Online commerce in the world

Main article: E-Commerce

Online trading in Russia

Main article: Internet trading (Russian market)

Chronicle

2024

Growth in the volume of the global market for subscriptions to Internet services by 9% to $18.74 billion

In 2024, expenses in the global subscription e-commerce market amounted to about $18.74 billion. For comparison, a year earlier, the volume of this industry was estimated at $17.15 billion. Thus, there was an increase of about 9%, as stated in the Market Research Future review, published at the end of February 2025.

Subscription e-commerce is a business model that allows consumers to purchase products, services, or digital content on a regular basis by making periodic payments (e.g., weekly, monthly, quarterly, semi-annual, or annual). The benefits of this model include revenue predictability, consumer commitment, lower customer acquisition costs, the ability to personalize offerings, and an increased loyal customer base.

One of the main drivers of the market in question, analysts call the change in consumer preferences. Buyers are increasingly preferring services that take into account their individual needs. Subscriptions allow you to regularly receive the necessary goods and services without the need to constantly place new orders: this saves time and improves the user experience. Subscription e-commerce services use data analytics to study customer behavior and generate offers based on individual preferences. This approach contributes to consumer loyalty, which creates constant income streams.

Technological advances play an important role in the development of the industry. With the advent of a variety of secure and efficient payment methods, including mobile wallets, cryptocurrencies and instant payment systems, consumers are more inclined to choose subscription models. The integration of artificial intelligence and machine learning increases the efficiency of user preference analysis, which provides additional flexibility in the formation of individual proposals. Thanks to the use of AI algorithms, market participants gain a competitive advantage.

The authors of the study identify four main market segments: these are subscriptions to products, services and digital content, as well as subscriptions to ecosystem memberships. In 2024, revenue in the first two directions amounted to $7.47 billion and $4.76 billion, respectively. Digital subscriptions brought in $3.53 billion: more and more users are switching to such a scheme of consuming multimedia materials and gaining access to software. Membership subscription income is estimated at $2.97 billion: thanks to this model, users receive exclusive benefits, various bonuses, etc. Significant representatives of the industry are named:

• Netflix;
• Stitch Fix;
• Shopify;
• BarkBox;
• FabFitFun;
• Amazon;
• Blue Apron;
• Hulu;
• Scribd;
• Cratejoy;
• Ipsy;
• DoorDash;
• GlobeIn;
• Disney;
• Apple.

In 2024, North America was leading from a geographical point of view, where costs reached $7.12 billion: the dominance of the region is due to the high level of e-commerce development. Europe is in second place with an estimate of $5.38 billion, and the Asia-Pacific region closes the top three with an indicator of 4.23 billion. South America secured a contribution of $1.28 billion, the Middle East and Africa - $0.73 billion.

Market Research Future analysts believe that in the future, the CAGR in the market under consideration will be approximately 9.33%. Thus, by 2035, costs on a global scale can rise to $50 billion.^[1]

Global B2B sales on the Internet for the year increased by 5% to $15.42 billion

At the end of 2024, the volume of the global e-commerce market B2B ("business for business") reached $15.42 billion. The indicator of the previous year, when sales in this segment were estimated at $14.73 billion, was exceeded by almost 5%. This is stated in a study by Market Research Future, the results of which were published in mid-February 2025.

One of the main drivers of the analytics industry is called the ongoing digital transformation in various areas. Companies are increasingly using digital tools and platforms to streamline operations, improve customer engagement, and manage supply chains. In addition, artificial intelligence and machine learning technologies, as well as big data analytics tools, are being actively introduced. The integration of these systems helps companies personalize customer interactions, automate routine tasks, and ensure a seamless procurement process. All this contributes to the development of B2B sales on the Internet.

Multi-channel mobile commerce strategies and platforms are gaining popularity in B2B. At the same time, advanced developments in the field of payment solutions and cybersecurity strengthen user confidence in Internet services and increase the convenience of transactions. The growth of the market is also driven by the increasing popularity of e-procurement, with companies increasingly replacing traditional methods with digital platforms that provide improved cost control and better supplier management. By implementing e-procurement solutions, organizations can reduce time and increase competitiveness.

The need to improve the customer experience is another stimulating factor. Companies recognize that increasing customer satisfaction not only contributes to their loyalty, but also increases the number of repeated transactions. As a result, there is an increasing focus on personalized service and effective customer support, which is helped by various e-commerce platforms.

The authors of the study identify three key market segments: direct sales, marketplaces and distribution channels. In 2024, the first of these areas provided revenue in the amount of $6.56 billion: this model is most in demand, since it allows companies to directly interact with customers, including offering personalized service. Marketplaces accounted for $4.84 billion: numerous sellers are represented on such sites, which contributes to competition and expands the choice for customers. Distribution channels brought in $4.02 billion. Among the significant players in the global market are named:

• DHgate;
• Kompass;
• Global Sources;
• LightInTheBox;
• MadeinChina;
• Zyxel;
• Amazon;
• eBay;
• Alibaba;
• TradeIndia;
• ThomasNet;
• Indiamart;
• EC21;
• Flipkart.

From a geographical point of view, in 2024, the largest revenue fell on North America - about $5.12 billion: the dominance of the region is explained by the high level of development of the IT sector and significant business activity. In second place is the Asia-Pacific region, estimated at 4.14 billion. Next, Europe is slightly behind, showing a result of $4.02 billion. South America secured a contribution of $1.5 billion, the Middle East and Africa - $0.64 billion.

Market Research Future analysts believe that in the future, the CAGR in the market under consideration will be 4.73%. As a result, by 2035, costs on a global scale could increase to $25.64 billion.^[2]

Global Retail Online Sales Share

Data for the fourth quarter of 2024

91 countries have agreed on duty-free Internet trading

On July 26, 2024, the World Trade Organization (WTO) announced that 91 countries had agreed on new e-commerce norms. We are talking, in particular, about the extension of the moratorium on taxation of cross-border data transmission in digital format.

According to The Register, the agreement is of great importance, since it covers almost everything that is transmitted via the Internet: video materials, audio and various content. The document says that neither party can introduce customs duties on electronic data exchange between persons from different countries. It is assumed that the free movement of information will contribute to the development of small and medium-sized businesses and e-commerce in general.

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Фото: Freepik

However, the agreement provides for the possibility of introducing in the future domestic taxes, fees or other payments related to the transmission of data in digital form, if any state wants to implement such measures. The signed document includes a requirement for countries participating in the agreement to provide Internet access "subject to reasonable network management, which does not block and slow down traffic for unfair commercial gain."

The agreement also requires signatories to provide open government data in a machine-readable format and on reasonable terms, fight spam and take cybersecurity issues seriously. Electronic data sharing for small businesses is described as a tool to promote cross-border e-commerce that "does not link small organizations with bureaucratic red tape." Work on the initiative was led by Australia, Japan and Singapore. At the same time, it is emphasized that the moratorium has been extended only for two years with a subsequent revision.^[3]

2023: The volume of payments in global online stores for the year increased by 10% to $5.4 trillion

In 2023, payments in online stores around the world accounted for $5.4 trillion. For comparison, in 2022, the total volume of such transactions was estimated at $4.9 trillion. Thus, the growth was at around 10%. One of the key drivers of the industry is the rapid development of e-commerce. This is stated in the Market Research Future study, the results of which were published in early September 2024.

It is noted that online shopping is becoming the preferred way to make purchases for more and more people around the world. Online stores provide access to a huge range of products, save time and make purchases from any convenient place. In addition, there is a boom in mobile commerce: a large number of purchases are carried out through smartphones and tablets. The increase in cross-border e-commerce is another important factor contributing to the growth of payments in global online stores. Plus, new global e-commerce platforms are emerging.

The need for safe and convenient payment methods also contributes to the development of the industry. Consumers recognize the need to protect their personal and financial information when shopping online, and therefore are looking for payment methods that are both reliable and convenient. This leads to an increase in the popularity of digital wallets, mobile payments and other innovative payment methods. At the same time, contactless payments are gaining momentum. Advances in payment technology, including biometric authentication, further fuel the industry's development.

Segmentation of the global e-commerce payments market by platform includes online marketplaces, standalone websites, social media and mobile apps. In 2023, marketplaces represented by such well-known sites as Amazon, eBay and Alibaba provided the largest share in the total volume of transactions. On the other hand, mobile applications show the highest growth rates. Payments of up to $500 make up the bulk of transactions in online stores.

Geographically, North America is the largest regional segment, accounting for more than 38% of e-commerce payments in 2023. Europe is in second place with a share of more than 31%: a large number of buyers are concentrated here who are actively purchasing goods in online stores. The Asia-Pacific region is experiencing the fastest growth rate, thanks to countries such as China and India. South America, the Middle East and Africa are also showing positive momentum.

Among the key players in the e-commerce payments segment, the authors of the report name, Apple Pay Adyen,,, CyberSource, Worldpay Stripe 2Checkout,, PayPal Braintree,,,, Checkout.com Square Amazon Google Pay Payments, Mercado Pago,, Klarna Authorize.Net. In order to strengthen the market position and remain competitive, companies and service operators focus on providing additional services: for example, protection against fraud, data analytics and. loyalty programs

At the end of 2024, the volume of payments in world online stores is estimated at $6 trillion. Market Research Future analysts believe that in the future, the CAGR (CAGR in complex percentages) will be 11.22%. As a result, by 2032, the total amount of transactions could reach $14.2 trillion.^[4]

2021: Global Retail Online Sales Shares

As of 2021

2018: e-commerce's share of global sales reaches 13%

According to the analytical agency Statista, the share of e-commerce in total global sales has almost doubled in four years: from 7.4% in 2015 to 13.7% in 2019. More and more new consumer groups are included in online trading every year. Today, 1.9 billion of almost 4.4 billion Internet users make online purchases , which is 45% more than in 2014.

Top 5 countries - leaders in terms of retail e-commerce (b2c), 2018:

1. China - $629.5 billion

2. US - $501 billion

3. UK - $86.2 billion

4. Japan - $81.6 billion

5. Germany - $70.3 billion

In general, the Asia-Pacific region accounts for 80% of the world's e-commerce volume, and in the near future the geography of the distribution of shares is unlikely to change.

Dynamics of total retail sales (red) and online sales (gray) in the USA in 2007-2018

According to Data Insight for 2018, the volume of the Russian Internet sales market is $23.8 billion.

The global trend of the e-commerce market was the heyday of the "industrial" revolution in sales to b2b customers. Since 2016, players in the global b2b e-commerce market have begun to move away from the manager's "manual personal sales" to the system of multifunctional personal accounts in b2b online stores. By 2021, their heyday in Russia is expected.

The online trading sector b2b has an extremely high capacity. For owners of online sites, b2b clients are a more marginal and low-risk segment, promising in terms of long-term cooperation. And retail, despite its impressive volumes and pace of development, will gradually give up its position.

The global e-commerce volume of the b2b segment is almost four times more than online sales to retail customers.