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Retail Mcommerce Sales Penetration: % of Total Retail Sales
Total Retail
Ecommerce
Mcommerce
Source: EMARKETER Forecast, February 2026 - February 2026
Note: includes products or services ordered using the internet via mobile devices, regardless of the method of payment or fulfillment; includes sales on tablets; excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, restaurant sales, food services and drinking place sales, gambling and other vice goods sales
Additional Note: (1) Other Asia-Pacific includes American Samoa, Armenia, Azerbaijan, Bangladesh, Bhutan, Brunei, Burma, Cambodia, Cook Islands, Fiji, French Polynesia, Guam, Kiribati, Kyrgyzstan, Laos, Macau, Maldives, Marshall Islands, Micronesia, Mongolia, Nauru, Nepal, New Caledonia, Northern Mariana Islands, North Korea, Pakistan, Palau, Papua New Guinea, Samoa, Solomon Islands, Sri Lanka, Tajikistan, Timor-Leste, Tonga, Turkmenistan, Tuvalu, Uzbekistan, Vanuatu, Wallis and Futuna; (2) Other Central & Eastern Europe includes Albania, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Georgia, Hungary, Kazakhstan, Kosovo, Latvia, Lithuania, Moldova, Montenegro, Poland, Republic of Macedonia, Romania, Serbia, Slovakia, Slovenia, Turkey, Ukraine; (3) Other Latin America includes Anguilla, Antigua and Barbuda, Aruba, Bahamas, Barbados, Belize, Bolivia, Cayman Islands, Chile, Colombia, Costa Rica, Cuba, Dominica, Dominican Republic, Ecuador, El Salvador, Grenada, Guatemala, Guyana, Haiti, Honduras, Jamaica, Montserrat, Netherlands Antilles, Nicaragua, Panama, Paraguay, Peru, Saint-Barthelemy, Saint Kitts and Nevis, Saint Lucia, Saint Martin, Saint Vincent and the Grenadines, Suriname, Trinidad and Tobago, Turks and Caicos Islands, Uruguay, Venezuela, Virgin Islands (British), Virgin Islands (US); (4) Other Western Europe includes Andorra, Austria, Belgium, Denmark, Faroe Islands, Finland, Gibraltar, Greece, Greenland, Guernsey, Iceland, Ireland, Isle of Man, Jersey, Liechtenstein, Luxembourg, Malta, Monaco, Netherlands, Norway, Portugal, San Marino, Sweden, Switzerland.
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.