The UK ranks fourth. British consumers spend 8.8% of their income on online shopping, amounting to more than $4,000 per year, the highest spending among all countries surveyed.
Mexico ranks fifth. Although nearly two-thirds of Mexicans (64.5%) shop online monthly and spend around three hours a week online, their average spending is quite conservative, with the lowest per capita spending among all nations surveyed.
The United States ranks sixth, with the highest percentage of people who shop online monthly (67.5%), but consumers spend only 2 hours and 5 minutes a week on e-commerce.
The Netherlands ranks seventh, with around 58% of Dutch consumers shopping monthly and spending 5% of their income on e-commerce. This steady share highlights consistent online shopping habits.
Poland ranks eighth, with consumers spending 1 hour and 44 minutes per week shopping online, and 60.1% shop monthly. The modest percentage of income spent online is 3.1%, indicating a more cost-conscious approach compared to the top-ranked countries.
Sweden ranks ninth, with consumers spending the least time shopping online, only 38 minutes per week, and 55.68% of the population shop monthly. Despite the lower share, its e-commerce habits remain constant, with 3.1% of income going to online shopping, similar to Poland.
France closes the top ten. French consumers spend 1 hour and 45 minutes per week online, and 43.4% shop monthly, the lowest participation rate among the top-ranked countries. However, 4.3% of income is spent online, focusing on quality purchases over frequency.
A Public Desire spokesperson commented on the study, noting that the future of e-commerce is being shaped by the integration of social media and mobile payments. "What's fascinating is that a country's digital payments infrastructure now predicts engagement with online shopping better than its economic status. We are seeing this especially in social commerce, where consumers spend considerable time browsing and interacting with shopping content as part of their daily social media routine. Success in this new landscape is not just about transactions, but about creating digital spaces where shopping blends naturally with social interaction and entertainment".
This study highlights how online shopping trends vary around the world, influenced by cultural, economic and technological factors. As e-commerce continues to evolve, understanding these differences will be crucial for companies looking to expand into global markets.
In addition, the growing importance of social media and mobile payments in purchasing decisions underscores the need for companies to adapt their marketing and sales strategies to align with changing consumer preferences. Creating online shopping experiences that seamlessly integrate social interaction and entertainment can become a key differentiator in today's competitive e-commerce landscape.
