Global online retail website visits and orders 2024, by device

Mobile phones dominate global digital commerce website visits and contribute to the largest share of online orders. As of the third quarter of 2024, smartphones constituted around 77 percent of retail site traffic globally, responsible for generating 68 percent of online shopping orders. Marketplace momentumRetail e-commerce has significantly increased globally over the past few years. Currently, the leading countries in retail e-commerce growth, such as the Philippines, have seen an increase of up to 24 percent. In 2023, the majority of online purchases worldwide were made on online marketplaces, incurring around a 35 percent share of consumer purchases. The top four retail websites for consumers to visit globally were all marketplaces, with the leading website being Amazon.com. Converting clicksWhen shopping online, website visits often do not end in purchases. This can be due to having second thoughts when online shopping, or simply due to consumers using the platforms to search for products. In 2023, the conversion rate of online shoppers globally was under two percent, with apparel incurring the highest conversion rate from online purchases. Across the globe, almost 20 percent of all retail sales were conducted online. This figure is forecast to increase to at least 22 percent by 2027.

移动通讯设备在全球数字商务网站访问中占据主导地位，并贡献了最大份额的在线订单。截至2024年第三季度，智能手机在全球零售网站流量中占比约达77%，并产生了68%的在线购物订单。近年来，全球零售电子商务显著增长。目前，菲律宾等零售电子商务增长领先国家，其增长幅度高达24%。2023年，全球大部分在线购买都是在在线市场中完成的，占消费者购买总额的约35%。全球消费者访问的前四大零售网站均为市场平台，其中领头羊为Amazon.com。点击转化率在在线购物中，网站访问往往并不直接导致购买行为。这可能是由于在线购物时的犹豫不决，或者消费者仅仅利用这些平台搜索产品。2023年，全球在线购物者的转化率不到两成，服装类产品的在线购买转化率最高。在全球范围内，近20%的零售销售额是通过在线完成的。这一比例预计到2027年将至少上升至22%。