eCommerce Market Share by Country 2022

The United States is the largest market for eCommerce in the world ( excluding China) having 60% of all eCommerce stores. The United States has more than 6M eCommerce domains with a y-o-y growth of 63%. The US eCommerce market grew only 17.8% in sales from 2021 but the country has seen a record number of new business applications and new domain registrations. The second-largest market is the United Kingdom with 5.5% of global eCommerce businesses.

More than 28% of merchants in the United States have based their shopping carts on Shopify's platform. While WooCommerce has the largest installed base of eCommerce merchants globally, in the United States, Shopify has a clear lead on all platforms

The United Kingdom is the second-largest market for eCommerce globally (excluding China). B2C eCommerce accounts for over 35% of the total retail market in the UK ( 14% in the US) in the UK. The year-over-year increase in eCommerce sales in the UK was 12% in 2021.

Germany is the third-largest eCommerce market with 3% of the global merchant base. The total size of B2C eCommerce in Germany was $172B in 2020. German eCommerce market sales primarily consist of clothing, groceries, electronics, household appliances, and furniture. Groceries and Home Supplies account for 21% of eCommerce web sales. Unlike other markets where Shopify and WooCommerce dominate as preferred platforms, Ecwid has the largest share of merchants in Germany.

Brazil is the largest eCommerce market in Latin America and accounts for 77% of all eCommerce businesses and 82% of all GMV in LATAM . In 2020, Brazilian eCommerce was $51B in aggregate GMV. The Brazilian eCommerce market is expected to grow by 30% between 2020 and 2024. Unlike North America or Europe, Loja Integrada has the largest base of eCommerce merchants with 17% of the market. It allows small businesses to create their own virtual stores without any setup fee and was acquired by VTEX in 2013. Wix Stores has the second largest base of merchants with 13%, Both the technology platforms cater specifically to small and micro scale businesses which characterises Brazil's eCommerce market. 85% of eCommerce merchants in Brazil make less than $1M of GMV annually.

The Australian eCommerce generated $62.3 billion in sales in 2021 with a YOY growth of 23.4% Australia hosts 2.6% of all eCommerce merchants globally and 31% of all APAC eCommerce businesses. Shopify and WooCommerce dominate the share of merchants amongst platforms with 27% and 26% market share respectively. 84% of Australia's eCommerce businesses generate less than $1M in annual GMV

The market size for eCommerce in France was $81 billion in 2021. France is the second largest market in the EU for eCommerce. The share of eCommerce in total retail in France was 14% in 2021, up from 10% in 2020. The most popular eCommerce platform in France is Ecwid with around 19% share of overall merchant count. 32% of all merchants are into Fashion and Apparel and account for 36% of overall eCommerce in France

Russia is the seventh largest market for eCommerce with a revenue of $30 billion in 2021. There are 217K eCommerce businesses in Russia.

Canada's retail eCommerce sales amounted to $75 billion in 2021.The proportion of eCommerce sales in total retail sales is 11%. Canada has 2% of global eCommerce companies. 32% of all Canadian eCommerce websites use Shopify as a platform generating 32% of aggregate GMV in the Canadian eCommerce market

Italy's eCommerce generated $45 billion in sales in 2020 and is likely to grow at a CAGR of 9% between 2020-2024. Electronics & Media leads within the eCommerce market with 29% share, followed by Fashion and Toys, Hobbies & DIY each with 26% and 17% share.

The Netherlands' eCommerce generated $48B in 2020 and has about 1.4% of all eCommerce companies globally. 84% of Dutch eCommerce websites generate less than $1M in annual GMV