Your Guide to the Top 10 E-Commerce Markets in the World

The world is continuously shifting, and as markets grow, the shifts become even more dynamic. While the USA remains the top e-commerce market with a potential reach to 327 million people, Korea ranks as number 10 with 51 million people. Read on for more information about the top 10 e-commerce markets in the world.

1. USA 

With e-tailers like Amazon and eBay, as well as hybrid models that Target and Walmart employ, it is easy to see how it is easy for Americans to spend over $504 billion in 2018 with an estimated 50 percent increase by 2023. Over half of the population has made an online purchase in the past year. Further, it is important to note that about half of all USA e-commerce sales are made on Amazon, so their model of quick shipping, easy returns, and a vast inventory is appealing to the majority of online shoppers.

2. China

Coming in at number two, China is the second-largest eCommerce market in the world. Their online market reached nearly $226 billion in 2018 which was an increase of over 25 percent. To put this number in perspective, there are an estimated 650 million online shoppers in China who spend nearly $900 yearly. Most of the shopping is with the publically-traded company Alibaba which owns about 61 percent of all online retail sales for the country. Their nearest competitor, JD, holds about 24 percent of all e-tail sales.

3. UK

The UK spends nearly $1650 per shopper per year online for a total of about $86 billion. Shoppers are keen on a sale, bargains, discounts, and have discerning taste. Further, they are open to shopping across borders when they can do so easily online. Shopify is the most popular e-tail platform in the UK because it is easy for sellers to set up and customize their shops. Its sales increased over 50 percent in the same period from 2017 to 2018 to a sum of $343 million.

4. Japan

Japan is known for its excellent infrastructure and logistics. Over 70 percent of its Internet users were also online shoppers as of 2017. One of the top e-tailers is Rakuten, a Tokyo-based tech and retail company. They reported $1.3 billion in 2018, which was nearly 30 percent higher than the previous year. It is important to note that Amazon is slowly becoming a go-to for much of the country.

5. Germany

Ranking number one for logistics, Germany is a great trans-European hub for shipping and thus online shopping. Amazon, followed by OTTO, are the primary online retailers. Almost 64 million shoppers are approaching a 2019 spend of $64 billion.

6. France

With over $102 billion spent online in 2018 and the average buyer spending about $50 per purchase, with multiple purchases, France is slowly increasing its online sales. Amazon is their primary e-commerce site, but Cdiscount is a heavy contender. 

7. Canada

As of last year, Canada spent almost $120 billion online among only 46 percent of Internet users. Focusing on multi-channel shopping experiences, Canadians enjoy shopping on Amazon, among others like WalMart, BestBuy, and eBay.

8. Italy

The country most lauded for love has over 19 million users who love online shopping. Large international retailers have a hold on e-shoppers, but national sites like Subito.it, Aliexpress.com, Zalando.it, and Autoscout24.it are frequently shopped. Overall, it is estimated that Italy spends over $32 billion per year online.

9. Spain 

Spanish e-shopping statistics are growing. Spending almost $20 billion in 2019 the country is estimated to spend over $29 billion by 2023 with nearly 90% user penetration. Unsurprisingly shoppers are looking at fashions. Companies like AliExpress & Wallapop are popular e-tail options.

10. Korea

Over $9.5 billion was spent online in 2018 in Korea. Nearly 100 percent of the population has Internet in their home or in their pocket. Sites like Amazon and eBay are frequented, but also Gmarket, Coupang, and WeMakePrice.