Ecommerce Market Size by Country (2026 Update)
Global ecommerce continues its expansion, with sales projected to reach $6.88 trillion in 2026 — up from $6.4 trillion in 2024. That's 21% of all retail sales happening online.
But the story isn't just about growth. It's about where that growth is happening, who's leading, and where the opportunities are.
This guide breaks down ecommerce market size by country, including the largest markets, fastest-growing regions, and penetration rates that reveal how much runway each market still has.
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The Global Ecommerce Market at a Glance
The 10 Largest Ecommerce Markets by Revenue
Here's an up to date list of the world's top ecommerce markets, along with their value, and the relative dominance of ecommerce in each country:
1. China ($3.45 trillion)
China isn't just the largest ecommerce market; it's larger than the next several markets combined.
Chinese consumers generated over $3.4 trillion in online sales in 2025, representing roughly 50% of global ecommerce.
- Ecommerce penetration: 47%
- Mobile commerce share: 92% of online shoppers use smartphones
- Key platforms: Taobao, Tmall, JD.com, Pinduoduo
What sets China apart isn't just scale, it's integration.
Social commerce, livestream shopping, and super-apps have blurred the lines between entertainment and shopping in ways Western markets are only beginning to adopt.
2. United States ($1.38 trillion)
The US ecommerce market continues steady growth, projected to reach $1.88 trillion by 2029.
While penetration remains lower than China or the UK, the sheer size of the American consumer market makes it the world's second-largest.
- Ecommerce penetration: 15.8%
- Mobile commerce share: 76% of adults purchase via smartphone
- Growth rate: 10.5% YoY
- Key platforms: Amazon, Walmart, eBay, Shopify merchants
The US market is mature but far from saturated. With penetration below 16%, there's significant room for growth, particularly in categories like grocery and B2B that have been slower to move online.
3. United Kingdom ($195 billion)
The UK is Europe's largest ecommerce market and ranks third globally. British consumers have embraced online shopping at rates exceeding most Western countries.
- Ecommerce penetration: 30.6%
- Mobile commerce: Projected to hit £100 billion ($125B) in 2025
- Key platforms: Amazon UK, ASOS, Tesco, Argos
The UK's high penetration rate means growth is slowing compared to emerging markets, but the market remains highly attractive for established brands.
4. Japan ($169 billion)
Japan's ecommerce market is expected to grow at 9.2% CAGR, reaching $263 billion by 2029. The market is characterized by sophisticated consumers and strong domestic platforms.
- Ecommerce penetration: ~15%
- Key platforms: Rakuten, Amazon Japan, Yahoo! Shopping
Japan presents unique challenges for foreign brands, including language barriers and preference for domestic platforms, but offers strong purchasing power.
5. South Korea ($147 billion)
South Korea punches above its weight in ecommerce, with one of the highest mobile commerce adoption rates globally.
- Ecommerce penetration: 30%
- Mobile share: 77% of ecommerce sales expected via mobile by 2026
- Key platforms: Coupang, Gmarket, 11Street
Korean consumers are early adopters of new commerce trends, making the market a testing ground for innovations like quick commerce and social shopping.
6. Germany ($140 billion)
Germany is the largest ecommerce market in continental Europe and a gateway for brands expanding across the EU.
- Ecommerce penetration: ~18%
- Growth rate: 4-5% annually
- Key platforms: Amazon.de, Otto, Zalando
German consumers prioritize quality and sustainability, and have strong preferences for local payment methods (invoice payment is common).
7. India ($136 billion)
India is the fastest-growing major ecommerce market, with projections showing it could reach $345 billion by 2030. The market has grown from 140 million online shoppers in 2020 to 260 million in 2024.
- Ecommerce penetration: ~5%
- Growth rate: 17-22% annually
- Mobile share: 88% of online shoppers use smartphones
- Key platforms: Flipkart, Amazon India, Myntra, Meesho
India's low penetration rate represents enormous opportunity. As internet access expands beyond major cities and digital payment adoption increases, growth will accelerate.
8. France ($92 billion)
France rounds out the top European markets with steady growth and strong domestic platform presence.
- Ecommerce penetration: ~17%
- Key platforms: Amazon.fr, Cdiscount, Fnac, Veepee
9. Canada ($88 billion)
Canada benefits from proximity to US supply chains while maintaining its own distinct consumer preferences.
- Ecommerce penetration: ~12%
- Key platforms: Amazon Canada, Walmart Canada, Canadian Tire
10. Indonesia ($94 billion)
Indonesia is Southeast Asia's largest ecommerce market and one of the fastest-growing globally.
- Ecommerce penetration: 31.9%
- Growth rate: 20%+ annually
- Key platforms: Tokopedia, Shopee, Bukalapak, Lazada
Fastest-Growing Ecommerce Markets
While China and the US dominate in absolute size, the fastest growth is happening elsewhere.
Southeast Asia is growing at a particularly fast rate, as are several markets in Latin America.
Top 10 by Growth Rate (2025)
Regional Highlights
Southeast Asia is the fastest-growing region for ecommerce, with 18.6% growth and a path to $230 billion GMV by 2026.
By 2027, 88% of the region's population (402 million users) is expected to shop online.
Latin America has reclaimed its position as the fastest-growing regional market at 12.2% growth in 2025.
Brazil, Mexico, and Argentina account for 84.5% of regional sales. Mexico is on track to surpass US ecommerce penetration levels by 2026.
India remains the standout emerging market opportunity. With only 5% ecommerce penetration in a country of 1.4 billion people, the addressable market for growth is massive.
Ecommerce Penetration by Country
Penetration rate (the percentage of total retail sales happening online) reveals how dominant ecommerce is in each country - as well as how much room each market has to grow.
Let's take a look at several notable markets, and how dominant online shopping is in each one.
What Penetration Rates Tell Us
High penetration markets (30%+) like China, South Korea, and the UK offer less growth upside but stable, predictable demand. Competition is fierce.
Mid-penetration markets (15-25%) like the US, Germany, and France have room to grow but face structural challenges (established retail, logistics complexity).
Low penetration markets (<15%) like India, Latin America, and parts of Southeast Asia offer the highest growth potential but also higher execution risk (infrastructure, payments, logistics).
Mobile Commerce: The Dominant Channel
Mobile commerce (mcommerce) accounts for 59% of global ecommerce sales - that's $4 trillion in 2025. In some markets, it's even higher.
Mobile Share by Country
The mobile-first trend is irreversible.
In emerging markets especially, consumers are skipping desktop entirely and shopping exclusively on smartphones.
In the near future, we can only expect mobile shopping to become more dominant.
What This Means for Ecommerce Brands
Let's take a look at the practical implications of these statistics if you're running an ecommerce company - whether it's in the US, UK, or any other part of the world.
If you're targeting growth markets:
- Prioritize mobile. In India, Indonesia, and Latin America, mobile-first isn't a strategy; it's a requirement.
- Understand local payment preferences. Credit cards aren't universal. Digital wallets, bank transfers, and even cash-on-delivery dominate in many markets.
- Invest in localization. Language, currency, and cultural preferences vary dramatically. A US-centric approach won't work.
- Consider marketplace presence. In most emerging markets, local marketplaces (Mercado Libre, Shopee, Flipkart) have stronger consumer trust than independent stores.
If you're in mature markets:
- Focus on retention over acquisition. Growth is slowing. LTV matters more than CAC in saturated markets.
- Mobile app investment pays off. With mobile commerce growing even in mature markets, a native app creates stickier customer relationships.
- Differentiation through experience. When price competition is fierce, experience becomes the differentiator.
MobiLoud and Global Ecommerce
For ecommerce brands expanding globally or looking to capture mobile commerce growth, having a native mobile app is increasingly essential; particularly in mobile-first markets like India, Southeast Asia, and Latin America.
MobiLoud lets ecommerce brands extend their existing website into native iOS and Android apps without rebuilding their tech stack. Your website powers the app; we add native app capabilities on top.
This approach is particularly valuable for:
- Brands entering mobile-first markets where app usage exceeds mobile web
- Established stores wanting to increase retention through push notifications
- Multi-market brands who don't want to build separate apps for each region
MobiLoud has an extended track record helping multi-language and multi-country brands launch mobile apps. Our process makes it far more affordable, and far easier than legacy development methods or other mobile app solutions that aren't set up to handle complex, global storefronts.
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Data Sources
This article synthesizes data from multiple industry sources including Statista, eMarketer, Shopify Enterprise, Trade.gov, and regional market research firms. Figures represent 2025 estimates and 2026 projections as of February 2026.
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