Ecommerce Share of Retail Sales by Country: In-Depth Country-by-Country Analysis

TL/DR summary

A clear view of ecommerce as a percentage of retail sales by country shows why China leads at 47%, with Indonesia, the UK, and South Korea near one‑third. The U.S. blends lower penetration with massive sales volume. Payments, devices, and logistics explain most of the gap across countries and regions.

Key points

• Penetration ranges from 11.7% to 47% across the top countries in this review.

• Wallet use and mobile devices correlate with higher conversion and fewer failed transactions.

• Mature markets focus on experience and speed; emerging markets focus on trust and access.

• Use penetration to stage forecasts, payment support, and last‑mile SLAs per country.

Treat penetration as a planning tool. It guides local payment choices, merchandising depth, and delivery promises so teams can account for real behaviour and turn global ecommerce ambition into durable sales.

Summarizing the data

Introduction

For strategy teams, the single most useful signal is the share of ecommerce in total retail sales. It captures adoption, infrastructure maturity, and shopper comfort in one figure. Tracking the leaders and fast movers helps businesses decide where to localize, which markets to enter, and how to prioritize payments, last‑mile, and customer experience.

This overview translates the data into plain guidance. We link the eCommerce penetration with behavior, infrastructure, and the operational realities that influence margin and growth.

Visual representation

Country detail: penetration, context, and what it means for operators

Each of the following explains the share of total retail that ecommerce accounts for, along with context on devices, payments, and shopper behavior, using the figures provided.

China

Ecommerce sales account for 47.0% of total retail sales. With a market value of $3.45 trillion, this country leads the world in online adoption and transactions. Digital wallets handle 59% of payments, and mobile commerce drives 64% of ecommerce transactions, much of it via apps. 

For enterprises, this depth means rapid A/B cycles, dense competition, and expectations for near‑instant delivery. To capture market share, local payment rails and app‑first UX are non‑negotiable in this market.

Indonesia

At 31.9%, Indonesia sits among the highest ecommerce penetration rates worldwide. A young country with mobile-first habits, mobile commerce handles 64% of transactions, and apps dominate checkout. Cards lead at 32%, followed by bank transfers (29%) and wallets (17%). Penetration is high relative to income levels, reflecting heavy social and marketplace usage. 

Expect growth with logistics upgrades and broader wallet acceptance across markets in Southeast Asia.

United Kingdom

With 30.6% penetration, the United Kingdom is Europe’s most digitised retail market. There are 57 million online shoppers, and digital wallets and cards cover most transactions. Penetration has room to rise despite already high online usage, aided by mature fulfilment and next‑day norms.

For brands, strong m-commerce performance and high repeat purchase rates support premium positioning in this market.

South Korea

South Korea stands at 30.0% penetration, backed by dense urban networks and same‑day capabilities. Mobile devices drive 70% of ecommerce transactions; cards dominate at 73%. Shoppers keep multiple retail apps, and expectations for speed are uncompromising. 

Penetration reflects how infrastructure and payments, combined with culture, drive e-commerce conversion.

United States

The U.S. reports 15.8% penetration of total retail, yet absolute ecommerce sales reach $1.38 trillion. Online behaviour is broad but still blended with traditional retail. Smartphones account for 45% of online sales, while cards and wallets split payments.

The signal for global teams is that scale and growth are available, but the market rewards clarity on shipping, returns, and category depth more than novelty.

Mexico

At 14.2%, Mexico’s penetration is rising as wallet use grows and networks improve across the region. The ecommerce market benefits from cross‑border demand and marketplace trust. Localized payments and fraud controls are critical to unlock online purchases and repeat transactions.

India

India’s ecommerce market is valued at $116 billion, representing 5% of total retail sales. Ecommerce penetration is expanding rapidly, driven by mobile commerce, which makes up 80% of all transactions. Digital wallets lead payments with a 46% share, followed by cards (29%). 

With 250 million online shoppers and rising smartphone adoption, India is an emerging market with strong long‑term potential. Brands entering this market must focus on affordability, trust, and COD alternatives to improve conversion.

Singapore

Penetration sits at 14.0%. Despite its small market, Singapore’s logistics and payments are world‑class, pushing high conversion on mobile devices and digital wallets. It serves as a testbed for premium services and cross‑border flows within the region.

Japan

Japan reaches 13.7% penetration. Cards dominate transactions (68%), and mobile commerce is growing from a lower base. The country blends quality expectations with meticulous delivery. Growth comes from better app experiences and targeted online shopping journeys, especially in electronics and convenience categories.

Russia

At 13.2%, Russia shows steady adoption. Marketplaces drive discovery, and wallets compete with cards. Operators should expect regulatory nuance and prioritize trust signals to encourage online purchase completion.

Canada

Penetration is 11.7% of retail sales with a market size of $40.3 billion. Online shoppers value free shipping, and cards are prevalent. Seasonal weather and long geographies make fulfillment and pickup density key to conversion.

France

France records 10% ecommerce penetration, with a market value of $51 billion. Seven in ten residents shop online, spending an average of $2,450 annually. Mobile commerce contributes 23% of transactions, and digital wallets hold a 14% share. The country shows steady ecommerce growth through social platforms and cross‑channel retail.

What drives the difference in ecommerce penetration

Ecommerce penetration varies widely, and understanding the reasons helps businesses tailor their market strategies. Four core factors shape these differences:

1. Device access and connectivity

Where smartphones and broadband are common, consumers transact more frequently. Regions with high mobile adoption (such as South Korea and India) naturally see higher ecommerce activity.

2. Payment ecosystem maturity

A strong presence of digital wallets, cards, and instant transfers reduces friction at checkout. Countries leading in wallet adoption experience faster checkout and higher repeat transaction rates.

3. Logistics and fulfilment reliability

Fast, predictable delivery encourages trust. Advanced infrastructure in China, South Korea, and the United Kingdom shows how last‑mile efficiency expands total e-commerce share.

4. Marketplace trust and experience

In markets like Germany and Indonesia, reliable return policies and transparent pricing have built confidence. Where trust is low, consumers remain cautious and rely more on traditional retail.

Why ecommerce penetration matters for global brands

Ecommerce penetration helps guide where and how to grow sustainably.

1. Assessing market readiness: High penetration signals a market comfortable with online purchasing, meaning brands can focus on differentiation rather than education.

2. Operational insights: Developed markets have solid payment systems and logistics, simplifying cross‑border transactions and customer experience.

3. Customer behaviour and expectations: Mature markets come with high expectations, such as fast delivery, personalization, and smooth UX. Meeting these ensures repeat purchases.

4. Competition and differentiation: High penetration also means saturation. Businesses must innovate in product, service, and social commerce engagement to stand out.

5. Smart resource allocation: Understanding penetration helps brands allocate resources wisely. It means investing more in expanding emerging markets and refining service quality in mature regions.

Closing remarks: How to use this map

Penetration is a practical operating metric, not a trivia stat. Use it to size demand, tune payment stacks, and set fulfilment promises that align with consumers' expectations in each country. In high‑share markets, you win by shaving seconds off checkout and leaning into wallets.

In developing markets and emerging markets, focus on trust, COD alternatives, and last‑mile reliability. This lens helps retailers and brands decide where to invest, how to stage entry, and when to localize the offer for real growth.

Research Sources

1. Largest Ecommerce Markets In The World (2025 Data) - SellersCommerce

2. Statista

3. Statista.com – Retail e-commerce sales compound annual growth rate (CAGR) from 2025 to 2030, by country