Mobile phones account for the majority of visits to digital commerce websites worldwide and contribute to the largest share of online orders. As of the fourth quarter of 2023, smartphones account for about 78% of global retail site traffic and two-thirds of online shopping orders.
market momentum
Retail e-commerce has increased significantly globally over the past few years. Currently, leading countries for retail e-commerce growth, such as the Philippines, are seeing increases of up to 24%. In 2023, the majority of online purchases worldwide were made on online marketplaces, accounting for approximately 35% share of consumer purchases. The top four retail websites visited by consumers around the world are all marketplaces, with Amazon.com being the primary website.
Conversion of clicks
When shopping online, visiting a website is often not enough to lead to a purchase. This could be due to second thoughts when shopping online or simply because consumers are using the platform to search for products. In 2023, the conversion rate for online shoppers worldwide was just under 2%, with beauty and skin care having the highest conversion rate for online purchases. Worldwide, almost 20% of retail sales were made online. This figure is predicted to increase to at least 23% by 2027.
