Digital shopper (e-commerce goods and services) in Indonesia demonstrated resilient momentum in 2025 with further value growth, remaining highly competitive relative to regional peers despite a deceleration caused by economic and political headwinds. The appeal of this environment is underpinned by high digital connectivity, with 199 million internet users and near-universal mobile and broadband access, supporting both transaction volume and innovation adoption. Brands seeking to succeed must ad

In 2025 digital shopper (e-commerce goods and services) in South Korea achieve robust value growth, outperforming most regional and global counterparts due to near-universal mobile and broadband penetration and deeply integrated digital infrastructure. The environment is highly attractive for both established and new entrants, with competition intensifying as integrated digital platforms offer bundled services, aggressive promotional strategies, and a frictionless mobile-first experience that ap

Digital shopper (e-commerce goods and services) in Japan continued to deliver robust expansion in 2025, underpinned by rapid advances in mobile-first, interactive commerce and a strong consumer shift towards digital service bookings. Growth was particularly dynamic in travel e-commerce and mobility e-commerce, highlighting the attractiveness of service-driven opportunities despite retail e-commerce’s more modest value increase. The environment was shaped by near-universal mobile and broadband p

Digital shopper (e-commerce goods and services) in Germany in 2025 registered solid value growth, signalling a highly attractive environment characterised by widespread digital infrastructure, rapid consumer adoption, and evolving expectations for convenience, trust, and ethical standards. Growth was driven by the dominance of mobile-first experiences, with app-based m-commerce outpacing other channels due to high smartphone penetration, advanced personalisation features, and robust security, wh

Digital shopper (e-commerce goods and services) in Australia demonstrated robust momentum in 2025, reinforcing its status as a dynamic and attractive landscape for investment and innovation. The sustained expansion is anchored in the high uptake of digital devices and near-universal broadband connectivity, which support increasingly sophisticated shopper journeys and facilitate rapid adoption of new payment methods and digital-first retail models. The competitive environment is undergoing accel

Digital shopper (e-commerce goods and services) in the UK delivered a strong performance in 2025, propelled by high broadband penetration and mobile-first behaviours. The environment remains highly attractive, underpinned by a digitally mature population with 99% broadband access and over 93% household mobile ownership, enabling rapid uptake of innovations such as AI-driven recommendations, app-based journeys, and real-time social commerce. Brands seeking success must prioritise frictionless mob

Digital shopper (e-commerce goods and services) in Brazil demonstrated a markedly strong growth profile, achieving double-digit current value growth in 2025, well ahead of other Latin American countries and supported by high levels of digital inclusion, such as high mobile internet access of 89% and broadband at 78% in local households. The attractiveness of this environment is amplified by rapid expansion in app-based shopping, broad adoption of frictionless payment innovations like Pix, and th

The 2026 Iran conflict marks the fourth major economic disruption to global consumer markets in under two decades. While each crisis originated differently, their impacts on consumer markets and behaviour reveal distinct patterns that are vital for mitigation planning. 

Technological advancements will continue to reshape consumer behaviour in 2026. Now in its 10th year, this annual report explores the top shopper trends that will redefine commerce in the year ahead. The trends included in this year’s edition highlight the growing ubiquity of generative AI, the increasing popularity of brand-produced digital entertainment content, the convergence of buy now, pay later (BNPL) and loyalty programmes, and the rise of the personalised digital health solutions market

This report bring together results from Euromonitor’s Voice of the Industry Survey, fielded in March and October 2025, which tracks sales performance and expectation, innovation initiatives, digital trends and technology investment. It highlights insights from industry professionals to understand short- and long-term business priorities and growth strategies.

The global FMCG market is projected to grow by 4.6% in current value terms to reach USD6.6 trillion. Growth is largely price led and financial concerns are weighing heavily on consumer behaviour given sustained cost-of-living pressures. Opportunities lie in emerging markets, health and wellness trends, and e-commerce. Key growth industries include soft drinks and beauty and personal care.

In 2024, China’s digital shopper (e-commerce goods and services) market continued to lead globally, characterised by the high adoption of m-commerce. E-commerce sales were driven by innovations in livestreaming and social e-commerce, while traditional retail PC e-commerce continued to lose share to retail m-commerce, particularly app m-commerce. Foodservice e-commerce also continued to see dynamic growth in current value terms in 2024 with consumers having become acquainted with the convenience

This report summarises the findings from the Voice of the Consumer: Digital Shopper Survey, conducted in March and April 2025. This annual survey, which measures the attitudes towards digital commerce of 20,000 consumers around the globe, examines how new technologies are influencing consumer behaviour. Key areas of exploration include emerging digital channels, digital path to purchase, delivery and returns, privacy, security and trust, and comfort with new technologies.

In 2024, a seamless customer journey and increased acceptance of digital payments in India encouraged more consumers to make online purchases across various sectors, including retail, travel, foodservice, and bill payments. Competitive prices, a wide variety of brands, the ability to cross-compare and use loyalty points are all key motivators for Indian consumers to shop online. These factors led to robust growth in purchases through the online channel in 2024. Marketplace, grocery and health an

E-commerce is predicted to account for 75% of retail’s five-year growth, but a key challenge for retailers and brands is how to drive profitable online growth. The savviest are embracing new places of discovery, new engagement tools and ways to service evolving shopper preferences. This report uncovers how to generate sustainable online revenue through stronger engagement strategies. Topics covered include gamification, shoppable video, loyalty, social commerce, GenAI and Agentic AI.

The global online marketplace landscape is evolving rapidly, driven by technological innovations, shifting consumer behaviours and fierce competition. Established giants must increasingly contend with fast-growing upstarts, creating new opportunities for brands and sellers. This briefing explores this dynamic while profiling key marketplace platforms, such as AliExpress, Allegro, Amazon, Douyin, eBay, Flipkart, JD, MercadoLibre, Naver, Noon, Shein, Shopee, Temu, TikTok Shop, Tmall and Tokopedia.

The South African digital landscape continues to benefit from improvements in internet penetration and falling data prices. These dynamics have been particularly beneficial for streaming services, which are leveraging the expansion of 5G networks, reaching 50% coverage nationwide, as well as fibre optic connectivity subscriptions rising from 1.49 million in 2023 to 2.47 million in 2024, to grow their customer bases.

The digital shopper landscape in the United Arab Emirates continued to experience strong momentum in 2024, supported by a widespread consumer shift towards convenience, personalisation, and technologically enhanced experiences. Growth in e-commerce for both goods and services remained robust, underpinned by rising demand for seamless digital journeys across sectors such as retail, mobility, and foodservice.

This report identifies key long-term megatrends shaping consumer behaviour in Latin America. Technological advancements and wider internet access drive digital living, offering solutions to regional challenges. Better access to financial services fuels e-commerce and s-commerce growth. Inflation and changing household dynamics are driving consumers to focus on saving time and money, while also prioritising their overall wellbeing in the face of economic and geopolitical uncertainty.

Significant shifts in US policies on tariffs, taxation, spending, regulation, migration, AI/tech, and energy are expected to impact the global economy and key industries like food and drinks, health and beauty, home and tech, travel, and automotive. Trump's policies can undermine global economic growth, affect consumer sentiment, risk higher prices, and disrupt production and distribution network. However, some opportunities will arise as the global supply chain rewires and consumers adapt.

Digital Shopper in Chile recorded double-digit current value growth in 2024, supported by a positive year for retailers and service providers of all types. The stabilisation of inflation relived some of the financial pressure on consumers, who were more willing and able to spend on the products and services they wanted or needed. The increased offer of products and services piqued the interest of consumers.

In 2024, consumption in Mexico was driven by economic growth, fuelled by low interest and unemployment rates, along with the strong performance of the Mexican peso. As such, digital shopping continued to record positive value growth, highlighting its ongoing relevance and growing importance in the post-pandemic era. According to the National Survey on the Availability and Use of Information Technologies (Enduth), published by the National Institute of Geography and Statistics (INEGI)

The digital shopper (e-commerce goods and services) market in Thailand saw strong positive growth in 2024. The market is being characterised by sophisticated digital shopper behaviour, a broad and ever-growing variety of products and services, as well as dynamic marketing campaigns and activities. Digital shoppers are increasingly being influenced by online product reviews, with many consumers doing some research before making a purchase. They are also often willing to wait for the perfect time

In 2024, digital shopper sales in the US experienced growth in current value terms, driven by the expansion of channels that facilitate digital shopping transactions. Consumer demand for convenience and a wide variety of price options fuelled ongoing growth. However, the emphasis on fast delivery created challenges for click-and-collect services. During 2024, Amazon enhanced its same-day or one-day delivery service for Prime members, while Walmart improved its 30-minute delivery promise for spec