The United Nations Conference on Trade and Development3 (UNCTAD) has released its annual B2C e-commerce index4 in which it ranks 152 countries on their readiness to engage in e-commerce. This year, eight of the top 10 countries are European, with Switzerland in the first place.
The index considers factors such as access to secure internet servers, reliability of postal services and infrastructure, and the portion of the population that uses mobile money services.
Audiences may be surprised to see that the two largest e-commerce markets in the world, China and the US, are nowhere to be found in the top 10. The UNCTAD explains that whilst the countries lead in several absolute measures, for some factors – such as internet penetration – they lag.
Discover the lucrative opportunities of doing business with your European neighbors, and how to take advantage of the growth of e-commerce with our exclusive country guides.