# Global E-Commerce Growth: What — and Who — Is Hot

> All merchants shall prepare and understand the latest e-commerce trends, best international markets and most popular products global consumers are buying.

**Global retail e-commerce sales** are projected to top **[$2.3 trillion in 2017](https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-Sales-Will-Reach-1915-trillion-This-Year/1014369)**, with expected sales of more than four trillion dollars by 2020. And retailers are finding that this e-commerce volume is making up a bigger piece of total retail spending — estimated to hit 14.6% in 2020, up from 10% in 2017.

This growth is showing no signs of slowing down, and merchants should prepare to leverage the new opportunities **[global e-commerce](/blog/cross-border-e-commerce-how-to-build-trust-among-international-consumers)** holds. But first, they must understand the latest e-commerce trends, best international markets and most popular **products global consumers are buying.**

[IMG]

Source: [eMarketer](https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-Sales-Will-Reach-1915-trillion-This-Year/1014369)

## The Top Global E-Commerce Markets

[Research suggests](https://www.remarkety.com/global-ecommerce-trends-2016) that 53% of global internet users made an online purchase in 2016 – or approximately one billion people. Not to mention that 65% of consumers would purchase globally rather than locally if the price is right.

Just look at the top 10 e-commerce markets by country:

- China: $1 trillion

- United States: $396 billion

- United Kingdom: $166 billion

- Japan: $124 billion

- Germany: $106.9 billion

- France: $72 billion

- South Korea: $38 billion

- Canada: $20 billion

- Russia: $15.7 billion

- Brazil: $14.6 billion

Source: [Remarkety](https://www.remarkety.com/global-ecommerce-trends-2016), 2016

Asia-Pacific remains the world’s largest retail e-commerce market with sales topping one trillion dollars in 2016, and it’s expected to more than double to $2.725 trillion by 2020. This region also saw the fastest rise in retail e-commerce sales, climbing 31.5% in 2016.

An expanding middle class, greater mobile and internet availability, the growing competition of e-commerce retailers and improved logistics and infrastructure all fueled this dramatic e-commerce growth.

**Some markets still emerging onto the e-commerce scene include:**

- India: $14.5 billion in revenue

- Poland: $6 billion in revenue

- Middle East: 30 million e-commerce shoppers

Source: [Remarkety](https://www.remarkety.com/global-ecommerce-trends-2016), 2016

Research shows that slightly more than [64% of the Chinese online population](https://www.statista.com/statistics/261661/digital-buyer-penetration-in-china/) has made an e-commerce purchase, while the United States has just more than [57% of the population](https://www.remarkety.com/global-ecommerce-sales-trends-and-statistics-2015) shopping online. Japan, in contrast, has a staggering [80% of its population](https://www.remarkety.com/global-ecommerce-sales-trends-and-statistics-2015) doing online shopping.

## What Global Customers are Buying Online

Books, electronics and clothing are among the top purchases for global online shoppers. But what else are consumers buying?

**Product**

**Annual Sales**

**Market Share**

Software, Books, Music, Flowers

$38.05 billion

26%

Computer Hardware, Consumer Electronics, Office Supplies

$24.8 billion

16%

Apparel, Footwear, Jewelry, Linens/Home Decor

$22 billion

13%

Health, Beauty, Food and Beverage

$12.4 billion

8%

Toys, Video Games, Sporting Goods

$10.975 billion

7%

Small Appliances, Furniture, Tools, Garden Equipment

$5.275 billion

3%

Source. [Statistic Brain](http://www.statisticbrain.com/top-selling-internet-items/)

**Rank**

**Best-Selling Internet Products**

1

Women’s Apparel

2

Books

3

Computer Hardware

4

Computer Software

5

Apparel

6

Toys/Video Games

7

Videos/DVDs

8

Health and Beauty

9

Consumer Electronics

10

Music

11

Jewelry

12

Office Supplies

13

Linens/Home Decor

14

Flowers

15

Sporting Goods

16

Footwear

17

Small Appliances

18

Tools and Garden

19

Gifts

Safely Expand into International E-Commerce Markets

Global e-commerce is a huge opportunity for online retailers, but it can pose serious risks to those merchants who aren’t prepared to deal with the [potential for fraud](/blog/what-to-know-before-you-start-shipping-internationally), [payment issues](//blog.clear.sale/post/is-your-international-payment-gateway-increasing-your-risk-for-fraud) and cultural nuances.

You can count on the experts at ClearSale to help you navigate the tricky waters of international sales. **[Talk with a ClearSale expert](https://www.clear.sale/contact) today to learn how our multilayered approach can provide peace of mind as you grow your global e-commerce business.**

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Source: [https://www.clear.sale/blog/global-e-commerce-growth-what-and-who-is-hot](https://www.clear.sale/blog/global-e-commerce-growth-what-and-who-is-hot)