Methodology

The data pertains to B2C enterprises and is based on the sale of physical goods through digital channels to private end consumers. This includes purchases made via desktop computers (including notebooks and laptops) and mobile devices (such as smartphones and tablets). The eCommerce market does not include digitally distributed services (refer to eServices), digital media downloads or streams, digitally distributed goods in B2B markets, or the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary values represent annual gross revenue and exclude shipping costs.

Modeling approach / Market size:

Market sizes are calculated using a combination of top-down and bottom-up approaches, tailored to the specific rationale of each market segment. To evaluate markets, we rely on annual financial reports from leading companies and industry associations, third-party studies and reports, survey results from our primary research (such as the Statista Global Consumer Survey), data on shopping behavior (like Google Trends and Alibaba Trends), and performance metrics (such as user penetration and price/product). Additionally, we incorporate key market indicators and data from country-specific associations, including GDP, consumer spending, internet penetration, and population. This comprehensive data allows us to estimate the market size for each country individually.

Forecasts:

In our forecasts, we utilize a variety of forecasting techniques, chosen based on the specific behavior of each market. For instance, the S-curve function and exponential trend smoothing are particularly effective for predicting digital products and services due to the non-linear nature of technology adoption. The primary factors driving these forecasts include GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is reviewed and updated biannually to account for changes in market dynamics. The effects of the COVID-19 pandemic are evaluated on a country-specific basis. Similarly, the impact of the Russia/Ukraine conflict is also assessed at a country-specific level.