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Market Insights eCommerce
ECOMMERCE - WORLDWIDE
* Worldwide
Highlights
* Revenue in the eCommerce Market is projected to reach US$3.03tn in 2023.
* Revenue is expected to show an annual growth rate (CAGR 2023-2028) of 10.14%,
resulting in a projected market volume of US$4.91tn by 2028.
* With a projected market volume of US$915.40bn in 2023, most revenue is
generated in the United States.
* In the eCommerce Market, the number of users is expected to amount to 5.7bn
users by 2028.
* User penetration will be 61.1% in 2023 and is expected to hit 80.2% by 2028.
* The average revenue per user (ARPU) is expected to amount to US$0.86k.
Key regions: United States, Asia, China, Japan, South Korea
Market definition
Definition:
eCommerce, short for electronic commerce, refers to the sale of physical goods
via a digital channel to a private end consumer (B2C). This definition
encompasses purchases via desktop computers (including notebooks and laptops) as
well as purchases via mobile devices (e.g., smartphones and tablets) through a
website or mobile application. The eCommerce market includes businesses that
operate solely online, as well as those that have a physical presence but also
sell products or services online. eCommerce encompasses a wide range of
industries, from retail and consumer goods to travel and hospitality, and is a
rapidly growing segment of the global economy. The rise of eCommerce has enabled
businesses to reach customers worldwide, increase sales, and offer new and
innovative products and services.
Structure:
eCommerce consists of 14 different markets:
* The Beverages market contains the sale of various types of beverages through
digital channels which covers a wide range of products, such as beverages,
including alcoholic and non-alcoholic drinks, tea, coffee, and energy drinks.
* The Food market contains the sale of food-related products through digital
channels with the purpose of providing consumers with a convenient and
accessible way to purchase groceries and specialty food items.
* The Tobacco Products market comprises of digital sales from cigarettes,
cigars, e-cigarettes and smoking tobacco.
* The Household Essentials market includes the sale of products related to home
care, laundry care and household essentials through digital channels which
covers a wide range of products such as dishwashing detergents, houehold
cleaners, baby diapers, face masks, feminine hygiene or paper tissues.
* The Beauty & Personal Care market includes online sales of products related
to haircare, makeup, and fragrances.
* The Fashion market includes the sale of clothing, shoes, and accessories
through digital channels from a wide range of brands, designers, and
retailers.
* The Eyewear market includes online sales of contact lenses, eyewear frames,
spectactle lenses and sunglasses through digital channels.
* The Electronics market comprises the sale of electronic devices, gadgets, and
accessories through digital channels which includes products, such as
smartphones, laptops, cameras, and smart home devices.
* The Furniture market comprises the sale of furniture and home decor products
through digital channels which covers a wide range of furniture products,
including sofas, beds, chairs, and tables.
* The OTC Pharmaceuticals market comprises a variety of personal health
products sold online, such as analgesics, cold & cough remedies, digestives,
vitamins and supplements.
* The Toys & Hobby market contains the sale of products related to hobbies and
leisure activities through digital channels including toys, games, puzzles,
model kits, and crafting supplies.
* The Luxury Goods market refers to the online sales of high-end and premium
products, such as designer clothing, accessories, jewelry, and watches.
* The DIY and Hardware Store market refers to the online retail sector that
focuses on the sale of do-it-yourself (DIY) and hardware products. This
market includes a wide range of products such as power tools, hand tools,
building materials, electrical supplies, plumbing supplies, and gardening
equipment.
* The Media market includes the sale of media-related products through digital
channels which covers products, such as books, music, movies, and video
games.
Additional Information:
eCommerce comprises revenues, users, average revenue per user, and penetration
rates. Revenues are derived from annual filings, national statistical offices,
Google- and Alibaba-Trends and industry knowledge. Sales Channels show online
and offline revenue shares, as well as, desktop and mobile sales distribution.
Revenues are including VAT. The market only displays B2C revenues and users for
the above-mentioned markets, hence C2C, B2B and reCommerce is not included.
Additional definions can be found on each respective market page.
Key players in the market are companies like Amazon, JD, Taobao, Tmall, Apple
and Walmart.
in-scope / out-of-scope
IN-SCOPE
* Sale of physical goods via a digital channel to a private end user (B2C)
* Purchases via desktop computers (including notebooks) and purchases via
mobile devices such as Apple iPhones
OUT-OF-SCOPE
* Digital media such as Netflix, iTunes, Amazon Kindle
* Digitally distributed services (eg plane tickets) such as Expedia
* B2B markets such as Alibaba
* Resale of used goods (reCommerce) such as refurbed
* Sales between private persons such as Craigslist
Market structure
ECOMMERCE
Related markets:
Fashion
Media
Beauty & Personal Care
Food
Furniture
Toys & Hobby
Eyewear
OTC Pharmaceuticals
Tobacco Products
Beverages
Household Essentials
Electronics
Luxury Goods
DIY & Hardware Store
Reports
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Methodology
Download PDF FAQs and more info on the methodology
Download
Share
Revenue (2023)
US$3.03tn
Revenue Change (2023)
9.8%
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eCommerce ()
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Market
0 Market
Region
()
Currency
USD (US$)
Process Data
Market eCommerce
Region Worldwide
Region comparison Compare to other regions
Currency USD (US$)
OVERVIEW
* Revenue
* Key Players
* Sales Channels
* Users
* Global Comparison
* Methodology
REVENUE
Revenue
Revenue Change
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7.2.2Total201720182019202020212022202320242025202620272028
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ADDITIONAL INFORMATION
The Revenue box shows the forecasted revenue development of the selected market
(market segment, region) for each year.
Notes: Data shown is using current exchange rates and reflects market impacts of
the Russia-Ukraine war.
Most recent update: Oct 2023
Source: Statista Market Insights
Market drivers for revenue change
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ADDITIONAL INFORMATION
This chart shows the estimated percentage change of various drivers that affect
the market revenues. The definition of each driver and its value is as follows:
GDP Growth: This driver value is estimated as the percentage change in real GDP
in the selected year compared to the previous year. Real GDP is a measure that
considers changes in prices over time to evaluate a country’s economic output.
Positive GDP growth leads to increased consumer spending and business
investment, which is driving eCommerce growth.
Impact of Inflation: This driver value is estimated as the difference between
the percentage change of nominal GDP and real GDP in the selected year. Rising
inflation leads to higher operating costs for eCommerce businesses, including
higher expenses for shipping, raw materials, and labor. This results in price
increases, subsequently enhancing the profits that eCommerce players derive from
their sales.
Geopolitical uncertainty: This driver value is estimated as the percentage
change in the market revenue owing to geopolitical uncertainty. Tensions between
countries tend to disrupt the global economy, resulting in unexpected logistical
challenges, increased supply chain pressure, and an overall atmosphere of
uncertainty and fear, which leads to reduced consumer spending. Two of the most
recent examples of an unstable geopolitical situation are the Russia-Ukraine war
and the Israel-Hamas war.
Negative consumer sentiment: This driver measures the impact of consumer
confidence on the eCommerce market’s growth. Amid turbulent global geopolitical
and economic conditions, a prevailing sense of pessimism among consumers is
resulting in a more cautious spending behavior. As a consequence, there is a
decline in online purchases, especially when it comes to non-essential items, as
individuals prefer to save for essential goods.
Supply chain pressure: This driver quantifies the influence of the COVID-19
pandemic on market growth. Lockdowns, social distancing measures, and fear of
infection led to a surge in online shopping, as consumers sought to minimize
in-person interactions. Many consumers turned to eCommerce platforms for the
purchase of everyday essentials, such as groceries, and a wide range of other
goods.
Enhanced online shopping experience: This driver measures the impact a smooth
online shopping experience has on the expansion of eCommerce. Thanks to the
growing trend of social commerce and owing to technological advancements that
have enhanced the design of online stores and marketplaces, the process of
searching for and buying products on the internet has become smoother, ensuring
secure online transactions and the timely delivery of purchased items. This, in
turn, enhances the overall appeal of eCommerce, making it the preferred choice
for numerous consumers.
Covid-19 impact: This driver quantifies the long-lasting influence of the
COVID-19 pandemic on market growth. Lockdowns, social distancing measures, and
fears of virus transmission prompted a surge in online shopping as consumers
sought to minimize in-person interactions. Many consumers turned to eCommerce
platforms for everyday essentials, groceries, and a wide range of goods.
Social Commerce trend: This driver measures the impact of increasing Social
Commerce trend on the eCommerce market growth. Social commerce transforms
eCommerce by integrating shopping directly into social media platforms, reaching
a vast audience, and leveraging user-generated content and influencer marketing
to boost sales. It fosters convenience, real-time interactions, and targeted
advertising while diversifying sales channels and enhancing customer engagement,
offering a competitive edge in the eCommerce market.
Increasing number of internet users: This driver reflects the increase in the
number of new internet users. This increase leads to rising eCommerce revenues
since this results in a larger pool of potential customers that are digitally
proficient.
Notes: The growth rates shown are based on 2022. The growth rates of the drivers
in the market driver chart are calculated using USD values. Using a different
currency will not affect their growth rates; however, the data might change due
to conversion rates.
Most recent update: Nov 2023
Source: Statista Market Insights
Average Revenue per User
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ADDITIONAL INFORMATION
The ARPU box shows the average annual revenue per paying user of the selected
market (market segment, region) for each year.
Most recent update: Oct 2023
Source: Statista Market Insights
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KEY PLAYERS
Brand Shares
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in percent
2022
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ADDITIONAL INFORMATION
The shown market shares refer to the value share of the top brands in the market
according to the market definition. This usually includes markups and sales
taxes. In line with the market definition, only B2C sales are taken into
account. Revenues from third-party B2C transactions via an eCommerce marketplace
are attributed to the respective marketplace rather than to the third-party
seller.
The shares are estimated from various data inputs: Top-down, available financial
filings by companies are considered as well as general socio-economic
indicators, bottom-up, own and external user surveys about brand recognition and
usage are utilized, as well as web and app metrics, and shop portfolio data.
Most recent update: Oct 2023
Source: Statista Market Insights
SALES CHANNELS
Online & Offline Split
Mobile/Desktop Split
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ADDITIONAL INFORMATION
The distribution channel Online refers to the purchase of physical goods in
online retail. In other words, the purchase is concluded via the internet - on a
desktop PC, tablet or smartphone. The distribution channel Offline covers all
purchases in stationary stores, via telesale or mailorder (e.g. print catalogs)
Most recent update: Oct 2023
Source: Statista Market Insights
USERS
Users
Penetration Rate
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ADDITIONAL INFORMATION
The User box shows the number of active paying customers (or accounts) of the
selected market (market segment, region) in millions for each year.
Most recent update: Oct 2023
Source: Statista Market Insights
GLOBAL COMPARISON
Revenue Comparison
User Penetration Comparison
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ADDITIONAL INFORMATION
The Revenue tab shows a comparison of revenues for the leading economies in the
selected market (market segment, region) and year.
Most recent update: Oct 2023
Source: Statista Market Insights
METHODOLOGY
Data coverage:
Data refers to B2C enterprises. Figures are based on the sale of physical goods
via a digital channel to a private end consumer. This definition encompasses
purchases via desktop computers (including notebooks and laptops) as well as
purchases via mobile devices (e.g., smartphones and tablets). The following are
not included in the eCommerce market: digitally distributed services (see
instead: eServices), digital media downloads or streams, digitally distributed
goods in B2B markets, and the digital purchase or resale of used, defective, or
repaired goods (reCommerce and C2C). All monetary figures refer to the annual
gross revenue and do not factor in shipping costs.
Modeling approach:
Market sizes are determined by a combined top-down and bottom-up approach, based
on a specific rationale for each market segment. As a basis for evaluating
markets, we use annual financial reports of the market-leading companies and
industry associations, third-party studies and reports, survey results from our
primary research (e.g., Statista Global Consumer Survey), data on shopping
behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g.,
user penetration, price/product). Furthermore, we use relevant key market
indicators and data from country-specific associations such as GDP, consumer
spending, internet penetration, and population. This data helps us estimate the
market size for each country individually.
Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of
forecasting techniques is based on the behavior of the particular market. For
example, the S-curve function and exponential trend smoothing are well suited
for forecasting digital products and services due to the non-linear growth of
technology adoption. The main drivers are GDP per capita, consumer spending per
capita, internet penetration, and population.
Additional notes:
The market is updated twice per year in case market dynamics change. The impact
of the COVID-19 pandemic is considered at a country-specific level. The impact
of the Russia/Ukraine war is considered at a country-specific level.
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