E-commerce Markets continues to grow steadily, though uncertainty remains as consumer habits change. Retailers face a global e-commerce market that’s both challenging and full of opportunities. According to ShipStation’s 2025 Benchmark Report, online retail sales in North America are expected to grow by 6.6%, outpacing Europe’s 4.1%, thanks to stronger consumer confidence and economic resilience.

In today’s market, companies that stay flexible and resilient will become tomorrow’s leaders. So—how can you become one of them? This article explores key emerging markets and strategies to help you grow internationally.

The Global E-commerce Landscape in 2025

E-commerce is maturing. In developed markets like North America and Europe, growth is slowing down. While 84% of businesses saw growth in 2025, the average increase was only 5.6%.

Luxury and apparel brands are leading global expansion. They use digital platforms to maintain brand identity while adapting to local tastes and preferences.

International Expansion: Why It Matters

Today’s ecommerce expansion is powered by:

• Technology and mobile access: In many markets, smartphones and better internet have made mobile shopping the norm.
• Digital payments: Mobile wallets and Buy Now, Pay Later (BNPL) options make online payments easier and more secure.
• Social platforms: Apps like Instagram and TikTok are turning into digital shopping malls, merging content with commerce.

For example, 74% of Gen Z und 64% of millennials plan to shop on social platforms in 2025—but 46% of retailers still don’t support it. That’s a big missed opportunity.

Top Emerging Markets for E-commerce Growth in 2025

1. Southeast Asia: A Mobile-First Market

Countries to watch: Indonesia, Vietnam, Thailand, the Philippines, Malaysia

Why it’s growing:

• High smartphone usage and mobile-first shopping habits
• A fast-growing middle class with more spending power
• Government policies promoting digital payments and cross-border e-commerce

Top platforms: Shopee, Lazada, Tokopedia

2. Latin America: Mobile and Fintech Fuel Growth

Countries to watch: Brazil, Mexico, Colombia, Chile, Argentina

Key drivers:

• Strong mobile adoption
• Growing use of digital wallets and BNPL options
• Rising demand for international brands

Top platforms: Mercado Libre, Americanas, Linio

3. MENA (Middle East and North Africa): A Rising E-commerce Region

Countries to watch: UAE, Saudi Arabia, Egypt, Morocco, Turkey

Growth factors:

• High internet access and smartphone use
• Big investment in digital payment systems
• Rising demand for luxury and global brands

Top platforms: Noon, Amazon.AE, Jumia, Trendyol

Key Factors for Entering Emerging Markets

Understanding local preferences is crucial. Here are some important trends:

Popular Payment Methods

• Digital wallets: Most preferred in Southeast Asia, with 69% of payments made this way (FIS 2023).
• BNPL: Gaining popularity, offering flexible payments.
• Cash on Delivery (COD): Still common in areas with low digital trust or infrastructure.

Social Commerce

• Platforms like TikTok and Instagram are huge in markets like India and Southeast Asia.
• These platforms combine social engagement with easy buying.

Logistics and Fulfillment Challenges

Expanding globally brings logistical hurdles:

• Customs compliance: Different rules in each country. Failure to comply can cause delays or extra costs.
• Last-mile delivery: Poor infrastructure can slow deliveries. A solid plan improves satisfaction.
• Regional warehouses: Local warehouses speed up delivery and cut shipping costs.
• 3PL partners: Third-party logistics services (like ShipStation) help with warehousing, customs, and delivery, so you can focus on growth.

Navigating Local Laws and Compliance

Growth brings legal responsibilities. Key areas include:

• Taxes and import duties: Vary by country and affect pricing. Staying compliant avoids fines and keeps profits strong.
• Data privacy: Rules like GDPR require careful handling of customer data. Following these builds trust and avoids legal trouble.

How to Take Advantage of Global Growth

Online marketplaces dominate ecommerce. In 2024, 83% of shoppers used them. Nearly 48% will use them more in 2025.

Why marketplaces help:

• Built-in customer base
• Strong brand trust
• Fulfillment services simplify shipping

Why DTC (direct-to-consumer) also works:

• Full control over customer experience and data
• Higher margins—no marketplace fees
• Personalized offers and loyalty programs

Go Local to Go Global

Partnering with local logistics providers can be a game-changer. They:

• Understand local customs and delivery challenges
• Speed up shipping and handle returns
• Help ensure compliance

Other local-first tactics:

• Language localization: Communicating in the local language builds trust.
• Regional marketing: Tailored campaigns improve connection and relevance.
• Personalized shopping: Use data to offer targeted products and discounts.

Leverage Social Commerce and Global Marketplaces

To reach international audiences, use:

• Social platforms: TikTok and Instagram are now shopping tools.
• Marketplaces: Platforms like Amazon give easy access to international buyers without needing your own logistics network.

Emerging markets are eager to adopt new technologies, and governments are supporting e-commerce growth. Getting in early gives you a competitive edge.

The 2025 ShipStation Ecommerce Delivery Benchmark Report is a great tool to guide your expansion. Use it to choose the right markets, build a local-first plan, and partner with the right fulfillment experts.