What U.S. and China got right about e-commerce

It’s easy to assume the digital economy is evenly distributed across the globe, but the numbers tell a different story. In 2024, the United States saw a staggering 33.7% of its consumer goods purchased online. China trailed just behind at 31.2%. Together, these two powerhouses are more than doubling the global e-commerce average of just 17.3%.

This gap isn’t just about who has faster internet or better logistics. It’s about how people choose to shop and the habits, trust, and cultural preferences that shape those choices

A tale of two markets and the rest of the world

While countries like the U.S. and China surge ahead, other regions show a different rhythm. Take Chile and Switzerland, for example. Despite being digitally advanced, their online shopping rates hover around 11%. This is driven by a strong cultural preference for in-person shopping, where the ability to see, touch, and verify a product often outweighs the convenience of buying online.

Then there’s South Korea. At first glance, its 22% online shopping rate seems modest compared to the U.S. or China but that figure masks a deeper trend. South Korea isn’t just catching up, it’s jumping ahead, skipping desktops entirely and embracing mobile-first online shopping.

Insight for business Leaders

If you’re a business leader looking to scale digitally, these numbers offer more than benchmarks, they provide direction. First, recognize that digital strategy is not a one-size-fits-all game. What works in San Francisco may flop in Geneva. Customers in one region might prioritize next-day delivery and app-based checkouts, while others care more about local reputation, in-person verification, or community-driven recommendations.

Second, pay attention to how consumers access your business. In mobile-dominant countries like South Korea, your desktop site may never even be seen. A clunky mobile checkout process could cost you millions. Meanwhile, in countries where desktop use is still prevalent, a seamless cross-platform experience remains essential.

And third, don't just chase reach. Chase depth. In the U.S., the average online shopper generates over $4,000 in annual revenue. In China, it’s about $2,400. These aren’t just high-penetration markets; they’re high-value ones. Success here isn’t just about attracting users, it’s about engineering experiences that deepen spend and build long-term loyalty. China leads not just in size, but in how deeply e-commerce is woven into daily life—apps like WeChat combine chatting, shopping, and payments all in one. The U.S. stands out for its scale and efficiency, driven by giants like Amazon and Walmart, and shoppers who expect fast, seamless service. South Korea shows us another route: a market built entirely around mobile convenience, where consumers don’t just shop—they scroll, discover, and pay all within a few taps.

There’s no single blueprint for success. But there is a clear takeaway: the brands that thrive are those that respect the culture, optimize the platform, and engineer for growth beyond the click.

The opportunity hiding in the divide

It would be easy to look at markets with low online adoption and see barriers. But smart businesses see opportunity. These are the spaces where well-executed digital strategies can shift behavior, where unmet expectations can become competitive advantages.

Whether you're a startup entering new territory or an enterprise refining your playbook, the challenge is the same: understand the market beneath the metric. Look beyond the penetration rate. Ask what drives trust. What defines convenience? What feels local? Because in the end, the difference between a successful digital strategy and a failed one isn’t always technology.

It’s empathy.