Key figures
| Channel | Share (2026) | Note |
|---|---|---|
| Online Retail Websites & Apps | 80% | Primary e-commerce channel |
| Mobile Commerce (M-commerce) | 15% | Increasingly integrated with online retail |
| Social Commerce | 3% | Purchases via social platforms |
| B2B E-commerce Portals | 2% | Business-to-business transactions |
Overview
Online retail websites and dedicated mobile applications represent the predominant channels for e-commerce transactions globally. These platforms provide a comprehensive shopping experience, from product discovery to checkout and post-purchase support.
Mobile commerce is a rapidly growing segment, often integrated within broader online retail strategies. Social commerce is emerging as a significant channel, leveraging social media platforms for direct purchasing.
Breakdown
- Online Retail Websites & Apps: 80%
- Mobile Commerce (M-commerce): 15%
- Social Commerce: 3%
- B2B E-commerce Portals: 2%
Outlook
While online retail will remain dominant, m-commerce and social commerce are expected to see faster growth rates. The lines between these channels will continue to blur, with a focus on creating seamless, integrated customer journeys across all digital touchpoints.
Sources: industry surveys, platform filings, and modeled estimates for 2026