Despite the low Internet penetration, Asia-Pacific still has the largest number of e-shoppers. This is because more than half of the world’s population lives in this region. In total, 523.1 million Asian-Pacific citizens purchased goods and/or services through the Internet. In Europe, this number amounted to 273.9 million e-shoppers and in North America to 195.5 million.
North Americans biggest online spenders
With regard to the average spending per e-shopper, North America is clearly in the lead. On average, North American consumers spent $ 2,674 online in 2014, compared to $ 2,070 in Europe and $ 1,472 in Asia-Pacific. However, Asia-Pacific is closing the gap. Its average spending per e-shopper grew by more than 26% last year, against single-digit growths in the other two regions.
China increased its lead
“Asian-Pacific’s strong e-commerce performance is mainly due to the unleashed Chinese e-commerce market,” says Abraham. “The online turnover of this e-commerce giant grew by 63.8% last year, and reached $ 538.1bn. With this, it increased its lead on the American e-commerce market, which grew by 11.7% to $ 482.7bn.”
Behind these two major markets, the United Kingdom ranked third, with a B2C e-commerce turnover of $ 169.0bn. Yet, in terms of average spending per e-shopper, the UK leads the way. In 2014, British e-shoppers each spent $ 4,082 on average. American online shoppers ranked second with $ 2,888, followed by the French with $ 2,126. China is somewhat lagging behind, but at $ 1,703, the average spending per e-shopper increased by more than 55% in 2014. As a result, China is closing the gap here as well.
More worldwide e-commerce facts and figures can be obtained for free by downloading the light version of the Global B2C E-commerce Report 2015 and the free infographic. In addition, the complete report can be ordered through www.ecommerce-europe.eu.