Brits prefer e-commerce businesses that list their prices in sterling

Businesses that sell online are being advised to list the cost of their products in local currency or risk losing custom

80% of British consumers refuse to buy products from websites that fail to list their prices in pound sterling, according to a report from One Hour Translation.

A survey of 1,000 British consumers revealed that this figure rises to 93% when among shoppers aged between 55 and 64 – online retailers are advised to list the cost of their products in local currency or risk losing custom.

Younger shoppers appear to be less fussed by online pricing strategies with 64% of those aged between 18 and 24 naming ‘pound-pricing’ as a deal breaker that would stop them from buying goods from an e-tailer.

Ofer Shoshan, co-founder and CEO of One Hour Translation, said:

“The British consumer public has sent a very clear message to e-commerce sites all over the world that from now on prices must be listed in the local currency in order for local customers to shop online.”

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