E-commerce stands as an essential instrument for Small and Medium Enterprises (SMEs) aiming to broaden their market reach.

The ability to conduct business online grants SMEs access to a diverse pool of customers, flexible operational hours, and lower expenses compared to traditional brick-and-mortar establishments.

Let’s look at the final data from 2024, updating any previous statistics discussed in our report “Future of e-commerce”. Let’s understand the escalating significance of e-commerce for SMEs, outline the fundamental steps in launching a successful online store, and delve into the impact of social media on marketing efforts.

The Rising Importance of E-Commerce for SMEs

We have vastly talked about the adoption of e-commerce by SMEs. We can all agree that it has grown exponentially, enabling even small businesses to compete on a global scale. According to Statista, major platforms like Amazon, Shopify, and eBay are the go-to choices for SMEs worldwide, offering scalability and easy integration.

For example, Shopify alone commands a market share of 28–30% in leading markets like the US, UK, France, Germany, and the Netherlands.

Key E-Commerce Sectors by Country

Understanding country-specific e-commerce trends helps SMEs tailor their strategies effectively.

Here are some of the top-performing sectors in major markets for 2024:

Beyond the top sectors, platforms emerge as a second important factor. Choosing the right e-commerce platform, in fact, can significantly impact an SME’s success. Here’s a snapshot of platform preferences in 2024 and our analysis confirms the steady growth of these platforms:

• United States: Shopify, Squarespace, WooCommerce
• Europe: Amazon, Shopify, Cdiscount
• Latin America: Mercado Libre, Americanas, Falabella

The Rise of TikTok Shop in Social Commerce

Although we are bracing ourselves for a possible ban, it is important to also mention TikTok. TikTok Shop has, in fact, reshaped the social commerce landscape, with an addition of 11.9 million US buyers with Gen Z consumers leading this trend:

• 70% discover new brands on TikTok.
• 83% report that TikTok influences their purchase decisions.

For SMEs, TikTok Shop has demonstrated immense potential through its shoppable content, viral trends, and engaging promotional events.

While TikTok’s future in the US remains uncertain, the platform continues to thrive in other countries, making it a significant channel to watch closely in the coming months.

Notably, TikTok Shop achieved an impressive $100 million in single-day sales during Black Friday 2024, underscoring its expanding role in driving SME success.

Navigating the dynamic e-commerce landscape requires SMEs to address critical challenges while embracing future trends to stay competitive. One of the most pressing issues is security, as fraud continues to pose significant risks to businesses and consumers alike.

To build trust and safeguard their operations, SMEs need to prioritize measures such as implementing secure payment gateways, adopting fraud detection tools for real-time threat mitigation, and ensuring compliance with global standards to maintain credibility.

SMEs and e-Commerce in 2025

As we have said in other articles, keeping pace with emerging trends is crucial for long-term success. Sustainability has become a key focus, with consumers increasingly favouring eco-friendly products and practices even in the luxury sector.

Personalisation is also gaining traction, as AI-driven product recommendations and tailored shopping experiences become the norm.

Additionally, omnichannel strategies are revolutionising how businesses interact with customers, blending online and offline channels to create seamless and engaging journeys.

Data-driven decision-making remains at the heart of thriving in e-commerce. By analysing consumer behaviour, optimising platform strategies, and staying attuned to market trends, SMEs can identify high-growth sectors, refine marketing efforts for better ROI, and adapt quickly to changing dynamics.

The combination of robust security practices, forward-looking strategies, and data-driven insights empowers SMEs to unlock their full potential in the competitive digital marketplace.

Unlock the Future of E-Commerce

Stay ahead in the dynamic world of e-commerce. Download our updated report, “The Future of E-Commerce”, to gain exclusive insights into:

• Emerging trends and consumer behaviour.
• Detailed sector and platform analysis.
• Strategic recommendations for SME growth.

Get the Report Now and position your business for success in 2024 and beyond: