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Did You Know?
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- Online shopping, also known as e-commerce, began to take shape in the late 1960s and early 1970s through early innovations like Electronic Data Interchange (EDI), which enabled business-to-business transactions
but weren’t designed for consumers. In 1979, English inventor Michael Aldrich made a breakthrough by connecting a modified television to a transaction-processing computer via a telephone line—his invention, known
as "teleshopping," laid the groundwork for consumer-facing e-commerce. The concept gained real traction in the 1990s with the rise of the World Wide Web and the launch of major platforms like Amazon and eBay in 1995.
Today, online shopping has become a global powerhouse, with the largest e-commerce markets including China, the United States, the United Kingdom, Japan, South Korea, Germany, France, India, Canada, and Spain.
- Largest E-Commerce markets (2025).
| Rank |
Country |
2025 Market Size (USD) |
Notable Platforms |
| 1 |
China |
$3.45 trillion |
Alibaba, JD.com, Pinduoduo |
| 2 |
United States |
$1.38 trillion |
Amazon, Walmart, eBay |
| 3 |
United Kingdom |
$195.7 billion |
Amazon UK, Tesco, Asos |
| 4 |
Japan |
$169.4 billion |
Rakuten, Amazon Japan |
| 5 |
South Korea |
$147 billion |
Coupang, Gmarket |
| 6 |
Germany |
$141.2 billion |
Amazon Germany, Otto, Zalando |
| 7 |
India |
$116 billion |
Flipkart, Amazon India, Meesho |
| 8 |
Indonesia |
$62 billion |
Tokopedia, Shopee |
| 9 |
France |
$51 billion |
Cdiscount, Fnac, Carrefour |
| 10 |
Canada |
$40 billion |
Amazon Canada, Walmart Canada |
- As of 2025, the United States hosts approximately 2.7 to 3.5 million online stores, including both large-scale platforms and smaller e-commerce operations. Among the major players, Amazon dominates with a 37.6% market share,
supported by over 1.1 million active U.S.-based sellers, while Shopify powers more than 700,000 U.S. storefronts. Other significant platforms include Etsy with 2.4 million sellers, WooCommerce with over 500,000 stores, and eBay
with around 1.2 million sellers. These platforms collectively shape a dense and diverse digital marketplace, ranging from household brands to niche boutiques, and continue to evolve through omnichannel strategies, influencer
marketing, and AI-driven personalization.
- As of 2025, Canada hosts approximately 580,000 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the major players, Amazon.ca leads the market with over 51 billion USD in annual
revenue, followed by Walmart.ca, Costco.ca, BestBuy.ca, and CanadianTire.ca, each serving millions of monthly visitors2. Additionally, platforms like Shopify power more than 700,000 Canadian storefronts, enabling small and medium-sized
businesses to compete in the digital marketplace. The country’s ecommerce sector is projected to reach 140.5 billion USD by the end of 2025, driven by mobile commerce, social media integration, and rising consumer demand.
- As of 2025, the United Kingdom hosts approximately 580,000 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the major players, Amazon leads with over 341.6 million monthly visits,
followed by eBay with 187.4 million, and Shopify, which powers more than 200,000 UK storefronts. Other notable platforms include ASOS, Etsy, Wayfair, OnBuy, Zalando, and ManoMano, each catering to specific niches such as fashion,
crafts, home goods, and DIY. These platforms collectively shape one of Europe’s most advanced digital marketplaces, with the UK’s ecommerce revenue projected to reach USD 265.14 billion in 2025.
- As of 2025, the European Union hosts approximately 1.2 to 1.5 million ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the most prominent pan-European marketplaces are Amazon,
eBay, Aliexpress, Zalando, Temu, Cdiscount, Otto, Bol, Allegro, and ManoMano, each serving millions of monthly visitors across multiple EU countries. These platforms dominate categories such as fashion, electronics, home goods,
and DIY, and collectively contribute to the EU’s projected USD 900 billion ecommerce revenue by 2028. With ecommerce penetration ranging from 10.2% to 26.5% of total retail sales, the EU remains a rapidly growing digital marketplace,
driven by mobile commerce, cross-border logistics, and AI-powered personalization.
- As of 2025, Germany hosts approximately 1.2 million ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the most prominent players are Amazon.de, which leads with over US$18.5 billion
in annual sales, followed by eBay.de, Otto.de, Zalando.de, Kaufland.de, and Temu, each serving millions of monthly visitors across diverse product categories. These platforms dominate Germany’s digital marketplace, which is projected
to reach €141 billion in online retail sales by the end of 20252. With over 77% of the population shopping online and mobile commerce accounting for 63% of ecommerce revenue, Germany’s online shopping ecosystem continues to expand
through omnichannel strategies, sustainability initiatives, and AI-powered personalization.
- As of 2025, France hosts approximately 311,970 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the most prominent players are Amazon.fr, which leads with over 45 million monthly
visitors, followed by Leboncoin, E.Leclerc, Fnac, Vinted, Temu, Carrefour, Booking.com, Cdiscount, and Lidl, each attracting tens of millions of users monthly. These platforms span categories from general merchandise and electronics
to fashion, groceries, and second-hand goods, reflecting France’s diverse and mature digital marketplace. The country’s ecommerce sector is projected to reach USD 88.77 billion in 2025, driven by mobile commerce, omnichannel strategies,
and a strong consumer preference for value, convenience, and sustainability.
- As of 2025, the Netherlands hosts approximately 85,000 to 110,000 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the most prominent players are Bol.com, the country’s leading
domestic marketplace, and Amazon.nl, which has rapidly gained market share since its 2020 launch. Other major platforms include Coolblue, Wehkamp, Zalando, H&M, and Albert Heijn, each serving millions of monthly visitors across categories
like electronics, fashion, and groceries2. The Dutch ecommerce market is projected to reach USD 37.23 billion in 2025, driven by near-universal internet access, mobile-first shopping habits, and widespread adoption of secure payment
systems like iDEAL, which processes over 1.3 billion transactions annually. With 17.5 million online shoppers—nearly the entire population—the Netherlands remains one of Europe’s most digitally advanced and competitive ecommerce landscapes.
- As of 2025, Spain hosts approximately 218,250 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the most prominent players are Amazon.es, which dominates with over 117.5 million
monthly users, followed by AliExpress, Shein, and Temu, which together account for 34% of online transactions. Local giants like El Corte Inglés, Milanuncios, and Wallapop also maintain strong market positions, while niche platforms
such as Fnac, Decathlon, and Leroy Merlin lead in specific categories like electronics, sports, and home improvement. Spain’s ecommerce market is projected to reach USD 63.26 billion in 2025, driven by mobile-first shopping habits,
cross-border demand, and government-backed digitalization initiatives.
- As of 2025, Sweden hosts approximately 74,980 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the major players, Amazon.se ranks as the most visited ecommerce site, followed by
Blocket.se, Tradera.com, Temu.com, and ClasOhlson.com. The market is moderately consolidated, with dominant platforms adopting strategies like acquisitions and partnerships to expand their reach3. Popular ecommerce engines include
WooCommerce (32.26% of stores), Shopify (28.47%), and Custom Cart (14.68%). Sweden’s ecommerce sector is projected to generate USD 14.83 billion in revenue by the end of 2025, driven by mobile-first shopping, cardless payments like
Swish, and rapid delivery innovations in urban centers.
- As of 2025, Denmark hosts approximately 60,570 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the major players, WooCommerce leads with 24,560 stores (40.55%), followed by
Shopify with 15,850 stores (26.16%), and Custom Cart with 10,730 stores (17.71%). Prominent platforms in terms of traffic and consumer engagement include dba.dk, Pricerunner.dk, Temu.com, Jemogfix.dk, and Coop.dk, each serving millions
of monthly visitors. Denmark’s ecommerce market is projected to reach USD 27.96 billion in 2025, driven by high internet penetration, mobile-first shopping habits, and government-backed digitalization initiatives.
- As of 2025, Norway hosts approximately 39,070 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the leading platforms, WooCommerce powers 13,110 stores (33.56%), followed by Shopify
with 10,260 stores (26.27%), and Custom Cart with 8,030 stores (20.55%). Prominent shopping platforms in terms of traffic and consumer engagement include finn.no, prisjakt.no, temu.com, clasohlson.com, and biltema.no, each serving
millions of monthly visitors. Norway’s ecommerce market is projected to generate USD 9.63 billion in revenue by the end of 2025, driven by high internet penetration, mobile-first shopping habits, and strong local demand for sustainable
and personalized retail experiences.
- As of 2025, Ireland hosts approximately 39,010 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the leading platforms, WooCommerce powers 15,880 stores (40.72%), followed by Shopify
with 13,220 stores (33.90%), and Custom Cart with 2,830 stores (7.24%). Prominent shopping platforms in terms of traffic and consumer engagement include Amazon.co.uk, Amazon.ie, DoneDeal.ie, Temu.com, and Ticketmaster.ie, each serving
millions of monthly visitors. Ireland’s ecommerce market is projected to generate USD 6.31 billion in revenue by the end of 2025, driven by mobile-first shopping habits, government-backed digitalization initiatives, and rising consumer
demand for convenience and sustainability.
- As of 2025, Iceland hosts approximately 5,470 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the leading ecommerce engines, WooCommerce powers 2,570 stores (46.97%), followed by
Shopify with 1,880 stores (34.33%), and Custom Cart with 316 stores (5.78%). Prominent platforms in terms of traffic and consumer engagement include Aha.is, Heimkaup.is, Netverslun.is, and Nammi.is, each catering to Iceland’s digitally
fluent population, which enjoys 99% internet penetration. Despite its small domestic market, Iceland’s ecommerce sector is projected to reach USD 1.04 billion in 2025, driven by mobile-first shopping habits, same-day delivery services in
Reykjavik, and government-backed digitalization initiatives.
- As of 2025, Finland hosts approximately 34,840 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the leading ecommerce engines, WooCommerce powers 12,700 stores (36.44%), followed by
Custom Cart with 10,680 stores (30.66%), and Shopify with 6,660 stores (19.13%). Prominent shopping platforms in terms of traffic and consumer engagement include Zalando, K-ruoka.fi, Foodie.fi, Verkkokauppa.com, and Tokmanni.fi, each
serving millions of monthly visitors across categories like fashion, groceries, and electronics2. Finland’s ecommerce market is projected to reach USD 12.74 billion in 2025, driven by mobile-first shopping habits, high internet penetration,
and strong consumer trust in digital transactions.
- As of 2025, China hosts approximately 45,500 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the most dominant players are Taobao, JD.com, Tmall, Pinduoduo, Xiaohongshu, Douyin,
Suning, Vipshop, and 1688, each serving hundreds of millions of monthly users across categories like fashion, electronics, groceries, and lifestyle goods3. These platforms collectively drive China’s massive ecommerce ecosystem, which
accounts for 47% of global online retail sales and boasts an 82.3% internet shopping penetration rate. With innovations like livestream shopping, AI-powered personalization, and drone delivery, China remains the world’s most advanced
and competitive digital marketplace.
- As of 2025, Hong Kong hosts approximately 46,140 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the leading ecommerce engines, Shopify powers 20,480 stores (44.38%), followed by
WooCommerce with 7,460 stores (16.16%), and Wix with 4,630 stores (10.03%). Prominent platforms in terms of traffic and consumer engagement include Taobao, Carousell, Amazon, HKTVmall, and Tmall, each serving millions of monthly visitors
across categories like fashion, electronics, and household goods. Hong Kong’s ecommerce market is projected to generate USD 5.34 billion in revenue in 2025, driven by mobile-first shopping habits, cross-border demand, and a strong digital
infrastructure that supports rapid delivery and personalized experiences.
- As of 2025, Taiwan hosts approximately 38,000 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the leading ecommerce engines, SHOPLINE powers 7,880 stores (20.74%), followed closely
by WooCommerce with 7,720 stores (20.33%), and Custom Cart with 7,510 stores (19.77%). Prominent shopping platforms in terms of traffic and consumer engagement include Shopee.tw, Momoshop.com.tw, 7-11.com.tw, Taobao, and Coupang, each
serving millions of monthly visitors across categories like fashion, electronics, and groceries. Taiwan’s ecommerce market is projected to reach USD 49.93 billion in 2025, driven by mobile-first shopping habits, high internet penetration,
and strong logistics infrastructure.
- As of 2025, Japan hosts approximately 199,460 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the most prominent players are Amazon Japan, which leads with over 692.96 million monthly
visitors, followed by Rakuten Ichiba with 494.8 million, and Yahoo! JAPAN Shopping, which attracts 118.2 million monthly users. Other major platforms include ZOZOTOWN, specializing in fashion, and au PAY Market, integrated with KDDI’s
mobile services. Popular ecommerce engines include BASE (73,560 stores), Shopify (36,270), and STORES (24,990), reflecting Japan’s diverse and tech-savvy digital marketplace. With ecommerce revenue projected to reach USD 186.93 billion
in 2025, Japan remains one of the world’s most competitive and innovative online shopping ecosystems.
- As of 2025, Vietnam hosts approximately 103,910 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the dominant players, Shopee and TikTok Shop jointly control 97% of gross merchandise
value (GMV) in Q1 2025, followed by other major platforms like Lazada, Tiki, and Sendo, which together make up the top five in terms of revenue and product volume. WooCommerce leads as the most popular ecommerce engine, powering 61,200
stores (58.9%), while Sapo, Custom Cart, and Haravan also hold significant market shares. Vietnam’s ecommerce market is projected to reach USD 39 billion by the end of 2025, driven by mobile-first shopping habits, social-commerce trends,
and government-backed digitalization initiatives.
- As of 2025, Thailand hosts approximately 19,730 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the most dominant players are Shopee, which leads with over 114.8 million monthly visits,
followed by Lazada, TikTok Shop, and Temu, each serving tens of millions of users across categories like fashion, electronics, and beauty3. Other notable platforms include Kaidee, Advice, Decathlon TH, JD Central, and Amazon, which,
despite lacking a localized Thai site, remains popular for cross-border purchases. WooCommerce powers the largest share of stores (40.6%), followed by Shopify (14.69%) and Wix (11.34%)1. Thailand’s ecommerce market is projected to
reach USD 49.1 billion by 2027, driven by mobile-first shopping habits, social commerce, and government-backed digitalization initiatives.
- As of 2025, South Korea hosts approximately 112,000 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the most dominant players are Coupang, often dubbed the “Amazon of Korea,” along
with Naver Shopping, Gmarket, 11Street, SSG.com, Wemakeprice, and Lotteimall, each serving tens of millions of monthly users across categories like electronics, fashion, groceries, and beauty. Coupang alone accounts for over 147 million
monthly visits, driven by its ultra-fast “Rocket Delivery” service2. South Korea’s ecommerce market is projected to reach USD 3.23 trillion in 2025, fueled by 94% internet penetration, mobile-first shopping habits, and innovations like
livestream commerce and AI-powered personalization. With platforms increasingly integrating social media, payment systems, and logistics into unified ecosystems, South Korea remains one of the world’s most advanced and competitive digital
marketplaces.
- As of 2025, the Philippines hosts approximately 19,050 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the dominant players, Shopee leads with over 69.13 million monthly visits,
followed by Lazada, Temu, Carousell, and TikTok Shop, each serving tens of millions of users across categories like fashion, electronics, and beauty. Shopify powers the largest share of stores (53.51%), followed by WooCommerce (26.04%)
and Wix (6.73%)1. The country’s ecommerce market is projected to reach USD 17.65 billion in 2025, driven by mobile-first shopping habits, social commerce, and government-backed digitalization initiatives such as the Philippine E-commerce
Roadmap 2022–2027.
- As of 2025, India hosts approximately 1.5 million ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the dominant players, Amazon India leads with over 40% market share, followed by Flipkart,
Meesho, Myntra, Nykaa, Ajio, Tata Cliq, and Snapdeal, each serving tens of millions of monthly users across categories like fashion, electronics, groceries, and beauty2. The country’s ecommerce market is projected to reach USD 137.21 billion
in 2025, driven by mobile-first shopping habits, widespread UPI adoption, and government-backed initiatives like Digital India and ONDC. With over 220 million internet buyers and rising participation from Tier-2 and Tier-3 cities, India remains
one of the world’s fastest-growing and most diverse digital marketplaces.
- As of 2025, Indonesia hosts approximately 37,680 ecommerce-enabled websites, including both large-scale platforms and smaller online stores. Among the dominant players, Shopee leads with over 133.1 million monthly visits, followed by
Tokopedia, TikTok Shop, Blibli, Lazada, and Bukalapak, each serving tens of millions of users across categories like fashion, electronics, and groceries. WooCommerce powers the largest share of stores (58.27%), followed by Custom Cart (16.34%)
and Shopify (15.17%)1. Indonesia’s ecommerce market is projected to reach USD 90.35 billion in 2025, driven by mobile-first shopping habits, social commerce, and government-backed initiatives like Making Indonesia 4.0, which has onboarded
over 19 million MSMEs into the digital economy.
- As of 2024, U.S. shopping-center retail sales are estimated to have totaled approximately $5.93 trillion, representing 81.6% of total retail revenue. This marks a significant increase from the $2.26 trillion recorded in 2020,
reflecting the resilience of brick-and-mortar retail despite the rise of ecommerce. In contrast, online retail sales reached $1.34 trillion in 2024, accounting for 18.4% of total retail revenue. Overall, U.S. retail sales climbed to
$7.26 trillion in 2024, up 2.7% from the previous year.
- As of 2025, social media adoption among U.S. shopping centers has surged, with an estimated over 85% maintaining active Facebook pages and nearly 60% using X (formerly Twitter) for customer engagement. While Facebook remains the
most widely used platform—especially among users over 35—Instagram and TikTok have gained significant traction, particularly for visual merchandising and influencer-driven campaigns. Additionally, 74% of shopping centers post 1–2 times
per day, aligning with consumer expectations for brand visibility and engagement2. This marks a notable increase from 2011, when only 53.9% used Twitter and 63.2% had a Facebook page, reflecting the growing importance of social commerce and digital outreach.
- As of 2025, several U.S. states offer full or partial sales tax exemptions on clothing. States with no sales tax at all—hence clothing is entirely tax-free—include Delaware, Montana, New Hampshire, and Oregon. Minnesota, New Jersey,
Pennsylvania, and Vermont provide full exemptions on most clothing items, though accessories and specialty gear may still be taxed. Massachusetts exempts clothing up to $175 per item, New York up to $110 per item, and Rhode Island up to
$250 per item, taxing only the excess amount. Additionally, many states host sales tax holidays, typically during back-to-school seasons, allowing temporary tax-free clothing purchases.
- In the U.S., goods are subject to either sales tax or consumer’s use tax, but not both. In states like Virginia, if you purchase items—especially through
online retailers or out-of-state vendors—without paying sales tax at the time of purchase, you're required to pay use tax instead. This tax applies to goods you buy, lease, or rent for use, storage, or consumption in Virginia, and is levied
at the same rate as sales tax: typically 5.3% statewide, but rising to 6–7% in certain localities. Use tax is reported when filing your Virginia income tax return or submitted separately using Form CU-7, helping ensure fair taxation across
all purchasing channels.
- Global ecommerce sales are on a robust upward trajectory, with 2024 figures projected to reach $6.09 trillion, reflecting an 8.4% increase from the previous year. The number of online shoppers worldwide is expected to climb to 2.71 billion,
while mobile commerce alone will account for $2.07 trillion, underscoring the growing preference for shopping on smartphones and tablets. Dominating the digital retail space are online marketplaces like Taobao, Tmall, and Amazon, with Taobao
continuing to lead in gross merchandise value. By 2025, global ecommerce sales are anticipated to hit $6.86 trillion, driven by 2.77 billion online consumers and mobile shopping’s expanding footprint. Ecommerce is set to comprise 21% of all
retail purchases worldwide, reaffirming its status as an essential engine of global commerce.
- Statically, in 2021, around 2.14 billion people worldwide purchased goods online with ecommerce sales at estimated $4.891 trillion;
63% of shoppers bought goods online, and around half of these consumers shopped more on mobile. Online marketplace sites operated by Alibaba, Amazon, and eBay accounted for more than 50% of global web sales.
Chinese platform Taobao was the biggest online marketplace with a online sale of $515 billion while Tmall and Amazon ranked second and third with annual $432 and $344 billion sales, respectively.
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