Exploring Global eCommerce Dynamics

February 9, 2024

Exploring Global eCommerce Trends

In this article, we embark on a journey through the diverse categories, driving forces of consumer purchases, and the ever-expanding penetration of eCommerce, leveraging insights from the influential Digital 2024 Study conducted by We Are Social and Meltwater. As the eCommerce landscape continues to undergo profound transformations, understanding the nuances of consumer behavior, market trends, and the factors influencing online purchasing decisions becomes increasingly imperative for businesses worldwide. The Digital 2024 Study serves as a beacon of knowledge, offering comprehensive analyses and invaluable data that illuminate the evolving dynamics of eCommerce categories, purchasing drivers, and global penetration rates. Let's delve into the findings of this research regarding eCommerce on a global scale.

Online categories

The categories of electronics and fashion retained their positions as the most favored among online shoppers, though they exchanged ranks from the previous year. These categories continued to attract the highest online consumer expenditures, with an impressive $781.3 billion (approximately €721 billion) and $673.6 billion (around €621 billion) respectively. This consistent popularity underscores the enduring appeal of electronics and fashion in the online marketplace, emphasizing their significant contribution to global eCommerce revenues.

Online purchases drivers

When discussing factors driving consumers to make online purchases, it's essential to highlight the multifaceted influences shaping their decisions. While it's widely acknowledged that the pandemic-induced lockdowns significantly boosted online shopping activities, other factors also play pivotal roles in motivating consumers to opt for eCommerce.

Foremost among these factors is the allure of free shipping, maintaining its position as the top motivator since 2022, with a substantial 50.6% of respondents citing it as a decisive factor. Coupons and discounts continue to wield significant influence, securing the second position with 39.3% of consumers acknowledging their impact. Additionally, the importance of flexible return policies (33.2%) remains pronounced, underscoring the significance of hassle-free returns in the online shopping experience. Quick and seamless checkout processes (30.6%) also rank high among consumer priorities, emphasizing the importance of convenience and efficiency during the payment stage. Moreover, the influence of peer reviews (30.5%) continues to be a driving force, with consumers relying on the experiences and opinions of fellow shoppers to inform their purchasing decisions.

Online global purchases trends

Considering the demographic scope of internet users aged 16 to 64, the global percentage of consumers making weekly online purchases is established at 56.1%. Thailand retains its leading position as the country with the highest proportion of online shoppers conducting weekly transactions, recording a rate of 66.9%. South Korea remains in second place with a comparable figure of 65.8%, while Turkey occupies the third spot on the list with a robust 64.7%. These findings underscore that certain countries demonstrate particularly high levels of engagement. 

Internet Access

Ensuring effective communication strategies tailored to mobile devices is paramount in today's digital landscape, considering that mobile devices are the preferred choice for accessing the internet, commanding a staggering 96.5% usage rate. Following behind are laptops and desktops, which remain popular but trail significantly with a usage rate of 61.8%. With the overwhelming majority of internet users turning to mobile devices for online interactions, businesses must prioritize mobile-friendly communication approaches to effectively reach and engage their target audiences. This shows the critical importance of optimizing content, messaging, and user experiences for mobile platforms to maximize audience reach and enhance overall brand engagement online.

On the other hand, according to recent data, mobile devices dominate the web traffic landscape, commanding a significant majority with a share of 57,94%. This dominance underscores the increasing reliance on mobile devices for accessing online content, conducting transactions, and engaging with digital platforms. Laptops and desktops, while still relevant, account for a smaller but notable share of web traffic at 40,6%. The remaining fraction of web traffic is attributed to other devices such as tablets and gaming consoles, which collectively contribute to shaping the diverse digital ecosystem.


Iit becomes evident that understanding consumer behavior, market dynamics, and emerging trends is crucial for businesses aiming to thrive in the digital sphere. From the enduring popularity of categories like electronics and fashion to the driving forces behind online purchases such as free shipping and discounts, businesses have a wealth of insights to inform their strategies. Moreover, with the increasing dominance of mobile devices in internet access and web traffic, there's a clear imperative for brands to adapt and optimize their communication strategies for mobile platforms. 

For businesses seeking to capitalize on these insights and elevate their eCommerce endeavors, it's essential to embrace innovation and tailor strategies to meet the evolving needs and preferences of consumers. That’s why brands can leverage data-driven insights to refine their approaches, enhance customer experiences, and drive growth in the competitive digital marketplace. Take the next step towards unlocking the full potential of your eCommerce initiatives by scheduling a demo today!

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