals a constructive earlier cross-border buying expertise is the important thing driver for engendering buyer loyalty and repeat buying long-term.”

Globally, the UK is the second hottest marketplace for cross-border buying of luxurious items (32%), second solely to the US (56%) and forward of the normal luxurious markets of France (29%) and Italy (25%).  British luxurious merchandise have been bought most incessantly from buyers within the UAE and China (each 40%), India (39%) and Japan (38%).

Redfern commented: “The continuing success of cross-border luxurious gross sales highlights the necessity for British luxurious manufacturers to discover routes to these highest worth buyers globally who’ve a ardour for his or her merchandise and who need to have interaction with and purchase instantly from them.”


“For these manufacturers that don’t have the digital capabilities, experience or capital required to completely leverage direct to shopper alternatives, ESW provides a seamless end-to-end resolution that helps manufacturers unlock international demand,” she added.


Manufacturers deploying ESW’s Fluency and Symphony DTC options can enter each home and new worldwide markets in a matter of weeks, many occasions sooner than in the event that they tried to take action on their very own and entry a collection of market-leading ecommerce options throughout retailer, pricing, funds, checkout, fraud and supply – all by a single integration. ESW’s Velocity consultancy service supplies the experience to execute profitable progress initiatives throughout buyer expertise, acquisition, and retention, all whereas participating instantly with clients and retaining possession of all the info collected in the course of the buying journey.

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