In cross-border online consumption, online shoppers can be divided into the following five types according to the purpose, habits, hobbies, purchasing behavior, motivations and other factors of online consumers.

1. Rational consumers

Rational consumers need convenient and direct online shopping, and most of the products they buy are daily necessities or high-end products. These people usually have tight work schedules or have special requirements for products (such as customized products). They believe that online shopping can save time. Companies must provide suitable products and convenient services for this type of people to retain them.

2. Fashionable consumers

Fashionable consumers are mostly Internet surfers who spend more time online and take the purchase of some popular fashion products online as their main purpose. They are easily attracted by new products, novel advertisements and promotional activities. Companies should provide dynamic and innovative product activities for this type of consumers to keep them interested.

3. Experience-oriented consumers

Experience-oriented consumers are generally newcomers who have just “touched the Internet”. They regard shopping as an experience. These are potential online consumers who are generally willing to visit famous websites and purchase products such as books and software. Companies should pay enough attention to this group of people and provide corresponding services.

4. Price-seeking consumers

This type of consumer has an instinct to buy cheap products, and price is their biggest concern. They like to bargain and have a strong desire to win in transactions. For these consumers, companies should focus on the design of transaction models and processes.

5. Browsing consumers

This type of consumer is usually attracted by the content of the website and regularly visits news, business, forum and other websites. How to attract them to have a willingness to buy and turn visitors into consumers is the focus of research for companies.