Data Collection

Digital commerce
by the numbers

The size of the opportunity in rising markets

We invite you to explore insights into the digital markets of Latin America, Africa, and India, supported by key statistics from Payments and Commerce Market Intelligence (PCMI). This resource includes interactive infographics that facilitate an examination of the data, allowing you to focus on specific regions or countries of interest.

Africa

The data refers to the top 4 markets in the continent: Egypt, Kenya, Nigeria, and South Africa

Latin America 

The data refers to 15 countries: Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Mexico, Panama, Paraguay, Peru, and Uruguay

Rising and ever-growing markets

All regions analyzed in this study –Latin America, India, and Africa—are expected to see double-digit growth in digital commerce by 2027. Latin America is predicted to reach nearly USD 1 trillion in online sales, while India alone will have an average annual growth of 16%. Although Africa's digital markets are still smaller in comparison, they also expect significant growth in the next few years.

Cross-border online sales increase to 15%

In 2024, cross-border online sales saw significant growth, capturing a 15% share in emerging markets, up from 14% the previous year. The trend varied by region. In Latin America, 16% of online sales were international, indicating an upward trend. In Africa, cross-border transactions made up 22% of e-commerce, a figure that is expected to remain steady in the coming years. In contrast, cross-border sales in India accounted for only 10% of its market.

Online retail leads; gaming and streaming gain ground

While online retail maintains its dominance across markets, gaming is making notable strides, growing in every region. Latin America also experienced substantial growth in travel, while Africa and India saw significant expansion in streaming services.

Mobile drives digital commerce

In these evolving digital economies, smartphones have become the primary gateway for online transactions. Mobile purchases now constitute a significant majority of e-commerce volume, ranging from 74% to 85% across these markets. This represents a substantial increase, with mobile purchases expected to grow by 19% per year through 2027.

Shift from cash to digital payment methods

The payment landscape is evolving rapidly across rising markets. In Latin America and India, Pix and UPI's popularity led to account-based transfers becoming the preferred method. While cash transactions have declined across all analyzed regions, alternative digital payment methods are on the rise. Mobile money continues gaining traction in African markets, while digital wallets have seen substantial adoption in Latin America and India.

Alternative payments challenge the norm

Card payments still hold the lion's share of online transactions in Latin America. However, the landscape is shifting as alternative payment methods gain momentum across rising markets. In African countries and India, these innovative payment solutions have already surpassed traditional methods, becoming the dominant choice for digital buying.

Country deep dive: A flourishing digital opportunity in rising markets

Take a deep dive into the state of digital commerce in selected countries with the charts below.