The United Kingdom is an attractive market for cross-border e-Commerce. The Borderfree Index score for the UK was 4 out of 5 possible carts at the end of 2014. The UK e-Commerce market is large (#1 in Europe), ubiquitous (9 out of 10 shoppers purchased online in 2013), mature (13% of all retail sales are conducted online) and highly advanced. Brits are savvy shoppers familiar with US goods and brands, and present both an opportunity and a challenge for retailers seeking to win their loyalty. Competition is strong, advertising is expensive, and consumer expectations are high.
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