T-index 2018

The top countries for online sales

T-Index ranks countries according to their potential for online sales. It estimates the market share of each country in relation to global e-commerce.

Top countries projection

Why we create this ranking

The study was carried out by Translated to guide business clients in their selection of markets and languages for internationalization projects and to help them get the best possible return on investment (ROI).

T-Index was developed to help companies aiming to expand internationally to select their target markets and decide on the most suitable target languages when translating their website(s).

How to interpret the study

T-Index was developed to help companies aiming to expand internationally to select their target markets and decide on the most suitable target languages when translating their website(s).

Let's take an example.

A UK-based company specializing in the sale of winter sports merchandise has a website in English and wishes to translate it into another European language in order to reach new customers online. After conducting market research, the company’s marketing manager concludes that their products would be highly likely to succeed in Germany, Sweden and Norway. By accessing T-Index, it quickly becomes clear that Germany, with a 4.7% market share, is the market with the greatest potential for online sales, given its 73,825,582 Internet users, each with an average annual expenditure of US$24,003. T-Index has therefore acted as a decisive factor in the choice of German as a new language for the site.

Assumptions & Method

T-Index is a tool designed to support decision-making for companies faced with a choice of markets and languages when localizing their website(s). It gives an overview of each country’s online sales potential.

T-Index 2018 uses the latest statistical data provided by the World Bank database, i.e. data for 2016.

The T-Index value is calculated by multiplying the total number of Internet users by their estimated annual expenditure per capita.

In order to estimate the annual per capita expenditure of each Internet user, we used the HFCE (household final consumption expenditure) indicator from the World Bank expressed in current US dollars. The HFCE is the market value of all the goods and services purchased by households in each country. Please note that the calculation method used for previous versions of T-Index prior to 2016 was based on GDP instead of HFCE. We changed our calculation method in 2016 to give a more realistic overview of the real spending potential of Internet users in each country. You can find the details of our calculation method below.

Each country was classified according to the language most commonly used by the local population to browse and make purchases on the Web. For reasons of statistical significance, the coexistence of multiple languages within the same country was only taken into account where the T-Index value of the country exceeded 0.1%. In the latter case, only languages used online on a daily basis by more than 15% of the population were considered, except in cases where the minority languages in question (used online by less than 15% of the population) are also official national languages. For example, Switzerland, with a T-Index of 0.90%, was evaluated for three different language markets: German, French and Italian. All three of these languages are used on a daily basis by the Swiss people to browse and make purchases on the Web. While French and German are both used by more than 15% of the population, Italian is used by only 7% of the country’s Internet users. However, Italian is a nationally-recognized official language of Switzerland, hence its inclusion in the T-Index.

The T-Index study only includes languages used for browsing the Web. A number of languages are currently very scarcely represented online, with some not being used at all. In many countries, the language spoken on a daily basis by the majority of the population cannot be found online, such as Kinyarwanda in Rwanda. This is often due to a low Internet penetration rate, which prevents local people from accessing the Web to create content in their native language. In Rwanda, the 18% of the total population that has Internet access browses the Web in English, given that little or no content has been created by and for Rwandans in their national language. This is why T-Index includes Rwanda in the English-language market.

Languages with international variants have been grouped together. For example, UK and US English have both been classified as English.

Dependent territories (e.g. Puerto Rico) have been evaluated according to their respective governing state, provided they share the same language. If they do not share the same language, as is the case with Puerto Rico and the United States, they are included as separate entries based on the language market to which they belong.

The T-Index study does not cover all countries. The countries included in the study are those for which it was possible to find data on the number of Internet users. Without this data, the evaluation would have been impossible.

Calculation method

Firstly, we gathered information about each country’s total number of Internet users, HFCE and total population, from which we determined both the Internet penetration rate* and the HFCE per capita for each country. We then analyzed each country's Internet penetration rate and income distribution to determine the proportion of the HFCE theoretically spent by Internet users. Finally, in order to obtain the "HFCE per capita of Internet users", i.e. an estimation of their annual expenditure, we made the following calculation: (country's total population x country's HFCE per capita x percentage of HFCE theoretically spent by Internet users)/number of Internet users.

For countries where income distribution data was not available, we calculated the average income distribution for all countries and used this estimate.

In order to determine the proportion of HFCE theoretically spent by Internet users, we assumed that the Internet users in each country belong to the richest segment of the country’s population. We made this assumption bearing in mind that a certain income level is necessary in most countries to purchase an Internet subscription and take part in e-commerce activities.

*The Internet penetration rate is the percentage of Internet users in a given country.

Example

In Japan, the number of Internet users is 118,333,485 out of a total population of 126,994,551. The Internet penetration rate is therefore 93.18%. In 2016, Japan’s HFCE per capita was $21,703. Using the country’s income distribution by quintiles, we estimated that 93.18% of the richest people in Japan spend 96.7% of the total expenditure of Japanese households. To obtain the "HFCE per capita of Internet users", we then made a simple calculation:

(total population x HFCE per capita x % of expenditure spent by Internet users) / number of Internet users

Applied to Japan: (126,994,551 x 21,703 x 96.7%) / 118,333,485
The estimated HFCE per capita of Internet users in Japan is thus US$22.522.

To obtain the T-Index value, we multiplied the number of Internet users by the HFCE per capita of its Internet users. For Japan: 118,333,485 x US$22.522. Finally, to obtain a percentage value for each country, we divided each country's T-Index value by the sum of the T-Index values of all the countries. This explains how we obtained a T-Index of 7.08% for Japan.

Sources

The number of Internet users in each country is taken from the International Telecommunication Union (ITU) report "Percentage of individuals using the Internet". ITU is the United Nations specialized agency for information and communication technologies. The statistics were estimates for 2016. To change the percentage figures into whole figures, we combined the figures from this report with the ones from the total population report produced by the World Bank.

Data on HFCE (household final consumption expenditure) is taken from the World Bank. Data was up-to-date as of 2016 and is given in current US dollars. Please note that currency exchange rate fluctuations (national currencies versus US dollars) have an impact on the HFCE values expressed in current US dollars, and consequently on the current and estimated T-Index values. We chose to use HFCE values expressed in current US dollars instead of HFCE values expressed in current international dollars using purchasing power parity (PPP) rates because our study focuses on global e-commerce opportunities, and these are assessed in part on the basis of currency exchange rate fluctuations between countries. For countries or territories whose HFCE was not indicated in the aforementioned World Bank report, the data was estimated by our agency. The HFCE figures of the following 39 countries were estimated by our agency: Andorra, Bahrain, Bosnia-Herzegovina, Cape Verde, Comoros, Djibouti, Eritrea, Faroe Islands, Greenland, Iran, Iraq, Kazakhstan, Kiribati, Lesotho, Libya, Liechtenstein, Maldives, Marshall Islands, Mauritania, Micronesia, Monaco, Myanmar, New Zealand, Panama, Papua New Guinea, Puerto Rico, Rwanda, Samoa, San Marino, Sao Tome And Principe, Solomon Islands, Swaziland, Syria, Timor-Leste, Tonga, Turkmenistan, Tuvalu, Vanuatu and Venezuela.

To determine whether Internet access is restricted in a given country, we looked at the ranking provided by the international non-governmental organization Reporters Without Borders, available on its official website.

The distribution of income by quintiles is taken from the statistical data of the Development Research Group of the World Bank. The data refers to various years (the World Bank data ranges from 1992 to 2014).

Reach most of the online purchasing power worldwide.

Translating into these top languages lets you reach 80% of the online purchasing power worldwide. Furthermore, the markets with the higher online sales potential are listed below.

Want to know more? View the full list

 

Top languages

English
42.9%
Chinese
9.4%
Japanese
7.1%
Spanish
6.7%
German
5.9%
French
4.7%
Portuguese
3.1%
Italian
2.5%

Top countries

United States
31.4%
China
9.3%
Japan
7.1%
Germany
4.7%
United Kingdom
4.5%
France
3.3%
Brazil
2.7%
Italy
2.5%

There are still restrictions on Internet access

In certain countries, translating your website content may not be enough to transform local Internet users into potential customers. The map below shows the countries that currently impose restrictions on Internet access.

Source : Reporters Without Borders

Restriction on internet access

China Saudi Arabia
Egypt Iran
Vietnam Sudan
Cuba Uzbekistan
Syria Azerbaijan
Yemen Turkmenistan
Libya Laos
Equatorial Guinea Somalia
Djibouti Burundi
Eritrea

T-Index Table 2018

 

Trend* Countries T-Index
2018
Projection
2021
Internet users Internet
penetration rate
Expenditure p.c.
(Internet users)**
(!) Restricted Internet access
* The arrows and dash indicate the country's projected performance in the 2021 rankings
** Estimated annual expenditure of each Internet user
*** The United Kingdom consists of four countries: England, Scotland, Wales and Northern Ireland
1 United States 31.4% 22.1% 246,370,641 76.2% US$48,351
English 31.4% 0.22% 246,370,641 76.2% US$48,351
2 China (!) 9.3% 13.7% 733,449,780 53.2% US$4,814
Chinese 9.3% 0.14% 733,449,780 53.2% US$4,814
3 Japan 7.1% 5.3% 118,333,485 93.2% US$22,709
Japanese 7.1% 0.053% 118,333,485 93.2% US$22,709
4 Germany 4.7% 3.3% 73,825,582 89.7% US$24,004
German 4.7% 0.033% 73,825,582 89.6% US$24,004
Localizing your website for these 4 countries gives you access to 50% of the worldwide online sales potential.
5 United Kingdom (***) 4.5% 2.9% 62,171,477 94.8% US$27,520
English 4.5% 0.029% 62,171,477 94.8% US$27,520
6 France 3.3% 3.3% 57,245,333 85.6% US$22,100
French 3.3% 0.033% 57,245,333 85.6% US$22,100
7 Brazil 2.7% 4.6% 126,398,299 60.9% US$8,070
Portuguese 2.7% 0.046% 126,398,299 60.9% US$8,070
8 Italy 2.5% 2.3% 37,176,782 61.3% US$25,036
Italian 2.5% 0.023% 37,176,782 61.3% US$25,036
9 Canada 2.3% 2.3% 32,580,120 89.8% US$26,437
English 1.7% 0.017% 23,825,842 89.8% US$26,437
French 0.61% 0.0061% 8,754,278 89.8% US$26,437
Localizing your website for these 9 countries gives you access to 70% of the worldwide online sales potential.
10 India 1.9% 2.5% 391,292,637 29.6% US$1,846
English 0.95% 0.016% 195,646,318 29.6% US$1,846
Hindi 0.38% 0.0039% 78,258,527 29.6% US$1,846
Bangla 0.095% 0.00083% 19,564,632 29.6% US$1,846
Gujarati 0.095% 0.00083% 19,564,632 29.6% US$1,846
Kannada 0.095% 0.00083% 19,564,632 29.6% US$1,846
Marathi 0.095% 0.00083% 19,564,632 29.6% US$1,846
Tamil 0.095% 0.00083% 19,564,632 29.6% US$1,846
Telugu 0.095% 0.00083% 19,564,632 29.6% US$1,846
11 Australia 1.8% 2.4% 21,363,618 88.2% US$31,613
English 1.8% 0.024% 21,363,618 88.2% US$31,613
12 Spain 1.8% 1.3% 37,447,560 80.6% US$17,980
Spanish 1.4% 0.011% 30,452,356 80.6% US$17,980
Catalan 0.33% 0.0025% 6,995,204 80.6% US$17,980
13 South Korea 1.8% 1.3% 47,576,514 92.8% US$14,130
Korean 1.8% 0.013% 47,576,514 92.8% US$14,130
14 Russia 1.6% 3.4% 105,499,857 73.1% US$5,804
Russian 1.6% 0.034% 105,499,857 73.1% US$5,804
15 Mexico 1.6% 2% 75,937,568 59.5% US$7,971
Spanish 1.6% 0.02% 75,937,568 59.5% US$7,971
16 Turkey 1.1% 1.5% 46,395,501 58.4% US$9,180
Turkish 1.1% 0.015% 46,395,501 58.4% US$9,180
17 Switzerland 0.9% 0.93% 7,463,156 89.1% US$45,992
German 0.64% 0.0066% 5,247,345 89.1% US$45,992
French 0.2% 0.0021% 1,680,703 89.1% US$45,992
Italian 0.065% 0.00067% 535,108 89.1% US$45,992
18 Argentina 0.88% 1.4% 31,118,521 71% US$10,676
Spanish 0.88% 0.014% 31,118,521 71% US$10,676
19 Netherlands 0.87% 0.51% 15,397,107 90.4% US$21,369
Dutch 0.87% 0.0051% 15,397,107 90.4% US$21,369
20 Venezuela 0.8% 0.84% 18,940,907 60% US$16,039
Spanish 0.8% 0.0084% 18,940,907 60% US$16,039
21 Indonesia 0.75% 0.94% 66,244,991 25.4% US$4,305
Indonesian 0.75% 0.0094% 66,244,991 25.4% US$4,305
22 Saudi Arabia (!) 0.66% 0.87% 23,803,319 73.7% US$10,451
Arabic 0.66% 0.0087% 23,803,319 73.7% US$10,451
23 Poland 0.64% 0.74% 27,832,074 73.3% US$8,703
Polish 0.64% 0.0074% 27,832,074 73.3% US$8,703
24 Belgium 0.59% 0.58% 9,803,947 86.5% US$23,016
Dutch 0.36% 0.0035% 5,882,368 86.5% US$23,016
French 0.24% 0.0023% 3,921,579 86.5% US$23,016
25 Sweden 0.57% 0.51% 8,896,046 89.7% US$24,446
Swedish 0.57% 0.0051% 8,896,046 89.7% US$24,446
26 Hong Kong SAR China 0.54% 0.51% 6,418,058 87.5% US$31,764
Chinese 0.54% 0.0051% 6,418,058 87.5% US$31,764
27 Austria 0.51% 0.44% 7,366,758 84.3% US$26,254
German 0.51% 0.0044% 7,366,758 84.3% US$26,254
28 Egypt (!) 0.5% 0.61% 39,471,581 41.3% US$4,781
Arabic 0.5% 0.0061% 39,471,581 41.2% US$4,781
29 Philippines 0.48% 0.7% 57,342,723 55.5% US$3,188
English 0.43% 0.0063% 51,608,451 55.5% US$3,188
Tagalog 0.048% 0.0007% 5,734,272 55.5% US$3,188
30 Nigeria 0.48% 1.3% 47,743,541 25.7% US$3,810
English 0.48% 0.013% 47,743,541 25.7% US$3,810
31 Norway 0.44% 0.44% 5,093,187 97.3% US$32,748
Norwegian 0.44% 0.0044% 5,093,187 97.3% US$32,748
32 Israel 0.44% 0.56% 6,806,889 79.6% US$24,485
Hebrew 0.44% 0.0056% 6,806,889 79.6% US$24,485
33 Iran (!) 0.42% 0.66% 42,731,675 53.2% US$3,721
Persian 0.42% 0.0066% 42,731,675 53.2% US$3,721
34 South Africa 0.42% 0.84% 30,248,355 54% US$5,255
English 0.25% 0.0051% 18,149,013 54% US$5,255
Afrikaans 0.13% 0.0027% 9,528,232 54% US$5,255
Zulu 0.021% 0.000422% 1,512,418 54% US$5,255
Xhosa 0.015% 0.000295% 1,058,692 54% US$5,255
35 Colombia 0.41% 0.77% 28,287,098 58.1% US$5,548
Spanish 0.41% 0.0077% 28,287,098 58.1% US$5,548
36 Malaysia 0.41% 0.53% 24,572,446 78.8% US$6,284
Malay 0.28% 0.0037% 17,200,712 78.8% US$6,284
English 0.12% 0.0016% 7,371,734 78.8% US$6,284
37 Thailand 0.4% 0.47% 32,710,169 47.5% US$4,594
Thai 0.4% 0.0047% 32,710,169 47.5% US$4,594
38 Denmark 0.38% 0.26% 5,554,451 97% US$25,869
Danish 0.38% 0.0026% 5,554,451 97% US$25,869
Localizing your website for these 38 countries gives you access to 90% of the worldwide online sales potential.
39 Chile 0.37% 0.53% 11,822,229 66% US$11,968
Spanish 0.37% 0.0053% 11,822,229 66% US$11,968
40 United Arab Emirates 0.33% 0.49% 8,398,268 90.6% US$14,913
Arabic 0.33% 0.0049% 8,398,268 90.6% US$14,913
41 Finland 0.33% 0.29% 4,819,381 87.7% US$25,744
Finnish 0.33% 0.0029% 4,819,381 87.7% US$25,744
42 Greece 0.31% 0.29% 7,445,118 69.1% US$15,932
Greek 0.31% 0.0029% 7,445,118 69.1% US$15,932
43 Portugal 0.31% 0.26% 7,271,183 70.4% US$16,194
Portuguese 0.31% 0.0026% 7,271,183 70.4% US$16,194
44 Singapore 0.28% 0.34% 4,541,899 81% US$23,035
English 0.19% 0.0024% 3,179,329 81% US$23,035
Chinese 0.083% 0.00101% 1,362,570 81% US$23,035
45 New Zealand 0.27% 0.26% 4,152,074 88.5% US$25,115
English 0.27% 0.0026% 4,152,074 88.5% US$25,115
46 Vietnam (!) 0.27% 0.38% 43,974,618 46.5% US$2,294
Vietnamese 0.27% 0.0038% 43,974,618 46.5% US$2,294
47 Ireland 0.25% 0.18% 4,042,510 85% US$23,413
English 0.24% 0.0017% 3,961,660 85% US$23,413
Irish 0.005% 0.000035% 80,850 85% US$23,413
48 Peru 0.25% 0.35% 14,444,387 45.5% US$6,472
Spanish 0.25% 0.0035% 14,444,387 45.5% US$6,472
49 Romania 0.24% 0.27% 11,722,888 59.5% US$7,729
Romanian 0.24% 0.0027% 11,722,888 59.5% US$7,729
50 Czechia 0.21% 0.26% 8,081,131 76.5% US$9,977
Czech 0.21% 0.0026% 8,081,131 76.5% US$9,977
51 Pakistan 0.18% 0.23% 29,965,859 15.5% US$2,324
English 0.17% 0.0021% 26,969,273 15.5% US$2,324
Urdu 0.018% 0.00023% 2,996,586 15.5% US$2,324
52 Kazakhstan 0.17% 0.4% 13,272,586 74.6% US$4,868
Russian 0.12% 0.0028% 9,290,810 74.6% US$4,868
Kazakh 0.051% 0.00119% 3,981,776 74.6% US$4,868
53 Bangladesh 0.15% 0.13% 29,738,660 18.3% US$1,948
Bangla 0.15% 0.00126% 29,738,660 18.2% US$1,948
54 Hungary 0.15% 0.12% 7,778,595 79.3% US$7,400
Hungarian 0.15% 0.00122% 7,778,595 79.3% US$7,400
55 Puerto Rico 0.15% 0.19% 2,736,117 80.3% US$20,928
Spanish 0.15% 0.0019% 2,736,117 80.3% US$20,928
56 Iraq 0.14% 0.17% 7,898,106 21.2% US$6,702
Arabic 0.14% 0.0017% 7,898,106 21.2% US$6,702
57 Morocco 0.13% 0.19% 20,555,784 58.3% US$2,410
Arabic 0.065% 0.00096% 10,277,892 58.3% US$2,410
French 0.065% 0.00096% 10,277,892 58.3% US$2,410
58 Ecuador 0.13% 0.2% 8,857,768 54.1% US$5,449
Spanish 0.13% 0.002% 8,857,768 54.1% US$5,449
59 Algeria 0.13% 0.14% 17,440,300 43% US$2,723
Arabic 0.063% 0.00071% 8,720,150 43% US$2,723
French 0.063% 0.00071% 8,720,150 43% US$2,723
60 Kuwait 0.12% 0.14% 3,176,010 78.4% US$14,641
Arabic 0.12% 0.00144% 3,176,010 78.4% US$14,641
61 Slovakia 0.12% 0.12% 4,370,706 80.5% US$10,260
Slovak 0.12% 0.00125% 4,370,706 80.5% US$10,260
62 Dominican Republic 0.12% 0.15% 6,530,904 61.3% US$6,722
Spanish 0.12% 0.00147% 6,530,904 61.3% US$6,722
63 Ukraine 0.11% 0.28% 23,618,438 52.5% US$1,739
Russian 0.065% 0.0017% 14,171,063 52.5% US$1,739
Ukrainian 0.043% 0.00111% 9,447,375 52.5% US$1,739
64 Guatemala 0.11% 0.12% 5,722,610 34.5% US$7,003
Spanish 0.11% 0.00124% 5,722,610 34.5% US$7,003
65 Qatar 0.1% 0.13% 2,423,068 94.3% US$15,913
Arabic 0.1% 0.0013% 2,423,068 94.3% US$15,913
66 Lebanon 0.099% 0.14% 4,571,675 76.1% US$8,210
Arabic 0.099% 0.00143% 4,571,675 76.1% US$8,210
67 Sudan (!) 0.097% 0.14% 11,082,072 28% US$3,320
Arabic 0.097% 0.00143% 11,082,072 28% US$3,320
68 Kenya 0.089% 0.17% 12,600,007 26% US$2,671
English 0.089% 0.0017% 12,600,007 26% US$2,671
69 Costa Rica 0.086% 0.1% 3,207,258 66% US$10,235
Spanish 0.086% 0.00102% 3,207,258 66% US$10,235
70 Sri Lanka 0.082% 0.15% 6,795,562 32.1% US$4,558
Sinhala 0.082% 0.0015% 6,795,562 32.1% US$4,558
71 Cuba (!) 0.081% 0.1% 4,449,238 38.8% US$6,910
Spanish 0.081% 0.001% 4,449,238 38.8% US$6,910
72 Uruguay 0.081% 0.13% 2,286,820 66.4% US$13,405
Spanish 0.081% 0.00132% 2,286,820 66.4% US$13,405
73 Bulgaria 0.07% 0.088% 4,264,576 59.8% US$6,195
Bulgarian 0.07% 0.00088% 4,264,576 59.8% US$6,195
74 Uzbekistan (!) 0.069% 0.086% 14,901,632 46.8% US$1,764
Uzbek 0.069% 0.00086% 14,901,632 46.8% US$1,764
75 Croatia 0.069% 0.07% 3,034,752 72.7% US$8,581
Croatian 0.069% 0.0007% 3,034,752 72.7% US$8,581
76 Jordan 0.067% 0.084% 5,890,965 62.3% US$4,343
Arabic 0.067% 0.00084% 5,890,965 62.3% US$4,343
77 Lithuania 0.065% 0.071% 2,133,390 74.4% US$11,610
Lithuanian 0.065% 0.00071% 2,133,390 74.4% US$11,610
78 Panama 0.065% 0.091% 2,178,424 54% US$11,266
Spanish 0.065% 0.00091% 2,178,424 54% US$11,266
79 Angola 0.062% 0.11% 3,745,750 13% US$6,270
Portuguese 0.062% 0.0011% 3,745,750 13% US$6,270
80 Ghana 0.061% 0.051% 9,779,273 34.7% US$2,359
English 0.061% 0.00051% 9,779,273 34.7% US$2,359
81 Serbia 0.06% 0.074% 4,733,311 67.1% US$4,849
Serbian 0.06% 0.00074% 4,733,311 67.1% US$4,849
82 Syria (!) 0.06% 0.11% 5,873,785 31.9% US$3,868
Arabic 0.06% 0.00114% 5,873,785 31.9% US$3,868
83 Belarus 0.058% 0.1% 6,756,541 71.1% US$3,252
Russian 0.056% 0.00097% 6,553,845 71.1% US$3,252
Belarusian 0.0017% 0.00003% 202,696 71.1% US$3,252
84 Tunisia 0.058% 0.092% 5,656,012 49.6% US$3,879
Arabic 0.029% 0.000461% 2,828,006 49.6% US$3,879
French 0.029% 0.000461% 2,828,006 49.6% US$3,879
85 Slovenia 0.055% 0.051% 1,559,107 75.5% US$13,364
Slovenian 0.055% 0.00051% 1,559,107 75.5% US$13,364
86 Azerbaijan (!) 0.052% 0.12% 7,630,609 78.2% US$2,594
Azerbaijani 0.052% 0.00117% 7,630,609 78.2% US$2,594
87 Oman 0.051% 0.097% 3,094,236 69.9% US$6,291
Arabic 0.051% 0.00097% 3,094,236 69.9% US$6,291
88 Luxembourg 0.046% 0.041% 571,189 98.1% US$30,852
German 0.046% 0.00041% 571,189 98.1% US$30,852
89 Bolivia 0.045% 0.071% 4,322,489 39.7% US$3,986
Spanish 0.045% 0.00071% 4,322,489 39.7% US$3,986
90 Myanmar (Burma) 0.044% 0.042% 13,258,325 25.1% US$1,257
Burmese 0.044% 0.000425% 13,258,325 25.1% US$1,257
91 Latvia 0.042% 0.041% 1,564,494 79.8% US$10,134
Latvian 0.042% 0.000408% 1,564,494 79.8% US$10,134
92 Ethiopia 0.041% 0.022% 15,739,371 15.4% US$985
Amharic 0.041% 0.000223% 15,739,371 15.4% US$985
93 Paraguay 0.041% 0.068% 3,453,446 51.4% US$4,461
Spanish 0.041% 0.00068% 3,453,446 51.4% US$4,461
94 Trinidad & Tobago 0.039% 0.057% 1,000,517 73.3% US$14,658
English 0.039% 0.00057% 1,000,517 73.3% US$14,658
95 Bahrain 0.038% 0.057% 1,396,668 98% US$10,308
Arabic 0.038% 0.00057% 1,396,668 98% US$10,308
96 Côte d’Ivoire 0.035% 0.031% 6,286,527 26.5% US$2,104
French 0.035% 0.000309% 6,286,527 26.5% US$2,104
97 Cameroon 0.034% 0.032% 5,859,797 25% US$2,205
French 0.034% 0.000322% 5,859,797 25% US$2,205
98 Cyprus 0.033% 0.037% 888,125 75.9% US$14,022
Greek 0.033% 0.000368% 888,125 75.9% US$14,022
99 El Salvador 0.031% 0.057% 1,839,969 29% US$6,395
Spanish 0.031% 0.00057% 1,839,969 29% US$6,395
100 Estonia 0.031% 0.028% 1,147,895 87.2% US$10,239
Estonian 0.031% 0.000281% 1,147,895 87.2% US$10,239
101 Macao SAR China 0.03% 0.036% 499,773 81.6% US$22,474
Chinese 0.03% 0.000362% 499,773 81.6% US$22,474
102 Honduras 0.029% 0.036% 2,733,860 30% US$4,028
Spanish 0.029% 0.000357% 2,733,860 30% US$4,028
103 Bosnia & Herzegovina 0.027% 0.036% 1,925,105 54.7% US$5,279
Bosnian 0.027% 0.000363% 1,925,105 54.7% US$5,279
104 Yemen (!) 0.026% 0.072% 6,780,200 24.6% US$1,481
Arabic 0.026% 0.00072% 6,780,200 24.6% US$1,481
105 Palestinian Territories 0.026% 0.036% 2,753,697 60.5% US$3,615
Arabic 0.026% 0.000356% 2,753,697 60.5% US$3,615
106 Iceland 0.026% 0.000001% 329,535 98.2% US$30,187
Icelandic 0.026% 0% 329,535 98.2% US$30,187
107 Turkmenistan (!) 0.026% 0.033% 1,018,692 18% US$9,505
Turkmen 0.026% 0.000329% 1,018,692 18% US$9,505
108 Uganda 0.025% 0.041% 9,077,567 21.9% US$1,026
English 0.025% 0.000408% 9,077,567 21.9% US$1,026
109 Libya (!) 0.023% 0.036% 1,275,642 20.3% US$6,981
Arabic 0.023% 0.000359% 1,275,642 20.3% US$6,981
110 Tanzania 0.023% 0.015% 7,224,386 13% US$1,213
Swahili 0.023% 0.000147% 7,224,386 13% US$1,213
111 Jamaica 0.022% 0.028% 1,296,610 45% US$6,420
English 0.022% 0.000283% 1,296,610 45% US$6,420
112 Cambodia 0.022% 0.014% 5,107,008 32.4% US$1,603
Khmer 0.022% 0.000144% 5,107,008 32.4% US$1,603
113 Albania 0.021% 0.034% 1,908,581 66.4% US$4,115
Albanian 0.021% 0.000344% 1,908,581 66.4% US$4,115
114 Georgia 0.02% 0.038% 2,157,566 58% US$3,548
Georgian 0.02% 0.00038% 2,157,566 58% US$3,548
115 Nepal 0.019% 0.025% 5,706,708 19.7% US$1,281
Nepali 0.019% 0.000246% 5,706,708 19.7% US$1,281
116 Bahamas 0.019% 0.016% 312,986 80% US$22,771
English 0.019% 0.000161% 312,986 80% US$22,771
117 Zambia 0.019% 0.037% 4,232,464 25.5% US$1,679
English 0.019% 0.000374% 4,232,464 25.5% US$1,679
118 Armenia 0.018% 0.031% 1,959,627 67% US$3,466
Armenian 0.018% 0.000309% 1,959,627 67% US$3,466
119 Zimbabwe 0.018% 0.023% 3,733,964 23.1% US$1,813
English 0.018% 0.000225% 3,733,964 23.1% US$1,813
120 Mauritius 0.018% 0.024% 659,407 52.2% US$10,192
English 0.018% 0.000237% 659,407 52.2% US$10,192
121 North Macedonia 0.017% 0.02% 1,501,798 72.2% US$4,289
Macedonian 0.017% 0.000199% 1,501,798 72.2% US$4,289
122 Namibia 0.017% 0.02% 769,455 31% US$8,263
English 0.017% 0.000199% 769,455 31% US$8,263
123 Botswana 0.016% 0.019% 885,702 39.4% US$6,838
English 0.016% 0.00019% 885,702 39.4% US$6,838
124 Senegal 0.015% 0.018% 3,954,620 25.7% US$1,462
French 0.015% 0.000176% 3,954,620 25.7% US$1,462
125 Nicaragua 0.014% 0.02% 1,511,037 24.6% US$3,555
Spanish 0.014% 0.0002% 1,511,037 24.6% US$3,555
126 Laos (!) 0.013% 0.013% 1,478,052 21.9% US$3,358
Lao 0.013% 0.000127% 1,478,052 21.9% US$3,358
127 Moldova 0.013% 0.019% 2,521,887 71% US$1,951
Romanian 0.013% 0.000186% 2,521,887 71% US$1,951
128 Malta 0.013% 0.013% 351,945 77.3% US$13,902
Maltese 0.013% 0.000128% 351,945 77.3% US$13,902
129 Congo - Kinshasa 0.011% 0.008% 4,889,515 6.2% US$890
French 0.011% 0.00008% 4,889,515 6.2% US$890
130 Gabon 0.011% 0.0075% 951,287 48% US$4,501
French 0.011% 0.000075% 951,287 48% US$4,501
131 Afghanistan 0.011% 0.012% 3,673,539 10.6% US$1,092
Persian 0.011% 0.000119% 3,673,539 10.6% US$1,092
132 Rwanda 0.0099% 0.0103% 2,383,502 20% US$1,569
English 0.0099% 0.000103% 2,383,502 20% US$1,569
133 Barbados 0.0093% 0.0063% 226,714 79.5% US$15,532
English 0.0093% 0.000063% 226,714 79.5% US$15,532
134 Mozambique 0.0093% 0.0088% 5,050,924 17.5% US$697
Portuguese 0.0093% 0.000088% 5,050,924 17.5% US$697
135 Papua New Guinea 0.0087% 0.0074% 776,159 9.6% US$4,247
English 0.0087% 0.000074% 776,159 9.6% US$4,247
136 Kyrgyzstan 0.0079% 0.012% 2,097,428 34.5% US$1,425
Russian 0.0079% 0.000122% 2,097,428 34.5% US$1,425
137 Montenegro 0.0075% 0.0097% 434,865 69.9% US$6,587
Serbian 0.0076% 0.000097% 434,865 69.9% US$6,587
138 Haiti 0.0073% 0.0084% 1,326,629 12.2% US$2,088
French 0.0073% 0.000084% 1,326,629 12.2% US$2,088
139 Equatorial Guinea (!) 0.0071% 0.0078% 290,470 23.8% US$9,301
Spanish 0.0071% 0.000078% 290,470 23.8% US$9,301
140 Mali 0.007% 0.0055% 1,999,226 11.1% US$1,335
French 0.007% 0.000055% 1,999,226 11.1% US$1,335
141 Mongolia 0.0067% 0.014% 674,202 22.3% US$3,765
Mongolian 0.0067% 0.000135% 674,202 22.3% US$3,765
142 Brunei 0.0061% 0.0071% 380,876 90% US$6,125
Malay 0.0062% 0.000071% 380,876 90% US$6,125
143 Tajikistan 0.0058% 0.013% 1,788,044 20.5% US$1,237
Russian 0.0058% 0.00013% 1,788,044 20.5% US$1,237
144 Fiji 0.0056% 0.0086% 418,013 46.5% US$5,122
English 0.0056% 0.000086% 418,013 46.5% US$5,122
145 Maldives 0.0055% 0.0062% 252,761 59.1% US$8,186
Divehi 0.0054% 0.000062% 252,761 59.1% US$8,186
146 Burkina Faso 0.0054% 0.0066% 2,603,042 14% US$792
French 0.0054% 0.000066% 2,603,042 14% US$792
147 Monaco 0.0052% 0.0036% 36,655 95.2% US$53,462
French 0.0052% 0.000036% 36,655 95.2% US$53,462
148 Benin 0.0051% 0.0038% 1,303,589 12% US$1,474
French 0.0051% 0.000038% 1,303,589 12% US$1,474
149 Liechtenstein 0.005% 0.0044% 36,947 98.1% US$51,181
German 0.005% 0.000044% 36,947 98.1% US$51,181
150 Eswatini 0.0048% 0.0096% 383,723 28.6% US$4,716
English 0.0048% 0.000096% 383,723 28.6% US$4,716
151 Guinea 0.0042% 0.0015% 1,214,801 9.8% US$1,303
French 0.0042% 0.000015% 1,214,801 9.8% US$1,303
152 Andorra 0.004% 0.0025% 75,681 97.9% US$19,815
Catalan 0.004% 0.000025% 75,681 97.9% US$19,815
153 Guyana 0.0038% 0.0079% 275,760 35.7% US$5,227
English 0.0038% 0.000079% 275,760 35.7% US$5,227
154 Faroe Islands 0.0031% 0.0023% 46,715 95.1% US$25,375
Faroese 0.0031% 0.000023% 46,715 95.1% US$25,375
155 Lesotho 0.0031% 0.0022% 602,965 27.4% US$1,934
English 0.0031% 0.000022% 602,965 27.4% US$1,934
156 Togo 0.0028% 0.0022% 860,281 11.3% US$1,236
French 0.0028% 0.000022% 860,281 11.3% US$1,236
157 Belize 0.0028% 0.0026% 163,588 44.6% US$6,417
English 0.0028% 0.000026% 163,588 44.6% US$6,417
158 Mauritania 0.0026% 0.0029% 774,183 18% US$1,273
French 0.0026% 0.000029% 774,183 18% US$1,273
159 Congo - Brazzaville 0.0025% 0.0047% 416,217 8.1% US$2,318
French 0.0025% 0.000047% 416,217 8.1% US$2,318
160 Chad 0.0024% 0.0024% 722,627 5% US$1,284
French 0.0024% 0.000024% 722,627 5% US$1,284
161 Greenland 0.0024% 0.000471% 38,487 68.5% US$23,899
Kalaallisut 0.0024% 0.000005% 38,487 68.5% US$23,899
162 Sierra Leone 0.0024% 0.00078% 870,532 11.8% US$1,041
English 0.0024% 0.000008% 870,532 11.8% US$1,040
163 Madagascar 0.0024% 0.0034% 1,172,533 4.7% US$770
French 0.0024% 0.000034% 1,172,533 4.7% US$770
164 Cape Verde 0.0023% 0.004% 271,507 50.3% US$3,160
Portuguese 0.0023% 0.00004% 271,507 50.3% US$3,160
165 St Lucia 0.0023% 0.0022% 83,186 46.7% US$10,290
English 0.0023% 0.000022% 83,186 46.7% US$10,290
166 Suriname 0.0022% 0.0084% 253,499 45.4% US$3,364
Dutch 0.0022% 0.000084% 253,499 45.4% US$3,364
167 Antigua & Barbuda 0.0021% 0.0018% 73,703 73% US$11,017
English 0.0021% 0.000018% 73,703 73% US$11,017
168 Bhutan 0.002% 0.003% 333,226 41.8% US$2,325
English 0.002% 0.00003% 333,226 41.8% US$2,325
169 Grenada 0.0019% 0.0016% 59,947 55.9% US$12,243
English 0.0019% 0.000016% 59,947 55.9% US$12,243
170 San Marino 0.0016% 0.00098% 17,498 52.7% US$35,016
Italian 0.0016% 0.00001% 17,498 52.7% US$35,016
171 Seychelles 0.0015% 0.0016% 53,502 56.5% US$10,985
English 0.0016% 0.000016% 53,502 56.5% US$10,985
172 St Kitts & Nevis 0.00135% 0.00138% 42,113 76.8% US$12,196
English 0.00135% 0.000014% 42,113 76.8% US$12,196
173 Liberia 0.00126% 0.00125% 337,732 7.3% US$1,414
English 0.00126% 0.000012% 337,732 7.3% US$1,414
174 St Vincent & Grenadines 0.00125% 0.002% 60,929 55.6% US$7,793
English 0.00125% 0.00002% 60,929 55.6% US$7,793
175 Niger 0.00124% 0.00093% 893,073 4.3% US$525
French 0.00124% 0.000009% 893,073 4.3% US$525
176 Timor-Leste 0.00123% 0.00058% 320,339 25.2% US$1,460
English 0.00123% 0.000006% 320,339 25.2% US$1,460
177 Gambia 0.00109% 0.00128% 377,123 18.5% US$1,092
English 0.00109% 0.000013% 377,123 18.5% US$1,092
178 Somalia (!) 0.00102% 0.00098% 269,178 1.9% US$1,443
Somali 0.00102% 0.00001% 269,178 1.9% US$1,443
179 Dominica 0.001% 0.00084% 49,296 67% US$7,730
English 0.001% 0.000008% 49,296 67% US$7,730
180 Djibouti (!) 0.00085% 0.00149% 123,728 13.1% US$2,599
Somali 0.00085% 0.000015% 123,728 13.1% US$2,599
181 Burundi (!) 0.00077% 0.0006% 544,097 5.2% US$535
French 0.00077% 0.000006% 544,097 5.2% US$535
182 Samoa 0.00076% 0.00123% 57,386 29.4% US$5,013
English 0.00076% 0.000012% 57,386 29.4% US$5,013
183 Vanuatu 0.00069% 0.0008% 64,896 24% US$4,017
English 0.00069% 0.000008% 64,896 24% US$4,017
184 Solomon Islands 0.00058% 0.00093% 65,936 11% US$3,326
English 0.00058% 0.000009% 65,936 11% US$3,326
185 Central African Republic 0.00054% 0.00098% 183,785 4% US$1,121
French 0.00054% 0.00001% 183,785 4% US$1,121
186 Malawi 0.000489% 0.0035% 1,738,600 9.6% US$107
English 0.00049% 0.000035% 1,738,600 9.6% US$107
187 Tonga 0.000485% 0.00108% 42,795 39.9% US$4,300
English 0.00048% 0.000011% 42,795 39.9% US$4,300
188 Micronesia 0.000416% 0.000411% 34,996 33.3% US$4,507
English 0.00042% 0.000004% 34,996 33.3% US$4,507
189 Comoros 0.000319% 0.0005% 63,171 7.9% US$1,919
French 0.00032% 0.000005% 63,171 7.9% US$1,919
190 Guinea-Bissau 0.000288% 0.000288% 68,270 3.8% US$1,603
Portuguese 0.00029% 0.000003% 68,270 3.8% US$1,603
191 São Tomé & Príncipe 0.000278% 0.000354% 55,975 28% US$1,883
Portuguese 0.00028% 0.000004% 55,975 28% US$1,883
192 Marshall Islands 0.000197% 0.00021% 15,808 29.8% US$4,737
English 0.0002% 0.000002% 15,808 29.8% US$4,737
193 Eritrea (!) 0.000157% 0.000483% 69,843 1.2% US$852
English 0.00016% 0.000005% 69,843 1.2% US$852
194 Kiribati 0.000094% 0.000129% 15,672 13.7% US$2,273
English 0.00009% 0.000001% 15,672 13.7% US$2,273
195 Tuvalu 0.000055% 0.000018% 5,106 46% US$4,123
English 0.00006% 0% 5,106 46% US$4,123
Trend* Languages T-Index
2018
Projection
2021
Internet users Internet
penetration rate
Expenditure p.c.
(Internet users)**
(!) Restricted Internet access
* The arrows and dash indicate the country's projected performance in the 2021 rankings
** Estimated annual expenditure of each Internet user
*** The United Kingdom consists of four countries: England, Scotland, Wales and Northern Ireland
1 English (!) 42.9% 34.7% 766,864,013 44.1% US$21,212
United States 31.4% 0.22% 246,370,641 76.2% US$48,351
United Kingdom (***) 4.5% 0.029% 62,171,477 94.8% US$27,520
Australia 1.8% 0.024% 21,363,618 88.2% US$31,613
Canada 1.7% 0.017% 23,825,842 89.8% US$26,437
India 0.95% 0.016% 195,646,318 29.6% US$1,846
Nigeria 0.48% 0.013% 47,743,541 25.7% US$3,810
Philippines 0.43% 0.0063% 51,608,451 55.5% US$3,188
New Zealand 0.27% 0.0026% 4,152,074 88.5% US$25,115
South Africa 0.25% 0.0051% 18,149,013 54% US$5,255
Ireland 0.24% 0.0017% 3,961,660 85% US$23,413
Singapore 0.19% 0.0024% 3,179,329 81% US$23,035
Pakistan 0.17% 0.0021% 26,969,273 15.5% US$2,324
Malaysia 0.12% 0.0016% 7,371,734 78.8% US$6,284
Kenya 0.089% 0.0017% 12,600,007 26% US$2,671
Ghana 0.061% 0.00051% 9,779,273 34.7% US$2,359
Trinidad & Tobago 0.039% 0.00057% 1,000,517 73.3% US$14,658
Uganda 0.024% 0.000408% 9,077,567 21.9% US$1,026
Jamaica 0.022% 0.000283% 1,296,610 45% US$6,420
Bahamas 0.019% 0.000161% 312,986 80% US$22,771
Zambia 0.019% 0.000374% 4,232,464 25.5% US$1,679
Zimbabwe 0.018% 0.000225% 3,733,964 23.1% US$1,813
Mauritius 0.018% 0.000237% 659,407 52.2% US$10,192
Namibia 0.017% 0.000199% 769,455 31% US$8,263
Botswana 0.016% 0.00019% 885,702 39.4% US$6,838
Rwanda 0.0099% 0.000103% 2,383,502 20% US$1,569
Barbados 0.0093% 0.000063% 226,714 79.5% US$15,532
Papua New Guinea 0.0087% 0.000074% 776,159 9.6% US$4,247
Fiji 0.0056% 0.000086% 418,013 46.5% US$5,122
Eswatini 0.0048% 0.000096% 383,723 28.6% US$4,716
Guyana 0.0038% 0.000079% 275,760 35.7% US$5,227
Lesotho 0.0031% 0.000022% 602,965 27.4% US$1,934
Belize 0.0028% 0.000026% 163,588 44.6% US$6,417
Sierra Leone 0.0024% 0.000008% 870,532 11.8% US$1,041
St Lucia 0.0023% 0.000022% 83,186 46.7% US$10,290
Antigua & Barbuda 0.0021% 0.000018% 73,703 73% US$11,017
Bhutan 0.002% 0.00003% 333,226 41.8% US$2,325
Grenada 0.0019% 0.000016% 59,947 55.9% US$12,243
Seychelles 0.0015% 0.000016% 53,502 56.5% US$10,985
St Kitts & Nevis 0.0014% 0.000014% 42,113 76.8% US$12,196
Liberia 0.0013% 0.000012% 337,732 7.3% US$1,414
St Vincent & Grenadines 0.0013% 0.00002% 60,929 55.6% US$7,793
Timor-Leste 0.0012% 0.000006% 320,339 25.2% US$1,460
Gambia 0.0011% 0.000013% 377,123 18.5% US$1,092
Dominica 0.001% 0.000008% 49,296 67% US$7,730
Samoa 0.0008% 0.000012% 57,386 29.4% US$5,013
Vanuatu 0.0007% 0.000008% 64,896 24% US$4,017
Solomon Islands 0.0006% 0.000009% 65,936 11% US$3,326
Malawi 0.0005% 0.000035% 1,738,600 9.6% US$107
Tonga 0.0005% 0.000011% 42,795 39.9% US$4,300
Micronesia 0.0004% 0.000004% 34,996 33.3% US$4,507
Marshall Islands 0.0002% 0.000002% 15,808 29.8% US$4,737
Eritrea 0.0002% 0.000005% 69,843 1.2% US$852
Kiribati 0.0001% 0.000001% 15,672 13.7% US$2,273
Tuvalu 0.0001% 0% 5,106 46% US$4,123
2 Chinese (!) 9.4% 13.9% 734,812,350 67.1% US$4,848
China 9.3% 0.14% 733,449,780 53.2% US$4,814
Singapore 0.083% 0.00101% 1,362,570 81% US$23,035
Localizing your website for these 2 languages gives you access to 50% of the worldwide online sales potential.
3 Japanese 7.1% 5.3% 118,333,485 93.2% US$22,709
Japan 7.1% 0.053% 118,333,485 93.2% US$22,709
4 Spanish (!) 6.7% 8.4% 261,123,476 52.1% US$9,775
Mexico 1.6% 0.02% 75,937,568 59.5% US$7,971
Spain 1.4% 0.011% 30,452,356 80.6% US$17,980
Argentina 0.88% 0.014% 31,118,521 71% US$10,676
Venezuela 0.8% 0.0084% 18,940,907 60% US$16,039
Colombia 0.41% 0.0077% 28,287,098 58.1% US$5,548
Chile 0.37% 0.0053% 11,822,229 66% US$11,968
Peru 0.25% 0.0035% 14,444,387 45.5% US$6,472
Puerto Rico 0.15% 0.0019% 2,736,117 80.3% US$20,928
Ecuador 0.13% 0.002% 8,857,768 54.1% US$5,449
Dominican Republic 0.12% 0.00147% 6,530,904 61.3% US$6,722
Guatemala 0.11% 0.00124% 5,722,610 34.5% US$7,003
Costa Rica 0.086% 0.00102% 3,207,258 66% US$10,235
Cuba 0.081% 0.001% 4,449,238 38.8% US$6,910
Uruguay 0.081% 0.00132% 2,286,820 66.4% US$13,405
Panama 0.065% 0.00091% 2,178,424 54% US$11,266
Bolivia 0.045% 0.00071% 4,322,489 39.7% US$3,986
Paraguay 0.041% 0.00068% 3,453,446 51.4% US$4,461
El Salvador 0.031% 0.00057% 1,839,969 29% US$6,395
Honduras 0.029% 0.000357% 2,733,860 30% US$4,028
Nicaragua 0.014% 0.0002% 1,511,037 24.6% US$3,555
Equatorial Guinea 0.0071% 0.000078% 290,470 23.8% US$9,301
5 German 5.9% 4.5% 87,047,821 91.9% US$25,576
Germany 4.7% 0.033% 73,825,582 89.6% US$24,004
Switzerland 0.64% 0.0066% 5,247,345 89.1% US$45,992
Austria 0.51% 0.0044% 7,366,758 84.3% US$26,254
Luxembourg 0.046% 0.00041% 571,189 98.1% US$30,852
Liechtenstein 0.005% 0.000044% 36,947 98.1% US$51,181
6 French (!) 4.7% 4.7% 129,483,596 31.7% US$13,770
France 3.3% 0.033% 57,245,333 85.6% US$22,100
Canada 0.61% 0.0061% 8,754,278 89.8% US$26,437
Belgium 0.24% 0.0023% 3,921,579 86.5% US$23,016
Switzerland 0.2% 0.0021% 1,680,703 89.1% US$45,992
Morocco 0.065% 0.00096% 10,277,892 58.3% US$2,410
Algeria 0.063% 0.00071% 8,720,150 43% US$2,723
Côte d’Ivoire 0.035% 0.000309% 6,286,527 26.5% US$2,104
Cameroon 0.034% 0.000322% 5,859,797 25% US$2,205
Tunisia 0.029% 0.000461% 2,828,006 49.6% US$3,879
Senegal 0.015% 0.000176% 3,954,620 25.7% US$1,462
Congo - Kinshasa 0.012% 0.00008% 4,889,515 6.2% US$890
Gabon 0.011% 0.000075% 951,287 48% US$4,501
Haiti 0.0073% 0.000084% 1,326,629 12.2% US$2,088
Mali 0.007% 0.000055% 1,999,226 11.1% US$1,335
Burkina Faso 0.0054% 0.000066% 2,603,042 14% US$792
Monaco 0.0052% 0.000036% 36,655 95.2% US$53,462
Benin 0.0051% 0.000038% 1,303,589 12% US$1,474
Guinea 0.0042% 0.000015% 1,214,801 9.8% US$1,303
Togo 0.0028% 0.000022% 860,281 11.3% US$1,236
Mauritania 0.0026% 0.000029% 774,183 18% US$1,273
Congo - Brazzaville 0.0025% 0.000047% 416,217 8.1% US$2,318
Chad 0.0024% 0.000024% 722,627 5% US$1,284
Madagascar 0.0024% 0.000034% 1,172,533 4.7% US$770
Niger 0.0012% 0.000009% 893,073 4.3% US$525
Burundi 0.0008% 0.000006% 544,097 5.2% US$535
Central African Republic 0.0005% 0.00001% 183,785 4% US$1,121
Comoros 0.0003% 0.000005% 63,171 7.9% US$1,919
7 Portuguese 3.1% 5% 142,861,908 34.8% US$8,161
Brazil 2.7% 0.046% 126,398,299 60.9% US$8,070
Portugal 0.31% 0.0026% 7,271,183 70.4% US$16,194
Angola 0.062% 0.0011% 3,745,750 13% US$6,270
Mozambique 0.0093% 0.000088% 5,050,924 17.5% US$697
Cape Verde 0.0023% 0.00004% 271,507 50.3% US$3,160
Guinea-Bissau 0.0003% 0.000003% 68,270 3.8% US$1,603
São Tomé & Príncipe 0.0003% 0.000004% 55,975 28% US$1,883
Localizing your website for these 7 languages gives you access to 70% of the worldwide online sales potential.
8 Italian 2.5% 2.3% 37,729,388 67.7% US$25,338
Italy 2.5% 0.023% 37,176,782 61.3% US$25,036
Switzerland 0.065% 0.00067% 535,108 89.1% US$45,992
San Marino 0.0016% 0.00001% 17,498 52.7% US$35,016
9 Arabic (!) 2.5% 3.4% 149,715,340 56.8% US$6,316
Saudi Arabia 0.66% 0.0087% 23,803,319 73.8% US$10,451
Egypt 0.5% 0.0061% 39,471,581 41.2% US$4,781
United Arab Emirates 0.33% 0.0049% 8,398,268 90.6% US$14,913
Iraq 0.14% 0.0017% 7,898,106 21.2% US$6,702
Kuwait 0.12% 0.00144% 3,176,010 78.4% US$14,641
Qatar 0.1% 0.0013% 2,423,068 94.3% US$15,913
Lebanon 0.099% 0.00143% 4,571,675 76.1% US$8,210
Sudan 0.097% 0.00143% 11,082,072 28% US$3,320
Jordan 0.067% 0.00084% 5,890,965 62.3% US$4,343
Morocco 0.065% 0.00096% 10,277,892 58.3% US$2,410
Algeria 0.063% 0.00071% 8,720,150 43% US$2,723
Syria 0.06% 0.00114% 5,873,785 31.9% US$3,868
Oman 0.051% 0.00097% 3,094,236 69.9% US$6,291
Bahrain 0.038% 0.00057% 1,396,668 98% US$10,308
Tunisia 0.029% 0.000461% 2,828,006 49.6% US$3,879
Yemen 0.026% 0.00072% 6,780,200 24.6% US$1,481
Palestinian Territories 0.026% 0.000356% 2,753,697 60.5% US$3,615
Libya 0.024% 0.000359% 1,275,642 20.3% US$6,981
Localizing your website for these 9 languages gives you access to 90% of the worldwide online sales potential.
10 Russian 1.9% 4% 139,401,047 54.4% US$5,084
Russia 1.6% 0.034% 105,499,857 73.1% US$5,804
Kazakhstan 0.12% 0.0028% 9,290,810 74.6% US$4,868
Ukraine 0.065% 0.0017% 14,171,063 52.5% US$1,739
Belarus 0.056% 0.00097% 6,553,845 71.1% US$3,252
Kyrgyzstan 0.0079% 0.000122% 2,097,428 34.5% US$1,425
Tajikistan 0.0058% 0.00013% 1,788,044 20.5% US$1,237
11 Korean 1.8% 1.3% 47,576,514 92.8% US$14,130
South Korea 1.8% 0.013% 47,576,514 92.8% US$14,130
12 Dutch 1.2% 0.86% 21,532,974 74.1% US$21,607
Netherlands 0.87% 0.0051% 15,397,107 90.4% US$21,369
Belgium 0.36% 0.0035% 5,882,368 86.5% US$23,016
Suriname 0.0022% 0.000084% 253,499 45.4% US$3,364
13 Turkish 1.1% 1.5% 46,395,501 58.4% US$9,180
Turkey 1.1% 0.015% 46,395,501 58.4% US$9,180
14 Indonesian 0.75% 0.94% 66,244,991 25.4% US$4,305
Indonesia 0.75% 0.0094% 66,244,991 25.4% US$4,305
15 Polish 0.64% 0.74% 27,832,074 73.3% US$8,703
Poland 0.64% 0.0074% 27,832,074 73.3% US$8,703
16 Swedish 0.57% 0.51% 8,896,046 89.7% US$24,446
Sweden 0.57% 0.0051% 8,896,046 89.6% US$24,446
17 Chinese 0.57% 0.55% 6,917,831 84.6% US$31,093
Hong Kong SAR China 0.54% 0.0051% 6,418,058 87.5% US$31,764
Macao SAR China 0.03% 0.000362% 499,773 81.6% US$22,474
18 Norwegian 0.44% 0.44% 5,093,187 97.3% US$32,748
Norway 0.44% 0.0044% 5,093,187 97.3% US$32,748
19 Hebrew 0.44% 0.56% 6,806,889 79.6% US$24,485
Israel 0.44% 0.0056% 6,806,889 79.6% US$24,485
20 Persian (!) 0.43% 0.67% 46,405,214 31.9% US$3,513
Iran 0.42% 0.0066% 42,731,675 53.2% US$3,721
Afghanistan 0.011% 0.000119% 3,673,539 10.6% US$1,092
21 Thai 0.4% 0.47% 32,710,169 47.5% US$4,594
Thailand 0.4% 0.0047% 32,710,169 47.5% US$4,594
22 Hindi 0.38% 0.39% 78,258,527 29.5% US$1,846
India 0.38% 0.0039% 78,258,527 29.6% US$1,846
23 Danish 0.38% 0.26% 5,554,451 97% US$25,869
Denmark 0.38% 0.0026% 5,554,451 97% US$25,869
24 Greek 0.35% 0.33% 8,333,243 72.5% US$15,728
Greece 0.31% 0.0029% 7,445,118 69.1% US$15,932
Cyprus 0.033% 0.000368% 888,125 75.9% US$14,022
25 Catalan 0.34% 0.25% 7,070,885 89.2% US$17,999
Spain 0.33% 0.0025% 6,995,204 80.6% US$17,980
Andorra 0.004% 0.000025% 75,681 97.9% US$19,815
26 Finnish 0.33% 0.29% 4,819,381 87.7% US$25,744
Finland 0.33% 0.0029% 4,819,381 87.7% US$25,744
27 Malay 0.29% 0.38% 17,581,588 84.4% US$6,280
Malaysia 0.28% 0.0037% 17,200,712 78.8% US$6,284
Brunei 0.0061% 0.000071% 380,876 90% US$6,125
28 Vietnamese (!) 0.27% 0.38% 43,974,618 46.5% US$2,294
Vietnam 0.27% 0.0038% 43,974,618 46.5% US$2,294
29 Romanian 0.25% 0.29% 14,244,775 65.2% US$6,706
Romania 0.24% 0.0027% 11,722,888 59.5% US$7,729
Moldova 0.013% 0.000186% 2,521,887 71% US$1,951
30 Bangla 0.25% 0.21% 49,303,292 23.9% US$1,908
Bangladesh 0.15% 0.00126% 29,738,660 18.2% US$1,948
India 0.095% 0.00083% 19,564,632 29.6% US$1,846
31 Czech 0.21% 0.26% 8,081,131 76.5% US$9,977
Czechia 0.21% 0.0026% 8,081,131 76.5% US$9,977
32 Hungarian 0.15% 0.12% 7,778,595 79.3% US$7,400
Hungary 0.15% 0.00122% 7,778,595 79.3% US$7,400
33 Afrikaans 0.13% 0.27% 9,528,232 54% US$5,255
South Africa 0.13% 0.0027% 9,528,232 54% US$5,255
34 Slovak 0.12% 0.12% 4,370,706 80.5% US$10,260
Slovakia 0.12% 0.00125% 4,370,706 80.5% US$10,260
35 Tamil 0.095% 0.083% 19,564,632 29.6% US$1,846
India 0.095% 0.00083% 19,564,632 29.6% US$1,846
36 Telugu 0.095% 0.083% 19,564,632 29.6% US$1,846
India 0.095% 0.00083% 19,564,632 29.6% US$1,846
37 Marathi 0.095% 0.083% 19,564,632 29.6% US$1,846
India 0.095% 0.00083% 19,564,632 29.6% US$1,846
38 Kannada 0.095% 0.083% 19,564,632 29.6% US$1,846
India 0.095% 0.00083% 19,564,632 29.6% US$1,846
39 Gujarati 0.095% 0.083% 19,564,632 29.6% US$1,846
India 0.095% 0.00083% 19,564,632 29.6% US$1,846
40 Sinhala 0.082% 0.15% 6,795,562 32.1% US$4,558
Sri Lanka 0.082% 0.0015% 6,795,562 32% US$4,558
41 Bulgarian 0.07% 0.088% 4,264,576 59.8% US$6,195
Bulgaria 0.07% 0.00088% 4,264,576 59.8% US$6,195
42 Uzbek (!) 0.069% 0.086% 14,901,632 46.8% US$1,764
Uzbekistan 0.069% 0.00086% 14,901,632 46.8% US$1,764
43 Croatian 0.069% 0.07% 3,034,752 72.7% US$8,581
Croatia 0.069% 0.0007% 3,034,752 72.7% US$8,581
44 Serbian 0.068% 0.083% 5,168,176 68.5% US$4,995
Serbia 0.06% 0.00074% 4,733,311 67.1% US$4,849
Montenegro 0.0075% 0.000097% 434,865 69.9% US$6,587
45 Lithuanian 0.065% 0.071% 2,133,390 74.4% US$11,610
Lithuania 0.065% 0.00071% 2,133,390 74.4% US$11,610
46 Slovenian 0.055% 0.051% 1,559,107 75.5% US$13,364
Slovenia 0.055% 0.00051% 1,559,107 75.5% US$13,364
47 Azerbaijani (!) 0.052% 0.12% 7,630,609 78.2% US$2,594
Azerbaijan 0.052% 0.00117% 7,630,609 78.2% US$2,594
48 Kazakh 0.051% 0.12% 3,981,776 74.6% US$4,868
Kazakhstan 0.051% 0.00119% 3,981,776 74.6% US$4,868
49 Tagalog 0.048% 0.07% 5,734,272 55.5% US$3,188
Philippines 0.048% 0.0007% 5,734,272 55.5% US$3,188
50 Burmese 0.044% 0.042% 13,258,325 25.1% US$1,257
Myanmar (Burma) 0.044% 0.000425% 13,258,325 25.1% US$1,257
51 Ukrainian 0.043% 0.11% 9,447,375 52.5% US$1,739
Ukraine 0.043% 0.00111% 9,447,375 52.5% US$1,739
52 Latvian 0.042% 0.041% 1,564,494 79.8% US$10,134
Latvia 0.042% 0.000408% 1,564,494 79.8% US$10,134
53 Amharic 0.041% 0.022% 15,739,371 15.4% US$985
Ethiopia 0.041% 0.000223% 15,739,371 15.4% US$985
54 Estonian 0.031% 0.028% 1,147,895 87.2% US$10,239
Estonia 0.031% 0.000281% 1,147,895 87.2% US$10,239
55 Bosnian 0.027% 0.036% 1,925,105 54.7% US$5,279
Bosnia & Herzegovina 0.027% 0.000363% 1,925,105 54.7% US$5,279
56 Icelandic 0.026% 0.000001% 329,535 98.2% US$30,187
Iceland 0.026% 0% 329,535 98.2% US$30,187
57 Turkmen (!) 0.026% 0.033% 1,018,692 18% US$9,505
Turkmenistan 0.026% 0.000329% 1,018,692 18% US$9,505
58 Swahili 0.023% 0.015% 7,224,386 13% US$1,213
Tanzania 0.023% 0.000147% 7,224,386 13% US$1,213
59 Khmer 0.022% 0.014% 5,107,008 32.4% US$1,603
Cambodia 0.022% 0.000144% 5,107,008 32.4% US$1,603
60 Zulu 0.021% 0.042% 1,512,418 54% US$5,255
South Africa 0.021% 0.000422% 1,512,418 54% US$5,255
61 Albanian 0.021% 0.034% 1,908,581 66.4% US$4,115
Albania 0.021% 0.000344% 1,908,581 66.4% US$4,115
62 Georgian 0.02% 0.038% 2,157,566 58% US$3,548
Georgia 0.02% 0.00038% 2,157,566 58% US$3,548
63 Nepali 0.019% 0.025% 5,706,708 19.7% US$1,281
Nepal 0.019% 0.000246% 5,706,708 19.7% US$1,281
64 Urdu 0.018% 0.023% 2,996,586 15.5% US$2,324
Pakistan 0.018% 0.00023% 2,996,586 15.5% US$2,324
65 Armenian 0.018% 0.031% 1,959,627 67% US$3,466
Armenia 0.018% 0.000309% 1,959,627 67% US$3,466
66 Macedonian 0.017% 0.02% 1,501,798 72.2% US$4,289
North Macedonia 0.017% 0.000199% 1,501,798 72.2% US$4,289
67 Xhosa 0.015% 0.03% 1,058,692 54% US$5,255
South Africa 0.015% 0.000295% 1,058,692 54% US$5,255
68 Lao (!) 0.013% 0.013% 1,478,052 21.9% US$3,358
Laos 0.013% 0.000127% 1,478,052 21.9% US$3,358
69 Maltese 0.013% 0.013% 351,945 77.3% US$13,902
Malta 0.013% 0.000128% 351,945 77.3% US$13,902
70 Mongolian 0.0067% 0.014% 674,202 22.3% US$3,765
Mongolia 0.0067% 0.000135% 674,202 22.3% US$3,765
71 Divehi 0.0055% 0.0062% 252,761 59.1% US$8,186
Maldives 0.0055% 0.000062% 252,761 59.1% US$8,186
72 Irish 0.005% 0.0035% 80,850 85% US$23,413
Ireland 0.005% 0.000035% 80,850 85% US$23,413
73 Faroese 0.0031% 0.0023% 46,715 95.1% US$25,375
Faroe Islands 0.0031% 0.000023% 46,715 95.1% US$25,375
74 Kalaallisut 0.0024% 0.000471% 38,487 68.5% US$23,899
Greenland 0.0024% 0.000005% 38,487 68.5% US$23,899
75 Somali (!) 0.0019% 0.0025% 392,906 7.5% US$1,807
Somalia 0.001% 0.00001% 269,178 1.9% US$1,443
Djibouti 0.0008% 0.000015% 123,728 13.1% US$2,599
76 Belarusian 0.0017% 0.003% 202,696 71.1% US$3,252
Belarus 0.0017% 0.00003% 202,696 71.1% US$3,252
Trend* Geographical area T-Index
2018
Projection
2021
Internet users Internet
penetration rate
Expenditure p.c.
(Internet users)**
(!) Restricted Internet access
* The arrows and dash indicate the country's projected performance in the 2021 rankings
** Estimated annual expenditure of each Internet user
*** The United Kingdom consists of four countries: England, Scotland, Wales and Northern Ireland
1 Western Europe 22.3% 17.9% 352,485,743 83.7% US$24,018
German 5.9% 0.045% 87,047,821 89.2% US$25,576
English 4.8% 0.031% 66,133,137 94.1% US$27,274
French 3.8% 0.038% 62,884,270 85.8% US$22,814
Italian 2.5% 0.023% 37,729,388 61.6% US$25,338
Spanish 1.4% 0.011% 30,452,356 80.6% US$17,980
Dutch 1.2% 0.0085% 21,279,475 89.3% US$21,824
Swedish 0.57% 0.0051% 8,896,046 89.6% US$24,446
Norwegian 0.44% 0.0044% 5,093,187 97.3% US$32,748
Danish 0.38% 0.0026% 5,554,451 97% US$25,869
Catalan 0.34% 0.0025% 7,070,885 80.7% US$17,999
Finnish 0.33% 0.0029% 4,819,381 87.7% US$25,744
Greek 0.31% 0.0029% 7,445,118 69.1% US$15,932
Portuguese 0.31% 0.0026% 7,271,183 70.4% US$16,194
Icelandic 0.026% 0% 329,535 98.2% US$30,187
Maltese 0.013% 0.000128% 351,945 77.3% US$13,902
Irish 0.005% 0.000035% 80,850 85% US$23,413
Faroese 0.0031% 0.000023% 46,715 95.1% US$25,375
Localizing your website for these 1 regions gives you access to 70% of the worldwide online sales potential.
2 Sub-Saharan Africa 1.6% 3% 205,161,259 20.1% US$2,908
English 1% 0.022% 114,447,915 26.6% US$3,370
French 0.14% 0.00132% 34,692,371 11.7% US$1,578
Afrikaans 0.13% 0.0027% 9,528,232 54% US$5,255
Arabic 0.097% 0.00143% 11,082,072 28% US$3,320
Portuguese 0.074% 0.00123% 9,192,426 15.3% US$3,054
Amharic 0.041% 0.000223% 15,739,371 15.4% US$985
Swahili 0.023% 0.000147% 7,224,386 13% US$1,213
Zulu 0.021% 0.000422% 1,512,418 54% US$5,255
Xhosa 0.015% 0.000295% 1,058,692 54% US$5,255
Spanish 0.0071% 0.000078% 290,470 23.8% US$9,301
Somali 0.0019% 0.000025% 392,906 2.6% US$1,807
3 Southeast Asia 2.7% 3.4% 249,931,446 38.9% US$4,044
Indonesian 0.75% 0.0094% 66,244,991 25.4% US$4,305
English 0.75% 0.0103% 62,479,853 58.1% US$4,555
Thai 0.4% 0.0047% 32,710,169 47.5% US$4,594
Malay 0.29% 0.0038% 17,581,588 79% US$6,280
Vietnamese 0.27% 0.0038% 43,974,618 46.5% US$2,294
Chinese 0.083% 0.00101% 1,362,570 81% US$23,035
Tagalog 0.048% 0.0007% 5,734,272 55.5% US$3,188
Burmese 0.044% 0.000425% 13,258,325 25.1% US$1,257
Khmer 0.022% 0.000144% 5,107,008 32.4% US$1,603
Lao 0.013% 0.000127% 1,478,052 21.9% US$3,358
4 South Asia 2.4% 3% 467,758,952 26.5% US$1,913
English 1.1% 0.018% 222,948,817 26.6% US$1,904
Hindi 0.38% 0.0039% 78,258,527 29.6% US$1,846
Bangla 0.25% 0.0021% 49,303,292 21.5% US$1,908
Gujarati 0.095% 0.00083% 19,564,632 29.6% US$1,846
Kannada 0.095% 0.00083% 19,564,632 29.6% US$1,846
Marathi 0.095% 0.00083% 19,564,632 29.6% US$1,846
Tamil 0.095% 0.00083% 19,564,632 29.6% US$1,846
Telugu 0.095% 0.00083% 19,564,632 29.6% US$1,846
Sinhala 0.082% 0.0015% 6,795,562 32% US$4,558
Nepali 0.019% 0.000246% 5,706,708 19.7% US$1,281
Urdu 0.018% 0.00023% 2,996,586 15.5% US$2,324
Persian 0.011% 0.000119% 3,673,539 10.6% US$1,092
Divehi 0.0054% 0.000062% 252,761 59.1% US$8,186
Localizing your website for these 4 regions gives you access to 90% of the worldwide online sales potential.
5 South America 5.7% 9% 250,461,223 59.6% US$8,632
Spanish 3% 0.044% 123,533,665 58.5% US$9,224
Portuguese 2.7% 0.046% 126,398,299 60.9% US$8,070
English 0.0038% 0.000079% 275,760 35.7% US$5,227
Dutch 0.0022% 0.000084% 253,499 45.4% US$3,364
6 Oceania 2.1% 2.7% 27,012,459 68.7% US$29,109
English 2.1% 0.027% 27,012,459 68.7% US$29,109
7 North and Central Asia 2% 4.2% 150,326,041 65.1% US$5,005
Russian 1.7% 0.037% 118,676,139 69.2% US$5,585
Uzbek 0.069% 0.00086% 14,901,632 46.8% US$1,764
Azerbaijani 0.052% 0.00117% 7,630,609 78.2% US$2,594
Kazakh 0.051% 0.00119% 3,981,776 74.6% US$4,868
Turkmen 0.026% 0.000329% 1,018,692 18% US$9,505
Georgian 0.02% 0.00038% 2,157,566 58% US$3,548
Armenian 0.018% 0.000309% 1,959,627 67% US$3,466
8 North America 33.7% 24.3% 278,989,248 77.6% US$45,789
English 33.1% 0.24% 270,196,483 77.2% US$46,419
French 0.61% 0.0061% 8,754,278 89.8% US$26,437
Kalaallisut 0.0024% 0.000005% 38,487 68.5% US$23,899
9 North Africa and Middle East 3.4% 4.7% 209,997,880 48.2% US$6,162
Arabic 2.4% 0.033% 138,633,268 45.8% US$6,556
Hebrew 0.44% 0.0056% 6,806,889 79.6% US$24,485
Persian 0.42% 0.0066% 42,731,675 53.2% US$3,721
French 0.16% 0.0021% 21,826,048 50% US$2,725
10 East Asia 18.7% 21% 906,951,812 57.8% US$7,837
Chinese 9.3% 0.14% 733,449,780 53.2% US$4,814
Japanese 7.1% 0.053% 118,333,485 93.2% US$22,709
Korean 1.8% 0.013% 47,576,514 92.8% US$14,130
Chinese 0.57% 0.0055% 6,917,831 87% US$31,093
Mongolian 0.0067% 0.000135% 674,202 22.3% US$3,765
Localizing your website for these 10 regions gives you access to 50% of the worldwide online sales potential.
11 Central and Eastern Europe 3.2% 3.9% 164,173,760 63.7% US$7,298
Turkish 1.1% 0.015% 46,395,501 58.4% US$9,180
Polish 0.64% 0.0074% 27,832,074 73.3% US$8,703
Romanian 0.25% 0.0029% 14,244,775 61.3% US$6,706
Czech 0.21% 0.0026% 8,081,131 76.5% US$9,977
Hungarian 0.15% 0.00122% 7,778,595 79.3% US$7,400
Russian 0.12% 0.0026% 20,724,908 57.2% US$2,217
Slovak 0.12% 0.00125% 4,370,706 80.5% US$10,260
Bulgarian 0.07% 0.00088% 4,264,576 59.8% US$6,195
Croatian 0.069% 0.0007% 3,034,752 72.7% US$8,581
Serbian 0.068% 0.00083% 5,168,176 67.3% US$4,995
Lithuanian 0.065% 0.00071% 2,133,390 74.4% US$11,610
Slovenian 0.055% 0.00051% 1,559,107 75.5% US$13,364
Ukrainian 0.043% 0.00111% 9,447,375 52.5% US$1,739
Latvian 0.042% 0.000408% 1,564,494 79.8% US$10,134
Greek 0.033% 0.000368% 888,125 75.9% US$14,022
Estonian 0.031% 0.000281% 1,147,895 87.2% US$10,239
Bosnian 0.027% 0.000363% 1,925,105 54.7% US$5,279
Albanian 0.021% 0.000344% 1,908,581 66.4% US$4,115
Macedonian 0.017% 0.000199% 1,501,798 72.2% US$4,289
Belarusian 0.0017% 0.00003% 202,696 71.1% US$3,252
12 Central America and the Caribbean 2.4% 3% 111,543,203 51.4% US$8,105
Spanish 2.3% 0.029% 106,846,985 53.4% US$8,075
English 0.1% 0.0012% 3,369,589 57% US$11,414
French 0.0073% 0.000084% 1,326,629 12.2% US$2,088

Copyright

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Credits

Many thanks to all the people who provided us with useful data or tips (in alphabetical order):
Salvatore Giammarresi, Head of Globalization, PayPal
Daniel Goldschmidt, Head of Internationalization Team, Microsoft
Mark Lammers, Senior Business Analyst Consultant, Point B
Sergio Pelino, Senior Localization Engineering Manager, PayPal
Danielle Schweisguth, Economist at Société Générale
Brian Solis, Principal Analyst, Altimeter Group
Natalia Tsvetkov, Program Manager, Cloud and Enterprise, Microsoft