Cross-Border UX Research: Unifying Online Grocery Shopping Across Latin America

How we helped a major US retailer understand Chilean and Mexican shopping behaviours through multilingual user research

When a leading global retailer needed to understand how customers perceive digital identities across different countries, they turned to MindMarket for cross-border UX research that went beyond simple translation. Working alongside a prominent US-based UX agency, we conducted in-depth international user research across Mexico and Chile—uncovering insights that shaped their entire account unification strategy.

This wasn't just about testing an interface. It was about understanding how people from different cultures think about their digital identities, what "account merging" means to them, and how to communicate complex technical changes in ways that build trust rather than create confusion.

The Challenge

As specialists in international UX research services, we partnered with a US-based UX agency to explore a major global retailer's cross-border identity unification strategy across Latin America. The brief was ambitious, and the timeline was tight.

Our client needed to:

Understand cross-border shopping behaviour – How do users perceive their digital identities when shopping across multiple geographies? What matters most to them when managing accounts in different countries?

Assess the value proposition of account merging – Would users actually want a unified global account? How do we communicate the benefits without triggering privacy concerns?

Evaluate design concepts for a global interface – Test proposed account unification interfaces with real users to identify potential friction points before development.

Navigate demanding project conditions – The research materials required significant on-the-fly adaptation, and we were working with stakeholders who needed immediate insights to inform fast-moving development timelines.

The complexity? We weren't just conducting user research—we were bridging cultures, languages, and shopping behaviours to help a global brand make decisions that would affect millions of customers.

Our Approach

To provide comprehensive insights into cross-border e-commerce UX, we designed a two-phase qualitative research study across Mexico and Chile.

Phase 1: Strategic Recruitment

Finding the right participants for international retail UX research isn't as simple as posting a screener. We needed people with genuine cross-border shopping experience—not just theoretical opinions.

We carefully recruited qualified participants from both markets, ensuring representation across two key segments:

Multi-account users – Customers with multiple regional accounts for the same retail brands, who understood firsthand the frustrations of managing separate logins, payment methods, and delivery addresses.

Unified account users – Customers already using unified global accounts for cross-border shopping, who could speak to the benefits and potential drawbacks.

Phase 2: Expert Moderation

We conducted 60-minute remote sessions with 20 participants (10 from each market), combining:

Bilingual local moderators who navigated complex discussion guides while incorporating real-time feedback from client observers. This wasn't about reading from a script—it was about following the conversation where it needed to go whilst maintaining methodological rigour.

Nuanced exploration of cross-border shopping behaviours, pain points, and user preferences regarding account unification. We dug into the "why" behind preferences, uncovering cultural attitudes towards data sharing, privacy, and brand relationships.

Interactive prototype evaluation where participants assessed potential interface designs for account merging experiences, thinking aloud as they navigated proposed flows.

Simultaneous interpretation ensuring US-based stakeholders could follow Spanish-language sessions in real-time, creating a collaborative research environment despite language barriers.

This approach exemplifies what makes multilingual UX research effective: combining local cultural expertise with global research standards.

Key Insights & Impact

The research uncovered four critical insights that fundamentally shaped the retailer's global account strategy:

1. Regional Account Management Is Genuinely Frustrating

Participants with multiple regional accounts reported significant confusion and frustration when managing payment methods, delivery addresses, and login credentials across markets.

One Chilean participant summarised it perfectly: "I have three different accounts for the same shop. I never remember which email I used for which country, and my Brazilian card doesn't work on the Chilean site."

This validated the retailer's vision of a unified global user identity—but also highlighted that the pain was greater than they'd initially understood.

2. Preference Hierarchy: Destination Over Geolocation

Here's where cultural nuance mattered. The research revealed that users preferred country-specific preferences driven by delivery destination rather than geolocation.

Why does this matter? Because the retailer's initial assumption was to set preferences based on where users were browsing from. But participants were clear: "If I'm in Mexico buying a gift for my sister in Chile, I want to see Chilean prices, Chilean shipping options, and the Chilean catalogue—not Mexican."

The most important contextual elements to preserve during unification were:

• Currency and payment methods 💳

• Delivery options and timing 📦

• Product catalogue availability 🛍️

3. Communication Is Make-or-Break

Participants strongly valued the concept of a unified account—but they needed clear, transparent communication about what would change and what wouldn't during the merging process.

The concern wasn't the unification itself. It was fear of the unknown: "Will my saved addresses disappear? Will my order history still be there? Can I undo this if I don't like it?"

This insight prompted significant revisions to the retailer's planned transition messaging, shifting from technical explanations to reassurance-focused communication.

4. Unexpected Privacy Concerns

The research highlighted concerns about personal data sharing across borders that the retailer hadn't anticipated.

Latin American participants were particularly sensitive about which data would be visible across different country sites, expressing worries about: "If I buy something personal in one country, will it show up in my recommendations in another country where my family might see?"

This informed additional security and privacy features for the retailer's account unification strategy, including clearer data governance explanations and more granular privacy controls.

The Business Impact

These insights didn't just inform design decisions—they prevented costly mistakes. By understanding regional preferences before development, the retailer avoided building features based on faulty assumptions about how cross-border customers think and behave.

The result? A global account unification strategy rooted in actual human needs rather than technical convenience.

Why MindMarket for Cross-Border UX Research?

As specialists in global user experience research, we understand that international projects require more than just translation—they require cultural intelligence, operational excellence, and genuine human connection.

We Prioritise Authentic Human Connections

Research participants aren't data points. We create environments where people feel comfortable sharing genuine experiences, emotions, and even criticisms. Our bilingual local moderators don't just speak the language—they understand the culture.

We Excel Under Pressure

Complex research materials? Demanding stakeholders? Tight timelines? We thrive in challenging conditions, adapting methodologies whilst maintaining research quality. Our Mexico and Chile project required constant real-time adjustments—and we delivered.

Cultural Nuance Isn't Optional

Our in-market moderators capture subtleties that disappear in translated sessions. When a Chilean participant talks about "delivery expectations," they're drawing on cultural experiences with logistics that differ fundamentally from Mexican or US norms. We catch those nuances.

Meticulous Recruitment = Better Insights

We don't just hit participant quotas—we recruit people whose experiences genuinely match your research needs. For this project, finding participants with authentic cross-border shopping behaviour was essential. Generic panels wouldn't have worked.

We Bridge Business Strategy and Human Truth

Our expertise in international retail UX research means we understand both the technical requirements of global platforms and the human behaviours that make or break adoption. We speak both languages.

With deep expertise across Latin America market research, we equip businesses with actionable insights that bridge the gap between local human needs and global business strategies.

Frequently Asked Questions About Cross-Border UX Research

What is cross-border UX research and when do you need it?

Cross-border UX research is qualitative or quantitative research conducted across multiple countries to understand how users in different markets experience and interact with digital products or services. You need it when launching products internationally, optimising global platforms, or making design decisions that affect users in multiple countries. It's particularly valuable for e-commerce, fintech, and SaaS companies expanding beyond their home market.

How is international UX research different from local research?

International UX research requires cultural and linguistic expertise that goes beyond standard user research. Differences include: working with bilingual local moderators who understand cultural context, accounting for regional shopping behaviours and expectations, navigating different privacy attitudes and trust factors, and managing time zones and remote research logistics. Simply translating research materials isn't enough—you need researchers who understand local market nuances.

What are the typical timelines and costs for cross-border UX research?

Timelines vary based on scope and markets, but typical projects range from 3-6 weeks from kick-off to final insights. This includes recruitment (1-2 weeks), fieldwork (1-2 weeks), and analysis (1 week). Costs depend on the number of markets, participants, and research complexity. Remote sessions across Latin America are more cost-effective than in-person research whilst still providing rich qualitative insights. Contact us for a tailored quote based on your specific needs.

Which Latin American markets should I prioritise for international user research?

Mexico and Brazil are typically first priorities due to market size and economic influence. Chile, Colombia, Argentina, and Peru are strong secondary markets. The right choice depends on your product category, target audience, and growth strategy. We recommend starting with 2-3 markets that represent different cultural and economic segments—for example, Mexico (large, US-adjacent market) and Chile (smaller, digitally mature market) provide diverse perspectives that often reveal broader Latin American patterns.

How do you ensure research quality across languages and cultures?

Quality in multilingual UX research comes from working with native-speaking local moderators who are trained researchers—not just translators. We use simultaneous interpretation for stakeholder observation, conduct thorough cultural briefings before research, validate translations with back-translation checks, and analyse findings with cultural context in mind. Our moderators understand both research methodology and local culture, ensuring insights are accurate, nuanced, and actionable.

Ready to Understand Your Global Customers?

Whether you're unifying experiences across markets or exploring new international opportunities, we'd love to help you bridge the gap between local human needs and global business strategy.

Let's talk about your cross-border UX research needs.