Consumer Culture: Which 5 Countries Do the Most Online Shopping in the World? : Whether you’re planning to develop one of the world’s top eCommerce fulfillment companies or you’re simply curious about consumer culture, it’s worth taking a few minutes to explore the countries responsible for the most online spending.
While the top shopping nations do differ slightly depending on whether you look at total or per capita expenditure, the following countries always dominate the upper reaches of the list.
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China
As the most populous country in the world, China accounts for the highest total percentage of online sales. In terms of per capita spending, it came in at position five in 2021. Interestingly, when researchers looked at what percentage of people’s salaries were being spent online, China came out on top again. While the average American spends less than 10% of their salary online, the average Chinese citizen spends close to 20%.
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The United Kingdom
UK shoppers love spending their money online, with this region accounting for 36.3% of all online sales in 2022. The UK also came out on top in an analysis of per capita expenditure, with the average resident spending $4,201 online each year. The online sellers enjoying most of these sales include eBay UK, Amazon UK, and ASOS.
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The United States
It’s no surprise that the United States is making an appearance on this list. Home to leaders in the eCommerce industry like Amazon and eBay, America is the birthplace of online shopping. On average, Americans spend $3,428 per person, per year online, equating to around 7.63% of the average salary.
By the end of 2022, it’s estimated that US residents will have spent a record-breaking $1 trillion online. So, over the coming years, it seems likely that the US will overtake the other countries in this list and claim the honor of being the most spend-happy nation of online shoppers in the world.
Check out Temu’s YouTube channel at https://www.youtube.com/@temu for more insights on the eCommerce industry.
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South Korea
South Korea accounts for 32.2% of all online sales, coming in just after the UK at 36.3% and China at 46.3%. The Asian nation also has a high expenditure per capita, with residents dropping around $2,591 online each year. This accounts for approximately 6.96% of the average salary in South Korea, which is a much more conservative proportion than other countries on this list.
In a survey, South Koreans reported enjoying the value for money they receive by shopping online. It was also revealed that 97% of residents under the age of 40 regularly shop online. As with the US, 2021 and 2022 were record years for South Korea, with online sales continuing to climb.
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Japan
As one of the world’s most tech-savvy nations, it’s no surprise to see Japan on this list. Residents of Japan love the convenience of online shopping, with each person spending roughly $1,488 per year.
Interestingly, the ease of online shopping and the speed of delivery have contributed, at least in part, to the hikikomori phenomenon in Japan. Hikikomori describes an extreme form of social isolation in which people retreat from the world, often not leaving their houses for years. While not all hikikomori are relying on the internet, many work, shop, and socialize entirely online.
Other eCommerce markets that deserve an honorable mention include France, Canada, Australia, and India. While Mexico doesn’t make an appearance in the top ten countries with the highest online expenditure, the North American nation took out second place in terms of the percentage of salary spent online.
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Consumer Culture: Which 5 Countries Do the Most Online Shopping in the World?
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