Worldwide Retail Ecommerce Sales: The eMarketer Forecast for 2016 - eMarketer
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eMarketer Report

Worldwide Retail Ecommerce Sales: The eMarketer Forecast for 2016

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Executive Summary

Retail ecommerce sales across the globe will continue a steady rise in 2016, increasing 23.7% to $1.915 trillion. While digital purchases will account for just a fraction (8.7%) of total retail sales this year, that share will increase to 14.6% by 2020, when sales will top $4 trillion.

  • eMarketer has lowered its estimates for worldwide retail sales for each year of the 2015–2020 forecast period, mainly due to the negative effects of currency rates relative to the US dollar. Despite this, eMarketer anticipates year-over-year growth of 6.0% for 2016, largely fueled by sales in China.
  • Retail ecommerce purchases are accelerating at a faster clip than overall retail sales; in 2016 they will rise nearly 24% to top $1.915 trillion. Ecommerce growth will continue to outpace brick-and-mortar sales growth by a more than 3-to-1 margin over the forecast period.
  • With a combined $1.295 trillion in retail ecommerce sales this year, the US and China will be responsible for 67.6% of the global total.
  • This year, mobile commerce will make up more than half of all ecommerce sales in China, India and South Korea and over one-third in Germany, the UK and the US.

"Worldwide retail ecommerce sales will reach $1.915 trillion in 2016, a nearly 24% jump from 2015. Double-digit growth will continue through 2020, when sales will top $4 trillion."

Worldwide Overview

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Asia-Pacific

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Central and Eastern Europe

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Latin America

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The Middle East and Africa

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North America

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Western Europe

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Complete eMarketer Forecast

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81 charts are included in the full report:

Worldwide Retail Ecommerce Sales: The eMarketer Forecast for 2016

Retail Ecommerce Sales Worldwide, 2015-2020 (trillions, % change and % of total retail sales)

Worldwide Overview

Total Retail Sales Worldwide, 2015-2020 (trillions and % change)

Retail Ecommerce Sales

Retail Ecommerce Sales Worldwide, 2015-2020 (trillions, % change and % of total retail sales)

Digital Buyers

Digital Buyers Worldwide, 2015-2020 (billions and % change)

Asia-Pacific

Total Retail Sales in Asia-Pacific, by Country, 2016-2020

Central and Eastern Europe

Total Retail Sales in Central & Eastern Europe, by Country, 2015-2020

Latin America

Total Retail Sales in Latin America, by Country, 2016-2020

The Middle East and Africa

Total Retail Sales in the Middle East & Africa, 2015-2020 (trillions, % change and % of worldwide retail sales)

North America

Total Retail Sales in North America, by Country, 2016-2020

Western Europe

Total Retail Sales in Western Europe, by Country, 2016-2020

Complete eMarketer Forecast

Total Retail Sales Worldwide, 2015-2020 (trillions and % change)

Total Retail Sales Worldwide, by Region, 2015-2020 (trillions and CAGR)

Total Retail Sales Growth Worldwide, by Region, 2015-2020 (% change)

Total Retail Sales Share Worldwide, by Region, 2015-2020 (% of total)

Top 25 Countries, Ranked by Total Retail Sales, 2016-2020 (billions)

Top 25 Countries, Ranked by Total Retail Sales Growth, 2015-2020 (% change)

Top 25 Countries, Ranked by Share of Total Retail Sales Worldwide, 2015-2020 (% of total)

Total Retail Sales in Asia-Pacific, by Country, 2016-2020

Total Retail Sales Share in Asia-Pacific, by Country, 2015-2020 (% of worldwide retail sales)

Total Retail Sales in Select Countries in Southeast Asia, 2015-2020

Total Retail Sales in Central & Eastern Europe, by Country, 2015-2020

Total Retail Sales in Latin America, by Country, 2016-2020

Total Retail Sales in the Middle East & Africa, 2015-2020 (trillions, % change and % of worldwide retail sales)

Total Retail Sales in North America, by Country, 2016-2020

Total Retail Sales in Western Europe, by Country, 2016-2020

Total Retail Sales Share in Western Europe, by Country, 2015-2020 (% of worldwide retail sales)

Retail Ecommerce Sales

Retail Ecommerce Sales Worldwide, 2015-2020 (trillions, % change and % of total retail sales)

Retail Ecommerce Sales Worldwide, by Region, 2015-2020 (billions)

Retail Ecommerce Sales Growth Worldwide, by Region, 2015-2020 (% change)

Retail Ecommerce Sales as a Percent of Total Retail Sales Worldwide, by Region, 2015-2020

Top 25 Countries, Ranked by Retail Ecommerce Sales, 2015-2020 (billions)

Top 25 Countries, Ranked by Retail Ecommerce Sales Growth, 2015-2020 (% change)

Retail Ecommerce Sales as a Percent of Total Retail Sales in Select Countries, 2015-2020

Top 25 Countries, Ranked by Share of Retail Ecommerce Sales Worldwide, 2015-2020 (% of total)

Retail Ecommerce Sales in Select Countries in Asia-Pacific and Worldwide, 2016-2020 (billions)

Retail Ecommerce Sales Growth in Select Countries in Asia-Pacific and Worldwide, 2015-2020 (% change)

Retail Ecommerce Sales as a Percent of Total Retail Sales in Select Countries in Asia-Pacific and Worldwide, 2015-2020

Retail Ecommerce Sales in Select Countries in Southeast Asia, 2015-2020

Retail Ecommerce Sales in Central & Eastern Europe, by Country, 2015-2020

Retail Ecommerce Sales in Latin America, by Country, 2015-2020

Retail Ecommerce Sales in the Middle East & Africa, 2015-2020 (billions, % change and % of total retail sales)

Retail Ecommerce Sales in North America, by Country, 2015-2020

Retail Ecommerce Sales in Western Europe, by Country, 2015-2020

Retail Ecommerce Sales Share in Western Europe, by Country, 2015-2020 (% of total retail sales)

Retail Mcommerce Sales in Select Regions

Retail Mcommerce Sales in the EU-5, 2015-2020

Retail Mcommerce Sales in North America, 2015-2020

Retail Mcommerce Sales in Select Countries

Retail Mcommerce Sales in Argentina, 2015-2020

Retail Mcommerce Sales in Brazil, 2015-2020

Retail Mcommerce Sales in Canada, 2015-2020

Retail Mcommerce Sales in China, 2015-2020

Retail Mcommerce Sales in France, 2015-2020

Retail Mcommerce Sales in Germany, 2015-2020

Retail Mcommerce Sales in India, 2015-2020

Retail Mcommerce Sales in Italy, 2015-2020

Retail Mcommerce Sales in Mexico, 2015-2020

Retail Mcommerce Sales in South Korea, 2015-2020

Retail Mcommerce Sales in Spain, 2015-2020

Digital Buyers and Shoppers

Digital Buyers Worldwide, 2015-2020 (billions and % change)

Digital Buyers Worldwide, by Country, 2015-2020 (millions)

Digital Buyer Growth Worldwide, by Country, 2015-2020 (% change)

Digital Buyer Penetration Worldwide, by Country, 2015-2020 (% of internet users)

Digital Buyer Penetration Worldwide, by Country, 2015-2020 (% of population)

Digital Buyer Share Worldwide, by Country, 2015-2020 (% of total)

Digital Buyers Worldwide, by Region, 2015-2020

Digital Buyer Penetration Worldwide, by Region, 2015-2020

Digital Buyer Share Worldwide, by Region, 2015-2020 (% of total)

Digital Buyers in Asia-Pacific, by Country, 2015-2020

Digital Buyer Penetration in Asia-Pacific, by Country, 2015-2020

Digital Buyers in Central & Eastern Europe, by Country, 2015-2020

Digital Buyer Penetration in Central & Eastern Europe, 2015-2020

Digital Buyers in Latin America, by Country, 2015-2020

Digital Buyer Penetration in Latin America, by Country, 2015-2020

Digital Buyers in the Middle East & Africa, 2015-2020 (millions, % change and % of internet users)

Digital Buyers in North America, by Country, 2015-2020

Digital Buyer Penetration in North America, by Country, 2015-2020

Digital Buyers in Western Europe, by Country, 2015-2020

Digital Buyer Penetration in Western Europe, by Country, 2015-2020

Digital Shoppers in Select Countries, 2015-2020 (millions)

Digital Shopper Growth in Select Countries, 2015-2020 (% change)

Digital Shopper Penetration in Select Countries, 2015-2020 (% of internet users)

Digital Shopper Penetration in Select Countries, 2015-2020 (% of population)