Netherlands Leads Global Online Shopping, UNCTAD Reports

The organization compiled a ranking showing the share of online shoppers in selected countries. As many as 7 European states made it into the TOP 10.

“Between 2017 and 2021, e-commerce usage in least developed countries grew by 140%. However, this still represents only 5.8% of individuals shopping online, compared to 62% in developed countries,” the report states.

Outside of Europe, China, Canada, and South Korea have significant positions in the UNCTAD list, ranking in the top ten countries with the highest e-commerce penetration. China, with its strength and online dominance, is only in fifth place. This is because although the country has a high proportion of internet users, a large part of the population is not yet digitally active.

The Dutch, with their first-place ranking, represent a mature market with a large proportion of the population engaged in online shopping. This growth has been facilitated by the presence of high-speed internet access throughout the country.

In southern Europe, e-commerce penetration is still quite low. However, we can read this fact as an opportunity for expansion. Focusing on these markets could bring significant growth. Developing countries present unique opportunities to leverage digital progress.

Conversely, in developed markets such as the Netherlands, the United Kingdom, or Germany, it is very important to understand the competitive environment. If you plan to move your business to these countries, we recommend focusing on differentiating your offerings and following the tactics of local leaders.