The e-commerce boom has reshaped the global economy, redefining consumer behavior across nations. With digital adoption at an all-time high and the convenience of online shopping becoming increasingly irresistible, it’s no surprise that certain countries are outspending others in e-commerce.
So, which countries are the biggest online spenders? Based on recent data, here are the top 10 countries where individuals spend the most on online shopping annually.
1. United Kingdom – $4,200 to $4,300 per capita
The UK ranks first globally in per capita online spending. From groceries and fashion to technology and luxury, Brits have wholeheartedly embraced online platforms. The rise of local e-commerce giants like ASOS and Ocado, paired with Amazon’s dominance, has contributed significantly to this surge. With easy return policies, frequent discount festivals, and a strong logistics network, online shopping in the UK is more than just a convenience—it’s a way of life.
Key Drivers:
- High internet penetration
- Trust in online payment systems
- Strong mobile commerce infrastructure
2. United States – $3,400 to $4,470 per capita
The birthplace of Amazon, eBay, and Shopify, the U.S. continues to be a global e-commerce powerhouse. American consumers spend heavily on online platforms for everything from everyday essentials to high-end electronics and subscription services.
Key Drivers:
- Tech-savvy population
- Availability of ‘Buy Now, Pay Later’ options
- Widespread use of smart home devices that support voice shopping
3. South Korea – $2,590 to $2,510 per capita
South Korea combines high-speed internet and urban density to create an ideal environment for online shopping. With companies like Coupang offering lightning-fast delivery and live commerce trending among millennials, South Koreans are increasingly shopping from their smartphones.
Key Drivers:
- Advanced mobile commerce ecosystem
- Live video shopping and influencer-driven purchases
- Loyalty-based reward systems
4. Italy – Around $3,290 per capita
Italy’s e-commerce sector has experienced significant growth post-COVID-19. Traditionally known for in-store experiences, Italian consumers are now splurging on fashion, luxury, and artisan products online, both domestically and internationally.
Key Drivers:
- Surge in cross-border e-commerce
- Digitalisation of small Italian businesses
- Preference for mobile shopping
5. Netherlands – Around $3,190 per capita
With a population that is highly connected digitally, the Netherlands ranks fifth in online spend per capita. Dutch consumers rely heavily on e-commerce for clothing, books, and home products.
Key Drivers:
- Efficient nationwide logistics
- High trust in local e-commerce players like Bol.com
- Emphasis on sustainable and ethical shopping
6. Canada – $1,746 to $2,610 per capita
Canada’s vast geography makes online shopping a preferred choice, especially in remote areas. With an increase in tech infrastructure and improved delivery options, Canadians are investing more in healthcare products, books, and electronics online.
Key Drivers:
- Expansion of Amazon Prime and local services
- Improved rural access to delivery
- Rising digital payment adoption
7. Austria – Around $2,600 per capita
Austria boasts one of the fastest-growing e-commerce markets in Central Europe. With a consumer base that values both quality and convenience, Austrians are spending increasingly on fashion, gadgets, and home décor through online platforms.
Key Drivers:
- Increase in cross-border shopping from Germany and Italy
- Boom in local e-shops
- Excellent logistics performance
8. France – $1,946 to $2,200 per capita
France, while historically fond of brick-and-mortar boutiques, has embraced e-commerce with open arms. The French e-commerce market is diverse, with strong sales in beauty, electronics, and groceries. Platforms like Cdiscount and Fnac are widely trusted.
Key Drivers:
- Government incentives for small businesses to go digital
- High adoption of click-and-collect services
- Preference for eco-conscious brands
9. China – $1,353 to $1,855 per capita
Although China has the largest overall e-commerce market, its per capita spending ranks lower due to its massive population. However, its innovation in mobile shopping, live streaming commerce, and social media integration sets the global benchmark.
Key Drivers:
- Dominance of platforms like Alibaba, JD.com, and Pinduoduo
- Seamless integration with social media apps like WeChat
- Live-streaming sales culture
10. Switzerland – ~$2,510 per capita
Switzerland rounds out the top 10 with impressive per capita online spending, particularly on fashion, wellness, and consumer electronics. The Swiss market places a premium on quality, and their e-commerce trends reflect this discerning taste.
Key Drivers:
- High-income population
- Preference for international brands
- Efficient delivery and customs clearance
Global E-Commerce Trends in 2025
With the growth of AI-powered recommendations, faster delivery systems, and seamless payment gateways, e-commerce continues to evolve globally. Here are some notable trends fueling the global surge:
1. Mobile Commerce
Smartphones have become the preferred device for online purchases, with retailers optimizing their apps and websites for mobile use.
2. AI & Personalization
Advanced algorithms are driving personalized shopping experiences, increasing both basket size and repeat purchases.
3. Sustainable Shopping
Consumers globally are becoming more environmentally conscious, preferring eco-friendly packaging and ethical brands.
4. Cross-Border E-Commerce
Platforms like Amazon Global, SHEIN, and Etsy have made it easy for consumers to shop internationally, expanding their buying options.
Final Thoughts
The rise of e-commerce isn’t just a trend—it’s a transformation. These top 10 countries illustrate how deeply digital convenience has embedded itself into the lives of consumers. As online ecosystems mature and technologies evolve, we can expect even more impressive numbers in the coming years.
Whether it’s the UK’s fashion-forward shoppers or South Korea’s tech-powered commerce, the global e-shopping cart is only getting bigger.