The global B2C e-commerce market value reached around USD 4.46 Trillion in 2023. The widespread adoption of smartphones has made online shopping more accessible and convenient, enabling consumers to shop anytime and anywhere. In the Asia-Pacific region, over 60% of consumers use smartphones for their shopping needs. Moreover, the convenience of B2C e-commerce services, including 24/7 availability and easy return policies, attracts consumers. Approximately 60% of online shoppers cite these factors as primary reasons for choosing e-commerce, further driving market expansion. As a result, the industry is expected to grow at a CAGR of 9.60% during the forecast period of 2024-2032 to attain a value of USD 10.18 Trillion by 2032. Moreover, with global internet penetration projected to reach 65% by 2024, more consumers are gaining access to online shopping platforms, particularly in emerging markets like India, where internet users are expected to exceed 900 million by 2025.
Base Year
Historical Year
Forecast Year
Value in USD Trillion
2024-2032
B2C E-commerce Market Outlook
*this image is indicative*
Business to Consumer (B2C) is an online platform that connects business owners with end-users to provide services and products. There are no intermediaries in the B2C structure, thus there is more competition and higher client demands in B2C e-commerce. The operation of this business model is direct: an e-commerce website provides a platform for users to shop in the same way they do in stores, but via an online catalogue, selection of things for purchase, and virtual checkout. There are numerous advantages to B2C e-commerce, including the not mandatory physical presence, excellent customer service, business growth, niche marketing, lower costs, and the elimination of third-party clients.
The growth of the B2C e-commerce market is being driven by urbanisation, a wide range of products, and the ease of direct interactions between buyers and sellers online. E-commerce sales are projected to reach USD 5.14 trillion in 2024, marking a 10.4% increase compared to the previous year. This upward trend is supported by rising disposable incomes, improved internet access, and the widespread use of smartphones. As per industry reports of 2024, global internet penetration is expected to reach 65%, making online shopping available to billions, especially in emerging markets. In India, the rapid increase in internet users, predicted to exceed 900 million by 2025, has accelerated e-commerce growth, with platforms like Flipkart and Amazon taking advantage of this expanding digital consumer base.
Mobile commerce (m-commerce) has also experienced notable growth, with 15% of U.S. consumers now exclusively using digital wallets, moving away from traditional payment methods. Worldwide, digital payment volumes have surged by 42% over the past year, contributing to favourable B2C e-commerce market dynamics and trends as well. Emerging markets are particularly vibrant, with the Philippines leading with a year-over-year e-commerce growth rate of 24.1%, while Southeast Asia's online shopping rates are expected to increase by an average of 18% annually. Moreover, in 2023, China generated over USD 3 trillion in e-commerce sales, followed by United States with e-commerce revenues surpassing USD 1.1 trillion.
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The emergence of m-commerce, integration of AI, and introduction of buy now, pay later systems are the key trends propelling the market growth.
The expansion of mobile commerce is reshaping B2C e-commerce as the global adoption of smartphones continues to rise. By 2024, it is projected that there will be over 6.8 billion smartphone users worldwide, with regions such as Southeast Asia reporting that 72% of users primarily access the internet via mobile devices. Mobile shopping applications, including SHEIN and Temu, are leveraging this trend by providing seamless, mobile-optimised shopping experiences. Consequently, mobile devices are expected to account for nearly 60% of e-commerce transactions in regions like North America. Additionally, mobile payment solutions such as Apple Pay and Google Pay are further enhancing this trend in the B2C e-commerce market by facilitating quick and secure transactions.
The "Buy Now, Pay Later" (BNPL) phenomenon is significantly reshaping the B2C e-commerce landscape by enabling consumers to make immediate purchases while deferring payments, typically through interest-free installments. This payment method is particularly favoured by younger demographics. In the United States, approximately 60% of consumers have used BNPL services, with prominent providers such as Afterpay, Klarna, and Affirm at the forefront. As per B2C e-commerce market overview, Klarna experienced a remarkable 71% surge in user growth in 2023. Major retailers, including Amazon and Walmart, have also formed partnerships with BNPL providers, such as Simple, LazyPay, Slice, and Axio to broaden their service offerings. As the demand for convenient payment solutions rises, BNPL is anticipated to further foster customer loyalty.
Key e-commerce platforms are using AI technology for delivering customised recommendations, predictive search capabilities, and chatbot-driven customer support. For instance, Amazon employs AI to create personalised product suggestions, which has significantly boosted repeat purchase rates. This approach not only improves customer satisfaction by simplifying the process of discovering relevant products but also assists brands in optimising their inventory through B2C e-commerce demand forecast. In 2024, nearly 80% of online retailers are expected to use AI for improving customer retention.
Social media platforms are increasingly becoming vital sales channels through social commerce. According to Insider Intelligence, an estimated 110.4 million people in the U.S. will shop via social channels by 2024. Brands like Nike and Glossier have effectively used platforms like Instagram and TikTok for direct sales through shoppable posts and live shopping events. This trend not only enhances brand visibility but also creates a more engaging shopping experience by allowing consumers to purchase products seamlessly within their favourite social media apps.
The growing popularity of social media is a major market trend because it is driving B2C e-commerce demand across various product categories. By 2024, approximately 90% of consumers are expected to interact with brands on social media platforms like Instagram and TikTok to make their purchasing decisions. In addition, around 75% of users report that they have made purchases after seeing product advertisements on social media. Furthermore, the convenience of B2C e-commerce services is contributing to their adoption across industries.
As per industry reports, roughly 60% of online shoppers cite 24/7 availability and easy return policies as primary reasons for choosing e-commerce. This has resulted in increased B2C e-commerce market value. Multiple payment options further support the ongoing expansion of B2C e-commerce worldwide. In 2023, over 80% of consumers reported that digital wallets, buy-now-pay-later services, and credit cards played a crucial role in their online shopping choices. Platforms like Amazon and Alibaba offer extensive payment choices, including Apple Pay, Google Pay, and regional options like MercadoPago in Latin America.
Cross-border e-commerce offers vast potential, as global demand for foreign products is growing. In China, platforms like JD.com and Tmall facilitate access to foreign products, satisfying local consumers' demand for exclusive items. By mid-2023, these platforms collectively captured over 50% of B2C e-commerce market share in China, with a significant portion dedicated to cross-border sales. Additionally, Mercado Libre is heavily investing in international logistics. In early 2024, it announced a USD 4.6 billion investment in Brazil and USD 2.5 billion in Mexico to enhance cross-border trade and expedite delivery times. Similarly, JD.com has expanded its global shopping channels, partnering with major brands from the U.S., Japan, and Australia to increase its international offerings.
Businesses such as eBay and ASOS frequently depend on various third-party logistics providers for their cross-border shipping needs. This reliance can result in unpredictable delivery timelines as eBay estimates that international shipments may take between 7 to 30 days, with costs varying by as much as 50% due to regional import duties and fluctuations in currency exchange rates. ASOS, which serves over 200 countries, indicates that international orders are delayed 20% more often than domestic ones, primarily due to customs inspections and the necessity to adhere to diverse import regulations. Moreover, the intricate shipping fees associated with international markets can elevate overall expenses by an average of 25%. Security remains another significant issue as global e-commerce fraud reached USD 48 billion in 2023, and North America accounted for over 42% of these losses.
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“B2C E-commerce Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Market Breakup by Application
Market Breakup by Region
Market Insights by Type
The B2C retailers segment is the leading force in the market due to the presence of major platforms such as Amazon, Alibaba, and JD.com. In the Asia-Pacific region, over 60% of consumers use smartphones for their shopping needs, further contributing to segment’s growth. Retailers in this region prioritise swift delivery, effective payment methods, and tailoured user experiences, all supported by advancements in data analytics and the growth of mobile transactions. As per B2C e-commerce industry analysis, the segment is set to expand further as global companies are making substantial investments in regional logistics infrastructure to accommodate the rising demand for online shopping.
Meanwhile, although the classifieds segment holds a smaller market share, it is experiencing rapid growth as traditional print advertising continues to decline. Mobile-centric classifieds platforms such as OLX and Craigslist provide targeted and cost-effective solutions for various services, including real estate, automotive, and employment opportunities. North America and Asia-Pacific are pivotal markets for this segment.
Market Insights by Application
In the beauty and personal care industry, brands like Sephora and Estée Lauder are leveraging augmented reality (AR) technology for virtual try-ons, significantly enhancing online sales. By 2024, beauty companies are expected to broaden their collaborations with influencers and incorporate AI-driven personalised product suggestions. According to B2C e-commerce market analysis, Sephora’s AR capabilities for virtual makeup trials have notably increased engagement and sales, especially among younger demographics.
In the realm of books and stationery, Amazon and Book Depository lead the online book market by offering personalised recommendations alongside vast catalogs. The rising popularity of e-books has led to a surge in digital reading platforms, with Amazon’s Kindle Unlimited amassing millions of subscribers in 2023.
The electronics category remains robust for retailers like Best Buy and Newegg. Best Buy experienced a revenue increase in the consumer electronics sector in 2023 due to its comprehensive product specifications and the integration of AR/VR technologies for enhanced product visuals. Strategic partnerships with leading technology brands have further solidified its B2C e-commerce market share.
The clothing and footwear sector is experiencing advantages from augmented reality (AR) virtual try-ons and artificial intelligence (AI) recommendations. ASOS and SHEIN are at the forefront of online apparel sales, with ASOS reporting a 15% increase in active customers in early 2024, attributed to the implementation of virtual fitting rooms and effective return policies that significantly improve the customer experience.
In the realm of home décor, platforms such as Wayfair have successfully tapped into the rising demand for home products by remote workers. Also, the use of AR applications for virtual room planning has facilitated customers in visualising products within their own environments. Wayfair's revenue saw a growth of over 12% in 2023, fuelled by heightened expenditure on home improvements and furniture. Similarly, the sports and leisure segment in B2C e-commerce market is flourishing on platforms like Decathlon, which experienced notable revenue growth in 2023, driven by a surge in health consciousness.
In the media and entertainment domain, platforms like Amazon Prime, Hulu, Disney Hotstar, and Netflix have transformed how content is consumed. By 2023, Netflix's subscriber count exceeded 238 million because of strategic investments in exclusive content and localised programming. Online travel booking services, including Expedia, have refined their dynamic pricing strategies, and bundled offers to improve their popularity among travelers. In 2023, Expedia noted an 18% rise in online bookings, resulting in increased B2C e-commerce market revenue.
The automotive sector is also experiencing notable growth, with platforms such as eBay Motors and Amazon facilitating the online purchase of parts, accessories, and vehicles. In 2023, Amazon's automotive division reported a substantial rise in revenue, attributed to the increase in digital transactions, which were enhanced by improved search functionalities and user feedback. Collaborations with automobile manufacturers and parts suppliers have also enabled these platforms to provide a wide range of inventory and compatibility assessments.
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North America B2C E-commerce Market Trends
North American region continues to be a major player in B2C e-commerce, supported by a robust digital infrastructure and a high rate of internet penetration. The U.S. and Canada lead with platforms like Amazon and eBay, where last-mile delivery options enhance customer engagement. Increasing adoption of mobile commerce, especially among younger consumers, is a significant trend, with more than 70% of U.S. shoppers using mobile devices for purchases. North American platforms are also investing in logistics to enable same-day or next-day delivery, which is highly valued by consumers.
Asia Pacific B2C E-commerce Market Drivers
With a substantial portion of the world’s population, Asia-Pacific is the largest e-commerce market globally. China and India are at the forefront due to high smartphone usage and digital payment adoption in these countries. Platforms like Alibaba and JD.com have capitalised on these trends by expanding beyond urban centers into rural areas. Government support for digitalisation, as seen in initiatives like India’s “Digital India” campaign, further drives e-commerce adoption. A growing middle class and the popularity of “mega sales” events, such as ‘Big Billion Days’ by Flipkart and China’s Singles’ Day, are additional factors propelling market expansion.
Europe B2C E-commerce Market Opportunities
Europe’s e-commerce sector growth can be attributed to strong cross-border activity, particularly in the UK, Germany, and France. The region’s consumers value convenience and secure digital payment options, contributing to high online spending, particularly in fashion and consumer electronics. Digital privacy regulations, like GDPR, have bolstered consumer trust, further encouraging online purchases from companies such as ASOS and Zalando.
Middle East and Africa B2C E-commerce Market Growth
Middle East & Africa region’s e-commerce market is expanding quickly, driven by a young, digitally savvy population and rising internet penetration. Countries like the UAE and Saudi Arabia show high online shopping rates for luxury goods and beauty products. Companies like Jumia are improving local logistics and payment systems, making e-commerce more accessible. Governmental support for digital growth, especially in the UAE’s Vision 2021 plan, is further encouraging online commerce, positioning the region as a fast-growing market for B2C e-commerce platforms.
Start-ups are leveraging AI and machine learning for providing tailoured product recommendations, streamlining search, and optimising logistics. For instance, companies like Bolt and Klarna are addressing diverse payment options by providing buy-now-pay-later services that appeal to younger consumers. Others, such as Glossier, focus on social commerce by integrating seamlessly with social media platforms, enabling customers to shop directly from apps like Instagram. Additionally, start-ups are offering eco-friendly products and transparent supply chains to attract environmentally conscious consumers. Start-ups that have improved B2C e-commerce market development with customer-centric services and extensive market reach are:
Shopify was founded in 2006 and is based in Ottawa, Canada. It is a comprehensive e-commerce platform for businesses of all sizes, providing tools for online store setup, inventory management, payment processing, and shipping. It supports omnichannel retail, allowing sellers to integrate physical and online sales. Shopify powers over 4 million online stores globally. In 2023, it accounted for more than 10% of all U.S. e-commerce sales. Also, the platform generated over USD 4 billion in revenue in 2021.
Instacart was established in 2012 and is headquartered in California, United States. It is an online grocery delivery and pick-up service. Partnering with over 1,000 national, regional, and local retailers, it offers fast grocery delivery from major chains like Costco, Safeway, and Kroger. Instacart serves over 5,500 cities across North America, fulfilling millions of orders monthly. As per B2C e-commerce market statistics, it reached over 10 million active users and partnered with more than 750 retailers in 2023.
Market players are focused on improving customer experiences and broadening their market presence. Companies, such as Amazon are using data analytics to improve product suggestions based on individual preferences. Additionally, the importance of mobile optimisation is evident in platforms like Blinkit, which offer smooth shopping experiences via mobile applications. Furthermore, the integration of social media for product discovery is gaining traction as brands are employing influencers to facilitate direct sales through platforms like Instagram.
Amazon.com Inc., established in 1994 and located in Washington, United States, operates across 22 countries with specialised online marketplaces in Canada, India, and numerous European nations. The company offers comprehensive range of commodities, supported by its extensive logistics infrastructure.
eBay Inc., founded in 1995 and headquartered in California, United States, functions in more than 30 countries...
Flipkart Group, initiated in 2007 and based in Bangalore, India, primarily targets the Indian market but has e...
Myntra, also established in 2007 and located in Bangalore, India, specialises in fashion and lifestyle merchan...
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other B2C e-commerce market players include Alibaba Group Holding Limited, among others.
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2023, the market reached an approximate value of USD 4.46 Trillion.
The market is assessed to grow at a CAGR of 9.60% between 2024 and 2032.
The market is estimated to witness healthy growth in the forecast period of 2024-2032 to reach a value of around USD 10.18 Trillion by 2032.
The major drivers of the market include the flexibility in buying products, cheap prices, rising disposable income, global per capita income, expanding internet penetration, and increasing use of social networks.
Rapid urbanisation, digital revolution, and convenience of shopping on online platforms are the key industry trends propelling the growth of the market.
The major regions in the industry are North America, Latin America, the Middle East and Africa, Europe, and the Asia Pacific.
Based on type, the market is categorised into B2C retailers and classifieds.
The leading applications of the global B2C E-commerce industry are automotive, beauty and personal care, books and stationery, consumer electronics, clothing and footwear, home décor and electronics, sports and leisure, travel and tourism, media and entertainment, and information technology (software), among others.
The major players in the industry are Alibaba Group Holding Limited, Amazon.com Inc., eBay Inc., Flipkart Group, and Myntra, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Application |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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| Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
| Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
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United States (Head Office)
30 North Gould Street, Sheridan, WY 82801
+1-415-325-5166
Australia
63 Fiona Drive, Tamworth, NSW
+61-448-061-727
India
C130 Sector 2 Noida, Uttar Pradesh 201301
+91-858-608-1494
Philippines
40th Floor, PBCom Tower, 6795 Ayala Avenue Cor V.A Rufino St. Makati City, 1226.
+63-287-899-028, +63-967-048-3306
United Kingdom
6 Gardner Place, Becketts Close, Feltham TW14 0BX, Greater London
+44-753-713-2163
Vietnam
193/26/4 St.no.6, Ward Binh Hung Hoa, Binh Tan District, Ho Chi Minh City
+84-865-399-124
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