Global E-Commerce

Report Overview

In this study, sales include all online transactions, including retail sales of products and services, between businesses and consumers using devices that access the internet, such as:

• desktop computers
• laptops
• tablets
• smartphones
• point-of-sales transactions using contactless payment
• smart wearables

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This Freedonia industry study analyzes the $3.6 trillion global e-commerce market.

Sales made through retailer websites, physical stores (online in store), email, QR codes, catalogs, and smartphone apps are all included. Additionally, Value-Added Tax (VAT), sales tax, and delivery costs are included in sales figures.

Sales are segmented by the following categories:

• apparel and accessories
• computer hardware, software, and cell phones
• recreation goods
• home furnishings
• computers, electronics, and software
• multimedia
• health, personal care, and beauty products
• food and beverages
• other merchandise, such as lawn and garden products and automotive products
• services (e.g., ticket sales; reservations of hotels, airlines, and rental cars; streaming services; dating services; insurance sales)

Excluded from the scope of this study are:

• consumer-to-consumer transactions (e.g., a private individual selling used items through an online marketplace)
• business-to-business transactions (e.g., a business purchasing software online)
• online gambling and gaming transactions
• online sales of cars and other motor vehicles
• online transactions involving houses and real estate
• utility payments such as water, heating, and electricity made online
• payments made on mortgages, loans, credit cards, and overdrafts
• deposits and withdrawals from savings or checking accounts, stocks, shares, and bonds
• returned items

Fast Growth in Online Shopping Provides Opportunities for Retailers

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.

Key Findings in the Global E-Commerce Study:

Well Established E-Commerce Markets Will Account for Most Gains

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.

Emerging E-Commerce Markets Are Expected to Experience Fastest Growth

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.

Food and Beverage Market Will Continue to Be Fast Growing

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.