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International purchasing behaviour could change after Brexit

By Chris Dawson July 14, 2020 - 4:22 pm

Whistl has surveyed international online consumers on their opinion of whether Brexit will affect their international purchasing behaviour after the transition ends on 31 December 2020. The bad news is consumers are expecting delays and this could impact their purchasing habits impacting export sales from the UK.

The European respondents to the international purchasing behaviour survey believe Brexit will mean slower delivery of products from the UK, particularly Germany 34%, France 27% and Ireland 24%. The UK respondents are equally split with 22% believing there will be no impact or there will be slower delivery.

Australian and US respondents mostly have no clear view either way. However, in each of these countries more respondents think that product delivery from the UK will not be slower after Brexit versus those who think that it will.

Consumers in Europe strongly feel that Brexit will lead to less choice of UK goods to buy online. However, UK respondents are equally split with 23% thinking there will more choice and 23% thinking there will be less.

In each of the EU countries surveyed, significantly more think British products will become more expensive versus those who think they will become cheaper. More UK online shoppers think products from outside UK will be more expensive post Brexit compared to those who think they will become cheaper.

Australian and US respondents mostly have no clear view either way, although more Australians think British products will become more expensive versus those who think they will become cheaper.

“With the end of the Brexit transition period at the end of the year, international e-tailers must keep updated with the trade negotiations not only with the EU but also markets where free trade deals are being discussed, for example in the USA and Australia.

Our research shows UK e-tailers will have to work hard to hard to convince European consumers that UK products will continue to be good value and the range of goods will continue to be available. In the case of the USA and Australia, if free trade deals are struck, there is the opportunity to highlight the increasing choice and better value of goods purchased from UK merchants.”
– Melanie Darvall, Director Marketing & Communications, Whistl

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