An extract from the Statista Digital Economy Compass 2021

ECOMMERCE IS
GROWING FASTER
THAN EVER BEFORE
The eCommerce
surge continues
After the outbreak of the COVID-19 pandemic, the world
acknowledged the pressing need to improve digital
infrastructures and support online activities as a way to rebuild
affected economies. As physical stores experienced a significant
decline, eCommerce sales registered substantial growth, which
was propelled by government-imposed stay-at-home regulations.

We assess that the eCommerce market grew 28% globally in

2020. Based on a long-term and enduring shift in digital buying
patterns, this accelerated trend is likely to continue in 2021.
Thus, the eCommerce market is expected to grow at a CAGR of
7% (2021-2025) and result in a revenue of over US$4 trillion by
2025. This translates into an online revenue share from total
retail revenues of 17% in 2021, an online share that is projected
to reach 25% by 2025.

2
The global eCommerce revenue is expected to surpass
US$4 trillion by 2025

Worldwide eCommerce revenue forecast in trillion US$

4.2
+8%1 4.0
3.8
3.6
3.3

2.8

2020 2021 2022 2023 2024 2025

1: CAGR: Compound Annual Growth Rate / average growth rate per year
Note: Revenue figures refer to Gross Merchandise Volume (GMV)
3 Sources: Statista Digital Market Outlook as of September 2021
Or put differently: in 2030, eCommerce sales volumes will
be nearly as high as the GDP1 of the United Kingdom

eCommerce market size versus GDP1 of selected countries in billion US$

+6%
+63%
4,652
4,477
4,230 4,199

2,938
2,598

eCommerce GDP France eCommerce GDP India eCommerce GDP United Kingdom
Worldwide Worldwide Worldwide
2020 2025 2030

1: Gross Domestic Product

4 Sources: Statista Digital Market Outlook as of September 2021
COVID-19 prompted global eCommerce to grow from 9%
to 28% in 2020

COVID-19 impact on worldwide eCommerce revenue forecast in billion US$

Pre-Covid-19 Post-Covid-19

3,284

+21% COVID-19 559

2,813 impact
COVID-19
+18% 424 +14%
impact
2,197 +9%

2.725
2.389

2019 2020 2021

5 Sources: Statista Digital Market Outlook as of September 2021

A consequence of COVID-19 is the tendency in consumer
behavior to purchase more items online

Online instead of offline purchases related to COVID-19 for selected countries

United States United Kingdom Germany China

I have shifted to online purchases 65% 59% 53% 92%

Restaurant delivery / takeout 28% 16% 14% 36%

Food and drink delivery 26% 26% 9% 49%
Hygiene products 26% 18% 12% 64%
Household cleaning products2 23% 15% 8% 55%
Health products (e.g., medicine) 18% 12% 14% 28%
Clothing 17% 15% 21% 32%
Books 12% 13% 13% 23%
Games 11% 10% 10% 20%
Hobby supplies 11% 11% 10% 13%
Video 9% 6% 7% 24%
Music 8% 6% 7% 17%
Cons. electr., househ. appl., furniture 8% 7% 8% 22%
Financial products and services 5% 4% 3% 20%
Magazines & newspapers 4% 5% 5% 9%

"Have you deliberately purchased any of these products or services online instead of offline because of the COVID-19 / Corona pandemic?"; multi-
pick; Base: n=25,675, all respondents
Note: More information in the Statista survey Statista Survey "COVID-19 Barometer 2020"
6 Sources: Statista Survey as of May 2020
Online sales of disposable gloves and bread machines
grew by over 650% in the U.S. during the pandemic

Top ten products that were most and least purchased online in the U.S. in March ‘20 versus March ‘19

Disposable Bread Dried Grains Packaged Weight Milk & Dishwashing

Gloves Machines Cough & Cold Soups & Rice Foods Fruit Cups Training Cream Supplies

670% 652%

535%

397% 386% 377%

326% 307% 297% 275%

-77% -77% -64% -64% -63% -62% -59% -59% -59% -57%

Luggage & Briefcases Cameras Men’s Bridal Men's Formal Women’s Rash Guards Boy’s Athletic Gym Bags
Suitcases Swimwear Clothing Wear Swimwear Shoes

7 Sources: Stackline, Amazon, Business Inside, Euro news, CNBC

The shift from offline to online channels will continue to
grow and change the retail landscape

Worldwide online revenue share of total retail revenue development

2025
25%
25

24

23
Online

22
22%
25%
21

20 20%

19

75%
18%
Offline
18
17%

0
2021 2022 2023 2024 2025

8 Sources: Statista Digital Market Outlook as of September 2021

The U.S. is expected to experience the strongest shift from
offline to online till 2025

Online revenue share of total retail revenue1 for selected countries

2021 2025

39%
China +5%
41%

18%
Germany +47%
27%

21%
United States +78%
37%

22%
United Kingdom +45%
32%

1: Total retail revenue is defined by all categories covered by the Statista Consumer Market Outlook
9 Sources: Statista Digital Market Outlook as of September 2021
In terms of revenues, Apparel was the largest online
segment in 2021

Worldwide eCommerce revenue by category in billion US$ in 2021

765.6 536.0 589.0 381.0 472.0

Bags & Consumer Electronics DIY, Pets & Garden Household Personal Care
Accessories 144.0 111.9 Appliances

141.0
Footwear Hobby & Stationery 212.4
121.3
129.6

Apparel 402.0
Furniture &
Sports & Outdoor Homeware
Food &
159.0 Beverages

500.3 240.0
Toys & Baby 259.6
Books, Movies, Music & Games
188.5
134.0

Fashion Electronics & Media Toys, Hobby & DIY Furniture & Appliances Food &
Personal Care

10 Sources: Statista Digital Market Outlook as of September 2021

Fashion is the segment with the highest share of revenues
generated online

Worldwide offline and online share of total retail revenue1 and online share by category in 2021

Fashion Toys, Hobby & DIY

Offline 22%
revenue share 27%

Online
83% Total market 17%
revenue share By category

20%

Food & personal care 18% Electronics &

Media

13% Furniture & Appliances

1: Total retail revenue is defined by all categories covered by the Statista Consumer Market Outlook
11 Sources: Statista Digital Market Outlook as of September 2021
Big players drove
eCommerce growth
In 2020, the COVID-19 pandemic reshaped consumer
behavior. Many governments imposed lockdowns,
quarantines, and other restrictions to reduce the spread of the
virus. Consumers shifted from physical stores to online stores
and began increasing the budget, volume, and frequency of
their online shopping.

The pandemic also served as the impetus for the growth of

eCommerce. Compared to pre-COVID-19 figures, eCommerce
revenue of top marketplaces increased from 18% to 37%. The
growth was driven by store closures, changes in consumer
behavior, and increased internet penetration. Moreover,
companies invested more in eCommerce. Amazon invested
more than US$11,500 million in pandemic-related operating
costs, MercadoLibre doubled its workforce from 16,000 to
32,000 units, and Flipkart raised US$3,600 million in funding.

It is likely that these changes in the behavior of consumers and

improvements in eCommerce services & facilities will lead to
greater and enduring enthusiasm for online stores over
physical stores among consumers.

12 10/1/2021
When the pandemic hit, customers explored more new
online retailers, and this trend is likely to continue

eCommerce purchase behavior during COVID-19

Purchased online from a new retailer 1 Expect to continue purchasing from the new retailer 2 Do not expect to continue purchasing from the new retailer 3

81%

70%
66% 67%

43%

34% 33%
30%
27% 27%
22%
19%

Grocery Clothing, Shoes, Accessories Household Products Beauty and Personal Care

1: Purchased online from a retailer they did not use before the outbreak of COVID-19 2: Expect to continue purchasing online from the new retailer(s) in the next 6 months
3: Do not expect to continue purchasing online from the new retailer(s) in the next 6 months
13 Sources: Activate analysis
Web traffic of top eCommerce platforms achieved double-
digit growth during the pandemic

eCommerce traffic growth by month from 2019 to 2020

January 7% 7% -23% 1% -3%

February 4% 9% -13% 4% 2%

March 35% 21% -25% 2% -4%

COVID-19
April 70% 49% -19% 13% 34% pandemic

May 79% 49% 13% 21% 20%

June 73% 35% 20% 15% 4%

July 50% 44% 15% 15% 2%

August 65% 44% 13% 23% 18%

September 65% 43% 11% 25% 15%

October 69% 46% 15% 27% 17%

November 74% 63% 37% 23% 12%

December 82% 29% 33% 14% 11%

14 Sources: SimilarWeb
eCommerce revenue of top online marketplaces grew by
37% in 2020

eCommerce revenue of selected key players in billion US$ in 2020

+37%

530
5 10 9
36
4 +18%
85
387
4 9 4
327 39
4 2 108
11
37 57
3
43
79
65
2
277
1 195
166

2018 2019 2020

1: Amazon revenue from online stores and third-party seller services 2: JD.com revenue from JD Retail
3: Alibaba Group revenue from China commerce and international commerce 4: Rakuten revenue from domestic eCommerce
15 Sources: Company information, Statista CompanyDB as of August 2021
In 2020, Taobao ranked first with a GMV1 of US$564 billion
whereas Walmart had the highest growth at 102%

Rank Marketplace Global GMV1 in billion US$ in 2020 Main category Growth 19/20

1 564 Generalist 15%

2 557 Generalist 20%

3 531 Generalist 42%

4 379 Generalist 25%

5 242 Generalist 66%

6 113 Generalist 102%

7 91 Generalist 18%

8 51 Generalist 30%

9 46 Fashion 32%

10 43 Generalist 16%

1: GMV = Gross Merchandise Volume

16 Sources: ecommerceDB as of August 2021
The five largest online shops in the U.S. and the UK
accounted for more than one-third of the market

Market concentration of top online stores by net sales in selected countries in 2020
Top 5 Top 6-100 Long tail

22%
28% 26%
34%
38%
43%

31%
34% 44%

United States United Kingdom Germany

17 Sources: ecommerceDB as of August 2021

Net sales of the top eCommerce players have grown
significantly more than the market average since 2018

eCommerce net sales growth by ranking segments from 2018 to 2020

Top 5 Top 6-25 Top 26-100 Total revenues1
98%

76%

65% 66%
59%

49%

33% 34% 34%

21% 19%
16%

United States United Kingdom Germany

1: In the respective market

18 Sources: ecommerceDB as of August 2021
 The top five stores are the major contributors to the
eCommerce market

GMV1 and growth of the top-20 marketplaces in 2020

180% Ø US$141,682 million

kaola.com
160%

140%
GMV growth 19-20 in %

target.com
120%
coupang
100%

80%

60% Ø 55%

40%

20%

0%
50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 550,000 600,000

GMV in million US$ in 2020

TOP 6–20 TOP 5

1. GMV = Gross Merchandise Volume

19 Sources: Company information, ecommerceDB as of August 2021
Worldwide, different key players emerged who were very
successful with their region-specific strategies

Selected eCommerce key players by region/country in 2021

A pioneering social commerce

The world's largest platform in China The largest online
online retailer retailer in China

The largest online

shopping mall in Japan
America’s leading
hypermarket chain

Leading online shopping

platform in Southeast Asia

India's biggest online store

The most valuable company in Africa's largest
Latin America e-commerce company

20 Sources: Company information

Amazon has been outperforming Alibaba in terms of
revenues and market capitalization

Comparison of Amazon and Alibaba in billion US$

Amazon Alibaba

1.634

1.065 250%
954 920
866

225% 737
648
570
475
386 352
335
281 277
233
520%
42 53 74

2018 2019 2020 2018 2019 2020 2018 2019 2020

Revenue GMV1 Market Capitalization

1. GMV = Gross Merchandise Volume

21 Sources: Company information, marketplacepulse, Companiesmarketcap.com
Amazon positioned itself during the crisis by employing
500,000 workers to support rapid growth in 2020

Amazon’s development during COVID-19 based on selected indicators in thousand

2018 2019 2020

112,100
+11%
Number of of 124,000
Prime users in U.S.
+15%
142,500

648
+23%
Number of 798
employees +63%
1,298

233
Fulfillment centers, +17%
data centers, and 272
other developments +48%
(in square feet) 402

22 Sources: Company information

 Walmart has been successfully executing its online
strategy: In 2020, eCommerce grew by more than 60%

Walmart first-party eCommerce net sales in million US$

First-party eCommerce net sales First-party eCommerce net sales share of total net sales

+63%

64.900
65.000 18
60.000
16
55.000
50.000 14
+58%
45.000
39.700 12
40.000
11.6%
35.000 10

30.000 8
25.100
25.000
18.850 7.6% 6
20.000
15.756
15.000 4.9% 4
10.000 3.8%
3.2% 2
5.000
0 0
2016 2017 2018 2019 2020

23 Sources: Company Information, ecommerceDB as of August 2021

In 2020, Walmart ranked second for eCommerce sales in
the U.S. eCommerce sales list

U.S. top ten online-stores, ranked by eCommerce U.S. top ten retailers, ranked by retail eCommerce
net sales in billion US$ in 2020 sales in billion US$ in 2020
Other Furniture &
112 12% Homeware
14%
41 Apparel
6%
19 Consumer
Electronics
Sports &
17 13%
Outdoor 6%

16

14
Household 9%
Appliances
10 Food &
11% Beverages
7
9%
7 Personal Care
10% Books, Movies,
7 10% Music & Games
Toys & Baby

24 Sources: ecommerceDB as of August 2021

JD.com was the most popular brand for users in China
over the course of the COVID-19 pandemic

Top ten most used online shops in China in 2021 JD.com GMV1 during 618 shopping festival2 in billion
US$ in 2020
65% +31%

61% 38

61%
29
28

21%

18%

18%

17%

jd.hk 14%

13% 2019 2020

1. GMV = Gross Merchandise Volume

2. 618 shopping festival (period from June 1 to June 18, 2020) = 618 refers to the date June 18 (6 in Chinese means June) and signals the largest mid-year shopping festival in China.
“Which of these online shops have you bought something from in the past 12 months?"; Multi Pick; jd.com customers, n=2,615 online shoppers
Note: More information in the Statista Dossier “E-commerce in China”
25 Sources: Statista Global Consumer Survey as of May 2021, ecommerceDB as of August 2021
JD.com is using a diverse set of innovative technologies in
spite of being a top eCommerce player

JD.com focuses on five key technologies

Artificial intelligence Internet of Things Blockchain Autonomous system Next-generation computing

JD’s AI aims to provide JD offers a complete IoT
personification services close solution for intelligent
to an expert level. products that integrates cloud
servers, cost-effective
On the day of "JD 11.11.20” modules, and APP control.
▪ JD's intelligent customer
service served 65.52 JD’s IoT solutions by segment:
million times ▪ Smart home
▪ JD's intelligent analysis ▪ Smart logistics
platform had more than ▪ Smart finance
100 million calls ▪ Smart medical
▪ Industrial IoT
▪ Smart real estate
▪ Smart car connectivity
JD is using Blockchain to
increase the level of security
and transparency. In 2020, JD
partnered with Everledger and
Gemological Institute of
America (GIA) to build up
confidence in online diamond
purchases by synchronizing
grading data with the
institutions and providing
customers with independently
verified certificates and
original information through
the JD.com app.
Speeds up processes with
autonomous systems. In 2020
JD’s delivery robot was put
into use in Wuhan to ensure
contactless delivery. The robot
traveled over 6,800 kilometers
and delivered more than
13,000 packages.
The rise of AI and big data
require advances in computing
technology. JD set up the
Exploration Research
Institution focusing on six
areas, including quantum
computing and aimed for the
commercial application of
quantum computing. In the
experiment, a quantum
computer from China
calculates 100 trillion times
faster than the world fastest
supercomputer.

26 Sources: Company Information, inf.news, jingdaily

The agriculture-focused social platform Pinduoduo
overtook Alibaba in terms of monthly active users in 2021

About Pinduoduo Monthly active users in million

Pinduoduo is the largest agriculture platform. It is a social e-commerce app
based on team purchasing and social interaction. Users can invite online friends 900
to help them bargain and/or save money by making group purchases. 824
Pinduoduo’s business model boosts customer engagement and encourages
800
consumers to be interactive via social media. With this business model, 811
Pindupduo has become the fastest growing eCommerce startup in China’s
history and is now the third-largest e-commerce player behind Alibaba and 700
JD.com.
600

500

400

300

200

100

0
Q1 ’18 Q2 ’18 Q3 ’18 Q4 ’18 Q1 ’19 Q2 ’19 Q3 ’19 Q4 ’19 Q1 ’20 Q2 ’20 Q3 ’20 Q4 ’20 Q1 ’21

27 Sources: Company information

Pinduoduo’s customers are more health-conscious about
grocery products

Pinduoduo’s customer perception toward food & nutrition in China

Pinduoduo users Category users Total

44%
I avoid artificial flavors and preservative 41%
39%

38%
I try to avoid plastic packaging
36%
when buying food
33%

26%
Food must be convenient and fast 23%
22%

26%
I try to eat less meat 24%
23%

’’Which of these statements apply to you?’’; Multi Pick; "From which of these providers have you ordered groceries, beverages or meal kits online in the past 12 months?"; Multi
Pick; Base: n=254 Pinduoduo customers, n=926 grocery delivery customers, n=1,046 all respondents
Note: More information in the Statista Dossier “Pinduoduo”
28 Sources: Statista Global Consumer Survey as of May 2021
On the heels of Amazon, Flipkart is the second most
popular online marketplace in India

Top ten most used online shops in India in 2021 eCommerce gross sales in India in billion US$
Amazon Flipkart

86%
14,9
74%

35%
11,7
29%

8,8
24% 8,1

20%

18%

15%

14%

11% 2018 2023

“Which of these online shops have you bought something from in the past 12 months?"; Multi Pick; Base: n=2,776 online shoppers
Note: More information in the Statista “eCommerce: flipkart.com in India 2021 Brand Report”
29 Sources: Edge by Ascential, Statista Global Consumer Survey as of May 2021
Flipkart raised US$3.6 billion and set a record for startups
based in India

Flipkart timeline of funding in million US$

Flipkart is India’s leading marketplace with 350 million users and 300,0000 registered sellers from across the country. With the outstanding performance of Flipkart along with
growth in digital commerce in India, Flipkart has received several funds since 2007. Recently in July 2021, Flipkart raises US$3.6 billion in funding led by GIC, CPP Investments,
SoftBank, and Walmart. The new funding round makes Flipkart among the 10 largest eCommerce companies in the world by valuation and could set up Flipkart for an IPO in the
U.S. in 2022

4.000
3,600
3.500

3.000

2.500
1,910
2.000
1,400
1.500

1.000
700
255 360
500 250
64
1 10 20
0
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

30 Sources: Company information

The young marketplace startup Shopee grew significantly
in 2020 beyond other top marketplaces in Asia

Shopee revenue in million US$ GMV1 of top-10 marketplaces in Asia

+178% 110% Ø US$197,253million

842 100%

90%

Estimated GMV growth 19-20 in %

80%

70%

60%

50% Ø 46%
40%
303
30%

20%

10%

0%
100,000 200,000 300,000 400,000 500,000 600,000
2019 2020
GMV in million US$ in 2020

1. GMV = Gross Merchandise Volume

31 Sources: Company information, ecommerceDB as of August 2021
Shopee overtook Lazada and became the leading
eCommerce player in Southeast Asia in 2020

Number of web visits in selected Southeast Asian countries in million in first half of 2020
Shopee Lazada

53
50 19
19 Vietnam
Thailand

33 34

42 Philippine
17
Malaysia
97

12 9
Singapore 23
Indonesia

32 Sources: SimilarWeb
MercadoLibre has achieved momentum and is
successfully operating in Latin America

MercadoLibre revenue in million US$ MercadoLibre revenue by country in 2020

Commerce Fintech
Other
3,974 6%

Mexico
14%
+66% 1,414
1

2,296

950 55%
Brazil
1,440
Argentina
2,560 25%
601

1,346
839

2018 2019 2020

1: CAGR: Compound Annual Growth Rate / average growth rate per year
Note: More information in the Statista Dossier “MercadoLibre”
33 Sources: Company information
MercadoLibre has been building a diverse ecosystem to
support its eCommerce businesses

MercadoLibre eCommerce ecosystem

+75%
2.560

Revenue from commerce in million US$

1.346
eCommerce platform, where buyers and sellers 839
meet to transact of goods and services

2018 2019 2020

22,000
active shops in 2020 +53%
1.414
Revenue from Fintech in million US$
950
Online store solution that allows users to configure, 601
manage and promote their own e-commerce store
FinTech solution designed to facilitate
2018 2019 2020
financial transactions

+131%

52,596 208
monthly advertisers in 2020 Shipment in million
90
62
Shipping management service
Enables businesses to promote their products
and services on MercadoLibre platform Q1 ’19 Q1 ’20 Q1 ’21

34 Sources: Company information

The number of monthly visits to MercadoLibre confirms
that it is the true leader in Latin America

Number of monthly visits for top ten marketplaces MercadoLibre during COVID-19
in Latin America in million as of April 2021 ▪ MercadoLibre’s valuation increased as a result of the
pandemic. Market cap grew rapidly from US$30 billion in
668 Company December 2019 to US$83 billion in December 2020
Valuation
▪ January 2021, MercadoLibre raised $1.1 billion in its first
169
international bond sale

130
Strategies after COVID-19
84

41 Increased storage capacities in Latin America

37

29
Doubled workforce to 32,000 in 2021
27

25
Shifted to electric delivery vehicles
24

35 Sources: Company information, Webretailer

In 2020, Rakuten hit double-digit growth for the first time
since 2014

Domestic e-commerce volume of the Rakuten Group in billion US$

+21%

+9% 41

34
1
30
27
26
24
22

2014 2015 2016 2017 2018 2019 2020

1: CAGR: Compound Annual Growth Rate / average growth rate per year
Note: More information in the Statista Dossier “Rakuten”
36 Sources: Company information
Rakuten’s fintech segment generated revenues that were
almost equal to eCommerce

Rakuten revenue distribution in 2020 GMV1 of top five eCommerce platforms in Japan in
billion US$ in 2019
Mobile
14% 35
Domestic e-commerce

Other services 36% 31

15%

8
Shopping

8
Auction

5
35% FinTech2

1. GMV = Gross Merchandise Volume 2: FinTech = Rakuten Card Holders, Rakuten Bank Accounts, Rakuten Securities Accounts, Rakuten Insurances, and Rakuten Pay
37 Sources: Company information, Ecclab.empowershop
Nigerian eCommerce platform Jumia generated over
US$150 million in Africa in 2020

Jumia revenue in million US$ Jumia country operation overview for 2021
Established Plan to establish

Tunisia
Morocco
+14%1
179
Algeria
Egypt
152 154

Senegal Nigeria
Ethiopia
105
Uganda
Ivory Coast Ghana
DRC2 Kenya

Angola

2017 2018 2019 2020 South Africa

1: CAGR: Compound Annual Growth Rate / average growth rate per year 2: DRC=Democratic Republic of the Congo
38 Sources: Company information
The most visited marketplace in Africa is also active in
food delivery, travel, classifieds, and fintech

Estimated web traffic of African marketplaces in Timeline: Jumia businesses launched

million in 2019
600
550

500
2012
450
400
350
2013
300
250
200 Ouedkniss
Souq 2015
150
OlX Classified platform
100
Takealot.com
50
0 2017
2017 2018 2019

39 Sources: Company information, ecomconnect.org

Your Statista benefits

Diversity of industries
and topics
Statista bundles statistical data on over
80,000 topics from over 170 industries.
The data comes from over 22,500
sources.
Quick help
for all cases
With Statista, users can obtain
comprehensive overviews and conduct
targeted research – with minimal time
expenditure.
Global data from
numerous countries
Statista offers insights and facts on
industries from 150+ countries.
Markets, companies and consumers
from all over the world are highlighted.
Reliable and efficient
research basis
Statista has been the market leader in
providing business data for 13 years.
Companies, universities, schools and
the media trust our service.

DISCOVER OUR WHOLE UNIVERSE

A N D F I N D R E L E VA N T D ATA F O R Y O U R B U S I N E S S C O S M O S
Thank you very much for your interest in our content!

Alexandra Rotar
Analyst B2C Markets

If you’re interested in how to use the Statista platform,

TEL feel free to
click below and watch one of our eCommerce use case webinars:
E-MAIL
• Analyzing trends in eCommerce
• Identifying expansion opportunities in eCommerce
W W W . S T A T I S T A . C O M

We’re looking forward to welcoming you!

www.statista.com