Similarweb – State of Ecommerce, 2024

Amid a changing global economic landscape, ecommerce growth has rebounded modestly by 1.4% year-over-year. Categories like fashion and personal care are driving this expansion due to consumer behavior and economic conditions. The Luxury and Jewelry sector is the fastest-growing, benefitting from high inflation in some countries and pop culture influence. Marketplaces continue to attract a wide customer base, contributing to a slight overall growth in the category. However, Consumer Electronics is experiencing a decline in spending likely due to shifting consumer priorities. The report highlights new markets, product categories, and trends to explore in digital performance. The highest category growth was observed in Luxury & Jewelry, while Consumer Electronics had a decline in visits. Marketplaces are the largest industry, accounting for over half of all visits to ecommerce categories. Korean Beauty brands on Amazon US saw significant revenue growth, and searches related to 'quiet luxury' have surged. Vietnam showed the highest overall growth, mainly due to Consumer Electronics and Marketplace categories. Overall, the global ecommerce landscape is showing resilience and adaptability in an ever-changing market.