2026电子商务趋势报告：市场在运动。两个故事面。

Track the forces shapingthe future of the industry. Inside this report. This report explores what shoppers want and how businesses respond across eight key areas shaping e-commerce today.Click the arrows to navigate to each section. Introduction3 The people, businesses and countries behind the numbers40How the world shops and sells online46Meet applied futurist: Tom Cheesewright48That’s a wrap50Appendix52Methodology78 1.The e-commerce landscape42.Cross-border shopping113.Buy now and cart abandonment164.Payments195.Product and logistics subscriptions226.Sustainability and the circular economy267.AI in e-commerce298.Delivery, returns and out-of-home33 The icons below will be displayed throughout the report to guide you through insightson generational shopping patterns, distinct shopper profiles, and multiple business models,including clear differentiation between traditional B2C and B2B e‑commerce. What shoppers expect.What businesses deliver.The gap in between. E-commerce businesses surveyed 29,000Online shoppers surveyed B2B businessB2C businessHybrid business Across the world’s most active e-commercemarkets, one pattern is emerging: expectationsare often outpacing execution. This gap iscreating friction for shoppers – and opportunityfor businesses bold enough to close it.Explore the report. Close the gap. Micro enterpriseSmall enterpriseMedium enterpriseLarge enterpriseSocial media seller Deal seekerApp‑first shopperGlobal shopperEco shopperSecondhand shopperEasily influenced shopperSocial shopperBrand loverAI-assisted shopperSubscription shopperHands-free shopper Connect with one of our expertsto unlock the full findings. Marketplace sellerSubscription sellerCross-border sellerEco-friendly sellerPre-owned /refurbished seller with global corporations, governmentsand industry bodies to pinpoint whereemerging trends will drive the biggestchanges in business and society. He hasprovided his thoughts on our findingsthroughout the report. 1. The e-commercelandscape A diverse shopping landscape is reshaping the pathto purchase for consumers and businesses .Spot the gaps and opportunities. Shoppers are spreading their behavior across multiple motivations and channels – but are businesses always presentwhere demand is strongest? While choice is expanding, logistics and price remain the most powerful motivators. shoppers browse and buyonline from them.Businesses sell across Most shoppers align with more than one shopper type – four on average. 72%of shoppers are app‑firstshoppers yet only38%of businesses offer browsingand buying via their own app. 92%90%72%70% an average of three platforms. “I shop mainlythrough retailers ormarketplace apps.” “Above all, I want fast,free delivery andeasy returns.” “I have purchasedfrom retailers outsidemy own country.” “I’m always huntingfor the best price.” 67% 45% 49% 46% 63%of businesses sell on socialyet only45%of shoppers buy through social media.A different story in Asia Pacific45%63% “I have made apurchase from shoppableads online or on TV.”“I have purchased via “I have purchasedrefurbished or pre-owneditems online.” TikTok, Instagramor Facebook.” “I choosesustainable productsor delivery options.” 36% 45% 38% 23% item subscription services.” commands or smartspeakers to shop.” chat or virtual assistantsto browse or buy.” designer brands.” In the next five years, where do shoppers expect to browse and buy“more”? And how do businesses expect their customers’ behaviorto change in that time? E-commerce growth is certain.But where will it come from? On both sides of the equation, Türkiye, Nigeria, and Malaysiaconsistently outperform the global average across all platforms.Meanwhile, Thailand, the UK and the Netherlands stand out asmarkets where shoppers expect to browse and buy more acrossmultiple channels at above-average rates. Marketplaces currently show the closest alignment between shopper and businessexpectations (34%vs54%), making them a strong foundation for growth, while newerchannels should be scaled selectively in markets where consumer behavior is alreadymoving ahead of the global norm. of being ‘too’ frictionless. Build in somemoments of connection, building brandand trust, or customers will slip throughyour fingers just as easily as they slipthrough the shopping process.”Tom Cheesewright on marketplaces more on marketplacesmore via an app to shop more via apps on marketplaces The social channels to buy and sell from The social commercedisconnect. Which channels haWhich channels haWhich channels havvve shoppere shoppere shoppers purchased froms purchased froms purchased from???Which channels have businesses sold on? Businesses chase reach, while shoppers choosetrust. We’ve seen that there is a ‘’buy now’’ gapemerging between businesses and shoppers as63%of retailers are selling on social platforms yetonly45%of shoppers are buying through socialmedia channels. While brands focus on ads andinfluencers to reach