Global Ecommerce Sales Growth Report (2025)

In 2025, more than three billion people will make a purchase online. As online purchases grow worldwide, ecommerce businesses have a huge opportunity to capture market share. Here’s a look at how global ecommerce sales have risen in the past few years, and how they’re forecast to grow.

Key statistics on global ecommerce sales

• Global ecommerce sales are forecast to grow from $6.42 trillion in 2025, to $7.89 trillion by 2028.
• In 2026, total revenue from online transactions is set to reach $6.88 trillion, a 7.2% increase from the previous year.
• Ecommerce sales in 2026 are expected to make up 21.1% of total retail sales. By 2028, that number will grow to 22.5%.
• China, the United States, and Western Europe are the largest contributors to global ecommerce, with sales from these three regions totaling more than $5.17 trillion in 2025.
• In 2024, more than 75% of internet users shopped online. By 2028, 50% of the global population 14 and older will be online shoppers.
• Seven countries will reach more than $100 billion in ecommerce sales in 2025.

Retail ecommerce sales worldwide (2022–2028)

Source: EMARKETER Forecast, Feb 2025

Ecommerce sales worldwide

Global ecommerce sales are expected to total $6.42 trillion worldwide in 2025. While ecommerce sales growth will slow slightly in 2025, it’s set to bounce back by 2026, reaching $6.88 trillion. By 2027, it will increase by 7.2% and account for $7.38 trillion sales, and by 2028, it will make up $7.89 trillion.

Online sales are expected to continue rising and take a larger piece of total retail sales, making up 20.5% in 2025 and climbing to 22.5% by 2028.

Global ecommerce sales: largest contributors

China, the world’s top exporter, is also the world’s top ecommerce market. In 2025, China’s online purchases will push ecommerce sales to account for 20% of total sales in 2025. Without China, this figure drops to just 12.8%.

China, alongside the United States and Western Europe, account for 80.5% of global sales.

Rising ecommerce sales worldwide: biggest drivers

While countries like China and the United States have a big influence on ecommerce sales, there are other drivers:

Smaller countries and emerging markets

Emerging markets, particularly in Southeast Asia and Latin America, are among the fastest-growing sources of ecommerce sales.

• The Philippines will see an increase of 23% in retail ecommerce sales.
• Thailand (20%), Malaysia (15.5%), Ecuador (14.6%), and Uruguay (14.4%) will also experience rapid growth.
• The few large countries that will have a standout 2025 are Mexico, Russia, and India.

Mobile technology

Mobile technology is a major driver of ecommerce growth, with consumers increasingly relying on mobile devices to shop.

• Mobile commerce sales are set to grow. In 2024, total sales from mobile devices are projected to hit $2.07 trillion, from $1.71 trillion in 2023.
• In 2025, mobile phones accounted for 77% of ecommerce website visits, outpacing online orders on desktops and tablets.
• Mobile devices account for more than 75% of all online sales in South Korea.

Artificial intelligence

Online shopping is becoming more personalized because of artificial intelligence. Even when online stores embed generative AI tools on their websites, nearly 60% of US shoppers are turning to ChatGPT or Gemini for help.