The global FMCG market is projected to grow by 4.6% in current value terms to reach USD6.6 trillion. Growth is largely price led and financial concerns are weighing heavily on consumer behaviour given sustained cost-of-living pressures. Opportunities lie in emerging markets, health and wellness trends, and e-commerce. Key growth industries include soft drinks and beauty and personal care.

In 2024, China’s digital shopper (e-commerce goods and services) market continued to lead globally, characterised by the high adoption of m-commerce. E-commerce sales were driven by innovations in livestreaming and social e-commerce, while traditional retail PC e-commerce continued to lose share to retail m-commerce, particularly app m-commerce. Foodservice e-commerce also continued to see dynamic growth in current value terms in 2024 with consumers having become acquainted with the convenience

This report summarises the findings from the Voice of the Consumer: Digital Shopper Survey, conducted in March and April 2025. This annual survey, which measures the attitudes towards digital commerce of 20,000 consumers around the globe, examines how new technologies are influencing consumer behaviour. Key areas of exploration include emerging digital channels, digital path to purchase, delivery and returns, privacy, security and trust, and comfort with new technologies.

In 2024, a seamless customer journey and increased acceptance of digital payments in India encouraged more consumers to make online purchases across various sectors, including retail, travel, foodservice, and bill payments. Competitive prices, a wide variety of brands, the ability to cross-compare and use loyalty points are all key motivators for Indian consumers to shop online. These factors led to robust growth in purchases through the online channel in 2024. Marketplace, grocery and health an

E-commerce is predicted to account for 75% of retail’s five-year growth, but a key challenge for retailers and brands is how to drive profitable online growth. The savviest are embracing new places of discovery, new engagement tools and ways to service evolving shopper preferences. This report uncovers how to generate sustainable online revenue through stronger engagement strategies. Topics covered include gamification, shoppable video, loyalty, social commerce, GenAI and Agentic AI.

The global online marketplace landscape is evolving rapidly, driven by technological innovations, shifting consumer behaviours and fierce competition. Established giants must increasingly contend with fast-growing upstarts, creating new opportunities for brands and sellers. This briefing explores this dynamic while profiling key marketplace platforms, such as AliExpress, Allegro, Amazon, Douyin, eBay, Flipkart, JD, MercadoLibre, Naver, Noon, Shein, Shopee, Temu, TikTok Shop, Tmall and Tokopedia.

Digital commerce in Germany continued to expand in 2024, buoyed by stabilising macroeconomic conditions, increasing consumer confidence, and rapid technological innovation. As inflation moderated and household purchasing power gradually improved, digital shoppers embraced online platforms not only for their convenience and efficiency but increasingly for the promise of immersive, personalised experiences. Generative AI and advanced data analytics emerged as key drivers of growth, with businesses

The South African digital landscape continues to benefit from improvements in internet penetration and falling data prices. These dynamics have been particularly beneficial for streaming services, which are leveraging the expansion of 5G networks, reaching 50% coverage nationwide, as well as fibre optic connectivity subscriptions rising from 1.49 million in 2023 to 2.47 million in 2024, to grow their customer bases.

The digital shopper landscape in the United Arab Emirates continued to experience strong momentum in 2024, supported by a widespread consumer shift towards convenience, personalisation, and technologically enhanced experiences. Growth in e-commerce for both goods and services remained robust, underpinned by rising demand for seamless digital journeys across sectors such as retail, mobility, and foodservice.

This report identifies key long-term megatrends shaping consumer behaviour in Latin America. Technological advancements and wider internet access drive digital living, offering solutions to regional challenges. Better access to financial services fuels e-commerce and s-commerce growth. Inflation and changing household dynamics are driving consumers to focus on saving time and money, while also prioritising their overall wellbeing in the face of economic and geopolitical uncertainty.

In 2024, the digital shopper in the UK continued to evolve against a backdrop of technological innovation, inflationary pressure, and maturing digital habits. E-commerce experienced steady growth, though the pace varied by merchant type and fulfilment model.

Significant shifts in US policies on tariffs, taxation, spending, regulation, migration, AI/tech, and energy are expected to impact the global economy and key industries like food and drinks, health and beauty, home and tech, travel, and automotive. Trump's policies can undermine global economic growth, affect consumer sentiment, risk higher prices, and disrupt production and distribution network. However, some opportunities will arise as the global supply chain rewires and consumers adapt.

Digital Shopper in Chile recorded double-digit current value growth in 2024, supported by a positive year for retailers and service providers of all types. The stabilisation of inflation relived some of the financial pressure on consumers, who were more willing and able to spend on the products and services they wanted or needed. The increased offer of products and services piqued the interest of consumers.

In 2024, consumption in Mexico was driven by economic growth, fuelled by low interest and unemployment rates, along with the strong performance of the Mexican peso. As such, digital shopping continued to record positive value growth, highlighting its ongoing relevance and growing importance in the post-pandemic era. According to the National Survey on the Availability and Use of Information Technologies (Enduth), published by the National Institute of Geography and Statistics (INEGI)

The digital shopper (e-commerce goods and services) in South Korea continues to expand at a steady pace, underpinned by the rising base of online buyers and the widespread adoption of digital consumption. Fast delivery services, like same-day and one-hour delivery, have emerged as crucial competitive advantages, with players such as SSG.com Corp and Kurly Corp expanding their delivery channels to meet consumer expectations.

The growth of online shopping has been significantly influenced by platforms like Amazon and Rakuten, particularly through their sales events that shape consumer behaviour. The popularity of events such as Black Friday has also taken root in Japan, further impacting purchasing trends. In April 2024, NTT Docomo’s d-point, one of Japan's largest loyalty programme ecosystems, launched a comprehensive partnership with Amazon Japan.

The digital shopper (e-commerce goods and services) market in Thailand saw strong positive growth in 2024. The market is being characterised by sophisticated digital shopper behaviour, a broad and ever-growing variety of products and services, as well as dynamic marketing campaigns and activities. Digital shoppers are increasingly being influenced by online product reviews, with many consumers doing some research before making a purchase. They are also often willing to wait for the perfect time

In 2024, digital shopper sales in the US experienced growth in current value terms, driven by the expansion of channels that facilitate digital shopping transactions. Consumer demand for convenience and a wide variety of price options fuelled ongoing growth. However, the emphasis on fast delivery created challenges for click-and-collect services. During 2024, Amazon enhanced its same-day or one-day delivery service for Prime members, while Walmart improved its 30-minute delivery promise for spec

Although the Swedish economy continued to face challenges in 2024, there were positive developments, with lower inflation, interest rate reduction and rising real wages leading to some improvement in consumer confidence and spending. The improved economic scenario also supported moderate growth in e-commerce sales. There were notable trends observed across various sectors, including foodservice e-commerce, travel e-commerce, mobility e-commerce, and ticketed entertainment e-commerce. These secto

Digital shopper in Poland saw further double-digit increases in current value sales in 2024. There is a growing trend of shifting daily activities, such as banking, shopping and government services, to online platforms. Online shopping has become an integral part of daily life, with consumers appreciating its convenience and efficiency.

Digital shopper in Indonesia saw another year of double-digit growth in 2024. Despite the decline in the purchasing power of those in lower-middle income groups, growth remains strong, driven by the rising number of internet users and broader internet access. Various conveniences in online payment facilities and numerous promotional offers have further spurred consumer transactions for online shopping. One payment trend that shows a marked increase is the use of QRIS (QR Code Indonesia Standard)

Digital shopping in France, encompassing both goods (retail e-commerce) and services, recorded strong value growth in 2024, as recorded by Euromonitor International’s Voice of Consumer: Digital Survey (2024). Expansion was driven chiefly by service online sales, while product sales showed more gradual recovery. For the first time since the rise in inflation at the start of 2022, growth is no longer being triggered solely by rising prices but is also supported by an increase in transaction volume

In the Czech Republic in 2024, digital shopping benefited from the accelerating trend towards online shopping. Euromonitor International’s Voice of Consumer: Digital Survey (2024) reports that overall stabilisation of the economic situation in the Czech Republic supported the revitalisation of e-commerce purchases in 2024. Despite Czech consumers facing a heightened cost of living, they continue to shift towards purchasing goods online, with growth further driven by the increasing adoption of di

In 2024, the digital shopper in Canada represented a diverse, discerning audience influenced by economic shifts, technological advances, and evolving social values. The year saw notable changes in top-line e-commerce sales, encompassing both goods and services. Economic factors, particularly persistent inflation and higher interest rates, led Canadian shoppers to become more budget conscious. As a result, consumers gravitated towards online retailers offering better value, competitive pricing, a