10 of the Largest Ecommerce Markets in the World by Country

Business.com / Branding / Last Modified: February 22, 2017

Ecommerce is a global phenomenon, and in almost every country the industry is growing at a healthy rate. Here is a quick read that will introduce you with biggest ecommerce countries in the world & some interesting facts about their huge ecommerce market.

Ecommerce industry is continuously growing worldwide. With each passing day, new ecommerce markets are emerging and established markets are reaching new milestones. Here we have taken a look at the world's biggest ecommerce markets by country (in terms of sales) and state of the ongoing ecommerce trend there.

  • China

Today, China is world's biggest ecommerce market led by ecommerce subsidiaries of Alibaba group, namely Taobao, Alibaba.com, Tmall and others. With a 35% of annual growth, China is also one of the fastest growing ecommerce markets.

Annual online sales: $672 billion

Ecommerce share of total retail sales: 15.9%


  • United States

After reigning the ecommerce world for more than a decade, United States is currently the second largest ecommerce country in the world. Led by the ecommerce giants Amazons & eBay, the country observes a healthy ecommerce growth in all sectors & for the most part has been the innovation house for new ecommerce trends.

Annual online sales: $340 billion

Ecommerce share of total retail sales: 7.5%


  • United Kingdom

Despite small size, United Kingdom is a big ecommerce player and comfortably secures third place in this list. Amazon UK, Argos, and Play.com are UK's biggest ecommerce websites and country also has one of highest ecommerce sales percentage of total retail sales.

Annual online sales: $99 billion

Ecommerce share of total retail sales: 14.5%

  • Japan

Coming fourth on the list, Japan is the leading mcommerce player in the world, which of course is the future of ecommerce. Rakuten is Japan's leading ecommerce platform, which over the years has acquired many ecommerce websites across the world.

Annual online sales: $79 billion

Ecommerce share of total retail sales: 5.4%

  • Germany

Germany is Europe's second largest ecommerce market after the UK. And like UK, Amazon has a good hold in Germany's market as well. eBay & Germany's local online retailer Otto are some other major ecommerce players in the country.

Annual online sales: $73 billion

Ecommerce share of total retail sales: 8.4%

  • France

Led by local players like Odigeo & C-discount, French ecommerce market comes at sixth place in the world. Like in other major European ecommerce markets, Amazon has a good penetration in France as well, but the local brands have managed to keep the edge of their US counterpart in the country.

Annual online sales: $43 billion

Ecommerce share of total retail sales: 5.1%

  • South Korea

The country with the fastest wireless internet speed, South Korea comes at seventh place on this list. South Korea is also one of the leading mcommerce markets. Biggest ecommerce names in the country include Gmarket and Coupang.

Annual online sales: $37 billion

Ecommerce share of total retail sales: 9.8%

  • Canada

Canada is a huge ecommerce market but with low competition. Naturally enough, Amazon reigns the country's ecommerce market, trailing by local brand Costco. Given the opportunities Canada as an ecommerce market presents, other foreign brands are also trying to take a slice of it.

Annual online sales: $30 billion

Ecommerce share of total retail sales: 5.7%

  • Russia

Coming at number nine, Russian ecommerce market is still in somewhat nascent stage. The country has the largest population of internet users in Europe but its online sales only makes about 2 percent of total sales. Ulmart, Citilink, & Ozon are the biggest ecommerce retailers in the country.

Annual online sales: $20 billion

Ecommerce share of total retail sales: 2%

  • Brazil MercadoLibre

The only South American country in this list, Brazil has a decent ecommerce growth of about 22%. Brazil is certainly on the radar of North American ecommerce retailers, but as of now, local players, namely MercadoLibre & B2W Digital Inc. are leading the way for the country.

Annual online sales: $19 billion

Ecommerce share of total retail sales: 2.8%

Apart from these, there are many other ecommerce markets that are growing at an impressive speed and might overtake one of markets listed here in coming years. Most notable are India & South-east Asia.

I hope you enjoyed this post, as well as found it useful. If you have anything to add, feel free to leave your suggestions in the comments.

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