海量研报在线阅读 高效提升商业认知
ESW 2022年全球之声：鞋类
服装服饰
2023-03-19
GLOBAL VOICES
PRE-PEAK 2022
FOOTWEAR
03 EXECUTIVE SUMMARY
04 CROSSBORDER FOOTWEAR PURCHASE
DEMOGRAPHIC TRENDS
07 CATEGORY TRENDS IN ONLINE CROSSBORDER
FOOTWEAR SHOPPING
09 WHY SHOPPERS BUY INTERNATIONALLY
12 2023 GLOBAL FOOTWEAR FORECAST
15 ABOUT ESW
CONTENTS
EXECUTIVE
SUMMARY
Like other apparel categories, online footwear sales
are expected to grow. In fact, the global market is
expected to reach a value of US $288.2 billion by
2027. Yet while projections show an upward trend,
global economic uncertainty, rising inflation and
geopolitical conflict threaten to destabilise markets
and disrupt consumer spending.
Overall, shoppers are making slightly fewer cross-
border footwear purchases this year compared to last,
but certain product categories – like sneakers and
designer shoes – remain in high demand. In keeping
with year-over-year trends, younger shoppers are
the most willing to go outside their own borders and
anywhere in the world to get the shoes they want.
In general, shoppers are most likely to purchase
designer and limited-edition footwear cross-
border. These shoppers are generally younger
– Millennial and Gen Z – and do not settle for
local inventory. Rather, exclusivity drives these
shoppers to look abroad as they seek specific
items from any region or country in which
they are available.
Looking ahead, about half of cross-border
footwear shoppers plan to spend as much or
more for footwear next year.
Brands have tremendous
opportunity to capture
increased consumer dollars in
2023 by leveraging exclusivity
and localising their ecommerce
experiences with the right
product mix targeted to the
right audiences.
3
CROSS-BORDER
FOOTWEAR PURCHASE
DEMOGRAPHIC
TRENDS
An overwhelming majority of shoppers report purchasing footwear
online (91%). Millennial and Gen Z shoppers are almost twice as likely as
Gen X to make non-domestic purchases and 2.5 times as likely as Baby
Boomers to buy cross-border. Shoppers in Japan and South Africa report
the sharpest decline in online global footwear purchases while shoppers
from South Korea and the United States report slight upticks.
4
Total
Both
+Outside
Both Outside Both N=1,012 Outside N=1,446, N=1000-1,100 for each country
16%
Italy
6%
9%
Percent
change
from
Nov. 2021
15%
Canada
5%
10%
3%
20%
France
8%
12%
-2%
16%
Germany
4%
12%
1%
12%
India
5%
8%
-5%
6%
Japan
2%
3%
-12%
15%
Australia
6%
9%
0%
27%
China
16%
11%
-3%
14%
Mexico
6%
8%
-6%
14%
South Africa
7%
7%
-8%
28%
South Korea
11%
17%
5%
30%
UAE
10%
20%
-6%
15%
UK
6%
9%
1%
15%
US
4%
11%
3%
17%
Grand Total
7%
10%
-2%
ONLINE FOOTWEAR SHOPPERS BUYING BEHAVIOUR BY COUNTRY
GEOGRAPHIC TRENDS
Online footwear shopping is popular around the world and in many
regions is gaining momentum. In the last year, shoppers in South Korea,
Canada and the US report increasing their global purchasing.
5
ONLINE FOOTWEAR SHOPPERS BUYING BEHAVIOUR BY AGE
20%
20%
12%
8%
5%
7%
GenX
6%
BabyBoomers+
2%
9%
11%
Millennials
7%
13%
GenZ
Total Both
+Outside
Percent change
from Nov. 2021
-4%
-3%
-3%
-3%
Both Outside % of Respondents who shopped online for Footwear in the last 12 months
Gen Z N=2,928, Millennials N=7,081, Gen X N=2,829, Baby Boomers N=1,617
GENERATIONAL TRENDS
Younger shoppers are unsurprisingly the most likely and willing to
spend their money with international brands shipping cross-border.
As with geographic trends, however, between November 2021 and
June 2022, online cross-border footwear shopping decreased across all
generational demographics. While Baby Boomers are the least likely
to purchase footwear online – either in or out of their home countries
– Gen Z cut back the most on cross-border footwear buying when
compared to other generations.
Gen Z and Millennials buy cross-border at much higher rates than their
Gen X and Baby Boomer counterparts. In fact, 1 in 5 Gen Z and Millennial
shoppers reports buying footwear from countries other than their home
country. Only 12% of Gen X and 8% of Baby Boomers report the same.
Brands looking to expand their geographic footprints must own their
customer data in order to properly determine the best markets for expansion.
Localised test-and-learn ecommerce sites let brands collect data and
determine inventory, marketing and logistics positioning to ensure success.
Online footwear purchases in general prove popular with
more than 3 in 4 survey respondents saying they purchased
footwear online in the last 12 months.
6
CATEGORY
TRENDS
IN ONLINE
CROSS-BORDER
FOOTWEAR
SHOPPING
The most-purchased category of footwear –
both in-country and globally – is sports and
activity-related footwear. More than half of
shoppers report buying sneakers, tennis
shoes, trainers, etc. online and 39% report
buying those shoes from countries other than
their own. Cross-border purchases of designer
sneakers, limited-edition sneakers and
designer shoes outpace domestic purchasing
indicating that category enthusiasts – typically
younger shoppers – are location-agnostic and
prioritise product over country of origin.
CATEGORY TRENDS
Sportswear shoes are the most commonly
purchased category, likely due to their utility
across all shopper gender and age groups.
While more than half of shoppers bought
such shoes from their own country, nearly
2 in 5 shoppers bought athletic shoes from
outside their borders. For more niche footwear
categories like designer or limited-edition
items, shoppers do not hesitate to shop
globally. Brand and product enthusiasts
prioritise ownership over country of origin.
CATEGORIES OF ONLINE FOOTWEAR PURCHASES
Nearly 2 in 5 shoppers bought athletic
shoes from outside their borders.
Both Outside Values are percent of shoppers who
bought footwear inside or outside
their country. Outside N=2,495, Inside
N=11,638
Sportswear trainers (for
sports/workout purposes)
39%
51%
Formal shoes
28%
28%
Sandals
26%
28%
Boots
24%
25%
Flats (women’s
casual shoes)
22%
25%
Designers trainers
27%
20%
Limited edition trainers
27%
17%
Designer shoes
26%
17%
23%
17%
High heels
Consider when you have purchased
footwear inside/outside your country, what
ɈɯȯƵȌǏȯȲȌƮɐƧɈȺǘƊɨƵɯȌɐȯɐȲƧǘƊȺƵƮي
7
INTERNATIONAL PURCHASES WITHIN AGE GROUPS
GenZ Millennials GenX Boomers+
Sportswear trainers
(for sports/ workout
purposes)
Formal shoes
Sandals
Boots
Flats (women’s
casual shoes)
Designer trainers
Limited edition
trainers
Designer shoes
High heels
35% 41%
40% 40%
25%
30%
30%
17%
21%
28%
26%
24%
22%
25%
23%
19%
17%
26%
18% 25%
27%
28%
24%
16%
28%
30%
22% 14%
26%
30%
19% 14%
22%
26%
15% 11%
Consider when you have purchased footwear outside your country, what
type of products have you purchased?
Values are percent of shoppers who bought footwear outside their country.
Gen Z N=600, Millennials N=1,439, Gen X N=331, Baby Boomers N=125
CATEGORY TRENDS AMONG AGE GROUPS
While younger shoppers generally buy cross-border at higher rates than
their older counterparts, 40% of Baby Boomers report buying sportswear
shoes cross-border – a rate that is actually higher than Gen Z shoppers.
Retirees are enjoying more leisure activities like walking and travel and are
willing to invest in the right fit and brand names.
Younger shoppers purchase a greater variety of footwear cross-border and
are more likely to shop abroad for designer and limited-edition products.
Style preferences and lifestyle considerations also seem to play heavily into
cross-border footwear shopping activity between the different age groups.
Younger brand and product enthusiasts do not balk at making cross-
border purchases. Brands that carve out segments of super-fans can
count on exclusivity-motivated shoppers to make purchases.
Brands should be mindful that even the most passionate fan
may be turned off if the website is not localised in language,
currency, payment methods and shipping transparency.
8
WHY SHOPPERS BUY
INTERNATIONALLY
Respondents who purchased footwear internationally cited a variety of
reasons for doing so. While familiarity and comfort with cross-border
buying tops the list, availability and variety-related reasons follow closely
behind. Shoppers report uncertainty around shipping times and costs as
reasons they prefer to shop online domestically.
Product availability and variety-related reasons were all cited by 26%
of respondents as a reason for shopping outside their home countries.
In fact, availability and variety are more responsible for cross-border
transactions than social media and influencers or friends and family.
In a global marketplace where consumers can search for and purchase
anything at any time from anywhere, brands that understand and speak
to their customers in a personalised, authentic way will win the sale.
9
I'm very familiar with making purchases from foreign websites
I heard positive comments from an influencer that I follow
on social media
24%
I've had good experiences purchasing from a
foreign website in the past
26%
The website offers more variety of products than retailers here
26%
Availability – the product wasn't available
locally (not stocked or out of stock)
27%
I'm satisfied with the quality of products purchased from a
foreign website in the past
26%
The website offers products that I can't find in my local
region/country
25%
The total cost (including taxes and shipping) is lower
than what it would cost here
I heard positive comments from friends or family about the site
I was able to get good customer service from a foreign site when
I needed it in the past
Delivery time is very similar to that of a purchase made here
18%
22%
21%
19%
18%
20%
I'm usually willing to give foreign websites a try
Consider when you have purchased footwear outside your country, what
reasons did you have for doing so?
Values are percent of shoppers who bought footwear outside their country. Outside N=2,495
REASONS SHOPPERS MADE PURCHASES INTERNATIONALLY
Despite shipping and other concerns, respondents say that they are
willing to shop globally, especially if pricing and shipping details are
transparent. While respondents say that lower prices are the number
one reason they would shop globally, transparency and multi-local
features such as language, payment methods, currency and local
couriers are also popularly reported.
10
Localising the online shopping experiences are key for new global
customer acquisition. Brands should ensure that each storefront in
each country or region contains the proper language translations, taxes,
duties and other costs, local currency and payment methods. Brands
should also provide a transparent, seamless returns and refund policy to
further build trust and loyalty.
22%
There are positive reviews from other international shoppers
25%
The website clearly sets out its returns policy
25%
I could pay using a payments provider I am familiar with
26%
I could see prices in my own currency
27%
All import charges/taxes/duties are clearly displayed, or
included in the price
32%
The price is much cheaper than when I buy from in my
own country
26%
I could return goods to a store
26%
The site is in my own language
25%
The website clearly sets out its refund policy
23%
I've known others that have bought from the site before
22%
The product would be delivered by a courier company
I recognise
24%
I could return goods to a local/regional address
21%
Multiple delivery options would be available, such as
delivering to a pickup point, or a local store
16%
There are positive reviews from an influencer I follow
on social media
Consider when you have made your online footwear purchase.
What would make you more likely to make this purchase from a website
outside of your home country?
Values are percent of shoppers who bought footwear inside their country Inside N=11,638
FACTORS THAT ENCOURAGE GLOBAL FOOTWEAR SHOPPING
11
2023 GLOBAL
FOOTWEAR FORECAST
In 2023, the majority of respondents say they
plan to spend at least as much or more as
they did in 2022. In general, shoppers cite
having more disposable income and a less
conservative attitude toward spending as
reasons for their anticipated buying patterns.
To find new brands, global footwear shoppers
turn to social media with YouTube being the
most popular brand-discovery channel.
2023 is poised to be a good year for footwear
brands – particularly designer and athletic
brands. Despite the predicted recessionary
conditions, 42% of cross-border footwear
shoppers say they plan to hold the line and
spend about as much as they did this year.
That means a little more than 6 in 10 shoppers
anticipate spending as much or more on
online shoe purchases.
Nearly 1 in 4 global footwear
shopper reports planning to spend
more than usual next year.
24%
42%
26%
8%
More than Usual
About the Same
Less than Usual
Not Sure
Consider the next 12 months and your online
spending intent. Are you planning on More
than Usual/Less than usual/about the same?
N=13,154
ANTICIPATED 2023 SPENDING HABITS
12
Global footwear shoppers planning to increase online purchases
say they will do so because they prefer online shopping to in-store
shopping. Beyond simply preferring online channels, shoppers report
having more disposable income. Brands and retailers can capture
revenue from category and product enthusiasts that are more willing to
buy what they want and feel they have the means to do so.
44%
42%
34%
29%
34%
15%
I prefer shopping online over shopping in-store
The pandemic has made me less financially conservative and if
I want an item, I will buy it
I will continue to spend more on improving my physical
surroundings due to spending more time at home
I am still spending the money I saved as a result of Covid-19 lockdowns
I have more disposable income than before the pandemic
I will spend more now that there are no, or fewer, restrictions
on socialising
Values are percent of online footwear shoppers who plan to increase online shopping.
N=602
What is your main reason for planning on spending more online
than usual?
REASONS FOR PLANNED SPENDING INCREASE IN 2023
13
47%
36%
36%
32%
19%
23%
18%
23%
15%
17%
13%
17%
14%
13%
11%
YouTube
Facebook
Instagram
Tik Tok
Television or broadcast advertising
Social media influencer content
Television or broadcast content
Twitter
A magazine or newspaper ad
Pinterest
A magazine or newspaper editorial
SnapChat
Metaverse (digital) stores
WeChat
Little Red Book
Consider how you have previously discovered international brands
and/or products available outside your own country that you have, or
wanted to, purchase. Which channels have you used to find these
products?
N=2,495
HOW GLOBAL FOOTWEAR SHOPPERS FIND NEW BRANDS
Brands and retailers looking to expand their market footprints in 2023
should be encouraged by the findings in the Global Voices survey.
Shoppers are willing to go wherever they need to go to secure the item
they want. Product and brand enthusiasts are motivated by exclusivity
and will shop internationally for the right designer or limited-edition shoe.
These shoppers prioritise having the item over the item’s country of origin.
Global footwear shoppers looking for new or new-to-them brands
overwhelmingly turn to social media to do so. YouTube is the most
popular social channel with nearly half of respondents discovering
brands there. Facebook and Instagram are tied for discovery at (36%)
with TikTok coming in at 32%. 23% of respondents use Twitter to find
new brands. This trend aligns with investments that brands and social
channels are making into social commerce and live streams to make
discovery and purchasing easier on customers.
Brands and retailers should note that the most popular discovery
channels are video-based and rank as more highly utilised than paid
influencers. In addition, YouTube is the world’s second-largest search
engine so optimising content for discovery and high search rankings
should be a priority.
14
15
ABOUT ESW
ESW is the DTC global ecommerce leader, empowering the world’s best-loved brands and
retailers to make global shopping better, safer, simpler and faster, end to end.
From compliance, data security, fraud protection, taxes and tariffs to checkout, delivery, returns,
customer service and demand generation, our powerful combination of technology and human
ingenuity covers the entire shopper journey across 200 markets.
HOW WE DO IT
DRIVE REVENUE
GROWTH
SPEED TO
MARKET
SHARED SUCCESS
MODEL
We get more traffic to
your site, build greater
basket values, optimise
promotions, minimise
cart abandonment and
ensure optimal payment
success rates.
ESW has everything you
need, pre-built: a powerful
platform with ready-made
integrations, relationships
with payments providers
around the world, an
extensive logistics
network, and teams
of experts in trade
compliance, local
marketing, data security,
and fraud management.
Our shared success
model means we grow
by helping you grow
– profitably. No major
upfront investments
needed: we make money
when you make money.
Methodology: ESW’s latest consumer survey, “Global Voices Q2 2022” was conducted in 14 countries
(Canada, the United States, Mexico, the United Kingdom, France, Germany, Italy, South Africa, the United
Arab Emirates (UAE), India, China, South Korea, Japan and Australia) with 14,455 consumers responding to
the online survey deployed in June 2022. In this report Gen Z is defined as those ages 18-24; Millennials as
those ages 25-40; Gen X as those ages 41-56; and Baby Boomers as those ages 57-75.
TO GROW YOUR GLOBAL FOOTWEAR BUSINESS, CONTACT ESW AT
GROWMYBRAND@ESHOPWORLD.COM, OR VISIT ESW.COM
