Global ecommerce sales to top $1.2 trillion
Asia-Pacific will contribute the most new dollars to business-to-consumer (B2C) ecommerce sales in coming years, according to eMarketer’s forecast of digital sales of retail and travel products and services. This year alone, B2C ecommerce sales are expected to grow 23% in the region, with sales in China and Indonesia growing particularly fast, up 65% and 71%, respectively.
North America and Western Europe, markets where ecommerce is significantly more mature, are still growing their sales in the double digits—but below the worldwide average of 17% this year.
Fast-growing regions include Latin America, where total spending will reach $45.98 billion this year, or 3.8% of the total, and Central and Eastern Europe, where digital buyers will spend $48.56 billion, or 4%.
Ecommerce sales growth will be supported by an estimated 1.03 billion digital buyers around the world this year, 44.4% of whom will be in Asia-Pacific. China alone will boast 269.4 million digital buyers this year—a figure that includes internet users ages 14 and older who make at least one purchase via any digital channel during the calendar year. The US remains the country with the second-largest number of digital buyers, at 155.7 million this year.