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Global e-commerce sales are forecast to nearly double by 2023, climbing 12.9% annually to $6.7 trillion. Ongoing economic development and increasing internet and smartphone penetration will fuel growth in areas with limited existing e-commerce activity. Additionally, retailers in areas with well established e-commerce markets will target current online customers for further sales.
The global e-commerce market is dominated by China and the United States, which together account for 62% of sales. Through 2023, these markets will account for nearly 70% of gains as sales with current online shoppers expand and more consumers begin to spend money online.
E-commerce markets with low internet and smartphone penetration are forecast to grow more quickly than the global average, albeit from a small base. For instance, low- and middle-income countries such as Chile, South Africa, Egypt, and India will see annual growth rates of 17% or above through 2023 as the base of potential online shoppers expands rapidly and infrastructure improves.
Opportunities for retailers are widespread, including expanding options for ordering food and beverage products online. Food and beverage products have faced many challenges in expanding e-commerce sales due to factors such as the difficulties of keeping products at different temperatures to maintain food safety standards for direct-to-consumer shipments. Grocery stores and supermarkets are increasingly offering convenient options to their customers such as in-store or curbside pickup programs or home delivery from a local store, and consumers are expected to quickly adopt online grocery shopping through the forecast period.
Study Coverage
This industry study presents historical demand data (2013 and 2018) and forecasts for 2023 and 2028 by product (clothing, footwear, and accessories; computer hardware, software, and cell phones; toys, hobby goods, games, and sporting goods; furniture and furnishings; electronics and appliances; books, magazines, music, and video; drugs, healthcare, and beauty aids; food, beer, and wine; other merchandise; and services) and by region (North America, Asia/Pacific, Latin America, Western Europe, Eastern Europe, Africa/Mideast). The study also offers analysis on industry competitors including Alibaba and Amazon and insights into growth drivers and opportunities for expanding e-commerce sales in regional and national markets.
EXECUTIVE SUMMARY
GLOBAL MARKET OVERVIEW
Key Findings
Factors Impacting Demand
Global Internet Connections
Sales Trends by Income Level
Population Size & Urbanization Rates
Infrastructure & Geography
Order Fulfillment & Last-Mile Delivery
Home or Workplace Delivery Through Package-Handling Services
In-Store Pickup, Curbside Pickup, & Ship-to-Store
Pickup Lockers & Other Designated Pickup Points
Third-Party Delivery & Delivery by Brick-and-Mortar Retailers
Drone Delivery
Payment Methods
Credit Card, Debit Card, & Direct Bank Transfers
Cash-on-Delivery
Pay by Invoice
E-Wallets & Other Online Payment Processors
Installment Plans
Market Overview
Historical Trends
Sales by Region
Sales by Product
E-Commerce Vendors by Group
Pure Play E-Commerce
Brick & Mortar
Catalog Converts
Services Platforms
Leading E-Commerce Vendors
Alibaba
Amazon.com
JD.com
NORTH AMERICA
North America: Key Findings
North America: Market Size & Historical Trends
North America: Regional Sales Outlook
North America: Top Retailers
North America: Country Spotlight
United States
Canada
LATIN AMERICA
Latin America: Key Findings
Latin America: Market Size & Historical Trends
Latin America: Regional Sales Outlook
Latin America: Country Spotlight
Brazil
Mexico
WESTERN EUROPE
Western Europe: Key Findings
Western Europe: Market Size & Historical Trends
Western Europe: Regional Sales Outlook
Western Europe: Country Spotlight
United Kingdom
France
Germany
Spain
Italy
Netherlands
EASTERN EUROPE
Eastern Europe: Key Findings
Eastern Europe: Market Size & Historical Trends
Eastern Europe: Regional Sales Outlook
Eastern Europe: Country Spotlight
Russia
Poland
ASIA/PACIFIC
Asia/Pacific: Key Findings
Asia/Pacific: Market Size & Historical Trends
Asia/Pacific: Regional Sales Outlook
Asia/Pacific: Country Spotlight
China
Japan
South Korea
India
Australia
AFRICA/MIDEAST
Africa/Mideast: Key Findings
Africa/Mideast: Market Size & Historical Trends
Africa/Mideast: Growth Prospects
Mideast & North Africa
Sub-Saharan Africa
Africa/Mideast: Country Spotlight
Iran
APPENDIX
Scope
Definitions
Abbreviations
Freedonia Methodology
Study-Specific Methodology
Sources
Associations & Agencies
Related Studies & Reports
Country Lists by Region
Macroeconomic Assumptions
Global Economic Outlook
Global Population
Global Per Capita GDP Outlook
Global Personal Consumption Expenditures
Global Manufacturing Outlook
GLOBAL MARKET OVERVIEW
Table 2-1 | Global E-Commerce Sales by Region, 2013 - 2028 (billion dollars)
Table 2-2 | Global E-Commerce Sales by Product, 2013 - 2028 (billion dollars)
NORTH AMERICA
Table 3-1 | North America: E-Commerce Sales by Country, 2013 - 2028 (billion dollars)
Table 3-2 | United States: E-Commerce Sales by Product 2013 - 2028 (billion dollars)
LATIN AMERICA
Table 4-1 | Latin America: E-Commerce Sales by Country, 2013 - 2028 (billion dollars)
WESTERN EUROPE
Table 5-1 | Western Europe: E-Commerce Sales by Country, 2013 - 2028 (billion dollars)
Table 5-2 | Western Europe: E-Commerce Sales by Product, 2013 - 2028 (billion dollars)
EASTERN EUROPE
Table 6-1 | Eastern Europe: E-Commerce Sales by Country, 2013 - 2028 (billion dollars)
ASIA/PACIFIC
Table 7-1 | Asia/Pacific: E-Commerce Sales by Country, 2013 - 2028 (billion dollars)
Table 7-2 | China: E-Commerce Sales by Product, 2013 - 2028 (billion dollars)
AFRICA/MIDEAST
Table 8-1 | Africa/Mideast: E-Commerce Sales by Country, 2013 - 2028 (billion dollars)
APPENDIX
Table 9-1 | Relevant NAICS & SIC Codes
Table 9-2 | Relevant NACE Codes
Table 9-3 | Abbreviations & Acronyms Used in Study
Table 9-4 | Countries in North America
Table 9-5 | Countries in Latin America
Table 9-6 | Countries in Western Europe
Table 9-7 | Countries in Eastern Europe
Table 9-8 | Countries in the Asia/Pacific Region
Table 9-9 | Countries in the Africa/Mideast Region
Table 9-10 | Global Gross Domestic Product by Region & Country, 2008 - 2028 (billion 2017 dollars)
Table 9-11 | Global Population by Region & Country, 2008 - 2028 (million persons)
Table 9-12 | Global Per Capita Gross Domestic Product by Region & Country, 2008 - 2028 (2017 dollars)
Table 9-13 | Global Personal Consumption Expenditures by Region & Country, 2008 - 2028 (billion 2017 dollars)
Table 9-14 | Global Manufacturing Value Added by Region & Country, 2008 - 2028 (billion 2017 dollars)
EXECUTIVE SUMMARY
Figure 1-1 | Key Trends in the Global E-Commerce Market
GLOBAL MARKET OVERVIEW
Figure 2-1 | Global E-Commerce Market Overview
Figure 2-2 | Internet Penetration Rates by Country, 2018
Figure 2-3 | E-Commerce Sales by National Income Level, 2018
Figure 2-4 | Personal Consumption Expenditures per Capita, 2018 (dollars per person)
NORTH AMERICA
Figure 3-1 | North America: E-Commerce Market
Figure 3-2 | North America: E-Commerce Market Key Indicators, 2018
Figure 3-3 | North America: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 3-4 | United States: E-Commerce Market Key Indicators, 2018
Figure 3-5 | United States: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 3-6 | Canada: E-Commerce Market Key Indicators, 2018
Figure 3-7 | Canada: E-Commerce Sales, 2013 - 2028 (billion dollars)
LATIN AMERICA
Figure 4-1 | Latin America: E-Commerce Market
Figure 4-2 | Latin America: E-Commerce Market Key Indicators, 2018
Figure 4-3 | Latin America: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 4-4 | Brazil: E-Commerce Market Key Indicators, 2018
Figure 4-5 | Brazil: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 4-6 | Mexico: E-Commerce Market Key Indicators, 2018
Figure 4-7 | Mexico: E-Commerce Sales, 2013 - 2028 (billion dollars)
WESTERN EUROPE
Figure 5-1 | Western Europe: E-Commerce Market
Figure 5-2 | Western Europe: E-Commerce Market Key Indicators, 2018
Figure 5-3 | Western Europe: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 5-4 | United Kingdom: E-Commerce Market Key Indicators, 2018
Figure 5-5 | United Kingdom: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 5-6 | France: E-Commerce Market Key Indicators, 2018
Figure 5-7 | France: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 5-8 | Germany: E-Commerce Market Key Indicators, 2018
Figure 5-9 | Germany: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 5-10 | Spain: E-Commerce Market Key Indicators, 2018
Figure 5-11 | Spain: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 5-12 | Italy: E-Commerce Market Key Indicators, 2018
Figure 5-13 | Italy: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 5-14 | Netherlands: E-Commerce Market Key Indicators, 2018
Figure 5-15 | Netherlands: E-Commerce Sales, 2013 - 2028 (billion dollars)
EASTERN EUROPE
Figure 6-1 | Eastern Europe: E-Commerce Market
Figure 6-2 | Eastern Europe: E-Commerce Market Key Indicators, 2018
Figure 6-3 | Eastern Europe: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 6-4 | Russia: E-Commerce Market Key Indicators, 2018
Figure 6-5 | Russia: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 6-6 | Poland: E-Commerce Market Key Indicators, 2018
Figure 6-7 | Poland: E-Commerce Sales, 2013 - 2028 (billion dollars)
ASIA/PACIFIC
Figure 7-1 | Asia/Pacific: E-Commerce Market
Figure 7-2 | Asia/Pacific: E-Commerce Market Key Indicators, 2018
Figure 7-3 | Asia/Pacific: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 7-4 | China: E-Commerce Market Key Indicators, 2018
Figure 7-5 | China: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 7-6 | Japan: E-Commerce Market Key Indicators, 2018
Figure 7-7 | Japan: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 7-8 | South Korea: E-Commerce Market Key Indicators, 2018
Figure 7-9 | South Korea: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 7-10 | India: E-Commerce Market Key Indicators, 2018
Figure 7-11 | India: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 7-12 | Australia: E-Commerce Market Key Indicators, 2018
Figure 7-13 | Australia: E-Commerce Sales, 2013 - 2028 (billion dollars)
AFRICA/MIDEAST
Figure 8-1 | Africa/Mideast: E-Commerce Market
Figure 8-2 | Africa/Mideast: E-Commerce Market Key Indicators, 2018
Figure 8-3 | Africa/Mideast: E-Commerce Sales, 2013 - 2028 (billion dollars)
Figure 8-4 | Iran: E-Commerce Market Key Indicators, 2018
Figure 8-5 | Iran: E-Commerce Sales, 2013 - 2028 (billion dollars)
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