Newsletter sign-up
Does my company subscribe?
Contact Sales:1-800-405-0844
EMARKETER
Log in
Become a ClientGet a DemoPricing
ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Dec 12, 2025

Out-of-home sports ads are turning viewers into talkers

Article |
 Dec 12, 2025

Fintech lenders can hide problems with consumer credit quality

Article |
 Dec 12, 2025

Fiserv is sued again for alleged security lapses

Article |
 Dec 12, 2025

The Home Depot builds a stronger foundation for creator partnerships

Article |
 Dec 12, 2025

AI, video, and broad skill sets define sea change in marketing job market

Article |
 Dec 12, 2025

SEO spending will drop as brands prioritize real-time social performance

Article |
 Dec 12, 2025

Epic antitrust suit could crack open the health data market

Article |
 Dec 12, 2025

YouTube Shorts expands ad tools to capture holiday spend

Article |
 Dec 12, 2025

Lululemon seeks leadership change as challenges mount

Article |
 Dec 12, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Worldwide Retail Ecommerce Forecast 2024

Steadiness and Stability Replaces High Highs and Low Lows

Report by Ethan Cramer-Flood  |  Feb 27, 2024
Download
Report
Deck
Executive Summary
Share
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
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
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
EMARKETER

Geographies

EMARKETER

Media Services

Free Content

Contact Us →

Worldwide HQ

One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

Sales Inquiries

1-800-405-0844sales@emarketer.com

* Copyright © 2025 
EMARKETER Inc. All Rights Reserved.