e-commerce market

Latin American E-Commerce Market Projected to Reach $215 Billion in 2026

Latin America’s e-commerce market is projected to reach $215.31 billion in 2026, continuing to grow at a pace 1.5 times faster than the global average, according to a joint report by Endeavor and MercadoLibre.

The region’s digital commerce landscape remains heavily concentrated in its largest markets. Argentina, Brazil and Mexico accounted for nearly 85% of all e-commerce sales in Latin America in 2025, underlining their dominant role in the region’s online retail ecosystem.

Mobile Commerce Leads the Way

Mobile shopping is a defining feature of Latin America’s e-commerce growth. The report found that 84% of online purchases are made via smartphones, highlighting the importance of mobile-first strategies for retailers and digital platforms.

However, the region’s consumers are also becoming increasingly demanding.

Nearly half of shoppers said they would leave a platform after just one negative experience, with delivery delays and problems with returns among the biggest sources of frustration.

Reliable Delivery Over Personalization

The findings suggest that operational excellence may matter more to consumers than advanced personalization.

Around three-quarters of respondents identified clear pricing and transparent policies as highly important when making online purchasing decisions. By comparison, only around one-third considered personalization a major priority.

This signals a growing challenge for e-commerce companies: while many platforms continue investing heavily in recommendation engines and personalized experiences, consumers may place greater value on reliable delivery, straightforward returns and transparent pricing.

Beyond the Marketplace

The report also points to the broader transformation of e-commerce companies across Latin America.

Marketplaces are increasingly expanding beyond online retail into areas such as digital payments, credit services and logistics, creating more integrated digital commerce ecosystems.

As the market moves toward the $215 billion milestone, Latin America is emerging as one of the world’s fastest-growing e-commerce regions. The next phase of growth, however, may depend not only on attracting more consumers online but also on delivering a seamless and trustworthy customer experience.

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Kyrgyzstan Partners With Chinese Firm to Build New E-Commerce Platform

Kyrgyzstan is set to launch a new e-commerce platform in partnership with a Chinese company, aiming to strengthen the country’s digital commerce ecosystem and create new opportunities for local businesses to reach international markets.

The agreement was signed on August 28 between state-owned Kyrgyz Post and China’s Kashgar Fengxin Trading Co., Ltd. during the Kyrgyz-Chinese Investment Forum in Bishkek. The planned platform will utilize Kyrgyz Post’s existing postal and logistics network to support order deliveries across the country.

Beyond e-commerce transactions, the project is also expected to introduce digital services and artificial intelligence-powered content. However, key details, including the platform’s launch date, investment volume, and financing structure, have not yet been disclosed.

Expanding Digital Commerce Infrastructure

The initiative represents another step in Kyrgyz Post’s transformation from a traditional postal operator into a key player in the country’s digital commerce infrastructure.

By integrating the new platform with its nationwide postal and logistics network, Kyrgyz Post aims to make online shopping and delivery services more accessible throughout Kyrgyzstan.

The country’s e-commerce market has been growing rapidly. According to government figures cited by The Times of Central Asia, Kyrgyzstan’s domestic e-commerce market reached an estimated value of $525 million in 2025, representing approximately 15% growth compared with the previous year.

New Opportunities for Cross-Border Trade

One of the project’s key objectives is to help Kyrgyz businesses reach customers beyond the domestic market.

Kyrgyz Post says the platform could enable local entrepreneurs to promote their products internationally and expand their sales opportunities abroad. However, it remains unclear which markets will initially be accessible to sellers and whether the platform will provide direct access to Chinese consumers.

Kyrgyzstan’s e-commerce market is already strongly connected to international platforms. Russian marketplaces such as Ozon and Wildberries operate in the country, while Chinese platforms including Taobao and Alibaba are popular among consumers.

The new initiative could help shift greater attention toward the opposite direction of cross-border commerce: enabling Kyrgyz products and businesses to reach international buyers.

A Broader Push for Digital Trade

The partnership comes as Kyrgyzstan continues to develop infrastructure and regulatory frameworks for digital commerce.

The government has been working on initiatives to support cross-border e-commerce, including plans related to an E-commerce Park and preferential tax policies for businesses operating in the sector.

At the same time, economic cooperation between Kyrgyzstan and China is expanding beyond traditional trade. Officials have increasingly emphasized joint production, technology cooperation, and the localization of new industries.

While no direct connection has been announced between the upcoming e-commerce platform and broader transport projects linking Kyrgyzstan with China, both developments highlight the growing importance of digital and physical infrastructure in shaping the future of regional trade.

As Kyrgyzstan continues to strengthen its digital economy, the new platform could become an important tool for connecting local businesses with new customers-both at home and potentially across international markets.

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UAE Launches Amazon Creators Foundry to Help Creators Build E-Commerce Brands

The UAE is taking another step toward strengthening its fast-growing creator economy with the launch of the Amazon Creators Foundry, a new programme designed to help content creators transform their audiences into scalable e-commerce businesses.

Created through a strategic partnership between Creators HQ and Amazon Ads, the initiative will support selected UAE-based creators in launching and growing their own consumer brands through Amazon.ae.

The programme was first announced during the 1 Billion Followers Summit and is described as a pioneering initiative in the Middle East, bringing together the creator economy, digital entrepreneurship and e-commerce.

Supporting Creators Beyond Content

Twenty creators will be selected to participate in the programme. Successful applicants will receive support to launch products on Amazon.ae while gaining access to tools and resources designed to help them build sustainable businesses.

Participants will also be able to explore international selling opportunities, potentially expanding their brands into markets across North America, Europe, the Middle East, North Africa and the Asia-Pacific region.

The initiative reflects a growing shift in the creator economy, where influencers and digital content creators are increasingly moving beyond advertising partnerships and developing their own products and brands.

End-to-End E-Commerce Support

Selected creators will receive a range of services aimed at supporting their e-commerce journey from product launch to growth.

The programme includes dedicated account management, customised Amazon storefronts, search-optimised product listings and onboarding support for Fulfilment by Amazon (FBA).

Participants will also receive advertising support and mentorship from Amazon executives, along with workshops focused on digital marketing, brand building and online retail strategies.

According to the programme details, creators may also gain access to significant advertising incentives, including support through Amazon DSP and Sponsored Ads programmes.

Turning Influence Into Sustainable Businesses

The Amazon Creators Foundry is part of the UAE’s broader ambition to position itself as a global hub for digital creators and entrepreneurs.

The initiative aims to provide creators with the infrastructure, partnerships and commercial tools needed to turn creative influence into long-term business opportunities.

By connecting creators directly with Amazon’s e-commerce ecosystem, the programme could help participants develop independent revenue streams and build consumer brands with the potential to reach international markets.

Who Can Apply?

Applicants are required to be based in the UAE and have an existing retail presence. They must also have a minimum audience of 100,000 followers and either hold, or be willing to obtain, a Dubai e-commerce trade licence.

The programme is another example of how the lines between content creation and online retail continue to blur. As creators build stronger communities and influence consumer purchasing decisions, platforms and governments are increasingly investing in systems that help them become business owners as well.

For the UAE, the Amazon Creators Foundry represents another move toward building a digital economy where creators are not only producing content but also developing globally scalable brands.

Source: Gulf Business

E-commerce in Spain Reaches €114.8 Billion as Online Shopping Surges

Spain’s e-commerce market has recorded significant growth over the past decade, with turnover reaching €114.8 billion in 2025, according to data from Spain’s National Markets and Competition Commission (CNMC).

The figure represents a 5.7-fold increase compared with 2015, when Spanish e-commerce turnover stood at approximately €20 billion. Overall, the market has grown by 473.7% over the decade, reflecting the rapid shift in consumer behavior toward digital commerce.

E-commerce Becomes Part of Everyday Consumption

The expansion of Spain’s e-commerce market is also reflected in the number of online transactions. Annual transactions increased from around 300 million in 2015 to more than 2 billion in 2025.

The growth suggests that online shopping is no longer limited to occasional purchases. Consumers are increasingly using digital channels for everyday products and services, including food, groceries and digital services.

At the same time, the average transaction value has declined from approximately €67 in 2015 to around €56 in 2025. This points to a broader adoption of e-commerce for smaller and more frequent purchases.

Tourism remains one of the largest contributors to online sales, while fashion and online grocery shopping have also gained importance.

Mobile and Social Commerce Continue to Gain Ground

Mobile devices have become central to Spain’s online shopping ecosystem. According to data cited by the National Observatory of Technology and Society (ONTSI), more than 83% of online shoppers use smartphones for purchases.

Social media is also becoming increasingly important throughout the customer journey, from product discovery to purchase. This trend is contributing to the continued convergence of social media, digital marketing and e-commerce.

The COVID-19 pandemic accelerated the adoption of online shopping, but the long-term expansion of Spain’s e-commerce market extends beyond the pandemic. Following the disruption of 2020, the sector experienced strong growth from 2022 onward.

Cross-Border E-commerce Remains Significant

Despite the growth of domestic e-commerce, cross-border transactions continue to account for a substantial share of Spain’s digital commerce activity.

CNMC data for the fourth quarter of 2025 showed that 57.8% of e-commerce turnover was generated by purchases originating in Spain but made through businesses located abroad. Transactions from Spain to foreign markets generated €18.164 billion during the quarter, up 14.8% year-on-year.

The European Union remained the main destination, accounting for 94.6% of purchases from Spain directed abroad.

The figures highlight both the opportunities and competitive pressures facing Spanish businesses as consumers increasingly have access to international online retailers and marketplaces.

Opportunities for Spanish Businesses

The continued expansion of e-commerce is creating new opportunities for businesses of all sizes. According to ONTSI, nearly 29.4 million people in Spain purchased products or services online in 2024, while B2C e-commerce turnover exceeded €110 billion.

For small and medium-sized enterprises, digital commerce provides an opportunity to reach customers beyond their immediate geographic markets. Businesses can combine local presence with digital channels to expand their customer base and compete in an increasingly connected market.

Looking ahead, artificial intelligence, advanced logistics, social commerce and personalized digital experiences are expected to play an increasingly important role in the development of Spain’s e-commerce ecosystem.

With turnover already exceeding €114 billion, Spain’s digital commerce market is entering a more mature phase—one in which businesses will increasingly compete not only on price and product selection, but also on technology, customer experience, logistics and international reach.

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Russia’s E-Commerce Turnover Reaches RUB 7.2 Trillion in H1 2026

Russia’s e-commerce market continued its strong expansion in the first half of 2026, with online retail turnover reaching RUB 7.2 trillion (approximately $90.8 billion), according to data from the Association of Internet Trade Companies (AKIT). The figure represents an 18.7% year-on-year increase.

Regional Markets Drive Russia’s E-Commerce Growth

The latest figures highlight a significant shift in Russia’s e-commerce landscape, with regional markets increasingly driving growth beyond Moscow and St. Petersburg.

Domestic online stores and marketplaces generated approximately RUB 6.9 trillion, while cross-border e-commerce accounted for RUB 245.8 billion, representing 3.4% of total online turnover.

E-commerce also increased its contribution to Russia’s overall retail sector. Online sales represented 22.2% of total retail turnover between January and June 2026, up from 20.9% during the same period a year earlier.

According to AKIT, 45 Russian regions have already exceeded the national average for online retail penetration. The Arkhangelsk region recorded the highest share at 52.9%, followed by the Khanty-Mansi Autonomous Okrug at 38.8%.

Regions outside Moscow and St. Petersburg generated nearly 80% of Russia’s total e-commerce turnover during the first half of the year. Moscow remained the largest individual regional market, accounting for 15.4% of turnover, but its share declined from 16.5%.

Online Retail Expands Beyond Major Cities

The rapid development of e-commerce in Russia’s regions is being supported by wider marketplace access, expanding pickup-point networks and improved delivery infrastructure.

AKIT president Artem Sokolov said online shopping is particularly attractive in areas where traditional retail offers a more limited product range. The trend has been especially visible across Siberia and the Far East, where consumers increasingly use online platforms to access products that may not be readily available locally.

Several regions recorded e-commerce turnover growth of more than 30%, including Tyva, the Nenets and Jewish autonomous okrugs, Chechnya, Dagestan, Trans-Baikal, Kalmykia, Kaliningrad and Amur.

Marketplace operators are also seeing stronger growth outside the country’s largest cities. Ozon reported that regional online orders are growing faster than those in Moscow, where online penetration is already significantly higher.

Home, Fashion and Food Lead Online Spending

Home goods and furniture represented the largest category of online sales during the first half of 2026, accounting for 15.8% of e-commerce turnover.

Clothing and footwear followed with 15.1%, while food accounted for 14.8%. Electronics and appliances represented 13%, and beauty and health products contributed 6.8%.

Digital goods recorded the fastest growth, expanding by almost 40% year on year. Online turnover for pharmaceuticals, pet supplies and crafting materials also increased by around 30%.

Russia’s E-Commerce Market Enters a New Phase

The H1 2026 results underline the increasing importance of e-commerce to Russia’s retail economy. With online sales now accounting for more than one-fifth of total retail turnover, growth is increasingly coming from regional consumers rather than only the country’s major metropolitan markets.

The expansion of marketplaces, logistics networks and pickup infrastructure is helping narrow the gap between urban and regional consumers, creating new opportunities for retailers and digital commerce platforms across the country.

However, disruptions affecting major marketplace infrastructure could pose challenges for the sector’s continued growth. The broader resilience of Russia’s e-commerce ecosystem will therefore depend increasingly on diversified logistics networks and the ability of platforms to maintain reliable fulfillment capacity.

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JD.com Opens Seoul Buying Office to Expand Korean Product Sourcing

China’s e-commerce giant JD.com has opened a direct sourcing office in Seoul as it seeks to expand its procurement of Korean consumer goods and respond to growing demand for Korean products among Chinese shoppers.

The new purchasing unit marks a deeper integration between Korean brands and China’s rapidly expanding digital retail ecosystem, while offering Korean exporters a more direct route to reach Chinese consumers.

Korean Consumer Goods Exports Rebound

The move comes as Korean consumer-goods exports show signs of recovery following several years of post-pandemic weakness.

Shipments across five major categories – cosmetics, food, fashion, household goods and pharmaceuticals – increased 8.7% year-on-year to $3.44 billion in the first half of 2026, compared with $3.16 billion during the same period a year earlier, according to Korea Customs Service data cited by The Korea Times.

Trade officials see China’s digital commerce platforms as an increasingly important channel for Korean brands seeking to rebuild their presence in the market.

JD.com, alongside platforms such as Douyin and Alibaba, is becoming part of a broader shift toward direct digital distribution rather than relying exclusively on traditional export intermediaries.

JD.com Signs $1.5 Million in Supply Deals

To mark the opening of its new Seoul purchasing unit, Korea’s Ministry of Trade, Industry and Resources and the Korea Trade-Investment Promotion Agency (KOTRA) hosted a business matchmaking event with JD.com executives.

The delegation included 12 senior JD.com executives, led by Vincent Yang, the company’s vice chairman and head of cross-border business.

Around 200 Korean consumer brands participated in the event, where JD.com conducted 54 one-on-one procurement meetings.

Following the meetings, JD.com signed supply contracts with nine Korean companies worth a combined $1.5 million over the next year.

Among the companies was fashion brand Reclow, which will sell its apparel through a self-operated flagship store on JD.com. Jewelry brand Lloyd was also among the businesses entering supply agreements with the Chinese platform.

For Korean SMEs, direct platform integration could help reduce some of the logistical, payment and market-entry challenges associated with exporting to China.

China’s E-Commerce Market Creates New Opportunities

China’s online retail sector has expanded significantly in recent years.

Online sales accounted for around 30% of China’s total retail market in 2020, but that share has now risen to more than 44%, highlighting the growing importance of digital channels in reaching Chinese consumers.

Changing consumer behavior is also influencing the types of products Korean companies are bringing to the Chinese market. Value-conscious spending, demographic changes and the continued shift toward online shopping are encouraging brands to adapt their products and sales strategies.

For Korean exporters, selling directly through major Chinese platforms can provide access to established digital infrastructure and a large consumer base without depending entirely on conventional distribution networks.

JD.com Plans Dedicated Korean Goods Section

JD.com plans to expand a dedicated section for Korean products on its platform and work with KOTRA to identify additional Korean companies with export potential.

The platform already operates a logistics entity in Korea that provides customs and fulfillment services, giving Korean sellers access to infrastructure that can support cross-border transactions.

Kim Min-hwa, head of JD.com’s Korea office, said Korean consumer goods continue to perform steadily on the platform, citing their quality and appeal among Chinese consumers.

The company’s expanded sourcing operation could therefore provide Korean brands with a more structured route into JD.com’s marketplace.

Direct Platform Integration Becomes More Important

KOTRA is increasingly emphasizing direct purchasing relationships between Korean exporters and major Chinese e-commerce platforms.

The strategy reflects a broader transformation in cross-border commerce, where marketplaces are moving beyond simply providing a digital storefront and are becoming more closely involved in sourcing, logistics, fulfillment and international distribution.

For Korean SMEs, these relationships could create more predictable order flows while lowering some of the operational barriers traditionally associated with entering overseas markets.

JD.com’s Seoul sourcing office represents another step toward this model, connecting Korean manufacturers directly with one of the world’s largest e-commerce ecosystems.

As Chinese consumers continue to shift their spending online, closer integration between Korean suppliers and Chinese digital platforms could become an increasingly important driver of cross-border trade.

Source: The Korea Times

Alo Launches Exclusive E-Commerce Platform in China via Tmall

US athleisure brand Alo is expanding its presence in China with the launch of its first official e-commerce store in mainland China on Tmall, Alibaba’s leading B2C marketplace.

The online flagship store will feature more than 300 products and will serve as Alo’s exclusive e-commerce channel in mainland China. Through the partnership, the brand will gain access to Tmall’s customer base, including more than 62 million 88VIP members.

Online-First Strategy

The launch marks the latest step in Alo’s entry into the Chinese market. The brand established its presence in mainland China in June through WeChat and Xiaohongshu, also known as RedNote.

Alo has since expanded its local digital ecosystem by introducing an event-booking platform through a WeChat Mini Program and appointing Chinese K-pop star Ningning of Aespa as a brand ambassador.

The company’s decision to prioritise e-commerce allows it to build on existing social media momentum while testing consumer demand and product preferences before making larger investments in physical retail.

According to Maggie Xie, associate director at S&P Global Ratings, an online-first approach can help Alo enter the market with lower upfront capital expenditure compared with opening physical stores.

Competing in China’s Athleisure Market

Founded in 2007, Alo has developed a strong following among younger consumers through its California-inspired aesthetic and celebrity partnerships, including Kendall Jenner and Bella Hadid.

The brand is entering an increasingly competitive Chinese athleisure market, where international and domestic sportswear companies are competing for consumers seeking premium athletic and lifestyle products.

By combining social media, influencer marketing and a Tmall flagship store, Alo is building a digital-first route into the Chinese market while gaining an opportunity to understand local consumer behaviour.

The strategy highlights the growing importance of marketplaces and social commerce in helping global brands test new markets before committing to extensive physical retail networks.

For Alo, Tmall provides not only a sales channel but also an entry point into one of the world’s largest and most competitive e-commerce markets.

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Etsy Cuts 12% of Workforce Days After $1.4 Billion Depop Sale

Etsy is restructuring its business and cutting around 200 jobs just days after receiving $1.4 billion from the sale of its Depop marketplace to eBay, creating a striking contrast between the company’s fresh cash injection and its decision to reduce its workforce.

The company announced the layoffs on August 5, with the cuts affecting approximately 12% of its workforce. Most of the impacted positions are in product and engineering, according to reports. Etsy said the restructuring is designed to simplify its organizational structure, improve coordination and accelerate decision-making.

Layoffs Follow Strong Second-Quarter Performance

The workforce reduction came alongside Etsy’s second-quarter results, which showed continued growth in its core marketplace.

Etsy Marketplace revenue increased 9.3% year over year, while gross merchandise sales (GMS) rose 7.5% to approximately $2.6 billion. The company also reported comparable net income of $114 million, representing an increase of more than 50% from the previous year.

The results suggest that the layoffs are not simply a response to deteriorating marketplace performance. Instead, Etsy is positioning the restructuring as part of a broader effort to make the company more focused and efficient.

CEO Kruti Patel Goyal said cost savings would be a consequence of the restructuring rather than its primary objective. She also said the layoffs were not driven by artificial intelligence, although Etsy continues to use AI in product development and other areas of the business.

$1.4 Billion Depop Sale Adds to the Restructuring Story

The timing of the layoffs has drawn particular attention because Etsy completed the $1.4 billion sale of Depop to eBay on July 30, only six days before announcing the workforce reductions.

The transaction is part of Etsy’s broader strategy to streamline its portfolio and concentrate resources on its core marketplace. The company previously sold Reverb, another marketplace business, in 2025.

Rather than using the proceeds primarily to expand its workforce, Etsy is simultaneously restructuring its organization and returning capital to shareholders. The company has authorized an additional $2 billion share repurchase program.

Etsy Refocuses on Its Core Marketplace

The latest moves highlight a broader shift in Etsy’s strategy: moving away from operating multiple marketplaces and toward strengthening its flagship Etsy platform.

The company expects the restructuring to be substantially completed by the end of the third quarter of 2026. Employees affected by the cuts are expected to receive severance packages, including at least 16 weeks of pay and extended healthcare coverage, according to the company’s disclosures.

For Etsy, the combination of marketplace growth, portfolio divestments, workforce restructuring and a major share-buyback authorization signals a more focused phase of its business strategy.

The company is now betting that a leaner organization and greater concentration on its core marketplace can translate recent financial momentum into sustainable long-term growth.

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Notino Revenue Climbs to €1.76 Billion as European Beauty Demand Remains Resilient

Notino, Europe’s largest online beauty and health retailer, reported revenue of €1.76 billion for its latest financial year, underscoring the resilience of the region’s beauty e-commerce market despite a more challenging retail environment.

The Czech-based company generated 11.5% year-on-year revenue growth during the financial year ending in April 2026, driven by continued expansion across European markets, increasing customer engagement, and sustained demand for premium beauty and personal care products. The results reinforce Notino’s position as one of Europe’s most prominent cross-border online retailers at a time when many e-commerce businesses are experiencing slower post-pandemic growth.

While consumer spending across Europe has remained under pressure from elevated living costs and cautious household budgets, the beauty category has continued to outperform broader discretionary retail. Industry analysts have increasingly pointed to cosmetics, skincare and fragrances as segments that benefit from recurring purchases and strong customer loyalty, providing retailers such as Notino with greater resilience during periods of economic uncertainty.

Strong Recovery After Holiday Season

The company said trading conditions varied throughout the year. Sales growth moderated during the traditionally important Black Friday and Christmas shopping season, reflecting a more competitive promotional landscape and cautious consumer spending. However, momentum accelerated sharply during the opening months of 2026, with revenue growth reaching 27%, signalling renewed demand and effective customer acquisition strategies.

Cross-Border Expansion Continues

Founded in Brno, Czech Republic, Notino has evolved from a regional online perfume retailer into a pan-European marketplace serving customers in 27 countries. Its business model combines centralised logistics with localised websites, language support, regional payment options and tailored marketing campaigns, allowing the company to scale efficiently while adapting to local consumer preferences.

The retailer now serves more than 40 million customers, supported by an omnichannel strategy that extends beyond e-commerce. Alongside its online operations, Notino continues to invest in physical stores, beauty consultation services and mobile commerce, seeking to strengthen customer engagement across multiple touch points. This integrated approach has become increasingly important as retailers compete on customer experience rather than price alone.

Cross-border commerce remains a key pillar of Notino’s expansion strategy. By leveraging a unified logistics network while maintaining localised shopping experiences, the company has been able to enter new markets without the substantial infrastructure investments typically associated with traditional retail expansion. The model also enables greater operational efficiency and inventory management across Europe.

Beauty E-commerce Maintains Momentum

The latest performance reflects broader trends within the European beauty sector, where online sales continue to capture a growing share of consumer spending. Demand for skincare, wellness products and premium fragrances has remained robust, supported by social commerce, influencer marketing and increased digital engagement. These factors have helped offset softer demand in other retail categories and reinforced beauty’s reputation as one of e-commerce’s most resilient verticals.

Outlook

Looking ahead, Notino appears well positioned to capitalise on the continued digitalisation of beauty retail across Europe. With a growing customer base, expanding omnichannel capabilities and strong momentum entering 2026, the company is expected to continue investing in technology, logistics and customer experience as competition intensifies among online beauty retailers.

For the wider European e-commerce industry, Notino’s latest results provide another indication that businesses with strong cross-border infrastructure, local market expertise and diversified customer engagement strategies remain well placed to deliver sustainable growth despite an increasingly competitive retail landscape.

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U.S. Online Retail Sales Surge 14.2% in June as E-commerce Outpaces Traditional Retail

U.S. Ecommerce Delivers Strongest June Growth in Years

U.S. online retail sales accelerated sharply in June 2026, highlighting consumers’ continued preference for digital shopping despite broader economic uncertainty. According to new data analyzed by Digital Commerce 360, e-commerce sales reached $142.67 billion, marking a 14.2% year-over-year increase-the strongest June growth rate in more than four years.

The performance significantly outpaced overall retail sales growth, reinforcing e-commerce’s role as one of the primary drivers of consumer spending in the United States.

Prime Day Promotions Fuel Online Spending

A major catalyst behind June’s exceptional performance was the timing of Amazon Prime Day and competing promotional campaigns from major retailers including Walmart and Target.

The four-day promotional period accounted for 18.5% of total June online sales, demonstrating how large-scale shopping events continue to reshape monthly e-commerce performance. Prime Day’s influence has expanded dramatically since 2020, when consumers spent approximately $10.4 billion during the event.

Retailers increasingly coordinate major discount campaigns around these high-traffic events to capture consumer demand while improving inventory turnover.

Total Retail Sales Continue to Grow

Overall U.S. retail sales also maintained positive momentum.

Total retail sales reached $768.55 billion in June 2026, compared with $720.16 billion during the same month last year. While physical retail remains resilient, online commerce continues to capture a growing share of consumer spending.

Industry analysts note that ecommerce growth is benefiting from improved digital shopping experiences, faster delivery options, competitive pricing, and consumers’ increasing comfort with online purchasing.

Ecommerce More Than Doubles Pre-Pandemic Levels

June’s figures also illustrate how dramatically online retail has expanded since the pandemic era.

Online retail sales have climbed from $60.78 billion in June 2019 to $142.67 billion in June 2026-more than doubling in just seven years. The latest results also exceed June 2020 levels by nearly $60 billion, underscoring the lasting structural shift toward digital commerce.

Rather than returning to pre-pandemic shopping habits, consumers have continued integrating ecommerce into everyday purchasing across multiple product categories.

Outlook: Digital Commerce Maintains Strong Momentum

Although broader retail growth has moderated in recent months, ecommerce continues to outperform traditional retail by a considerable margin.

The combination of promotional events, improved logistics, AI-powered personalization, and omnichannel retail strategies suggests digital commerce will remain a key engine of U.S. retail growth throughout the remainder of 2026. As major retailers continue investing in online capabilities, competition for digital shoppers is expected to intensify during the second half of the year.

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