2025年全球电商趋势白皮书

Global eCommerceTrends2025 Discover the latest data on eCommerce marketplaces, cross-border revenues,competitive eCommerce players from Asia, and product category trends likeonline pharmaceuticals and grocery. About Three Quarters of the Total eCommerce Revenue Worldwide IsTransacted via Marketplaces The recent years have seen a clearshift towards eCommercemarketplaces, away from the formerfocus on online stores. By 2024, 72% of global eCommercerevenues were transacted onmarketplaces. This compares againstthe remaining 28% of revenues thatonline stores generated. Online marketplaces enable third-party sellers to distribute theirmerchandise on a digital platform,increasing product variety andenhancing audience appeal. Certain regions drive this trend,such as China, where themarketplace share is 93%. Marketplace Dominates eCommerce Revenue in Asia As Well As South &Middle America, Other Regions Follow Trend Slower The two regions where themarketplace model is most prevalentin eCommerce are Asia and South &Middle America. In Asia, the revenuesplit is 97% for marketplaces versusonly 3% for online stores.South &Middle America perform similarly with96% for marketplaces and 4% foronline stores. Other regions are following thistrend. While marketplaces stillaccount for less than half ofeCommerce revenues in NorthAmerica and Europe, at 46% and 47%,respectively,their share is growing. In the rest of the world (ROW), onlinestores still dominate with 74%. Global Growth Rates of Online Marketplaces Have Been ConsistentlyMore Positive Than Those of Online Shops Measured in the global growth rate between marketplaces and online shops,marketplacesclearly have had the more positive development in recent years.Marketplaces grew a little higher during the pandemic in 2021 (22%) than online stores (20%), and they also saw a less pronounced downturn in the slump after.For the more recent time span between 2023 and 2025,marketplaces are clearly ahead of online stores, each year by around 5 to 6 percentage points. Go Beyond the Whitepaper–With OurFree Test Access We know that generic marketing slides often raise more questionsthan they answer. That’s why we offer you aFree Test Access: achance to exploremarkets& retailers directlyonoureCommercemarket intelligence platform-completely free of charge. You'll see real data in action, not just examples or mockups. It’s theperfect way to understand how ourplatformworks and how our datainsights are structured. No credit card are needed-justimmediate, hands-on access toactual eCommerce data. Some of the markets & retailers you can explore with your Free TestAccess are: Global eCommerce Cross-Border Revenues Crossed US$1 Trillion in 2023and Are Poised for Further Growth Cross-border eCommerce is a trendthat surged during the pandemic andquickly recovered from a temporarydip in 2022. Cross-border revenues areexpected to grow at a CAGR (2022-2025) of 17%.Revenues have passedthe US$1 trillion mark in 2023 and areexpected to continue the currentpositive trajectory. However, the 17% cross-bordergrowth is compared to 24% for theoverall market.A fact that reflectshow the world's current tradetensions are dampening cross-border development as it could be. China and the United States Are the Biggest Cross-Border Markets andStrong Exporters, While European Countries Tend to Import More China Belongs to the Driving Forces for Cross-Border eCommerce and IsLikely to Continue Contributing Substantially to Its Development DouyinHas the Highest Growth Rate Among the Top Ten Marketplacesby GMV, TikTok Shop Not Yet in the Top 10 Among the top 10 global marketplacesby GMV,Douyin leads the pack witha CAGR (2020-2024) of 67.3%.Itssister company TikTok Shop (bothpowered by ByteDance) is currentlyexpanding in Europe. Currently, onlyDouyin is in the top 10 marketplaceranking, as TikTok Shop's GMV is still inits early growth stages. Kwai Shop is the second fastestgrowing marketplace, with a CAGR of36.0%. This is followed byPinduoduo(28.3%) and Shopee (23.9%). Three marketplaces had a negativeCAGR, namely Tmall, Taobao and eBay.Amazon and JD.com are both belowthe average top 10 CAGR of 11.0%. TemuIs a “Hot Topic” With Immense Growth in the U.S. and Europe,Generates Almost Half of GMV in U.S. Temuand AliExpress Shake Up the U.S. Top 10 Marketplace Ranking,TemuScratches Fifth Place Marketplace Landscape Shift Tik Tok Shop, Another Often Discussed Marketplace, Has Also GrownRapidly in Recent Years, Especially in Segments Care Products & Fashion Hungry for More Data? Get OurFree Test Access Real SamplesExplore real data in action–not mockups or examples. Profile Variety Access both detailed Retailer and Market Profiles. No Strings AttachedExplore the platform freely, with no commitment required. Zero Cost No credit card or billing info needed–just sign up and start. Book A Demo Healthcare eCommerce Is a Reflection of Global Trends That AreBenefiting Online Pharmacy Development