Revealing global e-commerce trends: which countries are the most ‘shopaholic’

The rising popularity of the internet, alongside an increasing use of handheld devices, has meant that it has never been easier for people across the globe to shop online. Whether it’s treating themselves to a new item of clothing from their favorite overseas brand, or buying something for a specialist hobby that’s only available in a particular country, e-commerce has provided a wealth of opportunities for people to purchase goods from across the globe from the comfort of their home. 

With online shopping growing rapidly in popularity in recent years, recording an average of $3,913,058.90 in e-commerce revenue annually, we at Ubuy wanted to know how many global online purchases each country records each year in order to see which countries are the most ‘shopaholic’. To do this, we looked at how much people actually spend in each country to work out spending per capita, then compared this to how much people earn annually. Based on the results of this data, the countries where e-commerce spending is highest in comparison to annual salary will be deemed the biggest ‘shopaholics’.

Methodology

Annual spending figures per country were taken from eCommerceDB, population data was taken from WorldBank, and each country’s income data was collected from World Population Review. All data was collected in February 2023 and was the most up-to-date data available at the time of collection.

Global e-commerce spending habits – 5.7% of average income spent on e-commerce

In order to contextualize each country’s online spending habits individually, we first looked at the total annual e-commerce revenue for the world, alongside determining the average annual spend per capita, and the percentage of income spent based on the average annual household income.

Our research found that, globally, an average of $3,913,058.90 is recorded in e-commerce revenue per year, with the most recent population figures showing a global population size of 7,888,408,686 people. This is equivalent to $496 spent per capita, which, when broken down in comparison to the average annual income ($8,742) is approximately 5.7% of an average income spent on just e-commerce alone worldwide.

1. Lebanon – 13.5% of average income spent on e-commerce

   The country with the highest volume of ‘shopaholics’ is Lebanon. Annually, the country records an average e-commerce revenue of $3,269 each year, equating to $585 per capita with a population of 5,592,631 people.

   The average household income in the country is $4,323 per year, with the amount spent annually equating to 13.5% – approximately 7.8% higher than the global average. This is significantly higher than any other country, making Lebanon the highest concentration of ‘shopaholics’ worldwide.

   Retail-hungry shoppers in Lebanon might be wondering how they can purchase their favorite goods from overseas. Thankfully, many of these products can easily be bought from abroad online. While some retailers will ship directly overseas themselves, others may require the use of a proxy site, a platform that provides access to millions of products from all over the world at the click of a button. Customers shipping goods to Lebanon should be aware, however, that all imported goods will be subject to import taxes equivalent to 11% of the products’ value.

2. China – 11.6% of average income spent on e-commerce

   Next on the list of ‘shopaholic’ nations is China. This country records an annual average e-commerce revenue of $1,240,968 per year – the highest annual e-commerce revenue in the world. This is the equivalent of $879 per capita with a population size of 1,412,360,000 people. With such an impressive population size, it was interesting to see China ranking so highly on the list of ‘shopaholic’ countries.

   Residents in China have an average household income of $7,572 per year, with their e-commerce spending equating to 11.6% of their income annually – 5.9% higher than the global average.

   Thanks to the internet, it has never been easier to purchase goods from abroad online. Many companies will now ship their products directly to many countries worldwide, however, there are still ways to obtain goods from those that do not offer this direct shipping service. Through the use of a proxy site, a platform that provides access to millions of products from all over the world at the click of a button, customers can purchase products from retailers that would otherwise not be available to them. Those planning to import goods into China should be aware of a flat-rate VAT of 13% across all taxable products.

3. Iran – 10.3% of average income spent on e-commerce

   The next country to see a high proportion of ‘shopaholics’ is Iran, recording an annual average e-commerce revenue of $15.878 per year, equating to $181 per capita with a population of 87,923,432 people.

   Those living in Iran typically see an average household income of $1,761 each year, with e-commerce spending making up 10.3% of their annual income. This is 4.6% higher than the global average for e-commerce spending.

   Customers living in Iran that want to buy their favorite products online from abroad are in luck, as it has never been easier to order from overseas. Many companies will directly ship their products across the world, and those that do not offer this service can still be easily accessed through the use of proxy sites, online platforms that act as a go-between for customers and retailers that do not ship overseas. Customers shipping goods to Iran should be aware of import fees. Any goods over the value of $50 USD will be liable for import tax at a rate of 9%

4. Kyrgyzstan – 9.1% of average income spent on e-commerce

   Kyrgyzstan recorded an annual average e-commerce revenue of $531 per year, equating to $79 per capita with a population of 6,691,800 people. Those living in Kyrgyzstan typically see an average household income of $873 each year, with e-commerce spending making up 9.1% of their annual income.

   This is 3.4% higher than the global average for e-commerce spending.

   Shoppers in Kyrgyzstan may wonder how they can purchase their favorite goods from overseas. Thankfully, the majority of these products can easily be bought from abroad online. While many retailers will ship directly overseas, others may require the use of a proxy site, a platform that provides access to millions of products from all over the world. Customers shipping goods to Kyrgyzstan should be aware, however, that all imported goods will be subject to import taxes equivalent to 9.4% of the products’ value.

5. South Korea – 8.4% of average income spent on e-commerce

   South Korea recorded an annual average e-commerce revenue of $109,842 per year, equating to $2,123 per capita with a population of 51,744,876 people. Those living in South Korea typically see an average household income of $25,282 each year, with e-commerce spending making up 8.4% of their annual income. This is 2.7% higher than the global average for e-commerce spending.

   Customers in South Korea that want to ship their favorite products directly to them from overseas have no need to worry, thanks to the internet. In this technological age, it has never been easier to buy goods from abroad – either directly through retailers themselves or through the use of a proxy service, a platform that acts as a go-between for customers and companies overseas. However, all imported goods in South Korea are subject to a 10% import tax.

6. Sudan – 8% of average income spent on e-commerce

   Sudan recorded an annual average e-commerce revenue of $1,406 per year, equating to $31 per capita with a population of 45,657,202 people.

   Despite the amount spent per capita appearing to be relatively small, those living in Sudan typically see an average household income of $387 each year, with e-commerce spending making up 8% of their annual income. This is 2.3% higher than the global average for e-commerce spending.

   Customers living in Sudan that want to buy their favorite products online from abroad are in luck, as it has never been easier to order from overseas. Many companies will directly ship their products across the world, and those that do not offer this service can still be easily accessed through the use of proxy sites, online platforms that act as a go-between for customers and retailers that do not ship overseas. Customers shipping goods to Sudan should be aware of import fees. Any goods imported will be taxed at 10%.

7. Moldova – 7.9% of average income spent on e-commerce

   Moldova recorded an annual average e-commerce revenue of $842 per year, equating to $322 per capita with a population of 2,615,199 people. Those living in Moldova typically see an average household income of $4,087 each year, with e-commerce spending making up 7.9% of their annual income. This is 2.2% higher than the global average for e-commerce spending.

   Shoppers in Moldova may wonder how they can purchase their favorite goods from overseas. Thankfully, the majority of these products can easily be bought from abroad online. While many retailers will ship directly overseas, others may require the use of a proxy site, a platform that provides access to millions of products from all over the world. Customers shipping goods to Moldova should be aware, however, that all imported goods will be subject to import taxes equivalent to 20% of the products’ value.

8. Mongolia – 7.5% of average income spent on e-commerce

   Mongolia recorded an annual average e-commerce revenue of $761 per year, equating to $227 per capita with a population of 3,347,782 people.

   Those living in Mongolia typically see an average household income of $3,017 each year, with e-commerce spending making up 7.5% of their annual income. This is 1.8% higher than the global average for e-commerce spending.

   It has never been easier to purchase goods from abroad online. Many companies will now ship their products directly to many countries worldwide, however, there are still ways to obtain goods from those that do not offer this direct shipping service. Through the use of a proxy site, a platform that provides access to millions of products from all over the world, customers can purchase products from retailers that would otherwise not be available to them. Those planning to import goods into Mongolia should be aware of a flat-rate VAT of 10% across all taxable products, alongside a customs tariff that varies between 5% and 40% depending on the type of goods.

9. United Kingdom – 7.2% of average income spent on e-commerce

   The United Kingdom recorded an annual average e-commerce revenue of $176,444 per year – the 4th highest e-commerce revenue in the world. This equates to $2,621 per capita with a population of 67,326,569 people.

   Those living in the UK typically see an average household income of $36,248 each year, with e-commerce spending making up 7.2% of their annual income. This is 1.5% higher than the global average for e-commerce spending.

   Customers in the United Kingdom that want to ship their favorite products directly to them from overseas have no need to worry, thanks to the internet. In this technological age, it has never been easier to buy goods from abroad – either directly through retailers themselves or through the use of a proxy service, a platform that acts as a go-between for customers and companies overseas. However, all imported goods over the value of £135 in the United Kingdom are subject to VAT. Goods over £135 in value will also be subject to customs duties, starting from 2.5%.

10. Bhutan – 7.1% of average income spent on e-commerce

    Bhutan recorded an annual average e-commerce revenue of $137 per year, equating to $176 per capita with a population of 777,486 people. Those living in Bhutan typically see an average household income of $2,480 each year, with e-commerce spending making up 7.1% of their annual income. This is 1.4% higher than the global average for e-commerce spending.

    Shoppers in Bhutan may wonder how they can purchase their favorite goods from overseas. Thankfully, the majority of these products can easily be bought from abroad online. While many retailers will ship directly overseas, others may require the use of a proxy site, a platform that provides access to millions of products from all over the world. Customers shipping goods to Bhutan should be aware, however, that all imported goods will be subject to import taxes equivalent to 50% of the products’ value.

11. Haiti – 7% of average income spent on e-commerce

    Haiti recorded an annual average e-commerce revenue of $969 per year, equating to $85 per capita with a population of 11,447,569 people.

    Again, while this may not seem like a big amount compared to some other countries, those living in Haiti typically see an average household income of $1,205 each year, with e-commerce spending making up 7% of their annual income. This is 1.3% higher than the global average for e-commerce spending.

    Customers living in Haiti that want to buy their favorite products online from abroad are in luck, as it has never been easier to order from overseas. Many companies will directly ship their products across the world, and those that do not offer this service can still be easily accessed through the use of proxy sites, online platforms that act as a go-between for customers and retailers. Customers shipping goods to Haiti should be aware of import fees. Any goods imported will be liable for VAT at a rate of 10%.

12. Jordan – 6.9% of average income spent on e-commerce

    Jordan recorded an annual average e-commerce revenue of $2,934 per year, equating to $263 per capita with a population of 11,148,278 people. Those living in Jordan typically see an average household income of $3,794 each year, with e-commerce spending making up 6.9% of their annual income. This is 1.2% higher than the global average for e-commerce spending.

    Thanks to the internet, it has never been easier to purchase goods from abroad online. Many companies will ship their products directly worldwide, however, there are still ways to obtain goods from those that do not offer this direct shipping service. Through the use of a proxy site, a platform that provides access to millions of products from all over the world, customers can purchase products from retailers that would otherwise not be available to them. Those planning to import goods into Jordan should be aware that any products valued over $20 USD will be subject to 16% import tax.

13. Indonesia – 6.5% of average income spent on e-commerce

    Indonesia recorded an annual average e-commerce revenue of $55,454 per year – the 11th highest volume of e-commerce revenue in the world. This is the equivalent of $203 per capita with a population of 273,753,191 people.

    Those living in Indonesia typically see an average household income of $3,111 each year, with e-commerce spending making up 6.5% of their annual income. This is 0.8% higher than the global average for e-commerce spending.

    Shoppers in Indonesia might be wondering how they can purchase their favorite goods from overseas. Thankfully, many products can easily be bought from abroad online. Some retailers will ship directly overseas themselves, while others may require the use of a proxy site, a platform that provides access to millions of products from all over the world. Customers shipping goods to Indonesia should be aware, however, that all imported goods will be subject to VAT equivalent to 11% of the products’ value, alongside an import tax of 7.5%.

14. El Salvador – 6.5% of average income spent on e-commerce

    El Salvador recorded an annual average e-commerce revenue of $1,281 per year, equating to $203 per capita with a population of 6,314,167 people. Those living in El Salvador typically see an average household income of $3,128 each year, with e-commerce spending making up 6.5% of their annual income. This is 0.8% higher than the global average for e-commerce spending.

    Customers in El Salvador are now able to easily purchase goods from abroad online. Many companies will ship their products worldwide, however, some may not. There are still ways to obtain goods from those that do not offer this direct shipping service, such as using a proxy site, a platform that acts as a go-between for customers and businesses. Those planning to import goods into El Salvador should be aware of an import tax of 13% across all goods.

15. Bolivia – 6.4% of average income spent on e-commerce

    Bolivia recorded an annual average e-commerce revenue of $2,031 per year, equating to $168 per capita with a population of 12,079,472 people. Those living in Bolivia typically see an average household income of $2,618 each year, with e-commerce spending making up 6.4% of their annual income. This is 0.7% higher than the global average for e-commerce spending.

    It has never been easier to purchase goods from abroad online. Many companies will now ship their products directly to many countries worldwide, though there are now also ways to purchase from retailers that do not offer this service. Through the use of a proxy site, a platform that provides access to millions of products from all over the world, customers can purchase products from retailers that would otherwise not be available to them. Those importing goods into Bolivia should be aware of an import tariff of between 0%-20%, alongside a 35% fee on the cost, insurance, and freight value (CIF).

16. Vietnam – 6.4% of average income spent on e-commerce

    Vietnam recorded an annual average e-commerce revenue of $14,054 per year, equating to $144 per capita with a population of 97,468,029 people. Those living in Vietnam typically see an average household income of $2,252 each year, with e-commerce spending making up 6.4% of their annual income. This is 0.7% higher than the global average for e-commerce spending.

    Shoppers in Vietnam may wonder how they can purchase their favorite goods from overseas. Thankfully, the majority of these products can easily be bought from abroad online. While many retailers will ship directly overseas, others may require the use of a proxy site, a platform that provides access to millions of products from all over the world. Customers shipping goods to Vietnam should be aware, however, that all imported goods will be subject to import taxes equivalent to either 5% or 10% of the products’ value.

17. Azerbaijan – 6.3% of average income spent on e-commerce

    Azerbaijan recorded an annual average e-commerce revenue of $2,218 per year, equating to $219 per capita with a population of 10,137,750 people. Those living in Azerbaijan typically see an average household income of $3,490 each year, with e-commerce spending making up 6.3% of their annual income. This is 0.6% higher than the global average for e-commerce spending.

    Customers living in Azerbaijan that want to buy their favorite products online from abroad are in luck. Many companies will directly ship their products across the world, and those that do not offer this service can still be easily accessed through the use of proxy sites, online platforms that act as a go-between for customers and retailers. Customers shipping goods to Azerbaijan should be aware of import fees. Any goods imported will be subject to VAT at 18%.

18. Sierra Leone – 6.1% of average income spent on e-commerce

    Sierra Leone recorded an annual average e-commerce revenue of $216 per year, equating to $26 per capita with a population of 8,420,641 people. Those living in Sierra Leone typically see an average household income of $421 each year, with e-commerce spending making up 6.1% of their annual income. This is 0.4% higher than the global average for e-commerce spending.

    Thanks to the internet, it has never been easier to purchase goods from abroad online. Many companies will directly ship their products worldwide, however, there are some that do not offer this service. There are still ways to obtain goods from those that do not offer this direct shipping option, such as the use of a proxy site, a platform that provides access to millions of products from all over the world. Those planning to import goods into Sierra Leone should be aware that any products will be subject to an import tax at 15% of the product’s value.

19. Nicaragua – 6% of average income spent on e-commerce

    Nicaragua recorded an annual average e-commerce revenue of $674 per year, equating to $98 per capita with a population of 6,850,540 people. Those living in Nicaragua typically see an average household income of $1,635 each year, with e-commerce spending making up 6% of their annual income. This is 0.3% higher than the global average for e-commerce spending.

    It has never been easier to purchase goods from abroad online. Many companies offer direct shipping to many countries worldwide, though there are now also ways to purchase from retailers that do not offer this service. Proxy sites, platforms that provide access to millions of products from all over the world, allow customers to purchase products from retailers that would otherwise not be available to them. Those importing goods into Nicaragua should be aware of an import tariff of 15%.

20. Uruguay – 6% of average income spent on e-commerce

    Uruguay recorded an annual average e-commerce revenue of $2,526 per year, equating to $737 per capita with a population of 3,426,260 people.

    Those living in Uruguay typically see an average household income of $12,388 each year, with e-commerce spending making up 6% of their annual income. This is 0.3% higher than the global average for e-commerce spending.

    Customers living in Uruguay that want to buy their favorite products online from abroad are in luck, as it has never been easier to order from overseas. Many companies will directly ship their products across the world, and those that do not offer this service can still be easily accessed through the use of proxy sites, online platforms that act as a go-between for customers and retailers. Customers shipping goods to Uruguay should be aware of import fees. Any goods imported will be liable to a VAT rate of 22%, alongside an import duty fee ranging between 0.2% and 35%.

With e-commerce clearly proving itself to be widely popular in each country, many may be wondering how they can also buy goods online from other countries. Thankfully, it is now easier than ever before to buy goods from abroad online, and there are an abundance of stores that are willing to ship overseas directly.

For those that may not ship directly overseas themselves, Ubuy can help consumers to purchase goods that would otherwise be region-locked. Ubuy offers easy and simple access to thousands of stores globally across all categories. The goods are purchased through Ubuy’s site in the same way that you would purchase any other goods online, and are then shipped to users through Ubuy’s series of international warehouses.

Using Ubuy, users can shop from abroad for over 100 million products, ranging from exercise bikes to LED strip lights and beyond, all from the comfort of their own home. This allows consumers to purchase items that would ordinarily be unavailable to them if shopping from the retailer directly, and opens a wide range of possibilities for those looking to spend money online.

Conclusion

In this research, we were able to identify which countries are driving up the most e-commerce revenue, alongside being able to distinguish which populations are the most ‘shopaholic’ – spending the biggest percentage of their income on online shopping. This was a fascinating piece of research that really highlighted the significance of e-commerce and cross-border online retail as a global phenomenon. Each country in our research recorded at least some degree of e-commerce revenue, with some contributing in the millions of dollars.

At Ubuy, we’re proud to assist online shoppers with their purchases, providing them with access to thousands of online stores that would otherwise not be available to them due to regional limitations.