In 2024, US consumers spent $2,991 per person online, nearly twice China ($1,353) and Germany ($1,314). Meanwhile, Sweden leads in order value, with an AOV of $239âdouble the global average.
The US is flexing its digital spending muscle, with each shopper shelling out $2,991 online in 2024. Thatâs nearly twice what consumers in China ($1,353) and Germany ($1,314) spent. The UK ($2,277) and South Korea ($2,275) are not far behind, but the US remains the global eCommerce powerhouse. This massive spending reflects high disposable income, frictionless digital payment options, and an advanced logistics network that keeps online shopping seamless. Amazon, Walmart, and Shopify have perfected ultra-fast delivery and aggressive personalized marketing, driving a culture where online purchases are second nature. Other nations are seeing varied spending habitsâCanada sits at $1,580, France at $1,039, and Spain at $950. Meanwhile, Brazil lags at just $191 per capita, showing that online shopping is still developing in some economies. These figures, sourced from ECDB and Worldometers, highlight the US as the most lucrative digital market, where consumer confidence and spending power remain unmatched.
While the US dominates total spending, Sweden is setting a new standard in transaction value. The country leads in net average order value (AOV) at $239âmore than double the global average of $116. This means Swedish shoppers arenât just clicking âbuyâ more often; theyâre buying higher-ticket items per order. Switzerland follows at $191, while Israel ($157), Singapore ($151), and the US ($151) round out the top five. The key? Swedish consumers prioritize quality over quantity, opting for premium products and making larger purchases per transaction. This trend is fueled by strong brand trust, sustainability commitments, and efficient discounting strategies that increase net transaction values. Meanwhile, in markets like Germany ($135) and Denmark ($132), order values are solid but still lag behind Swedenâs premium-focused approach. ECDB data suggests that while American eCommerce thrives on frequent purchases, Swedenâs strategy is all about maximizing value per sale, creating a compelling opportunity for brands targeting high-margin buyers.
Why do US shoppers spend more while Sweden leads in order value?
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