Further developments in retail e-commerce are expected over the forecast period, both in line with technological developments of the platforms, along with trends for online platforms being engagement tools for brands in general – notably when connected to social media channels.
Regarding the utilisation of online platforms as marketing tools, it is likely that we will see a growing number of brand collaborations with influencers and celebrities over the forecast period. This will include both local influencers and celebrities, along with those who are known globally, also reflecting the ongoing globalisation around international fashions and trends.
Foods e-commerce continued to fare well through 2023, and ongoing growth is expected in this area, with an increasing number of third party platforms offering the quick and convenient delivery of groceries. Furthermore, many domestic farmers who normally export their goods and who were unable to ship their produce as a result of international border closures during the pandemic (and some of whom are experiencing issues today, due to the ongoing conflict), have established retail e-commerce platforms to sell directly to consumers without involving a third party.
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retailing, are captured in Streaming Services E-Commerce. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such a service is captured in Other E-Commerce. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, while the delivery fees associated with such services are included in Other E-Commerce. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See All of Our DefinitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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