This statistic presents the distribution of global e-commerce sessions as of October 2019, by source and medium. During the measured period, search traffic generated ** percent of total e-commerce session. Overall, ** percent were generated through organic search traffic and ** percent were generated through paid search.

Retail platforms have undergone an unprecedented global traffic increase between January 2019 and June 2020, surpassing even holiday season traffic peaks. Overall, retail websites generated almost ** billion visits in June 2020, up from ***** billion global visits in January 2020. This is of course due to the global coronavirus pandemic which has forced millions of people to stay at home in order to stop the spread of the virus. Due to many shelter at home orders and a desire to avoid crowded stores in places where it is possible to shop, consumers have turned to the internet to procure everyday items such as groceries or toilet paper.

Mobile phones dominate global digital commerce website visits and contribute to the largest share of online orders. As of the first quarter of 2025, smartphones constituted around ** percent of retail site traffic globally, responsible for generating ** percent of online shopping orders. Marketplace momentum Retail e-commerce has significantly increased globally over the past few years. Currently, the leading countries in retail e-commerce growth, such as the Philippines, have seen an increase of up to ** percent. In 2024, the majority of online purchases worldwide were made on online marketplaces, incurring around a ** percent share of consumer purchases. The top four retail websites for consumers to visit globally were all marketplaces, with the leading website being Amazon.com. Converting clicks When shopping online, website visits often do not end in purchases. This can be due to having second thoughts when online shopping, or simply due to consumers using the platforms to search for products. In 2025, the conversion rate of online shoppers globally was under * percent, with beauty & skincare incurring the highest conversion rate from online purchases. Across the globe, almost ** percent of all retail sales were conducted online. This figure is forecast to increase to at least ** percent by 2027.

From 2022 to 2023, the e-commerce sector with the largest online traffic growth was the beauty and cosmetics sector, with a year-on-year (YoY) increase of ** percent. In second place was the luxury and jewelry sector, with ** percent YoY traffic growth, followed by fashion and apparel with a **** percent increase.

In the second quarter of 2024, e-commerce traffic in Nordic countries grew the most on mobile devices, at three percent. On computers, there was no traffic growth.

In June 2020, direct traffic accounted for over ** percent of visits to kids e-commerce websites in the United States, indicating a strong brand preference and product awareness among parent consumers. Search traffic accounted for a further **** percent of traffic in the segment.

In May 2022, **** percent of e-commerce traffic in the Middle East region was generated through direct visits. Traffic generated through search witnessed a growth in the region in the years 2020 and 2021.

Between January and March 2025, Shopee dominated the share of traffic and the most visited platform in the e-commerce market in Indonesia, with ** percent. tokopedia.com was the second most visited e-commerce platform, with ** percent of traffic share.

In the first four months of 2021, online shoppers aged 25 to 34 years accounted for approximately one quarter of the total e-commerce platform traffic in Georgia. Furthermore, 18-to-24-year-olds represented the second largest group of online shoppers in the country based on traffic share.

In the third quarter of 2024, e-commerce traffic on computers in Belgium increased year-over-year reaching 11 percent. E-commerce traffic on mobile devices also saw an increase being at ten percent. Desktop commerce grew achieving 16 percent.

As of April 2024, Shopee dominated the share of traffic and the most visited platform in the e-commerce market in Malaysia, with ** percent. Lazada was the second most visited e-commerce platform, with **** percent of traffic share.

In 2024, most of the online traffic leading to beauty and personal care e-commerce sites in Europe came from direct search. Search accounted for around ** percent of traffic to beauty and personal sites. Furthermore, social media platforms generated about ** percent of the traffic.

In the fourth quarter of 2024, e-commerce traffic on computers in the Netherlands decreased year-over-year by four percent. E-commerce traffic on mobile devices grew by ten percent. Mobile commerce has been enjoying steady growth in the country.

In 2020, e-commerce traffic in the Netherlands grew significantly: by the third quarter of that year, both computer and mobile traffic increased by roughly ** percent, compared to the previous year. Considerably higher growth has been recorded since the beginning of the coronavirus pandemic.

In April 2024, totalwine.com was the most visited alcohol e-commerce website worldwide, with an average of *** million visits. Vivino.com ranked in second place, garnering approximately **** million monthly visitors globally.

Desktop devices have rapidly been loosing relevance for parents visiting kids e-commerce sites in the United States. In January 2019, desktop devices accounted for almost ** percent of site visits in the segment - by June 2020, the visit share of desktop devices had already decreased by *** percent.

In 2022, ''general retail'' was the most popular e-commerce website category in Egypt in terms of web traffic. The average monthly visits to such websites stood at over **** million, followed by the electronics category (approximately **** million visits). Moreover, the website traffic for fashion reached around *** million.

Between February and April 2024, Shopee was the leading e-commerce platform based on traffic share in Vietnam, accounting for ** percent of the share of traffic. With ** percent of the traffic share within the same period, Lazada ranked second among e-commerce platforms in the country.

As of March 2025, Shopee held around ** percent of e-commerce traffic in Vietnam. Overall, Shopee holds the largest share of e-commerce traffic in the Philippines, Vietnam, Malaysia, Indonesia, and Thailand.

In the second half of 2022, the device preferences of French users browsing fashion e-commerce sites varied among different retailers. Vinted in France garnered around 84 percent of its visits from the retailer's app, whereas Asos received nearly 72 percent of its traffic from desktop and mobile devices. Similarly, Shein attracted 72.6 percent of its visitors through the app, in contrast to 37 percent for Zalando and 43 percent for H&M.