Shopping online is a habit almost everywhere now. In most large economies, it’s an everyday way to buy groceries, clothes, electronics and everything in between.
But how big that habit is changes a lot from one country to the next. In the UK, more than a quarter of retail sales happen online. In Brazil, it’s closer to one in 15.
And two countries tower over the rest. China and the US together sell about three times as much online as the next ten markets combined.
This guide covers the latest ecommerce market size for 15 countries, each from a named and dated source. You’ll see the biggest markets, how much of retail has moved online in each, where growth is fastest and how much happens on phones.
Which Countries Have the Largest Ecommerce Markets?
China has the largest ecommerce market in the world, with about $1.82 trillion in online sales of goods in 2025. The US is second at $1.23 trillion, and no other country comes close.
South Korea, the UK, Germany, Japan and France make up the next tier, each with roughly $85 billion to $190 billion a year in online sales. Indonesia and India follow just behind.
| Name | Online sales (US$) |
|---|---|
| China | |
| United States | |
| South Korea | |
| United Kingdom | |
| Germany | |
| Japan | |
| France | |
| Indonesia | |
| India | |
| Canada | |
| Australia | |
| Brazil | |
| Mexico | |
| Thailand | |
| Vietnam |
Every country measures ecommerce its own way, so read the ranking as a guide rather than an exact league table. Most of these figures count goods sold online to consumers.
South Korea’s figure also includes services such as food delivery and travel. On goods alone, Korea would rank below the UK.
| Country | Online sales | In local currency |
|---|---|---|
| 1. China | $1.82 trillion | 13.09 trillion yuan |
| 2. United States | $1.23 trillion | $1.23 trillion |
| 3. South Korea | $191 billion | 272 trillion won |
| 4. United Kingdom | $175 billion | About £133 billion |
| 5. Germany | $104 billion | €92.3 billion |
| 6. Japan | $100 billion | 15.2 trillion yen |
| 7. France | $86 billion | €76.1 billion |
| 8. Indonesia | $71 billion | About 1,170 trillion rupiah |
| 9. India | $65–66 billion | About 5.7 trillion rupees |
| 10. Canada | $54 billion | C$73.7 billion |
| 11. Australia | $53 billion | A$82.6 billion |
| 12. Brazil | $53 billion | R$295.6 billion |
| 13. Mexico | $49 billion | MX$941 billion |
| 14. Thailand | $33 billion | About 1.08 trillion baht |
| 15. Vietnam | $25 billion | About 620 trillion dong |
How Big Is Ecommerce Worldwide?
It’s hard to put a definitive number on the global ecommerce market, because only some countries measure it - and each one does it differently. Added together, figures from the biggest individual ecommerce markets come to about $4.1 trillion in online sales for 2025.
Regional studies fill in some of the gaps:
- Europe: B2C ecommerce across 38 European countries reached €911 billion (about $1 trillion) in 2025, up 7%, according to Ecommerce Europe. It expects €961 billion in 2026.
- Online shoppers in Europe: 75% of Europeans aged 16 to 74 bought something online in 2025, according to the same report.
- Southeast Asia: ecommerce sales across ten Southeast Asian countries reached $191 billion in 2025 and are expected to reach $226 billion in 2026, according to e-Conomy SEA.
- Business ecommerce: counting sales between businesses too, companies in 43 economies sold almost $27 trillion online in 2022, according to UN Trade and Development. Most of that was business-to-business.
How Big Is Ecommerce in Each Country?
Each country has its own source for ecommerce sales, usually a statistics office or trade body reporting on the market size. Here’s the latest figure for each, what it measures and how fast it’s growing.
China
China’s online retail sales of physical goods reached 13.09 trillion yuan in 2025, about $1.82 trillion, according to the National Bureau of Statistics. That’s 26.1% of all retail sales of consumer goods, and 5.2% more than in 2024.
Counting services and virtual goods as well, Chinese shoppers spent 15.97 trillion yuan online (about $2.22 trillion), up 8.6%. Growth in goods has eased since: online sales of goods rose 4.3% in the first eight months of 2026.
United States
US retail ecommerce sales reached $1.23 trillion in 2025, according to the Census Bureau. That’s 16.4% of all retail sales, and 5.4% more than in 2024.
Growth has picked up in 2026. In the second quarter, Americans spent $340.2 billion online (seasonally adjusted), 12.2% more than a year earlier, and online’s share of retail reached 17.1%.
South Korea
South Koreans spent 272 trillion won online in 2025, about $191 billion, according to the Ministry of Data and Statistics, formerly Statistics Korea. Growth slowed to 4.9%, the smallest increase since the current series began in 2017.
Korea’s figure includes services. Food delivery made up 15.3% of the total and travel and transport another 12.5%, so goods alone come to less than $140 billion.
United Kingdom
British retailers sold about £2.5 billion a week online in 2025, or roughly £133 billion ($175 billion) over the year, according to the Office for National Statistics. The ONS figures cover Great Britain.
Online sales made up 27.5% of all retail sales in 2025, up from 27.1% in 2024. That’s the highest online share of any country in this guide.
Germany
Germany’s online retail sales reached €92.3 billion in 2025 ($104 billion), up 3.9%, according to the HDE Online Monitor from the German Retail Federation. Online made up 13.5% of retail.
HDE counts only goods, after returns and without VAT. It expects online sales to grow 4.3% in 2026, compared with 1.6% for stores.
Japan
Japanese consumers bought 15.2 trillion yen of goods online in 2024 (about $100 billion), according to Japan’s Ministry of Economy, Trade and Industry. That’s 9.8% of all goods sales, up from 9.4% a year earlier.
Including services and digital content, Japan’s B2C ecommerce market reached 26.1 trillion yen ($172 billion), up 5.1%. METI’s 2024 survey is the latest available.
France
French shoppers spent €196.4 billion online in 2025, up 7%, according to FEVAD, the French ecommerce federation. Services such as travel made up most of it.
Sales of products came to €76.1 billion ($86 billion), up 4%. FEVAD estimates that ecommerce is now about 12% of French retail, and that 42.2 million people, 80% of those aged 16 to 74, shop online.
India
India’s e-retail market reached $65 billion to $66 billion in 2025, according to Bain & Company and Flipkart. It grew 19% to 21% over the year, and the number of online shoppers has doubled in five years to 290 million to 300 million.
That’s still only 6% to 6.5% of Indian retail. Bain expects the market to reach $170 billion to $180 billion by 2030, when online would be 10% to 12% of retail spending.
Southeast Asia
Indonesia is Southeast Asia’s largest ecommerce market, with an estimated $71 billion in 2025, according to the e-Conomy SEA report from Google, Temasek and Bain. Thailand ($33 billion), Vietnam ($25 billion), the Philippines ($24 billion) and Malaysia ($20 billion) follow.
These are GMV figures, the total value of orders on online platforms. The report’s 2026 edition puts the six largest markets at $188 billion in 2025, up 20%.
Canada and Australia
Canadian retailers earned C$73.7 billion ($54 billion) from ecommerce in 2024, up 9.0%, according to Statistics Canada. In June 2026, online sales made up 7.7% of retail trade.
Australians spent A$82.6 billion ($53 billion) online in 2025, up 14%, according to the Australia Post eCommerce Report. Australia Post estimates that online is now 24% of all retail spending, based on bank transaction data.
Brazil and Mexico
Brazil’s ecommerce sales reached R$295.6 billion ($53 billion) in 2025, up 20%, according to FecomercioSP, which draws on government data from the trade ministry and IBGE. That’s equal to 6.5% of the country’s store-based retail sales.
Mexico’s retail ecommerce reached 941 billion pesos ($49 billion), up 19.2%, according to AMVO, the Mexican online sales association. AMVO estimates that’s 17.7% of Mexican retail, and 77.2 million Mexicans shopped online in 2025.
Where Is Online Shopping the Biggest Share of Retail?
Of the large markets that measure it, online shopping takes the biggest share of retail in the UK, where 27.5% of sales were made online in 2025, and China, at 26.1%. The US sits in the middle at 16.4%, and online is still under a tenth of retail in Japan, Canada, Brazil and India.
| Name | Share of retail sales |
|---|---|
| United Kingdom | |
| China | |
| Australia | |
| Mexico | |
| United States | |
| Germany | |
| France | |
| Japan | |
| Canada | |
| Brazil | |
| India |
A high online share tells you shoppers already buy online by default. A low one means more of the market is still to move online, which is why Bain expects India’s share to reach 10% to 12% by 2030.
The UK may show where mature markets level off. Its online share peaked at 30.7% in 2021, during the pandemic, and has stayed between 26.6% and 27.5% every year since. Compared with that, the US share is still climbing quarter by quarter, from 16.3% in mid-2025 to 17.1% a year later.
Which Ecommerce Markets Are Growing Fastest?
India, Brazil, Southeast Asia and Mexico are the fastest-growing ecommerce markets in this guide, each growing about 19% to 21% in 2025. The biggest and most mature markets grew around 4% to 7%.
| Market | Growth in online sales |
|---|---|
| India | 19% to 21% (2025) |
| Brazil | 20% (2025) |
| Southeast Asia (six largest markets) | 20% (2025) |
| Mexico | 19.2% (2025) |
| Australia | 14% (2025) |
| Canada | 9.0% (2024) |
| Europe (38 countries) | 7% (2025) |
| France | 7% (2025); products 4% |
| United States | 5.4% (2025); 12.2% in Q2 2026 |
| China | 5.2% for goods (2025) |
| Japan | 5.1% (2024); goods 3.7% |
| South Korea | 4.9% (2025) |
| Germany | 3.9% (2025) |
Faster growth often comes from a smaller base. India’s market grew about a fifth in 2025, but it’s still less than half the size of the UK’s in dollars, in a country with more than 20 times as many people.
The US is the exception among the giants. After four years of single-digit growth, its online sales jumped 12.2% year on year in the second quarter of 2026.
How Much Online Shopping Happens on Phones?
Phones now carry most online shopping in the countries that measure it. In South Korea, more than three-quarters of online spending happened on a phone in 2025.
| Country | Mobile commerce share |
|---|---|
| South Korea (2025) | 77.6% |
| Japan (2024) | 61.7% |
| United States (2025 holidays) | 56.4% |
Korean shoppers spent 211 trillion won of their 272 trillion won online on mobile in 2025. In Japan, smartphone purchases of goods grew 9.0% in 2024, more than twice as fast as online goods sales overall.
In the US, Adobe found that smartphones carried 56.4% of online holiday spending in 2025, up from 54.5% a year earlier. There’s more on the US numbers in our mobile commerce statistics.
What These Numbers Mean
Beyond the size of each market, the figures point to a few broader shifts in how the world shops online.
- Online shopping is still growing everywhere. Online sales grew in every country in this guide in their latest year, from about 4% in Germany and South Korea to about 20% in India, Brazil and Southeast Asia.
- Marketplaces carry a large share of sales. In Germany, 56.7% of online sales went through marketplaces such as Amazon in 2025, according to HDE.
- Discovery is moving to video and social. Video commerce was expected to make up a quarter of Southeast Asia’s ecommerce in 2025, and in Mexico, social networks have overtaken search engines as the main way people discover products, according to AMVO.
- Delivery keeps getting faster. In India, 16% to 17% of e-retail already runs through quick commerce platforms that deliver in under 30 minutes, according to Bain.
- The phone is where most of it happens. Wherever it’s measured, most online shopping now happens on a phone, on iPhone and Android in very different mixes from country to country.
As more of retail moves online, growth depends more on bringing existing customers back than on finding new ones. In the most mature markets, where about a quarter of retail is already online, that makes retention one of the main ways online stores keep growing.
Building for Mobile Shoppers with MobiLoud
A mobile app is best suited to the shoppers that mature, mobile-heavy markets depend on: repeat customers buying on their phones. It puts your store on their home screens and lets you reach them with push notifications, two things a mobile website struggles to do.
MobiLoud transforms your website into a custom native app, powered by the same underlying code as your website. We build the app from your existing site, with a fully custom native design for the phone, push notifications, app-only pages and native features where you need them.
Your app launches with everything you’ve already built for each market, including the languages, currencies and storefronts you sell through. Our team builds, launches and looks after it, so there’s nothing for your team to maintain.
We’ve helped over 2,000 brands launch an app this way, including major global brands like John Varvatos, Jack & Jones and Tadashi Shoji.
Final Thoughts
China and the US are the world’s two ecommerce giants. On the figures in this guide, they sell about three times as much online as the next ten countries combined.
But size is only part of the picture. The UK shows where a mature market levels off, with about a quarter of retail online, and South Korea shows how completely shopping can move to the phone. India, Southeast Asia, Mexico and Brazil show where the fastest growth is coming from.
Whichever markets you sell in, the direction is the same. Online sales grew in every country in this guide, and wherever it’s measured, most of that shopping now happens on a phone.
