Global E-commerce Market in 2025: Scale Expansion and the Rise of Emerging Markets

In today’s consumer landscape, e-commerce has become a common shopping choice for global consumers. Industry data from 2025 vividly demonstrates the vibrant vitality and new growth potential of this sector. Recently, related research revealed a set of key data: Global revenue related to online consumer goods purchases totaled $3.66 trillion in 2025, a 13% increase from $3.24 trillion in 2024. Accompanying this market expansion is an increase in per capita consumer spending. In the past year, the average online spending per consumer worldwide reached $1,127, confirming the vast growth prospects of the global e-commerce market. In terms of specific product categories, fashion products topped the list, with the market size expected to exceed $920 billion for the year. Food followed closely with a market size of $838 billion, while DIY and hardware, electronics, and furniture ranked third to fifth with $370 billion, $342 billion, and $263 billion respectively. The core factors driving users to complete online purchases remain free shipping and discounts, accounting for a high 50.7%; coupons and discount activities ranked second with 38.9%. In addition, genuine user reviews, flexible return policies, and next-day delivery services, accounting for 32.2%, 31.7%, and 28% respectively, have become important variables influencing consumer decisions. This consumer preference has driven strategic adjustments by global e-commerce platforms. In recent years, major platforms have increased their investment in logistics, from warehousing layout and delivery time optimization to freight subsidy policies, all in an effort to meet core consumer demands and gain a foothold in the fierce market competition. The explosive growth of emerging markets in the global e-commerce landscape is noteworthy. Based on calculations of internet users aged 16 and above in various countries, the proportion of consumers participating in online shopping weekly globally will reach 56.5% by 2025. Nigeria leads the pack with an exceptionally high proportion of 71.3%, followed closely by Thailand at 68.6%. Nigeria, as the most populous country in Africa, has a total population of 239 million, with 109 million internet users, accounting for 45.5% of the total population. 71.3% of these users maintain a weekly online shopping habit, with 77 million weekly active online shoppers. More importantly, the Nigerian Customs Services Commission has introduced an import duty-free policy, allowing imported goods valued at $300 or less to pass through customs without tax, a positive signal for cross-border online shoppers and direct-shipment sellers. Thailand has a total population of approximately 71.6 million, with 67.8 million internet users, representing a penetration rate of 94.7%. Among these, 68.6% of internet users have a weekly online shopping habit, with 46.5 million weekly active online shoppers. Previous market research has also confirmed that e-commerce platforms have become the core channel for local consumers, with 87% of consumers maintaining a weekly or monthly online shopping frequency. In summary, the global e-commerce market in 2025 is driven by both the solidification of consumption habits and the rise of new growth drivers. The convenience of online shopping is propelling the steady expansion of the market, with free shipping and discounts remaining key factors attracting consumers. Emerging markets, with their large user base, high consumer enthusiasm, and favorable policy environment, are becoming new growth poles in the global e-commerce arena. For cross-border e-commerce practitioners, understanding the consumption characteristics and policy dividends of different markets is crucial for breaking through in global competition.