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More than half (56.1%) of digital buyers were forecast to make transactions outside of the country (mostly the US) in 2025. But tariffs on US consumer goods and services will reduce demand significantly. The value of the Canadian dollar is also at near-historical lows, suppressing cross-border demand. For Canadian brands and retailers, this will result in greater domestic demand.

Almost 39% of UK digital buyers are making purchases via social media. There will be 19.0 million social buyers in the UK in 2024, per our latest forecast, up from 11.8 million in 2020. By 2028, there will be 21.5 million UK social buyers, which is an 82.2% increase over a seven-year period. Gen Zers and young millennials are driving growth in social shopping.

The number of UK cross-border ecommerce buyers is forecast to reach 21.9 million in 2025, representing 40.5% of all UK digital buyers, per our December 2024 forecast. The primary motivations for shopping from international websites are lower cost (46.8%) and local unavailability of a brand or product (35.0%), per our November 2024 survey with ESW.

Digital shopping is boomers鈥� top digital habit. Nearly two-thirds of boomers made a digital purchase in the past 12 months. They also tend to be more brand-loyal than the general population, according to Morning Consult, making them valuable customers despite their overall technological reluctance.

Enhanced delivery networks have also made it faster and more cost-effective for retailers to serve the growing number of digital buyers outside major urban centers. This includes Mexico鈥檚 Western, Central, and Southeast regions, where the number of digital buyers and ecommerce sales are among the fastest growing in the country. Consumers in Mexico are optimistic about the future.

More than 80% of Canada鈥檚 population are digital buyers. The number of digital buyers has grown more than 20% in the past five years. It will reach 27.7 million in 2024. That鈥檚 almost 5 million new buyers鈥攄riven mainly by pandemic-induced online buying behaviors鈥攎arking a turning point for retailers. What was once an optional channel has become essential for most retailers.

This is the Q2 2025 installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers and brands gauge their sales mix against the market.

This survey, provided by Bizrate Insights on behalf of 蘑菇AV, provides a monthly consumer pulse of digital shopping behavior and intent. Sources. Bank of America. Bizrate Insights. Saks Fifth Avenue.

Adults across generations overwhelmingly prefer to buy from brands that reflect their social values, and younger generations like Millennials and Gen Z, who are increasingly calling for brand activism, are expected to continue leading digital buyer growth. Understanding target audiences and how political messaging will align with their values is key to navigating this fine line.