Industry Data
What We’re Showing
This graphic ranks countries by the share of consumer goods purchased online in 2024, illustrating how e-commerce adoption varies globally. The data, sourced from Datareportal, shows the percentage of total consumer purchases made through online platforms in each country.
Why is Matters for Online Retailers and Personalisation
With U.S. consumers making over one-third of their purchases online (33.7%) and the global average exceeding 17%, the digital retail marketplace is more competitive than ever. In this environment, product differentiation is critical.
Personalized products provide online retailers with a compelling way to stand out, enhance customer engagement, and justify premium pricing. In a setting where shoppers can’t physically touch or examine items before purchase, offering customization and personalized options help build emotional connections and trust, bridging the digital gap.
Moreover, the growth of online shopping gives retailers access to rich customer data and behavioral insights. This data can fuel highly targeted personalization strategies, particularly in printed and customizable products, turning digital-only interactions into opportunities for stronger customer relationships.
Key Data Takeaways
- The United States (33.7%) and China (31.2%) lead globally in the share of consumer purchases. made online, both significantly exceeding the global average of 17.3%. Canada ranks 6th at 17.9%.
- The UK (23.2%), South Korea (22.0%), and Netherlands (20.9%) complete the top five, reflecting strong adoption of digital retail habits.
- At the lower end of the rankings, countries such as Chile (11.0%), Switzerland (11.3%), and Thailand (11.4%) show lower levels of online shopping, pointing to more traditional retail behaviors.
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