The Biggest Ecommerce Markets: Country-Wise Penetration Rates for 2025
Experts project global ecommerce sales to hit $8.3 trillion by 2025, which shows a remarkable 55.3% growth since 2021.
Market growth varies substantially between regions. China dominates the global landscape as the world's largest ecommerce market. The Chinese market is expected to control 50% of global online shopping by 2025, reaching an impressive $3.2 trillion. The United States holds second place with a $1.8 trillion market. Other major players include the United Kingdom ($0.7 trillion), Japan ($0.5 trillion), and Germany ($0.4 trillion).
The numbers tell an interesting story about ecommerce penetration in retail sales. China leads with a 47% rate, while Indonesia and the United Kingdom follow at 31.9% and 30.6% respectively. The United States maintains a modest 15.8% penetration rate despite its substantial market size.
Mobile commerce powers this worldwide expansion significantly. It will represent over 70% of all online retail sales by 2025. American mobile commerce sales should reach $900 billion, which equals nearly half of all US ecommerce revenue.
Online shopping now reaches 2.77 billion people - 33% of the world's population. This massive scale makes understanding each country's ecommerce landscape vital for businesses planning international expansion.
China
China rules the global ecommerce world with exceptional market reach and technological breakthroughs. The country has become the heart of digital commerce because of its merged platforms and mobile-first strategy.
China's ecommerce penetration rate
A remarkable 47% ecommerce penetration rate puts China ahead of the world. Online shopping has become the main way to buy things for almost half its people. This amazing level shows a deep-rooted digital culture that has grown faster in the last decade. The numbers keep climbing, and experts think they will go up by several points between 2024 and 2029. This shows strong growth potential even in a mature market.
China's ecommerce market size
Chinese ecommerce hit an impressive USD 1.53 trillion in 2025. Experts predict it will reach USD 2.52 trillion by 2030, growing at 10.42% yearly. The country handles about 50% of all online buying and selling worldwide. Official numbers show online retail sales grew 9.2% in the first seven months of 2025. Personal computers (+29.9%) and smart wearables (+28.4%) did especially well.
China mobile commerce trends
Mobile commerce makes up more than 85% of ecommerce transactions in China. This has created a unique shopping system built around smartphones. Almost everyone owns a smartphone, and more than 90% use it to browse the internet or shop. This is a big deal as it means that back in early 2010s, only 20% of purchases happened on phones. Social commerce through livestreaming and influencer collaborations also reshapes how brands connect with buyers by mixing fun with shopping.
China's preferred payment methods
Digital wallets rule China's payment scene, with 88% of people using them.
| Payment Method | Market Share/Usage (2024) |
|
Alipay/WeChat Pay
|
90%+ of mobile transactions |
| Digital Wallets Overall | 82% of ecommerce payments |
| Mobile Payments | 73.2% of total transactions |
| Cash | 63.5% of payments |
| Physical Cards | 46.4% of transactions |
Alipay, 20 years old, stands as China's biggest payment platform with over 1 billion users. WeChat Pay comes next, built into the messaging app that has 1+ billion monthly active users. UnionPay works as the country's only interbank network and offers both card services and mobile payment options.
China's key ecommerce platforms
Alibaba's Taobao and Tmall together own 44% market share. JD.com follows with 24% and Pinduoduo with 19%. Taobao alone brought in USD 617 billion in 2022. Douyin (TikTok) grows faster through live-streaming sales, hitting 2 trillion yuan in 2023—60% more than last year. JD.com stands out with breakthroughs like self-driving delivery vehicles and drones. Pinduoduo's group-buying approach helped it grow extremely fast.
Indonesia
Indonesia stands as Southeast Asia's second-largest ecommerce market. The explosive growth comes from quick internet adoption and its tech-savvy young population.
Indonesia's ecommerce penetration rate
Indonesia's ecommerce penetration rate of 31.9% puts it right behind China. Internet accessibility jumped from 78.1% in 2023 to 79.5% in 2024. The country's digital world will expand to 46% by 2028, showing how quickly the nation is embracing digital technology.
Indonesia's ecommerce market size
The ecommerce market should hit USD 94.5 billion by 2025 and reach USD 194.20 billion in 2030. Transaction values shot up from USD 18.20 billion to USD 40.80 billion between 2020 and 2024, with a remarkable CAGR of 22.3%. The digital payments market will hit USD 117 billion by 2025's end.
Indonesia mobile commerce trends
Mobile devices rule Indonesian ecommerce with 67% of all online transactions. 95% of internet users shop through their smartphones. Most shoppers prefer buying between 6 p.m. and 9 p.m.. About 37% of Indonesians buy online weekly, while 36% shop multiple times monthly.
Indonesia's preferred payment methods
Digital wallets remain Indonesia's favorite way to pay:
| Payment Method | Market Share (2024) |
| Digital Wallets | 35-39%[134] |
| Bank Transfers | 26-27%[134] |
| Credit Cards | 13-14%[134] |
| BNPL | 9% |
| Cash on Delivery | 8% |
GoPay, DANA, OVO, and ShopeePay have become popular brands. Over 80% of urban online shoppers regularly use e-wallets.
Indonesia's key ecommerce platforms
Shopee dominates with 36% market share (USD 18.7 billion GMV). Tokopedia follows close behind at 35% (USD 18.2 billion). Lazada and Bukalapak each hold 10%, while TikTok Shop has 5% and Blibli has 4%. Shopee attracted 133.1 million monthly web visits in 2024, making it Indonesia's most visited ecommerce platform.
United Kingdom
The UK leads Europe's ecommerce sector with a digital retail environment that keeps pushing past traditional commerce limits.
UK ecommerce penetration rate
The UK ranks third globally with a 30.6% ecommerce penetration rate in 2025. Only China and Indonesia rank higher. Digital channels now handle almost one-third of all retail spending. The rate climbed steadily between 2017 and 2025. Experts predict this upward trend will continue for the next five years.
UK ecommerce market size
The UK ecommerce market reached USD 141.81 billion in 2025, making it Europe's biggest. Revenue should grow yearly at 3.95% (CAGR 2025-2030) to reach USD 155.42 billion by 2030. This growth means ecommerce now adds 9.3% to the UK's GDP. The number stands substantially higher than in other European countries.
UK mobile commerce trends
Mobile shopping leads the UK's online retail scene with 60% of total ecommerce sales. M-commerce will likely cross the £100 billion mark in 2025. Customers place 75% of online orders through mobile devices. Desktop purchases average USD 125.00, while smartphone orders average USD 96.00.
UK preferred payment methods
Credit and debit cards are the lifeblood of UK online payments:
| Payment Method | Usage Rate (2024) |
| Visa/Mastercard | 97% |
| PayPal | 82% |
| American Express | 62% |
| Apple Pay | 20% |
Digital wallets keep gaining ground. Services like Apple Pay, Google Pay, and PayPal now process 29% of card transactions.
UK key ecommerce platforms
Amazon rules the UK digital world. 86% of Britons keep shopping on the platform. The company earned around USD 17 billion in revenue. eBay holds second place with almost 200 million monthly visitors. Shopify has grown fast, with over 200,000 UK stores, taking 21% of the online shopping market.
South Korea
South Korea has emerged as a tech powerhouse with a reliable digital infrastructure that accelerates its ecommerce sector. The country's tech-savvy population and exceptional internet connectivity create perfect conditions that fuel online retail growth.
South Korea's ecommerce penetration rate
South Korea ranks fourth globally in ecommerce penetration with 30% in 2025, just behind China, Indonesia, and the United Kingdom. This impressive figure will reach 46% by 2027. 84.3% of South Koreans currently shop online, and experts predict this number will grow to 96.1% by 2030.
South Korea ecommerce market size
The country's ecommerce market value stands at USD 147 billion in 2025, making it the fifth-largest worldwide. The sector grows steadily at a CAGR of 4.54% through 2030, with projections reaching USD 97.56 billion. Retail ecommerce volume factored in USD 148.50 billion in 2024, while cross-border purchases reached USD 1.6 billion.
South Korea mobile commerce trends
Mobile commerce now guides the Korean digital world and makes up 75% of all online transactions. Mobile shopping sales have grown consistently since 2013, reaching USD 11.8 billion in 2024. Smartphone adoption has created a mobile-first shopping culture where users expect smooth experiences on smaller screens.
South Korea's preferred payment methods
Korean online shoppers prefer credit cards over other payment methods:
| Payment Method | Market Share (2024) |
| Credit Cards | 58%[202] |
| Digital Wallets | 24%[202] |
| Debit Cards | 10%[202] |
| Bank Transfers | 3%[202] |
| BNPL | 2%[202] |
Each person owns about 6.7 cards on average, though digital wallets like KakaoPay and Naver Pay gain popularity faster.
South Korea's key ecommerce platforms
Coupang dominates the market with 39.7% market share, followed by Naver Shopping. These two platforms control about 65% of the market together. Gmarket claims 15% market share, while 11Street holds 13%. AliExpress has doubled its monthly active users to 9.5 million in 2023. Coupang's "Rocket Delivery" service drives its soaring win, as 70% of Koreans live within 10 minutes of a Coupang logistics center.
United States
The United States shows a unique pattern in global ecommerce. The country generates massive sales volume but has a modest penetration rate compared to market leaders.
US ecommerce penetration rate
The US ranks fifth globally with a penetration rate of 15.8% in 2025, behind China, Indonesia, UK, and South Korea. Ecommerce sales made up 16.3% of total retail sales during Q2 2025 on a seasonally adjusted basis.
US ecommerce market size
US ecommerce reached USD 304.20 billion in Q2 2025. This represents a 1.4% increase from Q1 2025 and 5.3% growth year-over-year. The annual market value stands at USD 1.25 trillion. Experts project it will reach USD 2.08 trillion by 2030 at a 10.71% CAGR.
US mobile commerce trends
Mobile devices dominate US online shopping and account for 44% of ecommerce sales in 2025. Mobile commerce will exceed USD 710 billion in 2025. Smartphones alone will generate over USD 418 billion in sales.
US preferred payment methods
| Payment Method | Share of Transactions (2024) |
|
Credit/Debit Cards
|
50% |
| Digital Wallets | 32% |
| Bank Transfers | 9% |
| Other Methods | 9% |
US key ecommerce platforms
Amazon guides the market with a 40% share and attracts 390 million monthly visitors. Walmart follows with 166 million visitors, while eBay draws 106 million. Target and Etsy see 96 million and 86 million visitors, respectively. Temu has emerged as a strong competitor with 69 million monthly active app users.
Mexico
Mexico has emerged as Latin America's second-largest ecommerce powerhouse by blending traditional retail methods with groundbreaking digital solutions.
Mexico's ecommerce penetration rate
The country's ecommerce penetration rate will reach 14.2% by 2025. This shows remarkable growth from a mere 1% ten years ago. Market experts predict this upward trend will continue through 2029.
Mexico's ecommerce market size
Mexican ecommerce sales hit USD 97 billion in 2024. The market should expand to USD 176.8 billion by 2026. The sector grows at a robust CAGR of 14.5% and experts project it will reach USD 176.6 billion by 2033.
Mexico mobile commerce trends
Mobile devices now dominate Mexico's digital world [link_1]. These devices generate 78% of all ecommerce transactions. Smartphones serve as the primary internet access point for nearly eight out of ten residents. Mobile platforms now handle about 67% of online purchases.
Mexico's preferred payment methods
| Payment Method | Share of Volume (2024) |
| Debit Cards | 38% |
| Credit Cards | 29% |
| Digital Wallets | 10% |
| Cash Payments | 6% |
OXXO Pay maintains its unique popularity by enabling customers to make cash payments at convenience stores for their online purchases.
Mexico's key ecommerce platforms
Mercado Libre guides the market with a 15.4% share, while Amazon holds 11.2%. Amazon attracts 167 million monthly visits, Mercado Libre sees 116 million, and Walmart receives 55 million.
Singapore
Singapore serves as a crucial financial hub in Southeast Asia. The country's resilient digital infrastructure powers its thriving ecommerce ecosystem.
Singapore's ecommerce penetration rate
The country maintains a 14% ecommerce penetration rate in 2025 and ranks seventh globally for online retail adoption. This rate continues to climb steadily, and experts predict it will reach 80.4% by 2029. These numbers showcase Singapore's rapid digital evolution.
Singapore's ecommerce market size
Singapore's ecommerce market value stands at USD 8.9 billion in 2024. The market should grow at a strong CAGR of 16.2% and reach USD 29.57 billion by 2032. The ecosystem currently supports about 3.51 million ecommerce users.
Singapore mobile commerce trends
Smartphones have reshaped Singapore's retail scene by handling 65% of all retail transactions. This marks a significant 42% jump since 2022. Mobile users spend 14 days monthly on shopping platforms, while computer users average only 8 days.
Singapore's preferred payment methods
| Payment Method | Market Share (2024) |
| Credit Cards | 42% |
| Digital Wallets | 35-39% |
| Bank Transfers | 9-10% |
| BNPL | 3% |
Singapore's key ecommerce platforms
Shopee stands out with 13 million monthly visits. Lazada and AliExpress follow with roughly 7 million and 5 million visits. Amazon draws 5.04 million visitors, while Carousell and Taobao round out the major platforms.
Japan
Japan creates a unique retail ecosystem by combining technological breakthroughs with traditional shopping priorities.
Japan's ecommerce penetration rate
Japan ranks eighth globally with an ecommerce penetration rate of 13.7% in 2025. This ranking shows how the country methodically adopts online retail while maintaining its cultural connection to in-person shopping experiences.
Japan's ecommerce market size
The Japanese ecommerce market hit USD 380 billion in 2024. Market projections show a CAGR of 7% between 2024-2027, which will push the market to USD 465 billion. 76% of the population (94 million people) shops online actively. Japanese shoppers spend up to USD 455 on single purchases, which is a big deal as it means that the global average by USD 77.
Japan mobile commerce trends
Mobile devices drive 56% of Japan's ecommerce volume, while desktop transactions make up the remaining 44%. All the same, mobile devices generate 80% of ecommerce traffic. Consumers tend to research products on their smartphones before they complete their purchases.
Japan's preferred payment methods
| Payment Method | Share (2024) |
|
Credit Cards
|
63% |
| Digital Wallets | 15% |
| Cash | 8% |
| BNPL | 3% |
Konbini (convenience store) payments remain popular uniquely. These stores are a great way to get cash payment options for online purchases.
Japan's key ecommerce platforms
Amazon dominates with a 35% market share. Rakuten follows closely at 32%, while Mercari (7%), DMM.com (6%), and MonotaRO (2%) round out the top platforms. Rakuten's success shows in its 100 million registered members and gross merchandise sales that exceed USD 45 billion.
Canada
Canada stands as North America's bilingual ecommerce frontier. The country balances robust digital adoption with cross-border shopping habits that define its unique online retail world.
Canada's ecommerce penetration rate
Canada achieves an 11.7% ecommerce penetration rate in 2025 and ranks tenth globally in online retail adoption. User penetration sits at 82.6% and will likely reach 96.1% by 2030. The numbers show that 3 million Canadians still remain outside the digital shopping ecosystem.
Canada ecommerce market size
The country ranks as the ninth-largest global ecommerce market with its online retail sector valued at CAD 52 billion. Market revenue should hit USD 67.99 billion in 2025 and grow steadily at 4.90% annually through 2030. More than half of Canadian consumers (55%) buy online at least once every month.
Canada mobile commerce trends
Mobile devices power one-third of all ecommerce purchases in Canada. Smartphone transactions help propel development in the overall market. Mobile now represents 40% of total ecommerce activity. Canadian consumers frequently use payment apps to pay bills (39%), make online purchases (33%), and send money to others (31%).
Canada's preferred payment methods
| Payment Method | Share (2024) |
| Credit Cards | 47% |
| Digital Wallets | 27% |
| Bank Transfers | 12% |
| Other Methods | 14% |
Credit cards lead Canadian online payments, while digital wallets like Apple Pay and Google Pay continue to grow in popularity.
Canada's key ecommerce platforms
The market features prominent platforms such as Shopify (Canadian-born global leader), eBay Canada, Square Online, Wix, Weebly, WooCommerce, Big Cartel, Ecwid, and Squarespace. These platforms address Canada's specific market needs by providing bilingual interfaces and connecting with local payment services.
Germany
Germany stands as Europe's second-largest ecommerce market, with a strong digital infrastructure and cautious consumer base.
Germany's ecommerce penetration rate
German ecommerce reached a 66% penetration rate in 2025. User adoption will likely climb to 86.9% by 2030. These numbers show how German shoppers have become more confident with online retail channels.
Germany's ecommerce market size
The German ecommerce sector reached USD 105.27 billion in 2025. Projections show a CAGR of 4.98% through 2030, which will reach USD 134.25 billion. Online sales make up 13.4% of all retail transactions, a modest rise from 13.2% in 2023.
Germany's mobile commerce trends
Mobile devices generate 66% of online sales in Germany. The country's smartphone usage surpasses 80% of the population. Mobile shopping has surged 56.5% since the pandemic's first two years.
Germany's preferred payment methods
| Payment Method | Usage Rate (2024) |
| PayPal | 57-90%[524] |
| Invoice | 44-50% |
| Direct Debit | 45% |
| Debit/Credit Cards | 36-38% |
Germany’s key ecommerce platforms
Amazon.de leads the market with 461 million monthly visitors. Kleinanzeigen follows with 183 million, while eBay attracts 152 million, and Idealo sees 100 million visitors. The largest German-owned platform, Otto, draws 65 million monthly visitors.
France
France serves as the lifeblood of Europe's cultural and commercial landscape. The country's ecommerce sector continues to gain momentum through state-of-the-art solutions and adapts to evolving consumer behaviors.
France's ecommerce penetration rate
France achieved an 11% ecommerce penetration rate in 2025, ranking just behind Canada globally. 73.3% of individuals over 15 years now shop online. This percentage exceeds the European average significantly. The French online shopping community grew to 41.6 million in 2024, adding 2.2 million new shoppers from the previous year.
France ecommerce market size
The French ecommerce market value reached €175.3 billion in 2024 and processed 2.6 billion transactions. The market grew 9.6% year over year. Product sales accounted for €66.9 billion with 6% growth, while services generated €108.4 billion with 12% growth. Other market analysts value the sector at USD 88.77 billion in 2025. They project growth to USD 128.43 billion by 2030, with a CAGR of 10.65%.
France’s mobile commerce trends
Mobile devices now generate 49% of France's ecommerce volume. The country's mobile commerce reached €61 billion in 2023. Phones and tablets account for 75% of internet traffic. Young consumers guide this change toward mobile shopping.
France’s preferred payment methods
| Payment Method | Usage Rate (2024) |
| Bank/Credit Cards | 89% |
| Electronic Payment Solutions | 46% |
| Gift Cards/Vouchers | 37% |
| Bank Transfers/Direct Debits | 22% |
Cartes Bancaires (CB), France's dominant payment system, forms the foundation for most transactions.
France's key ecommerce platforms
Amazon dominates with 45.1 million monthly visitors. Leboncoin follows with 32.6 million, E.Leclerc attracts 22.6 million, and Fnac reaches 20.9 million visitors. Temu has grown faster since its 2023 market entry, reaching 20.5 million monthly visitors.
India
India stands out as a fast-evolving ecommerce competitor that shows tremendous growth potential. The country's massive consumer base and digital expansion initiatives power this growth.
India's ecommerce penetration rate
The retail landscape in India continues to change as ecommerce claims approximately 10-11% of the market share by 2025. Digital channels will process one in every 10 retail dollars by 2030. The number of online shoppers currently stands at 260 million and should reach 300 million by 2030.
India's ecommerce market size
Indian ecommerce has reached USD 125 billion in 2024 and grows at 19%. The market should expand to USD 550 billion by 2035. The B2C segment currently brings in substantial revenue, while consumer electronics emerges as the largest category.
India mobile commerce trends
Gen Z makes up 40% of all shoppers as mobile devices rule Indian ecommerce. Small cities contribute significantly - 60% of new customers since 2020 come from Tier-3 and smaller cities. Smartphones serve as the primary access point for more than 80% of online users.
India’s preferred payment methods
UPI now guides ecommerce transactions in India. Digital wallets collectively handle 50% of payments. Credit cards process about 23% of online purchases, while cash usage remains minimal at 5%.
India’s key ecommerce platforms
Flipkart and Amazon continue to lead the market, while platforms like Meesho, Nykaa, and AJIO gain ground. Social commerce platforms become increasingly popular, especially in smaller cities.
Brazil
Brazil commands attention as Latin America's ecommerce giant with its unique payment ecosystem and a digital marketplace that grows faster each year.
Brazil's ecommerce penetration rate
The adult population in Brazil shows an impressive 90% ecommerce penetration. This figure aligns closely with the country's remarkable 96% fintech and banking penetration. Brazilian online shoppers number 94 million, and experts project an addition of 3 million more by 2025.
Brazil's ecommerce market size
The Brazilian market guides Latin America's ecommerce sector with 55% of regional sales. Market value reached USD 346 billion in 2024, and showed 23.7% growth during 2025's first half. Market analysts expect expansion to USD 586 billion by 2027 with a strong CAGR of 19%. Brazilian consumers spend USD 89 per purchase and USD 1,269 annually.
Brazil mobile commerce trends
Mobile devices generate 72% of Brazil's ecommerce volume. Smartphones account for 70% of purchases. Recent data shows 77% of online shoppers used shopping apps in the last six months.
Brazil's preferred payment methods
| Payment Method | Market Share (2024) |
| PIX | 40% |
| Domestic Credit Cards | 34% |
| International Credit Cards | 10% |
| Boleto Bancário | 8% |
| Digital Wallets | 7% |
PIX has altered the map of Brazilian transactions. This instant payment system handles 50.5% of all SME payments. Experts predict PIX will overtake credit cards as Brazil's main online payment method in 2025.
Brazil's key ecommerce platforms
Mercado Livre dominates with a 35% market share and attracts 345.57 million monthly visits. The market includes other major players: Amazon Brasil (20%), Shopee (15%), Magazine Luiza (10%), and Americanas (8%).
Australia
Australia stands out as a mature ecommerce player in the Asia-Pacific region. The market uniquely balances traditional retail with digital breakthroughs in its distinctive ecosystem.
Australia's ecommerce penetration rate
The country's ecommerce penetration rate sits at 16.8%. While this places Australia outside the global top ten, momentum continues to build steadily upward. The rate has jumped considerably from around 10% before the pandemic. 9.8 million Australian households now participate in online shopping. This represents a 2.3% increase from previous years.
Australia's ecommerce market size
Australian ecommerce reached USD 81.13 billion in 2023. Market projections suggest growth at a CAGR of 8.2% through 2029. Local ecommerce dominates the space with 85.8% (USD 69.65 billion) of total sales. Cross-border transactions make up 14.1% (USD 11.47 billion). The retail category claims the largest share at 51.7% (USD 41.94 billion).
Australia mobile commerce trends
Desktop transactions still command 55% of ecommerce sales (USD 44.62 billion). This differs from global trends where mobile dominates. All the same, mobile commerce keeps gaining ground. 95% of Australians now shop using smartphones. Gen X (99%) and Millennials (97%) lead this shift.
Australia's preferred payment methods
| Payment Method | Market Share (2023) |
| Credit Cards | 36.7% |
| Debit Cards | 25.0% |
| BNPL | 13.0% |
| Bank Transfers | 12.0% |
| Digital Wallets | 11.2% |
Australia's key ecommerce platforms
Amazon Australia guides the market with 88 million monthly visits. eBay Australia follows with 51 million visits. The landscape includes other major players like Kogan.com, supermarket giants Woolworths and Coles. Retailers Big W, Kmart, JB Hi-Fi, The Iconic, and Bunnings round out the top platforms.
Philippines
The Philippines has become one of Southeast Asia's most dynamic digital retail markets. The country's focus on mobile technology drives rapid growth across its islands.
The Philippines' ecommerce penetration rate
Mobile wallet adoption surpassed 65% in 2024, which pushed digital payments to 52.8% of retail transaction volume in 2023. The number of e-money users grew dramatically from 8% in 2019 to 36% in 2021.
The Philippines' ecommerce market size
The market value stands at USD 17.65 billion in 2025 and should reach USD 33.65 billion by 2030 with a 13.78% CAGR. This represents one of Southeast Asia's fastest-growing ecommerce sectors, with 25% year-over-year growth.
Philippines mobile commerce trends
Smartphones generated 78.82% of sales in 2024. Projections show a 14.13% CAGR through 2030. Mobile devices account for more than 60% of all purchases. These numbers reflect the country's high internet usage and mobile adoption rates.
Philippines' preferred payment methods
| Payment Method | Market Share (2024) |
| Digital Wallets | 33% |
| Cards | 30% |
| Bank Transfers | 16% |
| Cash | 15% |
GCash dominates with 49.4% of wallet usage. PayMaya follows at 41.9% while GrabPay holds 7.5%.
The Philippines' key ecommerce platforms
Shopee leads the market with 51% of traffic and 69.13 million monthly visits. Lazada captures 24% market share with 19.91 million visits. TikTok Shop, Carousell, and Zalora complete the list of top platforms.
Vietnam
Vietnam leads Southeast Asia's digital economies thanks to its young population and digital adoption that grows faster each day.
Vietnam’s ecommerce penetration rate
The digital world in Vietnam shows impressive numbers, with internet penetration above 75%. This creates perfect conditions for digital commerce to thrive. Nearly half of urban households now make online purchases regularly.
Vietnam ecommerce market size
The ecommerce sector reached USD 24.9 billion in 2024, and experts project it will hit USD 239.3 billion by 2033. This is a big deal as it means that growth will maintain a CAGR of 26.20%. Higher internet usage, better incomes, and evolving shopping habits fuel this remarkable expansion.
Vietnam mobile commerce trends
Mobile shopping dominates with 70% of all ecommerce volume. An overwhelming 96% of Vietnamese consumers shop through their smartphones. Young consumers lead this shift as 70% of shoppers are under 35 years old.
Vietnam’s preferred payment methods
| Payment Method | Market Share (2024) |
|
Cash on Delivery
|
67% |
| Digital Wallets | 18% |
| Credit Cards | 8% |
| Debit Cards | 3% |
| Bank Transfers | 3% [804] |
Digital wallets such as MoMo, ZaloPay, and ShopeePay gain more users each day.
Vietnam's key ecommerce platforms
Shopee rules the market with a 62% share, while TikTok Shop has surged to 35%. Lazada, Tiki, and Sendo round out the major platforms. Shopee's popularity shows in its impressive 172.6 million monthly web visits.
Thailand
Thailand runs on social commerce and stands out as a fast-evolving hub in Southeast Asia. The country's unique shopping behaviors make it different from its neighbors.
Thailand's ecommerce penetration rate
Thai people love online shopping. More than half the population shops online, whatever their income might be. The digital economy added about 6% (USD 36 billion) to the national GDP in 2023. Experts believe this number will jump to 11% by 2027.
Thailand's ecommerce market size
The Thai ecommerce market hit USD 107.20 billion in 2024. Growth looks promising with analysts expecting a CAGR of 26.85% through 2033. The market could reach USD 1,156.38 billion. The Electronic Transactions Development Agency reported that ecommerce value touched 5.96 trillion baht in 2023.
Thailand mobile commerce trends
Smartphones rule shopping in Thailand, with 90% of people owning one. Mobile devices generate 80% of all ecommerce sales. People use their phones to browse products and make payments.
Thailand's preferred payment methods
| Payment Method | Market Share (2024) |
| Bank Transfers | 40% |
| Digital Wallets | 25% |
| Credit Cards | 19% |
| Cash on Delivery | 10% |
Thailand's key ecommerce platforms
Shopee guides the market as Thailand's biggest marketplace. About 75% of consumers use it monthly. Lazada follows with 67%, and TikTok captures 51% of users. Social commerce dominates the scene with 88% of consumers buying through these channels—the highest rate worldwide.
Comparison Table
| Country | Ecommerce Penetration Rate (2025) | Market Size | Mobile Commerce Share | Leading Payment Method | Leading Platform |
| China | 47% | USD 1.53T (2025) | 85% | Digital Wallets (82%) | Alibaba (44%) |
| Indonesia | 31.9% | USD 94.5B (2025) | 67% | Digital Wallets (35-39%) | Shopee (36%) |
| United Kingdom | 30.6% | USD 141.81B (2025) | 60% | Credit/Debit Cards (97%) | Amazon (86%) |
| South Korea | 30% | USD 147B (2025) | 75% | Credit Cards (58%) | Coupang (39.7%) |
| United States | 15.8% | USD 1.25T (2025) | 44% | Credit/Debit Cards (50%) | Amazon (40%) |
| Mexico | 14.2% | USD 97B (2024) | 78% | Debit Cards (38%) | Mercado Libre (15.4%) |
| Singapore | 14% | USD 8.9B (2024) | 65% | Credit Cards (42%) | Shopee (13M visits) |
| Japan | 13.7% | USD 380B (2024) | 56% | Credit Cards (63%) | Amazon (35%) |
| Canada | 11.7% | CAD 52B (2025) | 33% | Credit Cards (47%) | Shopify |
| Germany | N/A | USD 105.27B (2025) | 66% | PayPal (57-90%) | Amazon (461M visits) |
| France | 11% | €175.3B (2024) | 49% | Bank/Credit Cards (89%) | Amazon (45.1M visits) |
| India | 10-11% | USD 125B (2024) | 80% | Digital Wallets (50%) | Flipkart |
| Brazil | N/A | USD 346B (2024) | 72% | PIX (40%) | Mercado Livre (35%) |
| Australia | 16.8% | USD 81.13B (2023) | 45% | Credit Cards (36.7%) | Amazon (88M visits) |
| Philippines | N/A | USD 17.65B (2025) | 78.82% | Digital Wallets (33%) | Shopee (51%) |
| Vietnam | N/A | USD 24.9B (2024) | 70% | Cash on Delivery (67%) | Shopee (62%) |
| Thailand | N/A | USD 107.20B (2024) | 80% | Bank Transfers (40%) | Shopee (75%) |
Conclusion
Global ecommerce has altered the map of retail in a variety of markets. China leads the pack with an impressive 47% penetration rate. Online shopping has become the main way nearly half of China's population shops. Right behind China, Indonesia and the United Kingdom both show over 30% penetration, though each country took different paths to reach these numbers.
Mobile shopping powers this worldwide retail shift and will make up over 70% of all online sales by 2025. Countries like Vietnam, Thailand, and the Philippines show strong mobile shopping habits. Their mobile sales are a big deal as they mean that more than 70% of their ecommerce happens on phones. Each region also shows distinct payment choices. Digital wallets rule Asian markets, while credit cards remain the top choice in North America and Europe.
Different platforms lead in different parts of the world. Amazon rules Western markets like the United States, the United Kingdom, and Germany. Shopee has become the go-to platform in Southeast Asia, while Mercado Libre dominates Latin America. Companies that want to grow globally must adapt their plans to fit these local priorities instead of using one approach everywhere.
Looking at these 17 major ecommerce markets shows that online retail success is associated with more than just internet access. A country's ecommerce success depends on several factors: how people feel about online shopping, payment systems, delivery networks, and how many people use smartphones.
Companies need to understand each country's unique ecommerce landscape to win market share internationally. Global ecommerce will keep growing toward $8.3 trillion by 2025. The quickest way to succeed is to create strategies that fit each market's specific traits. Companies that understand and adapt to these different digital worlds will gain an edge in this competitive global market.
