Ranked: The Countries that Shop Online the Most
This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.
Key Takeaways
- The United States (33.7%) and China (31.2%) lead global online consumer purchases, significantly above the 17.3% global average.
- Major economies range between 10–25% of total retail spending online, highlighting vast differences in digital adoption.
E-commerce has transformed how consumers shop across the globe. This graphic ranks countries by the share of retail purchases made online, offering a snapshot of digital consumption trends.
The data for this visualization comes from DataReportal’s Digital 2025 Global Overview.
The U.S. and China Shop Online the Most
The United States leads the world with 33.7% of retail spending happening online. China follows closely at 31.2%, reflecting a deeply integrated e-commerce ecosystem in both markets.
These figures are roughly double what many other advanced economies report, underscoring their dominance in digital shopping habits.
| Country | Percentage |
|---|---|
 U.S. |
33.7% |
 China |
31.2% |
 U.K. |
23.2% |
 South Korea |
22.0% |
 Netherlands |
20.9% |
 Canada |
17.9% |
 Japan |
16.2% |
 Italy |
14.9% |
 Germany |
14.6% |
 Norway |
14.5% |
 Ireland |
14.0% |
 Sweden |
14.0% |
 Australia |
13.8% |
 France |
13.4% |
 Spain |
13.3% |
 Denmark |
13.3% |
 Poland |
13.3% |
 Argentina |
13.2% |
 Austria |
12.9% |
 Finland |
12.8% |
 Czechia |
12.7% |
 Singapore |
12.2% |
 Thailand |
11.4% |
 Switzerland |
11.3% |
 Chile |
11.0% |
 Worldwide |
17.3% |
Despite standout performers like the U.S. and China, the global average sits at 17.3%, showing that most countries still rely heavily on brick-and-mortar retail.
In major markets like the EU and parts of Asia, online penetration rates generally fall between 10% and 25%, positioning them in the mid‑tier range. This suggests growing digital adoption but not yet universal behavior.
Room for Growth in Emerging Economies
Many emerging markets remain below the global average, often due to logistical challenges, infrastructure gaps, or lower internet penetration. These regions represent untapped potential with significant upside if digital infrastructure improves.
As mobile and internet access along with trust in online payments expand, e-commerce could leap forward in these countries.
Learn More on the Voronoi App 
To learn more about online shopping and consumer habits, check out this graphic on how holidays affect online and retail sales on Voronoi.
