ÌÇÐÄÆƽâ°æ

The Penetration Rate shows the share of active paying customers (or accounts) from the number of internet users in the selected market (market, region) for each year.

Definition: eCommerce, short for electronic commerce, refers to the sale of physical goods via a digital channel to a private end consumer (B2C). This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets) through a website or mobile application. The eCommerce market includes businesses that operate solely online, as well as those that have a physical presence but also sell products or services online. eCommerce encompasses a wide range of industries, from retail and consumer goods to travel and hospitality, and is a rapidly growing segment of the global economy. The rise of eCommerce has enabled businesses to reach customers worldwide, increase sales, and offer new and innovative products and services.

Structure: eCommerce consists of 14 different markets:

• The Beverages market contains the sale of various types of beverages through digital channels which covers a wide range of products, such as beverages, including alcoholic and non-alcoholic drinks, tea, coffee, and energy drinks.
• The Food market contains the sale of food-related products through digital channels to provide consumers with a convenient and accessible way to purchase groceries and specialty food items.
• The Tobacco Products market comprises digital sales from cigarettes, cigars, e-cigarettes, and smoking tobacco.
• The Household Essentials market includes the sale of products related to home care, laundry care, and household essentials through digital channels which covers a wide range of products such as dishwashing detergents, household cleaners, baby diapers, face masks, feminine hygiene or paper tissues.
• The Beauty & Personal Care market includes online sales of products related to haircare, makeup, and fragrances.
• The Fashion market includes the sale of clothing, shoes, and accessories through digital channels from a wide range of brands, designers, and retailers.
• The Eyewear market includes online sales of contact lenses, eyewear frames, spectacle lenses, and sunglasses through digital channels. 
• The Electronics market comprises the sale of electronic devices, gadgets, and accessories through digital channels which includes products, such as smartphones, laptops, cameras, and smart home devices.
• The Furniture market comprises the sale of furniture and home decor products through digital channels which covers a wide range of furniture products, including sofas, beds, chairs, and tables.
• The OTC Pharmaceuticals market comprises a variety of personal health products sold online, such as analgesics, cold & cough remedies, digestives, vitamins, and supplements. 
• The Toys & Hobby market contains the sale of products related to hobbies and leisure activities through digital channels including toys, games, puzzles, model kits, and crafting supplies.
• The Luxury Goods market refers to the online sales of high-end and premium products, such as designer clothing, accessories, jewelry, and watches.
• The DIY and Hardware Store market refers to the online retail sector that focuses on the sale of do-it-yourself (DIY) and hardware products. This market includes a wide range of products such as power tools, hand tools, building materials, electrical supplies, plumbing supplies, and gardening equipment.
• The Media market includes the sale of media-related products through digital channels which covers products, such as books, music, movies, and video games.