Since the Covid-19 pandemic, the world of eCommerce has not stopped growing, and although life away from home is back with a vengeance, the reality is that people have taken a liking to being able to reduce their purchases to a couple of clicks that bring them convenience, security and less physical effort.

The Digital 2024 study conducted by We Are Social and Meltwater shows the most relevant data on eCommerce penetration worldwide and points out which were the most prominent categories in online commerce.

Revenue from online sales of consumer goods declines

Analyzing the report, we can deduce that the global revenue associated with online purchases of consumer goods was accounted for at $3.15 billion, a figure that represents a 12.2% decline from the $3.59 billion recorded the previous year.

Average spending per consumer also fell. The study reveals that each person spent an average of $1,019 over the past year, $146 more than in the previous report.

Electronics and fashion remain the categories where online consumers spent the most money

Similar to last year, electronics and fashion remained the most popular categories, although swapping positions, being where online consumers spent the most money: $781.3 billion and $673.6 billion respectively.

Last year, food (+6.9%) and beverages (+0.5%) recorded the highest growth, and the same occurred this year, with an increase of 16% and 14.2% respectively.

Great news is that this year all the categories analyzed experienced an increase in their figures, something that contrasts sharply with the results of 2023, when the only ones that experienced a growth in spending were, precisely, food and beverages. Electronics, which last year was the category that experienced the greatest decline in its figures, is the fourth fastest-growing category in this edition, with 11.8%.

categorías de bienes de consumo digital 2024

Free shipping and discounts: key motivators for online shopping

It is always worth noting what are the factors that lead consumers to make online purchases. It is no secret that with the quarantine all this has increased, but there are also other aspects that motivate online shopping.

The main reason is free shipping (50.6%), which remains in that position since 2022, as well as coupons and discounts in second place (39.3%). On the other hand, fast return policies (33.2%) continue to be a major influencer in online shopping, as well as a fast and agile checkout process (30.6%) and reviews from other consumers (30.5%).

motivadores de compra online digital 2024

Leaders in eCommerce penetration worldwide

Taking into account that the data corresponds to the Internet population between 16 and 64 years of age, the percentage of consumers in the world who shop online every week is set at 56.1%. Thailand remains in first place as the country with the most online shoppers making weekly purchases, registering 66.9%, a slightly higher figure than the previous year, when it stood at 66.8%. It is followed by South Korea, which also holds the same position, with 65.8%. And in third place in the ranking is Turkey with 64.7%.

In this ranking, Mexico is in the 5th position, ahead of big countries such as China, United Kingdom and the USA.

compradores online semanales digital 2024

Leaders in spending per consumer

Although the analysis established an average amount spent per consumer worldwide, the reality is that there are countries in which consumers spent more money annually than others. Hong Kong remained the annual spending leader with $3,830, up from $3,828 (3,516 euros) last year, followed by the U.S. with $2,700 and the U.K. in third place with $2,170.

gasto por consumidor digital 2024

South Korea, which in the last edition dropped from third to fourth place, this time falls to eighth place with $1,723. In the case of Spain, this year it is positioned slightly below the world average, in 28th place with an average of $920, unlike last year, when it was slightly above the global average and ranked 24th with an average expenditure per consumer of $1,009.

Bonus Track: what happened last year (2023)

This is not the first year in which we share with you the data from this report. The changing world of eCommerce, the pandemic, the push for new platforms, etc., are gradually shaping the new reality of online sales.

In 2023, the percentage of online consumers in the world (who shop in eCommerce every week) reached 57.6% of the Internet population between 16 and 64 years of age. And, among all the countries in the world, Thailand led with 66.8%, followed by South Korea (65.6%), Turkey (64.6%) and Mexico (64.5%). In this ranking, USA is in 20th position, just after the world average with a percentage of 57.6%.

compradores online semanales digital 2023

Hong Kong remained the leader in annual spending with an average of $3,828, followed by the USA with $3,374 (about 3,099 euros) and in third place the UK with an average spending per user of $2,940 (2,701 euros). In the case of Spain, it was slightly above the world average, in 24th place with an average of $1,009.

gasto por consumidor digital 2023


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