According to a new report by the United Nations Conference on Trade and Development (UNCTAD), the Netherlands' e-commerce penetration rate is the highest globally, at 84%. Following the ranking are the UK, Sweden, and Denmark, with over four out of five users also buying online.
China ranks fifth and is the first non-European country in the e-commerce penetration list, as indicated in UNCTAD’s Digital Economy Report (page 145). These percentages reflect the proportion of internet users who shop online. This proportion is relatively high in China, but many Chinese consumers are not yet digitally active.
Norway (6th), Switzerland (8th), and Germany (9th) are also high on UNCTAD’s list. Canada (7th) and South Korea complete the top 10, followed closely by the United States. France, Spain, and Italy rank much lower. In Southern Europe, many internet users are not online shoppers; fewer than four in ten in Italy.
The e-commerce market in the Netherlands, worth nearly 35 billion euros in 2023, is quite mature, as evidenced by the large share of online shoppers and the significant number of citizens with access to high-speed internet. Bol, a local player, has been the market leader for years.
According to a Worldpay report, Dutch consumers embrace alternative payment methods, especially mobile payments and e-invoicing. Additionally, the report by Worldpay shows that e-invoicing is on its way to almost triple the market share between now and 2024 and will thus become the most popular online payment method.
The popularity of e-wallets is also increasing by 22% annually. Its market share is expected to almost double in the next four years.
Mark Fleming, general manager for EMEA, Global Enterprise e-commerce at Worldpay, said: "In today's world, people depend on their phone for multiple activities, from payments to financial planning. The rise of m-commerce is one activity that allows traders to understand expectations from the relevant markets.”
The report shows that Dutch consumers, in particular, have high expectations regarding mobile shopping. To keep up with the developments, Worldpay advises merchants to invest in their own apps, build a smooth checkout experience for each device, and support various digital payment methods.
