Royal Mail: “Trust And Authenticity” drive US shoppers to UK websites

The average shopper in the US spends $86 (£66) per month shopping on UK websites, according to a study commissioned by Royal Mail.

The Royal Mail research indicated that the main reason American shoppers buy from UK retailers is to purchase items that are exclusive to the UK (43%), are better quality (21%) and they know will be genuine (19%). Nine in ten of these shoppers trust items purchased from UK sites not to be fake, three-quarters (74%) buy from UK sites when products are not available locally and 71% like to purchase British brands.

Royal Mail added: “The ability to return items for free, track items in full, as well as having a clear returns policy is more likely to encourage American online shoppers to use UK sites. The option to pay in local currency and provide good customer service is also important.”