In 2024, global retail e-commerce sales reached an estimated six trillion U.S. dollars. Projections indicate a 31 percent growth in this figure over the coming years, with expectations to come close to eight trillion 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 800 billion 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 two trillion 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 20 percent.

The number of smartphone users in Morocco was forecast to continuously increase between 2024 and 2029 by in total 9.9 million users (+35.53 percent). After the eighteenth consecutive increasing year, the smartphone user base is estimated to reach 37.71 million users and therefore a new peak in 2029. Smartphone users here are limited to internet users of any age using a smartphone. The shown figures have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of smartphone users in countries like Tunisia and Algeria.

Cart abandonment rates have been climbing steadily since 2014, after reaching an all-time high in 2013. In 2023, the share of online shopping carts that is being abandoned reached 70 percent for the first time since 2013. This is an increase of more than 10 percentage points compared to the start of the time period considered here. Mobiles vs. desktops When global consumers shop online, they spend considerably more when doing so on desktop computers. In December 2023, the average value of e-commerce purchases made through desktops was approximately 159 U.S. dollars. Purchases completed on mobiles and tablets were of comparable values, ranging between 100 and 105 U.S. dollars. Even though consumers spent more when conducting their shopping on computers, they were more inclined to add products to their shopping carts when using mobile devices. Ultimately, mobile devices provide a convenient and more accessible way to shop, but desktop computers remain the preferred choice for more expensive purchases. Where do consumers shop online? Across the globe, digital marketplaces are shoppers’ number-one online shopping destination. As of April 2024, some 29 percent of consumers voted marketplaces as their favorite e-commerce channel, followed by physical stores and retailer sites. Looking at which retailers’ global shoppers prefer to shop at, amazon.com emerged as the world's most popular online marketplace, based on share of visits. The U.S. portal accounted for around one-fifth of the global online marketplace's traffic in December 2023. Amazon's German and Japanese portal sites ranked third and fifth among the leading online marketplaces, further demonstrating Amazon's dominance over the market.