More U.S. online shoppers are buying items from international retailers. To compete against these lower prices, U.S brands to step up personalization efforts.

This was according to the sixth annual “UPS Pulse of the Online Shopper” study. The report is based on a comScore survey of more than 5,000 U.S. online shoppers. Almost all avid U.S. online shoppers (97%), made purchases on marketplaces — up 12 points from 2016 — and 81% said price was the most important factor when searching for and selecting products online. Among respondents who purchased from an international retailer (47%), 43% were driven by lower prices on U.S. marketplaces, and 36% wanted unique products not available from U.S. retailers.

Among the U.S. consumers who purchased from an international retailer on a U.S. online marketplace, these retailers are based in China (61%), the U.K. (23%), Canada (15%), and Japan (14%).

The top considerations that online shoppers make when purchasing from international retailers include clearly stating the total cost of the order, including duties and fees (77%), stating all prices in the shopper’s native currency (76%), the retailer being reputable (74%), and reasonable speed of delivery (66%), data revealed.

“The lines that separate domestic and international retailers continue to disappear,” said Alan Gershenhorn, chief commercial officer for UPS. “Retailers are now competing across the globe. In order…