In 2025, ecommerce will account for 20.5% of worldwide retail sales, and is projected to reach 22.5% by 2028. Global ecommerce encompasses many things: cross-border commerce, borderless business, and international online retail. But more important than what it is, is what it isn’t.

Ecommerce is not a luxury. It’s not one strategy among many. Becoming an online business is a necessity.

Unfortunately, ecommerce is also fraught with questions: Where to invest? What countries present the best product-market fit? How do you attract non-local buyers? Which is most important: language translation, exchanging currencies, new payment options, or something else entirely?

This guide helps you navigate those decisions with a clear view of how ecommerce is evolving. Ahead, get a global snapshot, examine key statistics and trends shaping 2026, and learn how to build an international strategy supported by Shopify’s cross-border solutions.

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