A few weeks ago, I took a trip to Turkey for my birthday. Before I left, I of course read up on the history, cultural norms, and things to bring. Every article I read mentioned that a core tenet of Turkey’s shopping culture is to barter.
The visit wasn’t the first time I’ve been to a country where this is the norm – I experienced it in both Morocco and Kenya. In Morocco, I remember bargaining for a coin purse in a bustling market, and in Kenya, I negotiated the price of a woven purse that I still use 5 years later.
As someone who grew up in the United States, it was a bit intimidating because prices are generally pretty set here. For example, you wouldn’t go into a jewelry store and negotiate the price down. The employees would, at best, laugh, and at worst, be offended. I, however, did just that at a fine jewelry store in Turkey, and it was perfectly acceptable. In fact, they expect you to negotiate.
Each of the store employees I came across during my one and a half weeks in the country expected their customers to be inquisitive and hunt for the best price, so they weren’t offended if we walked away. This behavior was a stark contrast to my experiences in the US, where such behavior might come off as rude or disrespectful. It was fascinating to see how different cultures have different expectations when it comes to shopping.
Rude or Routine?
The experience prompted me to think about shopping cultures across various regions of the globe. How can something perceived as “normal” in one culture be perceived as “rude” in another? Thus, I decided to dig deeper into behavioral insights on spending behavior across all the regions of the world.
Norms can vary widely, even from one city to the next. As such, I will be sharing broader trends based on my research. I hope you find it insightful!
North America
Insight #1: Canadians do their research – 76% of Canadian shoppers engage with multiple channels before making a purchase, varying from researching products online before visiting a store to using mobile apps for curbside pickup.
As the home of shopping behemoths like Amazon and Walmart, Americans treat time like currency. Shopping has become less about browsing and more about optimizing. From Amazon Prime’s same-day delivery to the rise of curbside pickup, retailers have trained consumers to expect instant gratification. The typical shopper here doesn’t just want what they want, they want it now. According to a study by Morgan Stanley, American customers are willing to spend as much as 5% more on a product if it’s convenient.
Consumer spending in the United States, worth more than $15 trillion, makes up around 70% of the country’s gross domestic product. That’s because shopping isn’t just transactional, it’s cultural. Advertisers and marketers sell the idea that purchases can signal success, status, and even self-care.
Canadians, while similar to the US in their shopping habits, tend to take a more research-driven approach. Just over three in four Canadians consult multiple channels before making a purchase, comparing prices and reading reviews. A contributing factor is likely also the way Canada’s main cities are distributed, mainly on the Eastern and Western sides of the country. Much of the country is rural, and the people living in rural areas have limited access to the stores they want.
According to a survey by the Retail Council of Canada and Adyen, a global financial technology platform, 29% of the 2,000 respondents cited online shopping as their preferred option due to location or a lack of transportation. Notably, this number went up to 36% among participants in Saskatchewan. That is a rural province in south-central Canada with a population density of 5 people per square mile!
Latin America
Insight #2: Consumer confidence among Brazil-based consumers has steadily declined, with net sentiment seven points lower in August 2025 than in November 2024 (which is less than half its 2023 level) amid ongoing geopolitical tensions, high interest rates, and persistent food inflation.
Across the region, shopping isn’t just about acquiring goods; it’s also about experiencing life together. From bustling street markets in Mexico City to lively malls in São Paulo, consumers often treat shopping as a communal ritual- a chance to gather, converse, and connect.
Economically, volatility has shaped spending habits. Inflation, currency fluctuations, and political instability have encouraged consumers to become both savvy and resourceful. This varies by region, however. Research done on food and beverage habits in South America found that Brazilians place importance on taste, health, and quality, while in the northern countries of Guatemala, Mexico, and Colombia, price often takes priority.
Culturally, relationships that drive transactions are prevalent in this region. Shoppers tend to favor brands that feel personal, trustworthy, and human. That’s why many Latin American retailers and small businesses thrive on word-of-mouth and personal recommendations rather than algorithms. Research from GWI, an audience research company, found that 38% of shoppers in Latin America cite word-of-mouth marketing as an essential source of product information.
Europe
Insight #3: Online shopping habits vary widely across the continent – e-commerce turnover is heavily concentrated in Western Europe (capturing over 67% of total turnover) while Southern Europe is gradually catching up 16%.
As evidenced by the key insight I highlighted, behaviors of European shoppers can differ widely depending on where they’re located. For example, Western European shoppers tend to be more individualistic, much like those in the US and Canada. This tendency means they’re more focused on personal achievement, and use financial success as a vehicle through which one demonstrates their independence and competency.
Economic uncertainty, wars, and inflation has hit people living in Eastern Europe hard. In 2022, this area experienced one of the highest rates of inflation in the world, at 14%. It is also less wealthy than Western Europe, which is part of why online shopping is less prevalent there.
Additionally, with greater influence from Eastern ways of thinking, Eastern Europe is decidedly more collectivist. In practice, a collectivist society is more likely to consider their community and share money with family members. Values seen in Western Europe, like personal wealth and independence, are less valued here.
Middle East (Western Asia)
Insight #4: Lebanese shoppers prefer traditional routes for shopping – 9 in 10 shoppers in Lebanon prefer an in-person shopping experience (as opposed to online), and 4 in 5 prefer to spend their money on physical products rather than on experiences.
Historically, bargaining in souks wasn’t just about price — it was about relationship-building. Bargaining was a social ritual, a dance between merchant and buyer that reflected mutual respect and a sense of community. Islamic financial principles have influenced this behavior since the 7th century CE. The Quran and Hadith, which document the sayings and teachings of Muhammad, prescribe preventing financial exploitation and promoting economic justice for all.
According to these principles, we can view bargaining as a sign of a sound mind and knowledge of market prices, which the aforementioned spiritual documents praise. In addition, negotiating means that the involved parties are less likely to be cheated or misled when buying or selling.
Contrast defines the region’s shopping culture. With long histories of trade juxtaposed with the newfound wealth of the Gulf States, it is a fascinating area of the world when it comes to shopping.
In the Gulf states, oil wealth and globalization have transformed retail into a symbol of status and modern identity. Malls in Dubai, Doha, and Riyadh aren’t just shopping centers- they’re lifestyle destinations blending luxury, leisure, and spectacle. The act of shopping has become aspirational, reflecting both cultural pride and global influence.
A report by First Abu Dhabi Bank asserts that economies in the Gulf Cooperation Council will outpace the growth rates of the rest of the world by 2025. (The Gulf Cooperation Council, or GCC, includes Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates.) Shopping and spending behaviors will continue to evolve as these areas become even richer.
I can’t mention the Middle East without acknowledging what’s happening in Gaza. For me, it is equally as impossible to comprehend the riches of the Gulf states as it is the unimaginable poverty, hunger, and terror that the people of Gaza are experiencing.
Although I write about shopping and spending, I must acknowledge the reality of those who struggle to meet their basic needs without support or resources. I’m taking this moment to reflect on my gratitude for having my basic needs met to the extent that I can ponder what to spend my disposable income on.
Now, back to my regularly scheduled programming!
Asia and Oceania
Insight #5: Chinese-based customers place immense trust in influencers: 80% say they prefer influencer-created promotions compared to traditional ads.
With a population of nearly 5 billion people as of the time of writing, shopping behaviors and sentiment in Asia are incredibly diverse. For example, a McKinsey analysis from June 2025 found that:
- As Japanese people navigate inflation levels, their general sentiment has been hesitant, even pessimistic
- India was at the top for discretionary spending, especially for dining, travel, and electronics
- South Korean shoppers are reigning in their spending, particularly on travel, in light of economic changes
While consumers in each country face their own challenges, technology has become a pivotal part of their lives. Asia’s technological advancement is a source of inspiration, influencing how people sell and buy. While consumers globally use a digital wallet to pay for e-commerce purchases about 50% of the time, China’s technological progress led the world in 2023, with an impressive 83% of all e-commerce purchases made via digital wallet.
India is in second place, with more than 50% of online and in-store purchases made using a digital wallet. Given that India is the most populous country in the world, with the largest population of youths in the world, that number is surely to grow in the next few years. (Half of India’s population is younger than 25!)
In addition, around 95% of Australian consumers now shop via smartphones, with that number being even higher for Gen X (99%) and Millennials (97%).
Overall, consumers in Asia are increasingly comfortable with frictionless, high-speed transactions. The high adoption of mobile wallets, even for everyday, in-store purchases, reflects a cultural acceptance of tech in their daily lives.
Diversity of Religion in Asia
Beyond just technology, religion and traditions play a massive role in influencing spending habits among people living in Asia. In East Asia, Confucianism has long emphasized the importance of hard work, education, and frugality. These values have created cultures where saving isn’t just practical; it’s a sign of discipline and respect for the future.
In South and Southeast Asia, Hinduism and Buddhism offer a more spiritual lens on spending. Both traditions historically discouraged materialism, favoring simplicity and mindfulness. However, modern interpretations have managed to strike a balance, encouraging entrepreneurship and mindful prosperity. This demonstrates that wealth and ethics can coexist harmoniously.
As I mentioned in the Middle East section, Islamic principles influence financial behavior in predominantly Muslim countries. Islamic banking and finance follow Sharia law, which prohibits interest-based lending and prioritizes ethical investments. For instance, instead of charging interest on loans, Islamic banks often share profits and losses with their clients, fostering a more equitable financial system.
Africa
Insight #6: Around 90% of businesses in Lagos and Nairobi use social media primarily for advertising, while about 80% also rely on it to gather customer feedback on their products.
In Africa, mobile penetration is growing at a jaw-dropping rate. According to a report by GSMA, a nonprofit trade association, in 2024, Sub-Saharan Africa accounted for over half of the world’s registered mobile money accounts, with 1.1 billion out of 2 billion. That same year, according to the report, consumers on the continent made 81 billion mobile money transactions, resulting in a total transaction value of $1.1 billion.
Mobile transactions in Africa started in Kenya with the introduction of M-Pesa in 2007. Vodafone and Safaricom created M-Pesa as a cell phone-based money transfer service, which also has payments and financing offerings.
Since its inception, M-Pesa has spread widely, filling a gap left by traditional banks, which often overlook poor and rural communities. Speaking to Forbes, Ashley Olson Onyango, Head of Financial Inclusion and AgriTech at GSMA, said that “many providers are looking to transition into a one-stop shop for a range of financial services.”
During my most recent visit to Nairobi, Kenya (when I bought my woven purse), M-Pesa had a massive presence. Because it was quite literally everywhere, I ended up getting a hat with “M-Pesa” embroidered on the front, just for fun.
These insights help explain my key insight for the region, which highlights the extent to which businesses utilize social media. They are also astonishing in light of a report as recent as 2022 by BPC, a financial technology company, and The Fintech Consultancy Group (Fincog). In it, they assert that Africans paid cash for 90% of their transactions and payments in Sub-Saharan Africa.
The financial landscape in Africa, as it relates to shopping habits and cultures, is at an exciting period in time where growth is happening in what feels like the blink of an eye. It will be intriguing to reflect on these shopping behaviors in a few years to see how things have changed.
The Future of International Shopping Behaviors
I am constantly in awe of how intricate humans are, and in this instance, through the context of our shopping behaviors. Everything, from technological advancements to religious doctrines and warfare, helps tell the story of why people spend their money the way they do.
Some of it is exciting, such as how traditionally disenfranchised groups in Africa are finally able to access financial resources and tools through mobile phones. Some of it is distressing – consumers around the world, from Brazil to Japan, are growing concerned about how inflation will impact their financial futures and are scaling back on spending.
What I find beautiful, however, is how intertwined our lives are. Someone in Brazil could empathize with someone in Japan who is struggling to afford groceries due to inflation. Someone in China could empathize with someone in Lesotho about the convenience of buying groceries from their phones. Although we may not share many similarities, we can still connect in these ways.
When I consider the next 5, 10, 20 years of shopping habits, I anticipate immense growth in parts of the world that have not historically been at the forefront of trends. By this, I mean regions like Africa and Southeast Asia, which are increasingly becoming significant players in the global market. We can already see this happening with the growing popularity of Lagos Fashion Week and India Fashion Week, which are gaining international recognition.
I also expect apps like M-Pesa, TikTok, and China’s WeChat to be significant drivers of financial change globally. These apps not only provide a platform for convenient purchases but also influence consumer behavior and shape financial trends. However, this also raises concerns about the concentration of power and control in the hands of a few, which could have far-reaching implications for the global financial landscape.
Leave a Reply