Online commerce is an absolutely mainstream activity among the world’s internet users and, as today’s Chart shows, it’s Germany that has the most enthusiastic online shoppers.

Some 85% of online adults in Germany say that they’ve recently bought a product on the internet, with the figures remaining remarkably even across all age, gender and income breaks.

Other European markets show strongly here too, with the UK, Italy and Poland featuring within our Top 10. But the opportunities for digital commerce in emerging markets are also obvious: in China, 84% of the world’s largest online population are buying products over the internet, as are over 80% in India.

To find out more about the online commerce landscape in each of GWI’s 34 markets, clients can download our new Market Reports here.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.