A study conducted by Ubuy analyzed more than 50 countries to rank them with the highest average yearly online spending per shopper. The countries were first chosen based on the highest % of online shoppers. Each country’s total e-commerce market size, shown in dollars, was divided by the respective number of online shoppers. Countries were then ranked according to these average spending figures, from highest to lowest. Additional metrics, such as online shopping preferences and online consumers’ age groups, were added for the context.
Findings summed up
|
Country
|
Online shoppers %
|
Population
|
Online shoppers number
|
Ecommerce market size in $
|
Spendings per person
|
Age group
|
Products
|
|
Denmark
|
90%
|
5,932,343
|
5,339,109
|
18,294,300,000
|
3426.47
|
20-39
|
Clothing and Shoes
|
|
United States
|
92%
|
341,347,980
|
314,040,142
|
1,064,290,800,000
|
3389.03
|
25–34
|
Fashion and electronics
|
|
South Korea
|
96%
|
51,754,216
|
49,684,047
|
150,689,100,000
|
3032.95
|
20-40
|
Clothing and Food & beverages
|
|
United Kingdom
|
98%
|
67,903,439
|
66,545,370
|
169,494,400,000
|
2547.05
|
25-34
|
Fashion, cosmetics, electronics, and pharmaceuticals
|
|
Australia
|
91%
|
26,632,498
|
24,235,573
|
53,066,500,000
|
2189.61
|
25-34
|
Clothing and Shoes
|
|
Norway
|
88%
|
5,503,858
|
4,843,395
|
9,334,400,000
|
1927.24
|
35-44
|
Clothes | sport goods
|
|
Canada
|
91%
|
39,022,908
|
35,510,846
|
62,103,300,000
|
1748.85
|
25-44
|
Clothing and Shoes
|
|
China
|
97%
|
1,425,341,345
|
1,382,581,105
|
2,413,155,700,000
|
1745.40
|
16-24
|
Clothing and Shoes
|
|
Singapore
|
95%
|
6,042,906
|
5,740,761
|
9,901,500,000
|
1724.77
|
25-34
|
Food and groceries
|
|
Switzerland
|
96%
|
8,837,544
|
8,484,042
|
14,217,900,000
|
1675.84
|
18 to 39
|
Clothing and Shoes
|
Denmark holds the first spot in the ranking of online shopping spendings, with an average of $3,426.47 spent per online shopper yearly. Nearly 90% of Danes aged 20-39 make online purchases, mainly focusing on clothing and shoes.
Close behind Denmark, The United States claims the 2nd position with an average online spending of $3,389.03 per shopper, or 92% of the population. Shoppers aged 25–34 are particularly interested in buying fashion and electronic items online.
South Korea ranks 3rd, where 96% of its citizens contribute to an average online spending of $3,032 each. The country’s shoppers, aged 20-40, focus on buying both clothing and food & beverages online.
The United Kingdom has the highest proportion of its population shopping online at 98%, leading to an average spend of $2,547. The UK’s e-commerce has a diverse shopping cart that includes fashion, beauty, electronics, and more, predominantly among those aged 25-34.
With its online shopping population spending an average of $2,189, Australia is ranked 5th. About 91% of Australians engage in online shopping, with a preference for clothing and shoes among those aged 25-34.
Norway is in the 6th position, with an average online expenditure of $1,927 per online shopper yearly. This reflects Norway’s digital shopping preference for clothing and sports goods, driven by 88% of its population and particularly popular among those aged 35-44.
Canada secures the 7th spot, where an average of $1,748 is spent by online shoppers. Canadian e-commerce, engaged by about 91% of the population, is mainly concentrated on clothing and shoes, with a wider age range of 25 to 44 years.
8th place is held by China, with one of the highest online shopping participation rates of 97% and an average spending of $1,745 per online consumer. The primary age group for online shoppers is quite young, at 16-24, with a huge leaning towards clothes and shoes.
Having 95% online shopping rate, Singapore ranks 9th, with an average expenditure of $1,724.77 per online shopper. The significant lean is towards food and groceries sought by the 25-34 age demographic in the country.
Switzerland completes the top ten, with 96% participation in online shopping and an average spending of $1,675 per shopper. Switzerland’s online market is dominated by purchases of clothing and shoes, primarily by consumers aged 18 to 39.