By: Hsinya Huang
The development of electronic commerce in the world is uneven. Thus, the European market is in a process of maturity whose growth has slowed compared to other countries such as Switzerland, Singapore or India, according to the Global Digital 2019 report on digital trends prepared by the We Are Social agency in collaboration with Hootsuite .
Indonesia, China and Germany, leaders in eCommerce penetration
The ranking of penetration of electronic commerce in the world has been achieved by dividing the Afghanistan Phone Number List of people who bought online in the last month among the Internet users of each of the countries. In this way, Spain occupies the 18th place on the list in eCommerce penetration with 72% of Internet users .
Unfortunately, these data are not comparable with those of the We Are Social study last year (which you can see at the end of this article) since then the penetration of eCommerce was calculated on the total population of each country. In that ranking, Spain occupied the 16th position, with 59% penetration.
In general terms, the countries with the highest percentage of Internet users who use electronic commerce are Indonesia (86%), China (82%) and Germany (81%). Worldwide, the average percentage of Internet users who have purchased a product or service online reached 75% in 2019.
Global eCommerce penetration continues to grow from mobile devices
On the other hand, the line between eCommerce and mCommerce is getting narrower and closer . The study indicates that the countries with the highest percentage of the population that uses electronic commerce in the world through mobile phones are: Indonesia (76%), China (74%) and Thailand (71%).
Worldwide, the percentage of Internet users who make their purchases online through mobile phones has managed to exceed half (55%). In the case of Spain, Betting Email List users who use their mobile to make their purchases online has reached a percentage of 40% , which is why it is in 25th place on the list.
Despite being very far from the first places, it achieves better figures than Portugal (33%), Germany (29%) or France, whose percentage of Internet users who buy via mobile is 26%.
Average e-commerce spending in the world
While last year the average average spend on e-commerce in the world was 833 dollars (almost 673 euros), the study shows that this year it decreased to 634 dollars (553 euros). Spain reflects this decrease since in 2018, the average expenditure was around 730 dollars (almost 590 euros) while this year it was 602 dollars (525 euros).
Regarding the average expenditure on electronic commerce in the world by country, the United States leads the list with 1,952 dollars (1,703 euros) , followed by the United Kingdom, which has dropped one place in relation to the previous year with an average expenditure of 1,639 dollars (1,430 euros), and in third place is South Korea that has climbed four places with an average expenditure of 1,533 dollars (1,337 euros).
Fashion and beauty: the best-selling category in e-commerce
In relation to the most sold categories, the study confirms that fashion and beauty items continue to lead among the best sellers online with a total of 524.9 billion dollars this year (approximately 458.130 million euros).
It is followed by electronic devices with 392.6 billion dollars (342.659 million euros), and thirdly, toys and hobbies with 386.2 billion dollars (337.073 million euros).
Regarding the growth of eCommerce according to the category, the sector that has shown the most growth this year is fashion and beauty with 17% , followed by toys and hobbies, food and furniture and accessories with 15% growth and lastly electronics and travel with 11% annual growth.