Comparing the online shoppers in selected countries worldwide, the highest share can be found in the United Kingdom with 98 percent of consumers falling into this category. Vietnam follows in the second place, while Morocco ends up at the bottom of the ranking.Statista Consumer Insights offer you all results of our exclusive Statista surveys, based on more than 2,000,000 interviews.

We monitor millions of online stores across 200+ countries, ensuring that this report provides accurate and up-to-date information. This report diverse eCommerce ecosystems in various countries/regions, including market penetration, regional preferences, consumer trends, and technological investments. Stay up-to-date with the latest data and gain a comprehensive understanding of the eCommerce market dynamics on a country/region level, enabling informed business decisions and strategic planning.

In 2024, residents of Czechia (86 percent) were the most likely to shop online in Central and Eastern European countries. Compared to the EU average, the share of internet users in Czechia shopping online was almost 10 percentage points higher. Furthermore, Slovakia, Hungary, and Estonia were above the EU average. On the other hand, the lowest rate of e-commerce adoption among the online population was observed in Montenegro (at 39 percent).

What is the market share of online shopping in Europe? Within the EU-27, 68 percent of consumers aged 16 to 74 years used e-commerce at least once in 2022. The country with the highest e-commerce penetration was Norway, with around 92 percent of its people purchasing goods or services online. Percentages were different among the European countries, though. In Germany, for example, 76 percent of consumers used e-commerce, whereas these values reached 70 percent in Hungary and 30 percent in Albania. E-commerce revenue in Europe is expected to reach 902.3 billion U.S. dollars in 2027.

Amazon seems to be one of the drivers behind e-commerce in Europe…

Amazon has a presence in some of Europe’s larger countries, such as France, Germany, Italy, Spain and the United Kingdom, with its online store and its membership Amazon Prime. Amazon’s Europe division is headquartered in Luxembourg. Amazon EU S.à r.l. reached a revenue of roughly 51.3 billion euros in 2022.

… as well as language.

Language also seems to play a part in online shopping behavior. Consumers from Austria, Belgium, and France had the most cross-border e-ecommerce purchases of European countries in 2022. Belgian consumers, for example, tended to visit the French and English domains from Amazon. As the web shop is not present in the country, Belgians visit the foreign domains or web stores in their language. Countries like Germany and Poland, both with a strongly developed domestic e-commerce market and in their own language, saw less cross-border purchases.

With nearly half of its retail sales conducted over the internet, China is forecast to be the world's most penetrated e-commerce market in 2023. Indonesia and the UK follow, with roughly 32 percent and 30.6 percent, respectively, of retail sales expected to take place online.

The eCommerce industry develops at different stages in various regions. Among the platforms we monitor, United States stands out with the highest number of online stores, indicating the prosperity of its eCommerce economy. Additionally, both United Kingdom and Brazil have a strong presence of online shops, accounting for 6.10% and 4.87% of the global online store market.

Austria is one of the most popular markets for cross-border e-commerce worldwide. In 2023, more than eight in ten Austrian digital buyers purchased online from abroad. Among the countries analyzed, Israel had the second-highest share of cross-border shoppers, at 85 percent. On the other hand, Turkey showed the lowest cross-border e-commerce usage, at only 15 percent. Cross-border online shopping is a growing trend in the global e-commerce market, with an estimated 7.9 trillion U.S. dollars in value anticipated by 2030. International differences in revenue share Statista Market Insights reveals that while Japan, the United States, and China had relatively low shares of cross-border e-commerce retail revenue at around two to three percent, Belgium and Austria had significantly higher revenue generated cross-border at 32% and 19% respectively. This suggests that certain countries are more receptive to cross-border online shopping, presenting favorable opportunities for businesses to target these markets specifically. From which country do cross-border shopper buy? A survey conducted in 41 countries globally highlights that China is the most popular market for online cross-border purchases, with 37% of respondents indicating they shop from Chinese e-commerce sites. This indicates the strong appeal of the Chinese market for international buyers. Additionally, Germany and the U.S. ranked as the second and third most popular markets for cross-border online purchases.

Online store owners across different regions have varying preferences when investing in apps. Our data reveals that United States is the leading destination for online businesses using apps, spending an impressive $1.58B per month. Online business owners in United Kingdom and Canada are also passionate about leveraging apps, with monthly app expenditure of $267.53M and $204.96M respectively. Additionally, Australia and Germany contribute significantly as well, representing a combined 8.41% of global monthly app spending.

As of early 2023, approximately 43 percent of consumers in the United States said they would prefer to shop mostly online rather than in-store, making it the country with highest online shopping preference. In contrast, more shoppers preferred visiting physical stores in countries such as Austria, Finland, and New Zealand.

In 2021, Denmark registered the highest per capita spending for online shopping in Europe, with 2,916 euros. Norway followed in the ranking, as its online expenditure amounted to 2,364 euros, while it was estimated that British online shoppers spent 2,316 euros online over the considered year.

Among the Baltic countries, Lithuania had the largest share of e-shoppers buying fresh food and beverages online in 2023, at 70 percent. In comparison, in Estonia, around six out of ten online shoppers purchased fresh food and drinks via the internet.

According to a survey of global cross-border shoppers in 41 countries, China was the most popular market to buy online from abroad, with 37 percent of respondents stating that they shopped from Chinese e-commerce sites. Germany ranked second with 13 percent, followed by the U.S. with 10 percent. Figures are based on the foreign markets where buyers made their most recent cross-border purchase.

In a survey conducted in the second quarter of 2023, nearly a third of global consumers were shopping for consumer electronics online on a monthly basis. In the United States, around 41 percent of respondents reported purchasing electronics via digital channels, versus 34 percent of respondents from the United Kingdom.

In 2023, Saudi Arabia was the highest valued e-commerce market among the Gulf Cooperation Council countries, with a market size of about 8.7 billion U.S. dollars. United Arab Emirates came in second with e-commerce being valued at 7.5 billion U.S. dollars in the same year.

A 2022 survey revealed that almost all regular online shoppers in Europe considered the ability to make returns by dropping off at either a parcel shop or a retailer's store important. In addition, nine out of ten European e-commerce shoppers appreciated the power to return online purchases with home pickup. Moreover, nearly three-quarters of French and UK respondents said they attached importance to free returns.

According to a survey by Rakuten Insight among consumers in Asia, browsing products online and buying them in a retail store was the leading shopping channel as of November 2023. Finding the item and purchasing them online was a popular shopping channel for most surveyed Asian countries, with 69 percent of the respondents in South Korea and Taiwan using this channel as of November 2023.

In 2021, online shoppers in Vietnam showed the highest environmental awareness compared to 25 other countries worldwide. According to a global survey, 72 percent of online shoppers living in this Southeast Asian country reported very often or always buying eco-friendly products. India ranked second, with 69 percent of online shoppers registering this purchasing habit, while the Philippines and China followed with 60 percent each.
Sustainable e-commerce on the rise As global concern about the environment becomes more prevalent in media, consumers now expect brands to disclose if and how sustainable their business practices are. Among global consumers, 16 percent believe that one of the main obstacles to e-commerce is that it is bad for the environment. However, online retailers are trying to change this opinion. If not already engaged in such efforts, several e-commerce companies are beginning to invest in different sustainability initiatives globally. For example, over 45 percent of brands reported they would invest in more easily recyclable products throughout 2022. Reduce, reuse, resale In 2022, the worldwide market value of secondhand apparel was estimated at 119 billion U.S. dollars, and this figure is set to rise in the next years. In the United States, the online resale market is expected to grow at much faster rates than the offline channel this decade. These figures, as well as more and more brands paying attention to ethical consumerism and sustainability, attest to a foreseeably permanent spot for second-hand in the future of e-commerce.

According to a survey by Rakuten Insight among consumers in Asia, pick up from home was the most preferred return method for an online purchase for all surveyed countries in Asia except Hong Kong as of November 2023. 53 percent of the respondents in Hong Kong preferred to return their online purchases in-store as of November 2023.

During the second quarter of 2023, around 35 percent of global shoppers reported shopping online on a weekly basis. When looking at country breakdown, the United States and the United Kingdom had the highest share of weekly online shoppers among selected countries, with 58 percent and 51 percent, respectively.

The United Kingdom appeared to have Europe's biggest B2C e-commerce market in 2021. UK consumers spent over 250 billion euros on online purchases, roughly twice as much as their French counterparts, who ranked second. Germany was Europe's third-biggest online market, with a revenue of 100 billion euros. This picture changes, however, when looking at the share of e-commerce within a country's GDP. Denmark, and Greece join the UK as countries where online shopping made up more than seven percent of GDP.

Mobile-driven shoppers Surely, the UK is an outlier in the European e-commerce, as data on the mobile segment attests. Latest rankings from 2021 indicated that mobile commerce represented 60 percent of online retail sales in the United Kingdom, the highest percentage out of 19 countries in the European region.

How does Europe prefer to pay online?

Debit cards ranked as the most popular online payment method, while credit cards were preferred by nearly one-fifth of e-commerce users. When looking at the main card issuers, Visa and Mastercard were the leading payment card schemes in Europe, although with huge differences among countries.