How Many Ecommerce Users Are There in 2026? Global & by Country
As of June 2026, approximately 2.7 billion people worldwide shop online, representing 34% of the global population. This marks a steady increase from 2.1 billion in 2021, driven by improved internet access, mobile adoption, and the expansion of digital payment systems.
Ecommerce users by the numbers (2026)
- Global ecommerce users: 2.7 billion (estimated)
- Year-over-year growth: 5.2% from 2025
- Top country: China with 920 million online shoppers
- Highest penetration: United Kingdom (87% of internet users shop online)
- Fastest growth region: Southeast Asia (12% annual increase)
Year-by-year trend: Global ecommerce users (2019–2026)
| Year | Global ecommerce users (billions) | Year-over-year growth |
|---|---|---|
| 2019 | 1.92 | – |
| 2020 | 2.05 | 6.8% |
| 2021 | 2.14 | 4.4% |
| 2022 | 2.30 | 7.5% |
| 2023 | 2.45 | 6.5% |
| 2024 | 2.55 | 4.1% |
| 2025 | 2.64 | 3.5% |
| 2026 | 2.71 | 2.7% |
Note: Figures are estimates based on industry reports and national survey data. Growth has moderated as markets mature.
Ecommerce users by country (2026)
| Country | Ecommerce users (millions) | Penetration (% of internet users) |
|---|---|---|
| China | 920 | 79% |
| India | 350 | 55% |
| United States | 270 | 85% |
| Indonesia | 160 | 70% |
| Brazil | 130 | 62% |
| Japan | 100 | 78% |
| Russia | 90 | 65% |
| Germany | 75 | 88% |
| United Kingdom | 60 | 87% |
| France | 55 | 82% |
Source: Composite estimates from eMarketer, DataReportal, and national statistics offices. Penetration percentages are among internet users aged 15+.
Historical growth
Global ecommerce users have grown from 1.92 billion in 2019 to an estimated 2.71 billion in 2026, a compound annual growth rate (CAGR) of 5.1%. The COVID-19 pandemic accelerated adoption in 2020–2021, with growth peaking at 7.5% in 2022 as lockdowns drove consumers online. Since then, growth has slowed as markets in North America and Europe near saturation, while emerging markets in Asia and Africa continue to expand.
What is driving the change
Several factors contribute to the continued rise in ecommerce users:
- Internet penetration: Global internet users reached 5.5 billion in 2026, providing a larger base for ecommerce.
- Mobile commerce: Smartphone adoption and mobile-friendly platforms make shopping accessible in developing regions.
- Digital payments: Expansion of mobile wallets and buy-now-pay-later services reduces friction.
- Logistics improvements: Last-mile delivery networks in rural areas of India, Indonesia, and Brazil.
- Social commerce: Platforms like TikTok Shop and Instagram Shopping attract new buyers.
Notable shifts: China remains the largest market but growth has slowed to single digits. India and Indonesia are the fastest-growing large markets, with annual user growth exceeding 10%.
Methodology
Figures are compiled from multiple sources: eMarketer (for market estimates), DataReportal (Digital 2026 reports), and national statistical agencies (e.g., China Internet Network Information Center, U.S. Census Bureau). Where official figures are not available, estimates are derived from survey data and extrapolation. All figures are rounded and should be considered approximations. Statistics change over time; verify before citing.
Key takeaways
- Global ecommerce users reached 2.71 billion in 2026, up from 1.92 billion in 2019.
- China accounts for 34% of all online shoppers, with 920 million users.
- India added 50 million new ecommerce users in 2025 alone, the fastest absolute growth.
- Penetration rates exceed 80% in the UK, Germany, and the US.
- Growth is slowing in mature markets but remains strong in Southeast Asia and Africa.
FAQ
How many people shop online in 2026?
Approximately 2.71 billion people, or 34% of the global population, shopped online in 2026.
Which country has the most ecommerce users?
China leads with 920 million online shoppers, followed by India (350 million) and the United States (270 million).
What is the ecommerce penetration rate?
Penetration varies by country: over 85% in the UK and US, but below 30% in many African nations.
How fast is ecommerce growing?
Global ecommerce user growth slowed to 2.7% in 2026, down from 6.5% in 2023, as markets mature.
Are these numbers official?
Most figures are estimates from industry analysts and surveys; exact official counts are not publicly available for all countries.
Key takeaways
- Global ecommerce users reached 2.71 billion in 2026, up from 1.92 billion in 2019.
- China accounts for 34% of all online shoppers, with 920 million users.
- India added 50 million new ecommerce users in 2025 alone, the fastest absolute growth.
- Penetration rates exceed 80% in the UK, Germany, and the US.
- Growth is slowing in mature markets but remains strong in Southeast Asia and Africa.
Frequently asked questions
How many people shop online in 2026?
Approximately 2.71 billion people, or 34% of the global population, shopped online in 2026.
Which country has the most ecommerce users?
China leads with 920 million online shoppers, followed by India (350 million) and the United States (270 million).
What is the ecommerce penetration rate?
Penetration varies by country: over 85% in the UK and US, but below 30% in many African nations.
How fast is ecommerce growing?
Global ecommerce user growth slowed to 2.7% in 2026, down from 6.5% in 2023, as markets mature.
Are these numbers official?
Most figures are estimates from industry analysts and surveys; exact official counts are not publicly available for all countries.
