Online Channels Account for Over a Quarter of Global Retail Revenues

E-commerce continues to claim an ever-larger slice of global retail. By 2026, more than a quarter of all retail revenues will be generated online, representing a 21.5% increase in the online share since 2021.

Different categories provide varying contributions to this overall growth. Here is what's most influential.

Globally, 25.4% of Retail Revenues Are Made Through E-Commerce

In 2021, 20.9% of global retail revenues were made in e-commerce. That share increased to 25.4% by 2026. Over these five years, this marks an increase of 21.5%.

Global e-commerce is becoming more important for overall retail revenues. But the average does not tell the whole story. See how different categories contribute to that overall development.

Grocery's Rapid Rise and Electronics' High Status

Grocery grew highest in its online share, up by 46.6% since 2021. The category’s rapid rise is partially explained by its low starting point, with only 7.3% of global grocery revenue online in 2021. Even with this surge, grocery still has significant room to grow. This indicates that the shift toward online shopping in this segment is far from complete.

Electronics stands out as well. The category has a high growth rate of 23.8% from 2021 to 2026, but it also started at a higher level of 36.9% in 2021. By 2026, almost half of all electronics purchases occur through online channels. Electronics is therefore a prime example of digital maturity.

Fashion follows closely, with an online share of 38.8% in 2026. Growth has been steadier at 9.9% over five years, suggesting a category that has already embraced digital channels but continues to expand incrementally.

Hobby & Leisure occupies a middle ground. Growing 22.0% since 2021, its online share has reached 20.5% in 2026. These categories are neither as mature as electronics nor as early-stage as grocery, but the trajectory clearly points toward continued digital adoption.

Outlook: Positive Implications for the Online Market

The diversity in category performance highlights that e-commerce growth is not uniform. Some categories are accelerating rapidly, others are approaching maturity, and a few are nearing saturation. But what's positive: Each of them is growing, despite a high maturity of fashion and electronics, which continue to be adopted online with no end in sight.