Emerging Markets to Watch in 2025: Where Ecommerce Growth Is Booming

Ecommerce growth appears to remain steady, yet still uncertain, as consumer habits evolve. Retailers face a global ecommerce landscape that is both challenging and full of opportunity. Shipstation’s 2025 Benchmark Report found that online retail sales forecasts show a 6.6% increase in North America, outperforming Europe’s forecasted 4.1%. This is due to stronger consumer confidence and economic resilience. 

Innovators who can show adaptability and resilience will become the leaders of tomorrow. How will you become one of those retail leaders? In this article, we’ll explore key emerging markets and outline strategic considerations for entering these regions.

The Global Ecommerce Landscape in 2025

The ecommerce market is maturing. Developed regions like North America and Europe are only seeing growth increases in single digits—84% of respondents reported growth in 2024, but only averaged a mere 5.6%. 

Luxury and apparel sectors are at the forefront of ecommerce international expansion. Brands in these industries use digital platforms to reach a global audience. This means they keep true to their brand identities but remain versatile in adapting to local market preferences. 

International Expansion: A Strategic Imperative

Technological advances, digital payment methods, social platforms, and stable global conditions are making it easier for ecommerce brands to expand internationally. 

Huge technological shifts are changing consumer culture in emerging markets. Smartphone access and improved internet services have made mobile devices the primary medium for online shopping. 

International expansion can also be attributed to digital payment methods including mobile wallets and Buy Now, Pay Later (BNPL) services. This has upgraded transaction convenience and security, propelling ecommerce growth.

Social platforms like Instagram and TikTok are also becoming powerful hubs that integrate storefronts, combining discovery and engagement with transactions. Statistics show young shoppers are loving this trend. For example, 74% of Gen Z and 64% of millennials plan to shop via social platforms in 2025, but 46% of online retailers still don’t support social commerce.

Top Emerging Markets for Ecommerce Growth in 2025

Mature markets are largely reflecting slower, incremental gains. Which emerging international markets can offer the potential for bigger economic growth?

Southeast Asia: The Digital Commerce Boom

The top countries to watch in this region are Indonesia, Vietnam, Thailand, the Philippines, and Malaysia. Some of the biggest drivers of growth include:

• Mobile-first shopping behavior: Massive digitalization has made this region a leading mobile-first consumer economy.
• Expanding middle class: A growing middle class is boosting purchasing power and demand for diverse products.
• Government initiatives: Policies promoting digital payment systems and facilitating cross-border ecommerce are redefining the online shopping experience.

Right now, the top ecommerce platforms to watch in these regions are Shopee, Lazada, and Tokopedia.

Latin America: High Mobile Adoption and Fintech Growth

The top countries to watch in this region are Brazil, Mexico, Colombia, Chile, and Argentina. Some of the biggest drivers of growth include:

• Smartphone penetration: High smartphone usage is driving consumers to engage in mobile-first online shopping experiences.
• Fintech innovation: Digital wallets and BNPL services are making online transactions easier and increasing consumer spending.
• International brand demand: Spikes in consumers seeking products from international brands have led to a surge in cross-border ecommerce.

The top ecommerce platforms to watch in these regions include Mercado Libre, Americanas, and Linio.

Middle East and North Africa (MENA): A Rising Ecommerce Powerhouse

The top countries to watch in this region are the United Arab Emirates, Saudi Arabia, Egypt, Morocco, and Turkey. Some of the biggest drivers of growth include:

• Internet penetration and high smartphone usage: More consumers are gaining internet access and using smartphones, expanding the online customer base.
• Expansion of digital payment infrastructure: Initiatives like Saudi Vision 2030 and the UAE’s push for digital commerce are building up payment systems, making online transactions more accessible.
• Luxury and international brand demand: Increasing appetites for luxury goods and international products are driving cross-border ecommerce activities.

Right now, the top ecommerce platforms to watch in these regions are Noon, Amazon.ae, Jumia, and Trendyol.

Leading Considerations for Expanding into Emerging Markets

What are some of the local consumer preferences and technologies that are shaping ecommerce in the future? Let’s explore some of the popular payment methods revolutionizing ecommerce and shopping habits:

• Digital wallets: Digital wallets (GPay, AliPay, and Mercado Pago) are the preferred ecommerce payment method, accounting for 69% of all ecommerce payments in Southeast Asia, according to a 2023 FIS report.
• BNPL: The BNPL model is gaining traction, offering consumers flexible payment options and driving more people toward digital wallets.
• Cash-on-delivery (COD): In the digital payments age, COD remains prevalent in certain markets due to trust issues and limited digital infrastructure.

New technologies and an appetite for social platforms are shifting where people are buying:

• Social commerce: Social platforms that integrate online sales channels are skyrocketing, especially in markets like India and Southeast Asia. Consumers engage brands in closed loops, blending social interaction with seamless purchasing experiences.

Logistics and Fulfillment Challenges

Ecommerce businesses face many logistics and fulfillment challenges. Some notable ones include:

• Customs compliance: Navigating rules like governing the export of goods and technologies or reporting requirements for businesses that engage in international trade can be complex and vary by country. Understanding these nuances will prevent delays and additional costs.
• Last-mile delivery: Emerging markets suffer from infrastructure limitations and inconsistent address systems. Making sure you have an efficient process will help with customer satisfaction.
• Regional warehouses: Cutting costs and reducing time-to-customer is a game-changer. You can do this by investing in local warehousing.
• Third-party logistics (3PL) partners: 3PL providers like ShipStation can help manage warehousing, customs compliance, and last-mile delivery, allowing you to focus on growth without being overwhelmed by logistical hurdles.

Navigating Regulations and Compliance

Expanding into new markets can also mean complying with new laws and regulations. As you look toward growth in new areas of the world, make sure you’re aware of:

• Tax laws and import duties: Regulations and import duties are country-specific. That can impact pricing and profitability. It’s an advantage to stay informed and compliant to avoid legal issues and financial penalties.
• Data privacy policies: Regulations like the General Data Protection Regulation (GDPR) govern how customer data must be handled. Avoid sanctions and build trust by sticking to the guidelines in each country.

How Brands Can Capitalize On International Growth Opportunities

Online marketplaces have become a dominant force in ecommerce. Last year, 83% of consumers made purchases on marketplaces, and nearly 48% of shoppers plan to use marketplaces more frequently in 2025. Platforms like Amazon are showing us how it’s done:

• Built-in customer base: Access millions of shoppers instantly
• Trust and credibility: Benefit from secure purchasing from established platforms
• Streamlined logistics: Utilize marketplace fulfillment services

While marketplaces offer extensive reach and customer trust, a direct-to-consumer (DTC) approach provides brands with:

• Greater control: Own customer relationships and data, while maintaining consistent branding
• Higher margins: Avoid marketplace fees that eat into profits
• Personalized experiences: Offer loyalty programs and exclusive deals

Another effective strategy is partnering with local logistics providers that offer dynamic fulfillment services. They can become a valuable partner that brings a deep understanding of regional nuances and helps retailers navigate local regulations. This can optimize last-mile delivery and manage returns effectively, leading to faster and more reliable deliveries. 

When businesses go local, it can make optimization easier:

• Language localization: Communicating in the local language builds stronger relationships and makes for a more personable connection between customers and products.
• Regional marketing: Aligning marketing strategies with local cultures and trends increases relevance and engagement.
• Personalized offers: Using data effectively can provide personalized product recommendations and offers, which can boost conversion rates and customer loyalty.

Embracing Social Commerce and Global Marketplaces

Embracing social commerce and global markets helps you reach broader, international audiences. 

Platforms like TikTok and Instagram boost reach and discovery. They are quickly becoming compelling tools in shopping journeys that can drive massive revenue gains. Marketplaces like Amazon make it easier to connect with international audiences without large investments in infrastructure.

Emerging markets are fast to adopt new innovations in technologies and have governments that are actively creating initiatives to improve infrastructure and policy. Widening your reach into these exciting, emerging international markets can unlock massive potential for more profitability. Tapping in early means that you can take the lead in the competition for customers.

The 2025 ShipStation Ecommerce Delivery Benchmark Report offers valuable insights into what’s happening globally. Use this information to help you assess which markets would work for you, make a local-first strategy, and find a great fulfillment partner to fuel your international growth.