Asia-Pacific to Grab Greatest Share of Ecommerce Sales - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Asia-Pacific to Grab Greatest Share of Ecommerce Sales

In 2013, Asia-Pacific will lead the world in online sales

August 17, 2012

Historically, North America has been the source of the greatest share of worldwide business-to-consumer ecommerce sales. This year, for example, eMarketer estimates the US and Canada will account for 33.4% of all online sales—but that’s down from 35.6% last year and 38.1% in 2010.

Sales as a portion of the worldwide total are also falling in Western Europe, where many countries have a relatively mature ecommerce market. In 2010, Western Europe made up 28.7% of all online B2C sales, but that will drop 2.5 percentage points this year.

Asia-Pacific is the region driving down these mature markets’ shares. A growing middle class and increasing web access have led to an ecommerce explosion in some countries in the region. By next year, 34% of all ecommerce sales will come from Asia-Pacific, up 8 points over 2010 and finally surpassing North America’s share. (Asia-Pacific passed Western Europe’s share of B2C ecommerce in 2011.)

B2C Ecommerce Sales Share Worldwide, by Region and Country, 2010-2016 (% of total)

Also next year, China will become the main source of online buying in Asia-Pacific, jumping ahead of traditional leader Japan. By 2013, China will have increased its share of the B2C ecommerce total by 10 points compared with 2010, when it made up just 3.7% of the worldwide total. Within Asia-Pacific alone, China’s rise to prominence—and Japan’s corresponding fall—is even more stark.

B2C Ecommerce Share in Asia-Pacific, by Country, 2010-2016 (% of total)

eMarketer forms its estimates of B2C ecommerce spending around the world based on the analysis of estimates from other research firms, historical trends, consumer online buying trends and macro-level economic conditions.

Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more.

Check out today’s other articles, “Is Social Media Marketing at a Saturation Point?” and “USA Network Brings Advertisers into Its Social TV Journey.”


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.