The number of users in the e-commerce market in the United States was modeled to stand at ************** users in 2024. Following a continuous upward trend, the number of users has risen by ************* users since 2017. Between 2024 and 2029, the number of users will rise by ************* users, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.

The number of online shoppers in Indonesia was forecasted to increase to ** million by 2022, from ** million in 2017. Indonesia, with a total population of more than *** million inhabitants, is one of the biggest online markets in the world.

From messenger groups to online shopping apps

Online shopping in Indonesia has changed significantly since its nascent days. In 2013, most online shoppers purchased items through messaging services such as Blackberry Messenger groups. Today, it has shifted to website and apps-based online shopping channels. Tokobagus.com, the most popular shopping website in 2014, was nowhere to be found on the 2019 most-popular list. As of 2019, the Indonesian brand Tokopedia ranked first among the most clicked e-commerce sites in Indonesia, followed by Shopee and Bukalapak , while Lazada, Shopee, and Tokopedia were the most popular mobile shopping apps respectively.

Quality and duration

Electronics and its accessories, fashion items, and groceries were the most popular products that were bought online in Indonesia. ** percent of the total e-commerce expenditure was contributed by online shoppers between the ages of 30 to 39 years. Most of the Indonesian online shoppers believed that doing an online transaction in Indonesia was safe. Their biggest concern was rather about the quality or the description of the product. The second most popular concern about shopping online was falling prey to scammers. According to a survey in 2018, the time taken to deliver an item is one of the main reasons to be unsatisfied with the service of some online marketplaces in Indonesia. It seems that logistics is one of the biggest challenges for the Indonesian market.

Indonesia’s e-commerce in the future

To encourage and educate the public about the convenience of online shopping, Indonesia introduced an annual National Online Shopping Day (HarBolNas) in 2012 that falls on December 12. This event was initiated by e-commerce companies in Indonesia and is expected to have an impact on the Indonesian e-commerce penetration in the near future.

The number of online shoppers was estimated to go up from ** million in 2017 to over *** million in 2025. Most of these came from tier two and lower cities. This was probably the result of lower service costs and the expansion of the ecommerce market to include non-metro, semi-urban and rural areas of the country.

This statistic shows the share of online shoppers in the banked population in Indonesia in 2017 and 2022. In 2017, about ** percent of the people with a bank account were shopping online, this percentage was expected to increase to ** percent by 2022.

The number of users in the e-commerce market in Africa was modeled to stand at ************* users in 2024. Following a continuous upward trend, the number of users has risen by ************* users since 2017. Between 2024 and 2029, the number of users will rise by ************* users, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.

This statistic presents popular online shopping categories in the United States, sorted by gender. During a November 2017 survey, it was found that 71 percent of female respondents had purchased clothing online in the past 3 months. According to Loqate, a GBG solution, 49 percent of male respondents had bought clothing via internet. Fashion and apparel e-retail sales were also especially popular with Millennial online shoppers.

China’s Generation Z has become the primary driver of the country’s e-commerce growth in recent years. In November 2021, more than ** percent of China’s new e-commerce users were Generation Z.
China’s Gen-Z online population A generation born as digital natives, Gen Z in China showed a strong attachment to the internet from an early age. As of September 2021, the monthly active Gen-Z mobile internet users surpassed *** million. The internet has become a significant means for expressing themselves and making connections. In a 2020 survey, more than ** percent of Gen-Z respondents named online shopping and online gaming as their hobbies.

Gen-Z online shoppers When it comes to shopping, e-commerce had overtaken brick-and-mortar stores to be Gen-Z’s favorite in China. Nearly ** percent of China’s Gen-Z shopped primarily online, and another ** percent used hybrid channels. Mobile Taobao, JD.com, and Pinduoduo were the leading online shopping platforms for China’s Gen-Z consumers.

This statistic presents the most common purchase influences of online shoppers in the United States as of 2017. According to the findings, the strongest factor to influence online shoppers was price according to 87 percent of respondents. Coming in second was the factor of shipping cost and speed, as stated by 80 percent of respondents.

Internet sales have played an increasingly significant role in retailing. In 2025, e-commerce accounted for over ***percent of retail sales worldwide. Forecasts indicate that by 2030, the online segment will make up ***percent of total global retail sales. Retail e-commerce Online shopping has grown steadily in popularity in recent years. In 2024, global e-commerce sales amounted to over ************ U.S. dollars, a figure expected to approach * trillion U.S. dollars by 2030. Digital development boomed during the COVID-19 pandemic, generating unprecedented e-commerce growth in various economies across the globe. This trend correlates strongly with the constantly improving online access, especially in "mobile-first" online communities, which have long struggled with traditional commercial fixed broadband connections due to financial or infrastructure constraints but enjoy the advantages of cheap mobile broadband connections. M-commerce on the rise The order share of online shopping via smartphones and tablets now outperforms traditional e-commerce via desktop computers. As such, e-retailers around the world have caught up in mobile e-commerce sales. Online shopping via smartphones is particularly prominent in Asia. By the end of 2023, South Korea was the top digital market based on the percentage of the population that had purchased something by phone, with nearly ** percent having made a weekly mobile purchase. Malaysia, UAE, and Turkey completed the top of the ranking.

According to a 2022 survey, nearly two-thirds (** percent) of U.S. online consumers reported purchasing multiple items with the intention of returning some of them, a practice better known as "bracketing." That is up from the previous year when ** percent of respondents said they had engaged in this practice.

This statistic displays the most common online shopping behavior in the United States as of **********. During the survey period, ** percent of respondents stated that they created an online account to be able to save products for later.

Over ** percent of the Georgian population ordered or purchased goods or services online over the past year as of June 2024. The figure increased notably compared to June 2017, when the online shopper share stood at less than ** percent.

This statistic presents the online shopping frequency of online shoppers in the United States as of April 2017. During the survey period, ** percent of respondents stated they purchased goods online on a weekly basis. A total of ** percent of respondents shopped online several times per month.

This statistic compares the global consumer satisfaction with online shopping to their in-store shopping experiences. As of the third quarter of 2017, ** percent of respondents in Europe were satisfied with their online shopping experiences, compared to only ** percent of consumers who regarded their in-store shopping experiences satisfactory.

The COVID-19 pandemic marked a change of pace in e-commerce personalization. According to a global study, in 2017, ** percent of consumers stated they would become repeat buyers after a personalized digital shopping experience. After the global e-commerce surge in 2021, the figure declined but remained higher than pre-pandemic levels. As of 2023, ** percent of surveyed consumers were driven to purchase again from a retailer providing online personalization. Regional variations in personalization preferences The demand for personalized online shopping experiences varies across countries. In the United States, nearly half of consumers desire personalized service when buying online, leading a ranking of 17 countries. Spain and Australia follow closely, with ** percent of respondents expressing similar preferences. Another survey showed that Portuguese consumers show the highest appetite for personalized product recommendations, with over ** percent desiring such features. Data privacy concerns While personalization is increasingly valued, concerns about data privacy persist, particularly among older consumers. A 2024 survey revealed that ** percent of U.S. consumers aged 55 to 59 are the least likely to share personal data with AI technologies for shopping purposes. In contrast, only ** percent of shoppers aged 18 to 24 express such reservations. This generational divide extends to AI-driven personalization, with ** percent of Baby Boomers globally rejecting AI personalization in their customer journey, compared to just ** percent of Gen Z shoppers.

The revenue in the e-commerce market in the United States was modeled to amount to 1.18 trillion U.S. dollars in 2024. Following a continuous upward trend, the revenue has risen by 754.29 billion U.S. dollars since 2017. Between 2024 and 2029, the revenue will rise by 655.91 billion U.S. dollars, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.

In 2024, global retail e-commerce sales reached an estimated ************ U.S. dollars. Projections indicate a ** percent growth in this figure over the coming years, with expectations to come close to ************** dollars by 2028. World players Among the key players on the world stage, the American marketplace giant Amazon holds the title of the largest e-commerce player globally, with a gross merchandise value of nearly *********** U.S. dollars in 2024. Amazon was also the most valuable retail brand globally, followed by mostly American competitors such as Walmart and the Home Depot. Leading e-tailing regions E-commerce is a dormant channel globally, but nowhere has it been as successful as in Asia. In 2024, the e-commerce revenue in that continent alone was measured at nearly ************ U.S. dollars, outperforming the Americas and Europe. That year, the up-and-coming e-commerce markets also centered around Asia. The Philippines and India stood out as the swiftest-growing e-commerce markets based on online sales, anticipating a growth rate surpassing ** percent.

The number of online shoppers in the Dominican Republic was forecast to reach *** million in 2025.

In the Western Balkan region, Serbia recorded the highest e-commerce penetration rate in 2024, at nearly ** percent, and this figure is forecast to reach over ** percent by 2029. In comparison, approximately ** percent of Albanians were online shoppers in 2024, which was the lowest value in the Western Balkans. Domestic online stores dominate the market In 2023, approximately ** percent of Albania’s online population had made purchases from domestic online retailers in the past three months. During the same period, however, only ***** percent of internet users made online purchases from European Union countries. In Bosnia and Herzegovina, almost ** percent of internet users had ordered products from national sellers in 2023, and another ***** percent purchased from online retailers registered in EU states. Online shopping is more popular among women in Serbia According to a 2024 survey, ** percent of women and nearly ** percent of men used e-commerce over the past three months in Serbia. Nevertheless, the share of male internet users engaging with e-commerce over the past year was higher than that of women. At the same time, ** percent of men stated that they had never shopped online, while this share reached ** percent among female internet users.

The penetration rate in the e-commerce market in the United States was modeled to amount to ***** percent in 2024. Following a continuous upward trend, the penetration rate has risen by ***** percentage points since 2017. Between 2024 and 2029, the penetration rate will rise by ***** percentage points, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.