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EMARKETER

Worldwide Retail Ecommerce Forecast 2024

Steadiness and Stability Replaces High Highs and Low Lows

Report by Ethan Cramer-Flood  |  Feb 27, 2024
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Executive Summary
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Executive Summary
As global economies stabilize, so will retail and ecommerce sales
Stability means fewer growth standouts, but India and Latin America are still going strong
The US, China, and Western Europe lead the rest of the world in total sales by a wide margin
Ecommerce penetration is once again increasing almost everywhere
Media Gallery
About This Report
Retail ecommerce has entered a new era of slow and steady growth in most countries. This status quo replaces the previous era of spectacular growth and jarring declines.
Topics
Retail Ecommerce Sales
Worldwide
Table of Contents
Executive Summary
As global economies stabilize, so will retail and ecommerce sales
Stability means fewer growth standouts, but India and Latin America are still going strong
The US, China, and Western Europe lead the rest of the world in total sales by a wide margin
Ecommerce penetration is once again increasing almost everywhere
Media Gallery

Total retail and ecommerce sales will grow relatively modestly in 2024 by historic standards. However, there will be fewer low points around the world and fewer wild fluctuations. Growth will be steady in the coming years, with notable spikes in a handful of emerging markets.

Key Question: What is the outlook for worldwide and country-by-country retail and ecommerce sales in 2024 and beyond?

Retail Ecommerce Sales Worldwide, 2021-2027 (trillions, % change, and % of total retail sales)
E-Mail ChartDownload

Key Stat: Ecommerce sales will cross the $6 trillion mark this year, and 20.1% of all retail sales will be conducted digitally. Excluding China from the calculus, the worldwide ecommerce share will be 12.4%.

authors

Ethan Cramer-Flood

Contributors

Paul Briggs
Principal Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Matteo Ceurvels
Senior Analyst
Vivian Dong
Associate Forecasting Analyst
Jasmin Ellis
Forecasting Analyst
Zach Goldner
Forecasting Analyst
Brian Lau
Forecasting Analyst
Wendy Louie-Lam
Senior Forecasting Analyst
Andrew Spink
Forecasting Analyst
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