Where shoppers spend the most online: 2024 rankings

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A study conducted by Ubuy analyzed more than 50 countries to rank them the highest average annual online spend per customer. The countries were first chosen based on the highest percentage of online shoppers. The total size of each country’s e-commerce market, expressed in dollars, was divided by the respective number of online shoppers. Countries were then ranked based on these average spending figures, from highest to lowest. Additional statistics have been added for context, such as online shopping preferences and the age groups of online consumers.

Findings summarized

Country

Online shoppers %

Population

Number of online shoppers

E-commerce market size in $

Expenses per person

Age group

Products

Denmark

90%

5,932,343

5,339,109

18,294,300,000

3426.47

20-39

Clothes and shoes

United States

92%

341,347,980

314,040,142

1,064,290,800,000

3389.03

25–34

Fashion and electronics

South Korea

96%

51,754,216

49,684,047

150,689,100,000

3032.95

20-40

Clothing and Food & Drinks

United Kingdom

98%

67,903,439

66,545,370

169,494,400,000

2547.05

25-34

Fashion, cosmetics, electronics and pharmaceuticals

Australia

91%

26,632,498

24,235,573

53,066,500,000

2189.61

25-34

Clothes and shoes

Norway

88%

5,503,858

4,843,395

9,334,400,000

1927/24

35-44

Clothing | sports goods

Canada

91%

39,022,908

35,510,846

62,103,300,000

1748.85

25-44

Clothes and shoes

China

97%

1,425,341,345

1,382,581,105

2,413,155,700,000

1745.40

16-24

Clothes and shoes

Singapore

95%

6,042,906

5,740,761

9,901,500,000

1724.77

25-34

Food and groceries

Switzerland

96%

8,837,544

8,484,042

14,217,900,000

1675.84

18 to 39

Clothes and shoes

Denmark holds the first place in the ranking of online shopping expenditurewith an average of $3,426.47 spent per online shopper per year. Nearly 90% of Danes between the ages of 20 and 39 make purchases online, with a particular emphasis on clothes and shoes.

Just behind Denmark, The United States claims the 2nd position with an average online spend of $3,389.03 per customer, or 92% of the population. Consumers between the ages of 25 and 34 are particularly interested in purchasing fashion and electronic articles online.

South Korea ranks 3rdWhere 96% of citizens contribute an average online spend of $3,032 each. The country’s shoppers, aged 20 to 40, are focused on buying both clothing And food and drinks online.

The United Kingdom has the highest percentage of the population shopping online: 98%, leading to an average spend of $2,547. UK e-commerce has a varied shopping cart including: fashion, beauty, electronics, and more, especially among the 25-34 age group.

Since the online shopping population spends an average of $2,189, Australia is arranged 5th. About 91% of Australians shop online, with a preference for clothing and shoes among the 25-34 age groups.

Norway is located in the 6th position, with an average online spend of $1,927 per online shopper per year. This reflects the Norwegian preference for digital shopping clothing and sporting goods, driven by 88% of the population and especially popular among people between 35 and 44 years old.

Canada secures the 7th place, where average $1,748 is spent online shopping public. Canadian e-commerce, which engages approximately 91% of the population, is primarily focused on clothes and shoeswith a wider age range from 25 to 44 years.

8th place is occupied by Chinawith one of the highest participation in online shopping rates of 97% and an average spend of $1,745 per online consumer. The primary age group for online shoppers is quite young, between 16 and 24 years old, with a high propensity for clothes and shoes.

With an online shopping rate of 95%, Singapore ranks 9thwith an average expenditure of $1,724.77 per online shopper. The significant tendency is towards food and groceries sought by the country’s 25-34 demographic.

Switzerlandd completes the top ten, with 96% participation in online shopping and an average spend of $1,675 per customer. The Swiss online market is dominated by purchases of clothes and shoesmainly by consumers between 18 and 39 years old.