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Global eCommerce Market

The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The following are not included in the eCommerce market: digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual eCommerce net sales after the deduction of returns.

Global eCommerce Market


Total sales
Average growth
  • 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)
  • Digitally distributed services (e.g. plane tickets)
  • Digital media, when main focus (e.g. music downloads, eBooks)
  • B2B markets, when main focus (e.g. Alibaba)
  • Sales between private persons (e.g. Craigslist)

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Online Store Market Coverage Total eCommerce Net Sales
Main Category Main Country 2016
USD in Millions
Y/Y Growth
1 Electronics & Media United States $AUf824m ??%
2 Electronics & Media United States $GoDYIom ??%
3 Electronics & Media United States $t24EfZm ??%
4 Electronics & Media Germany $lX28nAm ??%
5 Electronics & Media United Kingdom $phlh8xm ??%
6 Furniture & Appliances United States $ttfnXQm ??%
7 Electronics & Media United States $sNz4dMm ??%
8 Electronics & Media United States $GF61HDm ??%
9 Toys, Hobby & DIY United Kingdom $HhYv9hm ??%
10 Fashion United States $UjsTyzm ??%
11 Electronics & Media France $tJsAExm ??%
12 Toys, Hobby & DIY United Kingdom $MIZQwdm ??%
13 Fashion United States $rz4YbUm ??%
14 Fashion United States $8mi1Xsm ??%
15 Food & Personal Care United States $tBEr1Dm ??%
16 Toys, Hobby & DIY United States $0MPTc2m ??%
17 Furniture & Appliances Germany $fwRSeXm ??%
18 Fashion France $P23cfTm ??%
19 Fashion United States $NF1aMWm ??%
20 Furniture & Appliances United States $TQ55U8m ??%