Ecommerce is no longer a niche channel — it is central to global commerce.
In 2024, global ecommerce sales reached approximately $6.8 trillion, and forecasts suggest ecommerce will exceed $8.1 trillion by 2026.
Digital retail now accounts for an ever-growing share of total consumer spending, fueled by shifting habits, mobile adoption, and global connectivity.
The following data outlines the ecommerce ecosystem — performance, growth, consumer behavior, and the most important trends shaping online shopping today.
Key Ecommerce Stats
- Global online sales are huge and still growing — ecommerce is expected to bring in about 6.4 trillion USD in 2025, with continued growth into 2026 and beyond.
- Ecommerce already makes up about one fifth of all global retail sales, showing how deeply online shopping is woven into retail.
- Forecasts suggest ecommerce’s share of total retail sales could climb to above 22 percent by 2028 as more buyers shift online.
- Some reports show global online sales could top nearly 7 trillion USD in 2025, up strongly from previous years.
- Across the world, mobile shopping is a key driver — in many markets more than half of ecommerce sales are made on phones or tablets.
- A large portion of online shoppers — around 79 percent of smartphone users — have bought something on their phone in the past six months.
- Ecommerce is not just about retail sites purchase options on social media and marketplaces are expanding rapidly, and platforms like TikTok Shop can rival long-standing players in sales volume.
- Cross-border ecommerce is booming too, with the global market expected to grow from about 551 billion USD in 2025 to over 2 trillion USD by the early 2030s.
- In major emerging markets, holiday and festival seasons now produce sharp spikes in online sales, with some regions reporting double-digit growth in short periods.
- Consumer habits are shifting — in some studies over half of consumers plan to buy more online than in physical stores in the near future.
How Big Is Ecommerce Worldwide?
Ecommerce’s share of retail continues expanding.
In 2024, global retail ecommerce sales were around $6.8 trillion, up from approximately $4.9 trillion in 2021. Growth forecasts estimate ecommerce will exceed $8.1 trillion by 2026.
Across the European Union in 2024:
- Over 57% of individuals aged 16–74 made an online purchase in the previous 12 months.
- Approximately 78% of users in the Netherlands purchased online, making it one of the highest adoption markets in the EU.
These figures show how entrenched ecommerce has become as a consumer paradigm.
How Much Ecommerce Contributes to Overall Retail?
Ecommerce is not simply growing — it is taking market share from traditional retail.
In 2024:
- Online retail accounted for roughly 20% of total retail sales worldwide.
- In some European countries, online purchases exceeded 25% of total retail.
Across age groups and regions, consumers increasingly prefer digital channels for buying goods, not just services.
What Are Consumer Shopping Behaviors Online?
Consumer ecommerce behavior shows persistent patterns.
Across major markets:
- A majority of online shoppers make purchases at least once per month.
- Electronics & media, fashion, and furniture categories continue leading ecommerce spending.
- High-frequency categories like grocery, health, and beauty are showing the fastest year-over-year growth.
Mobile plays a key role:
- Roughly 70% of ecommerce traffic comes from mobile devices, with mobile also driving a growing share of transactions.
- In many regions, over 60% of digital shoppers use smartphones to browse and purchase.
These behaviors underscore the importance of mobile-first design and checkout optimization.
How Are Different Generations Shopping Online?
Online buying trends vary by age group.
Young adults (18–34) show the highest ecommerce frequency, with over 80% purchasing online regularly. Older cohorts are closing the gap, with more than 65% of users aged 55+ making online purchases.
Consumers also demonstrate loyalty behaviors:
- A significant share of online shoppers have multiple retailer accounts.
- Repeat purchases and subscription buying continue to grow in categories like personal care and household goods.
Such patterns indicate ecommerce is not just for discovery — it’s now a preferred buying channel for many demographics.
What Are Key Ecommerce Growth Drivers?
Several structural forces are accelerating ecommerce adoption:
1. Mobile Commerce Growth
- Mobile accounts for the majority of ecommerce traffic.
- Conversion rates on mobile are increasing as experiences improve.
2. Cross-Border Shopping
Consumers increasingly buy from international merchants. In the EU, a large percentage of online shoppers purchased from sellers in other EU countries, particularly those near borders.
3. Social Commerce Integration
Social platforms now drive both discovery and purchases, linking browsing with seamless checkout flows.
4. Expanding Digital Payments
Digital wallets, buy-now-pay-later options, and localized payment methods support higher conversions.
Together, these forces reshape online commerce and require flexible, omnichannel ecommerce strategies.
How Do Ecommerce Conversion Rates Compare?
Conversion rates vary by region and device.
- Desktop tends to convert at a higher rate than mobile, but mobile checkout optimization reduces this gap.
- Average ecommerce conversion rates globally range from 1.5% to 3.5%, with category, price point, and funnel usability influencing outcomes.
Sites with advanced personalization, friction-free checkout, and strong UX designs report above-average conversion performance.
How Important Is Customer Experience in Ecommerce?
Customer experience (CX) is now a competitive differentiator.
Online shoppers increasingly expect:
- Fast and transparent shipping
- Easy returns
- Personalized recommendations
- Responsive customer support
Sites that excel in these areas see higher retention and lifetime value. In fact,
- Consumers are more likely to repeat purchases with retailers offering seamless post-purchase tracking and easy returns.
- Merchants that invest in UX and loyalty programs report higher customer retention rates.
Ecommerce success is now defined by the entire customer journey — not just price or selection.
How Is Ecommerce Adoption Changing Across Markets?
Adoption rates vary regionally.
In the European Union:
- More than half of individuals shop online
- Countries like the Netherlands, Denmark, and Germany have higher-than-average ecommerce participation
Emerging markets often show the fastest growth rates, as improved internet access and mobile penetration unlock new consumer segments.
These patterns suggest that while mature markets lead in volume, growth potential remains strongest where ecommerce penetration is still rising.
How Do Online and Offline Returns Compare?
Returns remain a challenge for ecommerce.
Compared with brick-and-mortar, online purchases have higher return rates, particularly in categories like fashion and footwear. Retailers mitigate this through:
- Clear size guides
- Virtual try-on tools
- Flexible return policies
Managing returns efficiently is essential for profitability in ecommerce.
What Future Trends Will Influence Ecommerce?
Several trends are shaping ecommerce beyond 2026:
Artificial Intelligence in Shopping
AI-powered product recommendations, dynamic pricing, and automated support chatbots are becoming mainstream.
Sustainability Preferences
Eco-conscious shoppers increasingly choose merchants with transparent environmental practices.
Same-Day or Instant Delivery
As logistics efficiency improves, consumers expect faster fulfillment windows.
Omnichannel Integration
Blended online/offline retail experiences — such as buy-online-pickup-in-store — continue growing.
These trends will define competitive advantage in the next phase of ecommerce evolution.
Final Observations
Ecommerce is no longer just a growth opportunity. It is a core part of global retail, driven by mobile adoption, seamless experience design, and evolving consumer behavior.
Key takeaways:
- Global ecommerce sales exceed $6.8 trillion
- Digital retail represents ~20% of total retail
- Mobile drives the majority of ecommerce interactions
- Consumers across age groups now prefer online shopping
- Emerging markets show the largest relative growth
For brands, these statistics highlight the need to optimize online stores for performance, experience, and cross-border reach.
Sources
- Eurostat — E-commerce statistics explained
- Statista — Ecommerce Online Shopping Topic Overview
- DiviFlash — Ecommerce Statistics & Trends Summary
- SellersCommerce — Ecommerce Statistics You Need to Know
- Elementor — Ecommerce Statistics & Insights