Largest e-commerce markets worldwide

If you’re considering entering one of the markets below, you should review the local laws for doing business in that area, and if you’re looking to expand your operation, review this list of the best tools to grow an e-commerce business.

1. China

China is the world’s biggest e-commerce market, led by e-commerce subsidiaries of the Alibaba group – Taobao, Alibaba.com and Tmall. With an annual growth rate of 21%, China is also one of the fastest-growing e-commerce markets.

Annual online sales: $2.78 trillion

E-commerce share of total retail sales: 52%

2. United States

After ruling the e-commerce world for more than a decade, the United States is currently the second-largest e-commerce market. Led by e-commerce giants Amazon and eBay, the U.S. observes healthy e-commerce growth in all sectors and, for the most part, has been the innovation house for e-commerce trends.

Annual online sales: $843 billion

E-commerce share of total retail sales: 19%

3. United Kingdom

Despite its small size, the United Kingdom is a big e-commerce player and comfortably secures third place on this list. Amazon U.K., eBay U.K., and Asos are the U.K.’s top e-commerce websites, and the country has one of the highest percentages of total retail sales in e-commerce.

Annual online sales: $169 billion

E-commerce share of total retail sales: 4.8%

4. Japan

Coming in at fourth on the list, Japan is the leading m-commerce (mobile commerce, which, of course, is the future of e-commerce) player in the world. Rakuten is Japan’s leading e-commerce platform, which over the years has acquired many e-commerce sites across the world, including the U.K.’s Play.com.

Annual online sales: $144 billion

E-commerce share of total retail sales: 3%

5. South Korea

The country with the fastest wireless internet, South Korea, comes in at fifth place on this list. South Korea is also one of the leading m-commerce markets. The biggest e-commerce names in the country include Gmarket and Coupang.

Annual online sales: $120 billion

E-commerce share of total retail sales: 2.5%

Three of the five largest e-commerce markets are in Asia. According to eMarketer, the Asia-Pacific region accounts for 62.6% of global e-commerce.

6. Germany

Germany is Europe’s second-largest e-commerce market. Amazon is a major player in Germany’s market as well. eBay and local online retailer Otto are two other major e-commerce players in the country.

Annual online sales: $101.5 billion

E-commerce share of total retail sales: 2.1%

7. France

With local players like Cdiscount and Veepee, the French e-commerce market comes in at sixth place in the world. Like in other major European e-commerce markets, though, Amazon has edged out local brands to reign supreme in France.

Annual online sales: $80 billion

E-commerce share of total retail sales: 1.6%

8. India

India is one of the fastest-growing e-commerce markets. According to eMarketer, thanks to an increase in retailers joining the online shopping ranks, India was projected to see digital sales increase by 27% in 2021.

Annual online sales: $67.5 billion

E-commerce share of total retail sales: 1.4%

9. Canada

Canada is a huge e-commerce market but with little competition. Naturally enough, Amazon dominates the country’s e-commerce market, followed by Walmart. Given the opportunities Canada presents as an e-commerce market, foreign brands are also trying to take a slice of it.

Annual online sales: $44 billion

E-commerce share of total retail sales: 1.3%

10. Spain

Three main companies dominate the e-commerce market in Spain. According to EcommerceDB, Amazon, El Corte Ingles and PcComponentes account for 30% of all online revenue in Spain. 

Annual online sales: $37 billion

E-commerce share of total retail sales: 0.72%