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  • Sale of physical goods via a digital channel to a private end user (B2C)
  • Purchases via desktop computer (including notebooks) and purchases via mobile devices (e.g. smartphones)


  • Digital media (e.g. music downloads, eBooks)
  • Digitally distributed services (e.g. plane tickets)
  • B2B markets (e.g. Alibaba)
  • Resale of used goods (reCommerce)
  • Sales between private persons (e.g. Craigslist)
Market definition


United States

  • Revenue in the "e-Commerce" market amounts to US$353,685m in 2017.
  • Revenue is expected to show an annual growth rate (CAGR 2017-2021) of 8.2 % resulting in a market volume of US$485,267m in 2021.
  • The market's largest segment is the segment "Electronics & Media" with a market volume of US$95,618m in 2017.
  • User penetration is at 78.3 % in 2017 and is expected to hit 85.5 % in 2021.
  • The average revenue per user (ARPU) currently amounts to US$1,734.05.
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