eCommerce report 2021

Statista Digital Market Outlook


With this report we provide a comprehensive overview of the state of the eCommerce market as it is today as well as a prognosis with detailed information on 5 segments and their 13 different market sub-segments in the areas of Fashion, Electronics & Media, Food & Personal Care, Furniture & Appliances and Toys, Hobby & DIY.

Besides all relevant market figures like total and average revenues, and user numbers for the years from 2020 to 2025, we furthermore give detailed insights into current trends, key players and important background information on the eCommerce market. We show user demographics, selected key market drivers, online shopping attitudes, cross-border shares and payment types that eCommerce customers use. Furthermore, besides our known focus regions U.S., China and Europe, we now also provide detailed figures on the top 5 EU countries to enable more insights into the market.

The eCommerce market has evolved from a simple counterpart of brick and mortar retail to a shopping ecosystem that involves multiple devices and store concepts. Now, when looking at the eCommerce landscape, we see a relatively mature market with established players and a clear set of rules. But this impression can be misleading – the digital transformation is not over yet and is unlikely to ever come to a halt, driven by the flow of innovation coming from numerous start-ups and a growing cashflowfrom fast-developing Asian economies. In spite of a slowing Chinese economy, a shift in purchasing power from the U.S. and Europe to China and Southeast Asia has begun, fueled by the growing number of consumers gaining access to eCommerce due to growing purchasing power and internet penetration, especially on mobile devices.

Comparing the three major eCommerce markets – the U.S., China and Europe – China was the biggest market in 2020 and will stay in the lead through 2025. The Chinese market is worth US$1,343.5 billion in 2020, with Fashion being the biggest segment. Revenues are expected to grow at a CAGR1 of 8.2% up to 2025, resulting in revenues of US$1,996.0 billion. In other words, the Chinese market is expected to show the largest growth rates of the three major regions. In the U.S. market, revenues of US$537.7 billion were generated in 2020. Judging from the high CAGR of 6.1%, the market is expected to exceed revenues of US$723.6 billion by 2025. The third biggest eCommerce market in 2020 is Europe with revenues of 460.5 billion. An annual growth of 7.3% will lead to revenues of US$655.6 billion by 2025.

Note: CAGR: Compound Annual Growth Rate / average growth rate per year

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