Koen van Gelder
Team Lead E-commerce
E-commerce worldwide - statistics & facts
E-commerce has become an indispensable part of global retail. Like many other industries, buying and selling goods has undergone a substantial transformation following the advent of the internet, and thanks to the ongoing digitalization of modern life, consumers all over the world now profit from the perks of online transactions. As global internet access and adoption rapidly increase, with over five billion internet users worldwide, the number of people making purchases online is ever-increasing. In 2025, retail e-commerce sales are estimated to exceed 4.3 trillion U.S. dollars worldwide, and this figure is expected to reach new heights in the coming years.
The Seattle-based e-commerce giant that offers e-retail, computing services, consumer electronics, and digital content registered six billion direct visits to its .com website in the first quarter of 2024. In terms of gross merchandise value (GMV), Amazon leads Chinese competitors Pinduoduo, Douyin, JD.com, and Taobao. Taobao is operated by the Alibaba Group, the leading online commerce provider in Asia. Pinduoduo is the company behind the hugely successful Temu.
E-commerce continues to attract new consumers. Convenience is the key driver for shoppers around the world to order online, rather than visit a brick-and-mortar store. The global e-commerce growth forecast has two underlying developments. Most global markets are still in the process of increasing internet penetration and digitalization, meaning that the infrastructure required for e-commerce to flourish is still being built. At the same time, the most-developed e-commerce markets are currently profiting from the benefits of AI. New technologies and automation are making the customer journey and order fulfillment process more efficient, turning online retail into a well-oiled machine.
E-commerce market leaders
Internet users can choose from various online platforms to browse, compare, and purchase items or services they need. While some websites specifically target B2B (business-to-business) clients, individual consumers are also presented with a vast number of digital possibilities. As of 2024, online marketplaces account for the largest share of online purchases worldwide. Leading the global ranking of online marketplaces in terms of traffic is Amazon.The Seattle-based e-commerce giant that offers e-retail, computing services, consumer electronics, and digital content registered six billion direct visits to its .com website in the first quarter of 2024. In terms of gross merchandise value (GMV), Amazon leads Chinese competitors Pinduoduo, Douyin, JD.com, and Taobao. Taobao is operated by the Alibaba Group, the leading online commerce provider in Asia. Pinduoduo is the company behind the hugely successful Temu.
Mobile boosts e-commerce traffic
One of the most visible trends in the world of e-commerce is the unprecedented usage of mobile devices. In 2025, smartphones accounted for nearly 80 percent of all retail website visits worldwide, and in turn, also generated the majority of online orders compared to desktops and tablets. As the adoption of mobile devices is progressing at a rapid pace, especially in regions that lack other digital infrastructure, mobile integration will continue to shape the shopping experience of the future. M-commerce is particularly popular in Asia, with countries like China or South Korea generating over 70 percent of their total online sales via mobile devices.What do global digital shoppers have in common?
While online shoppers differ greatly depending on their respective regions around the world, there are general indicators that help with understanding basic digital consumer behavior. Leading marketplaces serve as a source of inspiration and the primary place to search for products online before the actual purchase. Even though the online shopping experience is less interactive than the in-store one, online shoppers appreciate the ease and flexibility of e-commerce. Regarding delivery preferences, having products shipped to parcel stations is becoming more popular, as this is often a more sustainable delivery system than home delivery. In the Business-to-Consumer (B2C) sphere, fashion and consumer electronics are among the top e-commerce verticals to date and contribute to the largest share of online retail sales.E-commerce continues to attract new consumers. Convenience is the key driver for shoppers around the world to order online, rather than visit a brick-and-mortar store. The global e-commerce growth forecast has two underlying developments. Most global markets are still in the process of increasing internet penetration and digitalization, meaning that the infrastructure required for e-commerce to flourish is still being built. At the same time, the most-developed e-commerce markets are currently profiting from the benefits of AI. New technologies and automation are making the customer journey and order fulfillment process more efficient, turning online retail into a well-oiled machine.