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Small businesses are the backbone of economies throughout the world. As an example: In Singapore, they make up for 99% of all enterprises. Increasingly, consumers are willing to forego trips to big retailers in favour of supporting smaller-scale stores and artisans, and not just locally–advances in digital payments and global shipping have enabled any mom-and-pop shop to reach customers around the world with just the click of a button. That means small businesses don’t need offices everywhere from New York to Shanghai to take advantage of globalisation and online retailing to grow their sales beyond their own borders.

 

Based on a recent survey conducted by PayPal and Ipsos in 22 markets around the world, cross border shopping is on the rise across the globe. For small businesses searching for new opportunities to increase online sales, here are five countries that emerged as the top markets for cross-border shoppers:

 

In Austria, an impressive 83 percent of consumers already shop cross-border. While neighbour Germany owns much of this market currently, Austrians are poised to increase their international purchases in 2015. Purveyors of clothing, handbags, shoes and other apparel items have the biggest opportunity to increase sales in Austria, as those are their most frequent cross-border purchases. Other popular items include entertainment goods, educational products and toys from other countries.

 

Austrian are also increasingly shopping on the go – 35 percent purchased and 36 searched for product info on their phone or tablet in the last year, so websites should optimised for mobile.

 

Israel comes in a close second to Austria (82 percent of shoppers buy from abroad) but could quickly blow past them: Israelis are projected to grow their overall online shopping 14 percent in 2015 alone, and 39 percent vow to start shopping more cross-border. Currently, Israeli cross-border consumers purchase most often from the US and China, primarily clothing.

 

In addition to apparel-oriented businesses, Israel presents excellent opportunities for entrepreneurs selling beautiful crafts such as platters and vases or specialty candy abroad, as these are customary gifts for anyone visiting another family for the holidays (especially Passover and Rosh Hashanah). As many Israeli shoppers are concerned about products not arriving as described, online stores should invest in high-quality product images for all goods.

 

Australian cross-border consumer habits present an excellent opportunity for epicurean-focused companies – they are expected to grow their spending in food and drinks 16 percent in the next year. Right now, shoppers are primarily buying from the US and the UK (with China coming up quickly behind) and 24 percent of consumers are interested in making more purchases from foreign sellers this year.

 

Given their "island continent" status, Australians are focused on shipping costs when they shop abroad. Fifty-five percent say an offer for free shipping would entice them to buy, and could help a seller new to the market build a following among local shoppers.

 

Currently, most of Canada's cross-border shoppers buy their goods from US merchants (primarily clothing and apparel items). But given Canadians' aversion to giving money or gift cards as presents (it's considered impersonal by cultural standards), there's a big opportunity to promote unique, exotic items that Canadians can't buy locally.

 

For sellers already well-established in US and/or British markets, Canada celebrates many of the same major holidays such as Valentine's Day, Easter, Boxing Day, etc. that businesses preparing for those holidays will already be ready for. In addition to offering discounted shipping (a major motive for Canadian shoppers), sellers can hook shoppers by showcasing gifts, decorations and goods centered around the much-beloved Canada Day (July 1) – and hopefully keep them coming back for other holidays, too.

 

Despite Norway's relatively small size, it's a market that is ripe for online sellers – 74 percent of citizens have shopped online, and 82 percent of those shoppers have purchased from international merchants. Thirty-five percent of Norwegian online shoppers are also planning on starting to buy cross-border or increasing their online, international spend in 2015. Customs and tax fees are a top barrier to Norwegian cross-border sales, so having a clear policy outlined on websites and helpful customer service options will ensure the purchase experience is a pleasant one.

 

Toy makers and merchants focused on children's items can leverage great opportunities around Christmas – in Norway, children frequently count down the week before Christmas Day with an advent calendar that features a small toy or other gift item each day. And any seller focusing on party goods can expand beyond the traditional graduation season regalia in May with Norway's biggest holiday, Constitution Day (May 17).

New international sales channels are by no means limited to these five markets – we're seeing opportunities flourishing in Mexico, Russia and China, among other countries. For businesses large and small around the world, cross-border trade can be a vital source of incremental revenue. Armed with this wealth of information about global consumer shopping trends, a world of new global sales opportunities awaits.