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The number of UK cross-border ecommerce buyers is forecast to reach 21.9 million in 2025, representing 40.5% of all UK digital buyers, per our December 2024 forecast. The primary motivations for shopping from international websites are lower cost (46.8%) and local unavailability of a brand or product (35.0%), per our November 2024 survey with ESW.

We forecast PayPal鈥檚 core US users will reach 92.5 million this year, which accounts for more than 4 in 10 US digital buyers. Incentives like rewards can help with uptake, and if its relationship with Coinbase can make paying with the asset more accessible at the POS, it could take off.

Grocery is the second-largest ecommerce category we track, garnering $220.48 billion in 2025, according to our 鈥淯S Digital Grocery Forecast 2025鈥� report. Walmart is the top digital grocery retailer, capturing 31.6% of US grocery ecommerce sales in 2025, followed by Amazon (22.6%) and Kroger (8.6%).

Snapchat maintains demographic strength with younger audiences, especially Gen Z, the predominant source of digital buyer growth. Highlighting its ability to reach these demographics over other platforms could attract advertisers and creates looking to target this audience.

Key considerations for Quebecois鈥� online purchases are similar to what most digital buyers care about in most geographies. More than half of internet user respondents in Quebec indicated costs or savings as a primary buying factor, while product availability and the ability to return items also ranked highly. Quebec鈥檚 language laws have reduced choice for online shoppers.

Between Q4 2023 and Q2 2024, the number of digital buyers on Temu surged from 1.3 million to 1.7 million, while digital buyers on Shein increased from 0.8 million to 1.1 million, according to Roy Morgan Research. Temu鈥檚 and Shein鈥檚 retail ecommerce sales in Australia were $1.7 billion and $1.1 billion, respectively, from June 2023 to June 2024, per a Roy Morgan Research forecast.

This is the Q2 2025 installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers and brands gauge their sales mix against the market.

More than half (56.1%) of digital buyers were forecast to make transactions outside of the country (mostly the US) in 2025. But tariffs on US consumer goods and services will reduce demand significantly. The value of the Canadian dollar is also at near-historical lows, suppressing cross-border demand. For Canadian brands and retailers, this will result in greater domestic demand.