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eCommerce continues to gain momentum globally, with sales projected to reach $5.9 trillion in 2025 and grow to $7.6 trillion by 2026. As online shopping increasingly becomes a preferred method for consumers, ecommerce penetration—the percentage of retail sales conducted online—provides valuable insight into which markets are leading this digital shift.
eCommerce as a Percentage of Retail Sales by Country (2025)
Rank |
Country |
eCommerce as a % of Retail Sales |
|---|---|---|
| 1 | China | 47.0% |
| 2 | Indonesia | 31.9% |
| 3 | United Kingdom | 30.6% |
| 4 | South Korea | 30.0% |
| 5 | United States | 15.8% |
| 6 | Mexico | 14.2% |
| 7 | Singapore | 14.0% |
| 8 | Japan | 13.7% |
| 9 | Russia | 13.2% |
| 10 | Canada | 11.7% |
1. China: The Global Leader (47.0%)
China tops the ranking, with nearly half of its retail sales conducted online in 2025. This remarkable penetration rate is supported by a robust eCommerce ecosystem and platforms like Alibaba’s Taobao and Tmall.
Key Insights:
- Online sales expected to exceed $3 trillion, contributing significantly to its $6+ trillion retail market.
- Home to four of the top 10 global ecommerce companies.
2. Indonesia: Rising Star (31.9%)
Indonesia ranks second with 31.9% of retail sales happening online. This strong penetration rate is driven by the country’s rapidly growing digital infrastructure and young, tech-savvy population.
Key Insights:
- Mobile-first eCommerce strategies dominate.
- Platforms like Tokopedia and Shopee play a major role.
3. United Kingdom: Europe’s Leader (30.6%)
The UK leads Europe in eCommerce penetration, with 30.6% of retail sales conducted online. Its success is driven by high internet penetration and a well-established eCommerce culture.
Key Insights:
- Major players include Amazon UK, Tesco, and Asda.
- Omnichannel retail strategies enhance online sales.
4. South Korea: High-Tech Adoption (30.0%)
South Korea is tied with the UK, boasting 30.0% eCommerce penetration. Known for its advanced technology and seamless logistics, South Korea is a hub for digital retail.
Key Insights:
- Platforms like Coupang dominate.
- High-speed internet and innovative payment systems support growth.
5. United States: Significant Growth (15.8%)
The US ranks fifth, with 15.8% of retail sales occurring online. While lower in penetration compared to the top four, its sheer market size makes it a major player.
Key Insights:
- eCommerce sales expected to exceed $1.1 trillion in 2023.
- Rapid growth supported by platforms like Amazon and Walmart.
6–10. Other Key Markets
- Mexico (14.2%): Emerging as a regional leader in Latin America, driven by increasing internet access and platforms like Mercado Libre.
- Singapore (14.0%): A hub for Southeast Asian eCommerce with strong cross-border shopping activity.
- Japan (13.7%): Combines trust in online transactions with a tech-savvy population.
- Russia (13.2%): Despite economic challenges, eCommerce is growing steadily.
- Canada (11.7%): Follows the US in eCommerce growth, with platforms like Amazon Canada and Walmart Canada leading the market.
Key Takeaways
- China Leads by a Wide Margin: Nearly half of its retail sales occur online, reflecting its advanced eCommerce ecosystem.
- Emerging Markets Shine: Indonesia and Mexico are rapidly catching up, highlighting the importance of mobile-first strategies.
- Established Players Thrive: Countries like the UK, South Korea, and the US continue to dominate through mature eCommerce platforms and seamless consumer experiences.
Understanding these trends can help businesses identify where the biggest opportunities lie and tailor their strategies to target high-penetration or high-growth markets. For entrepreneurs, now is the perfect time to leverage these insights and establish a foothold in the growing global eCommerce landscape.
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