According to a recent study of global e-commerce by management consultancy AT Kearney, India is lagging behind other e-commerce markets globally. Infact, it is not even in the top 30 of world’s e-commerce market.

The study, “Global Retail E-commerce index” states that 39 million or less than 3% of India’s population have ever bought something online, a percentage which is below countries like Saudi Arab and Ireland, which are much smaller countries. On a positive note, India has witnessed one of the highest growth in e-commerce segment at 27% to reach $3.8 billion, and 21% is the projected growth rate for the next 5 years.

The study ranked countries based on points received, which were determined after covering 4 parameters: online market size (40% of points); technology adaption & consumer behavior (20% of points); infrastructure (20% of points); growth potential (20% of points).

In the study, sales and marketing of all major product categories were considered, which includes apparel, beauty and personal care, consumer appliances, consumer electronics and video games hardware, do-it-yourself and gardening, food and beverages, home care products, housewares and home furnishings, media products, toys and games.

Globally, e-commerce market is worth $840 billion, which increased 20% compared to 2013 (hence, India experienced more growth compared to global average).

Here is the list of the top 30 countries in e-commerce:

Some highlights of the study: 

1. With market size of $238 billion, the US topped the chart to emerge as undisputed leader of e-commerce, globally. Interestingly, e-commerce is just 10% of USA’s total retail market, wherein in India, e-commerce is just 3% of total retail.
2. China is world second biggest e-commerce market, as 30% of its population has purchased online, and 80% of them does regular online shopping. Alibaba reported that on Singles Day (November 11), they sold more than $9.3 billion worth of goods in China, which is 7% of their annual sales.
3. Belgium, with a population of 11.5 million (New Delhi has 16 million), reported the fastest growth of e-commerce as it climbed 15 places in the last 12 months. Such similar high profile growth rates were experienced by Mexico, Spain, Brazil and Saudi Arabia.
4. Fashion and Apparel was the number one category for Indians who make online purchases. Electronics and Tickets were the next 2 most popular categories. All three had much higher percentage of people buying compared to global averages.