The US may no longer be the world’s largest ecommerce market – China now holds pole position and by a sizable margin. However, the US is the global pioneer, opinion leader and trend setter in many respects. It remains, arguably, the world’s most sophisticated.
Ecommerce sales as a proportion of total retail sales have been growing steadily over the years – from 11.1% in 2011 to 15.6% in 2023.


