Countries with the highest eCommerce penetration in 2024

  • United Kingdom leads global e-commerce with a penetration of 77%.
  • Germany, South Korea and the United States stand out with rates above 65%.
  • Mexico, India and Argentina emerge as rapidly growing markets.
  • Social networks and mobile adoption are key to the evolution of Ecommerce.

ecommerce country

E-commerce has experienced remarkable growth in recent years and its penetration is a key indicator to understand its global impact. According to a report by the international agency We Are Social, United Kingdom leads the ranking with a 77% of the population making online purchases in the last month.

Countries with the highest e-commerce penetration

E-commerce is not only a growing trend, but a radical transformation in the way consumers acquire products and services. Below, we analyze the countries with the highest penetration of E-commerce in the world.

Countries with the highest e-commerce penetration

United Kingdom: the leader of e-commerce

El United Kingdom tops the list with an impressive rate of 77% of consumers who have made online purchases, consolidating itself as one of the most digitalized economies. The culture of online shopping is rooted in the British, with large retailers such as Amazon UK, eBay y ASOS dominating the market. Ease of online payment, fast delivery and return policies have strengthened consumer confidence.

Germany: a stable digital economy

En German, 74% of the population makes online purchases regularly. Their advanced digital infrastructure and trust in electronic payment methods have driven this trend. Companies such as Zalando, MediaMarkt y Otto They have been able to adapt to the demands of German consumers, offering secure payment options and fast deliveries.

South Korea: technological innovation and e-commerce

South Korea is positioned as one of the most innovative markets in this sector. With a 72% of the population buying online, platforms such as Coupang and Gmarket They have revolutionized the consumer experience, prioritizing the use of artificial intelligence and ultra-fast shipping.

United States: an e-commerce powerhouse

En United States, 66% of the population actively participates in e-commerce. Companies such as Amazon, Walmart and eBay continue to dominate the market. As technology advances, new players such as Shopify and D2C (Direct-to-Consumer) stores are gaining relevance.

Growth of Ecommerce in the world

Other countries on the rise: Mexico, India and Argentina

While Europe and Asia lead the way in eCommerce penetration, other countries have shown significant growth in recent years:

  • Mexico: En 2023, the online sales market reached a value of 658.3 one billion pesos, with a growth of 24.6% in one year. Platforms like Amazon, Mercado Libre and Walmart Mexico have driven this transformation.
  • India: With 895 million internet users, Ecommerce in India is on track to reach a value of 1 trillion dollars to 2030Flipkart and Amazon India lead this emerging market.
  • Argentina: The 25.3% of growth in Ecommerce, Argentina represents one of the most vibrant digital economies in Latin America, influenced by platforms such as Free market.

Impact of social media on e-commerce

The social media play a key role in the adoption of Ecommerce. Currently, there are 2.300 million of social media users in the world, which represents a 31% of the global population. In North America, the 59% of users are connected to platforms such as Instagram, Facebook y TikTok, where direct purchases are on the rise thanks to tools such as Shoppable Ads.

Trends in global e-commerce

The importance of Ecommerce for the European Union

La Ecommerce Europe Association has urged the European Union to recognise the relevance of e-commerce as a driver of economic growth. Spain, 68% of the population makes online purchases, in line with the EU average. However, its growth has slowed down following the pandemic.

As more countries adopt digital strategies and advanced technology, eCommerce penetration will continue to expand. Companies that want to stand out in this competitive environment must invest in mobile optimization, flexible payment methods and effective digital marketing strategies.

The future of e-commerce is promising, and countries that manage to innovate and adapt to digital trends will be the leaders in the global economy.


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