62% of cross-border shoppers desire personalized experiences: Meta study

As Indian brands look beyond domestic markets, Meta is stepping up to help them seize the growing opportunity in cross-border commerce. The global appetite for shopping from international brands is reshaping online retail, and Meta’s newly released playbook, “Grow Your Exports: A Guide to Cross-Border Business Growth,” delivers actionable insights for businesses eager to expand their global footprint.

A Meta-commissioned study with Kantar surveyed 14,591 shoppers and revealed that nearly half had made a cross-border purchase in the last six months. The research highlights that 71 percent of these shoppers are open to trying new brands discovered online, and 72 percent would consider a new brand if enticed by the right promotion or offer. This signals a major opportunity for Indian brands to tap into fresh markets, provided they can deliver the experiences today’s shoppers expect.

Modern cross-border shoppers are looking for more than just products. They want information-rich, personalized, and entertaining shopping journeys. The study found that 61 percent expect a wide selection, 62 percent desire personalized experiences, and seamless transitions from discovery to purchase are a must. Spontaneity is also on the rise, with 57 percent reporting more unplanned purchases thanks to the convenience and immersion of digital shopping. Social validation remains powerful, as many buyers rely on recommendations from friends, family, and influencers to make decisions.

Meta’s suite of tools is designed to help Indian brands meet these evolving demands. Gaurav Jeet Singh, Director of Agency and VC Partnerships for Meta in India, notes that platforms like AI, Business Messaging, and Reels allow businesses to connect with global customers, target the right audiences, and showcase products in visually engaging ways. This approach is already bearing fruit for Indian agencies and brands. Rikki Agarwal, Co-Founder of Blink Digital, shared that more than $200 million in ad spends from India to global markets have delivered measurable results, with Meta’s playbook capturing key insights that are driving real-world case studies.

Personalization is now an expectation, not a luxury. The survey found that 62 percent of cross-border shoppers want tailored shopping experiences and 61 percent want relevant product recommendations. Meta’s AI-powered solutions, such as Advantage+ sales campaigns, help brands deliver highly relevant content at scale, optimizing creative assets and targeting for maximum impact. Andrew Squillace, CMO of Muddy Mat, and Shahroz Alam, Head of Digital at Mirraw, both credit Meta’s bid multipliers for helping them efficiently test new demographics, prioritize spending, and improve ROI by focusing on high-value segments.

Trust and validation are essential in international commerce. Forty percent of shoppers are influenced by recommendations from their social network, while 31 percent discover new brands through influencers. Brands that collaborate with creators and encourage authentic reviews can build credibility and foster lasting customer relationships. Suneil Chawla, Co-founder of Social Beat, praises Meta for being more than just a platform, calling their playbook a “goldmine of insights” for brands ready to scale internationally.

Convenience and seamlessness are critical to converting interest into sales. Shoppers expect frictionless journeys from discovery to checkout and are increasingly using new technologies like AR to explore products, with 41 percent engaging with immersive features. Entertainment also plays a key role, as engaging videos, live shopping, and interactive content make product discovery more memorable and drive loyalty.

As cross-border commerce accelerates, Indian brands that embrace digital transformation and leverage Meta’s full suite of tools will be best positioned to thrive on the global stage. The future of shopping is global, social, and powered by AI, and Meta is helping Indian businesses lead the way.