In the Business-to-Consumer (B2C) sphere, fashion and consumer electronics are among the top e-commerce verticals to date and contribute to the largest share of online retail sales. Regarding delivery preferences, having products shipped home is the most popular way to receive online orders, compared to other pickup options. Even though the online shopping experience is less interactive than the in-store one, online shoppers appreciate the ease and flexibility of e-commerce.

Leading marketplaces serve as a source of inspiration and the primary place to search for products online before the actual purchase. While online shoppers differ greatly depending on their respective regions around the world, there are general indicators that help with understanding basic digital consumer behavior. What do global digital shoppers have in common? M-commerce is particularly popular in Asia, with countries like China or South Korea generating over two-thirds of their total online sales via mobile devices.

As the adoption of mobile devices is progressing at a rapid pace, especially in regions that lack other digital infrastructure, mobile integration will continue to shape the shopping experience of the future. In late 2022, smartphones accounted for over 70 percent of all retail website visits worldwide, and in turn, also generated the majority of online orders compared to desktops and tablets. One of the most visible trends in the world of e-commerce is the unprecedented usage of mobile devices. Both platforms are operated by the Alibaba Group, the leading online commerce provider in Asia. In terms of gross merchandise value (GMV), however, Amazon ranks third behind Chinese competitors Taobao and Tmall. The Seattle-based e-commerce giant that offers e-retail, computing services, consumer electronics, and digital content registered over 5.6 billion direct visits to its. Leading the global ranking of online retail websites in terms of traffic is Amazon. As of 2022, online marketplaces account for the largest share of online purchases worldwide. While some websites specifically target B2B (business-to-business) clients, individual consumers are also presented with a vast number of digital possibilities. Internet users can choose from various online platforms to browse, compare, and purchase items or services they need.

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