| Rank | Country | E-commerce share of market 2016 (value) |
| 1 | South Korea | 16.60% |
| 2 | Japan | 7.20% |
| 3 | UK | 6.90% |
| 4 | France | 5.30% |
| 5 | Taiwan | 5.20% |
| 6 | China | 4.20% |
| 7 | Czech Republic | 2.10% |
| 8 | Spain | 1.70% |
| 9 | The Netherlands | 1.70% |
| 10 | US | 1.40% |
Another interesting takeaway from the study is that shoppers usually spend more per trip online than they do offline—shoppers in the UK spent an average of $59 online compared to $19 in bricks-and-mortar stores. However, shoppers in France, UK and China reined in their shopping one year after starting to shop online. Kantar Worldpanel suggested that brands should work on driving impulse purchase online by making suggestions for complementary products.
“Although online sales have the potential to cannibalise in-store sales, it is vital that retailers act quickly to develop a strong ecommerce presence," said Stéphane Roger, global shopper and retail director at Kantar Worldpanel. "The retailer that goes online first in each market can enjoy a far higher market share—this can be a difference of at least 40 percent in France and up to three times more in the UK."
Roger added that new entrants such as Amazon would shake up the industry, with grocery ecommerce set to grow to 9 percent of the market and be worth $150 billion by 2025.
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