Vol. 10: International Purchasers

3rd Edition

Report PDF cover image

Part of the E-Commerce User Experience Series

Our research found that customers struggled with language, dates, addresses, pricing, availability and delivery options when shopping on websites outside their country. Companies could stop losing overseas business by implementing some quick solutions to many of these usability issues. Of course, there are cultural issues at play, but getting the basics right is a great start.

This 98-page report contains 61 design recommendations based on our usability research. Discussions and 86 screenshot illustrations supplement the findings.


  • Cultural differences among global online customers
    • Internationalized versus localized websites
    • Website strategies for selling to international customers
  • Language and location issues
    • Country selection
    • Handling multiple sites
    • Localizaton considerations
  • Shipping considerations
    • How to feature international shipping options
    • Information about international shipping
  • Prices and currency
    • Payment options
    • Displaying prices and currency for international audiences
  • Product information for a worldwide audience
    • Writing product descriptions for international customers
    • Finding the locations of products
  • Checkout process for international customers
    • Forms that facilitate checkout
  • Customer support in a 24-7 world
  • How to conduct user research with audiences in multiple regions

Research Method

The information in this report is based on 2 rounds of e-commerce studies, including:

  • One-on-one usability testing
  • Diary-based longitudinal study
  • Eye tracking

In total, 108 people tested 206 e-commerce websites. The studies took place in the United States, the United Kingdom, Denmark, and China (Hong Kong).



Which License?


Purchase an individual license if the report or video will only be used by one person.

Customers who choose an individual license are not authorized to share the report or video with anyone else, or post it to any internal or external file server, website, or intranet. Individual License Terms


Purchase a group license if the report or video will be used by multiple people within your organization.

Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server. Group License Terms


You’ve just added the following to your cart:

Vol. 10: International Purchasers

Individual License


Checkout Now

You’ve just added the following to your cart:

Vol. 10: International Purchasers

Group License


Checkout Now