Marketplaces and search are best ways for UK brands to reach US shoppers

According to a fresh report from Pitney Bowes, marketplaces and search are the most effective channels for UK retailers to sell to US consumers.

Pitney Bowes BOXpoll survey flagged the effectiveness of search from engines such as Google and Bing.

It found that 30% of US online shoppers are most likely to discover UK brands through these two channels, while one in four discovers British brands through advertising on Facebook.

The data surveyed 400 US located online shoppers who purchased an item from a UK brand over the past six months.

About 48% of those aged 57 to 75 years – the ‘baby boomer’ generation – find UK brands through marketplaces such as eBay and Etsy.

Younger Gen Z buyers find UK brands through TikTok advertising, while Facebook advertising leads 26% of Baby Boomers and one in four Millennials to discover a UK brand.

The research also concluded that One in three shoppers aged 41 to 56 say they discover British brands through YouTube advertising.

Millenials and Generation Z are were found to be more interested in influencers than any other age group.

Almost one in five Millennials is most likely to find UK brands through Instagram influencers (19%) or TikTok influencers (18%).

Generation Z respondents are also responsive to influencers, with 12% discovering UK brands through Instagram influencers and 16% through TikTok influencers.

Search still remains the most common way of finding British brands, with 30% of millennial respondents and 29% from Generation Z stating so in the survey.

“The size of the US market and the appeal of British brands present a fantastic growth opportunity to UK retailers,” Pitney Bowes SVP of global ecommerce Georges Berzgal said.

“But sellers must laser focus their sales strategies and provide an outstanding cross-border delivery experience with fully landed costs, real-time tracking and estimated delivery dates in order to succeed”.

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