Indian brands are moving beyond the boundaries of geography. With platforms like Meta offering an assortment of tools for businesses, Indian brands are making their presence felt in the cross-border business segment. Consumers are increasingly shopping from international brands, and this shift is reshaping the online commerce and retail landscape.
In a bid to explore this trend, Meta on Tuesday, May 27, released ‘Grow Your Exports: A Guide to Cross-Border Business Growth’, a playbook that offers companies and advertisers valuable insights into the ever-changing habits of cross-border shoppers. The playbook throws light on how brands can leverage digital tools and Meta platforms to expand their reach beyond borders.
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According to a study by Kantar, a global data insights company, nearly half of 14,591 surveyed shoppers engaged in cross-border purchases in the last six months. Among those, 71 per cent said that they were open to trying new brands they found online. As many as 72 per cent said a good promotion or offer could persuade them to try something new.
Shoppers want more than just products; according to the study, they expect informative, personalised, and engaging experiences. For brands, this means more than just reaching customers and delivering what they want at every step. They want a wide variety of options (61 per cent), tailored experiences (62 per cent) and a smooth journey from browsing to buying.
Shoppers now expect a wide variety of options (61 per cent), tailored experiences (62 per cent), and a smooth journey from browsing to buying. The report also notes that convenience and interactivity are changing behaviour. More than 57 per cent of shoppers said they now make more impulse purchases, and these are often influenced by the ease of online platforms. Another key factor is social proof, as shoppers turn to family, friends, and influencers for recommendations. According to Meta, the brands aspiring to succeed across borders should create smart, seamless, and socially driven shopping experiences that inform and inspire.
How can businesses win cross-border shoppers?
Meta’s playbook recommends businesses use digital tools to enhance discovery, personalisation, and trust among consumers. The survey stated that 40 per cent of shoppers follow creators to find new international brands, and personalised ads have helped more than a third among them to explore new shopping experiences. As many as 62 per cent of shoppers want tailored experiences, and 61 per cent want relevant product suggestions. Tools like Meta’s AI-powered Advantage+ campaigns help companies provide personalised content and target the right audiences.
According to the report, trust is key. About 40 per cent admitted that they were influenced by friends and family, while 31 per cent discovered brands through influencers. For businesses, partnering with creators and encouraging authentic reviews can build credibility and loyalty for the longest time.
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It needs to be noted that most consumers seek a seamless experience from discovery to checkout with smooth interactions. Technologies like Augmented Reality (AR) are used by 41 per cent of respondents, making their experience more immersive. Other forms of engaging content, such as videos, interactive features, live shopping, etc., also play a major role in capturing attention.
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