Online shopping has transformed consumer behavior worldwide, with a few countries emerging as leaders in digital spending. From Denmark’s high per-capita expenditure to the U.S. and South Korea’s booming e-commerce markets, online shopping trends reveal a dynamic landscape shaped by technology, convenience, and competitive pricing.
Online Shopping Soars Across the Globe
Online shopping has surged in recent years, with giants like Amazon, Shein, and Temu leading the highly competitive market. According to Statista, in the past year, major online marketplaces such as Mercado, eBay, Vinted, and Depop accounted for approximately 35% of global digital shopping orders. Supermarkets and online food suppliers followed with a 15% share, while direct-to-consumer (DTC) sites like Nike and Adidas captured 14%.
Other significant contributors included the online platforms of John Lewis, Boohoo, and Argos, with a 13% market share, and social on-app purchasing, such as in-game purchases, at 5%. Delivery apps like Uber Eats and Deliveroo also represented 5% of online shopping orders.
Denmark Leads in Online Shopping Expenditure
A recent study by Ubuy analyzed online shopping habits across more than 50 countries. Denmark emerged as the leading nation in terms of online shopping spending, with Danish consumers spending an average of $3,426.47 (€3,155.3) per shopper annually. Popular categories among Danish shoppers include clothing, shoes, garden supplies, and furniture.
This trend is driven by Denmark’s highly developed e-commerce sector and strong consumer protection regulations. Influencer-recommended products across social media platforms such as YouTube, Facebook, and Instagram are particularly popular among Danish consumers.
United States and South Korea Follow
The United States ranks second, with 92% of its consumers shopping online and spending about $3,389.03 (€3,120.8) each annually. Electronics and fashion items are the most purchased by the 25-34 age group, largely due to the popularity of “buy now, pay later” schemes and credit card usage.
South Korea ranks third, with 96% of its consumers regularly shopping online and spending an average of $3,032 (€2,792) annually. South Korean consumers favor food, beverages, and clothing, and many make online purchases during long daily commutes.
Switzerland’s Strong Position
Switzerland is rapidly advancing in the online shopping landscape, with approximately 90% of its population engaging in e-commerce. In 2023, Swiss consumers spent about €12 billion online, driven by high disposable incomes and a robust digital infrastructure. Popular categories include electronics, clothing, and home goods, with electronics alone accounting for 25% of total online spending.
Many Swiss shoppers seek savings by using coupons from platforms like a site with promo codes promo-codes.ch, which offer discounts on a wide range of products. For example, Vedia promotional offers provide opportunities for seasonal deals on a wide range of products. Additionally, retailers like MediaMarkt are particularly favored for electronics, and savvy consumers often look for ways how to save money at MediaMarkt through promotions and clearance sales.
Other Top Online Shopping Countries
The UK holds the next position, with 98% of consumers buying items online and spending an average of $2,547 (€2,345.4) annually. Beauty, fashion, and electronics goods are particularly popular. Australia ranks then, with 91% of its consumers shopping online, mostly for shoes and clothing, and spending around $2,189 (€2,189) per consumer each year.
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