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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 momentum

Retail 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 clicks

When 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.

Distribution of retail website visits and orders worldwide in 3rd quarter 2024, by device

Characteristic	Smartphone	Desktop	Tablet
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Release date

November 2024

More information

Region

Worldwide

Survey time period

Q3 2024

Supplementary notes

The source analyzes the activity and online shopping statistics of more than 1.5 billion unique global shoppers from more than 67 countries.

Date of release is date of access.

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