Over the past two decades, ecommerce has dramatically reshaped the global shopping landscape. Traditional high streets are increasingly giving way to digital commerce, particularly in the rapidly evolving markets of Asia and Latin America. Countries like Brazil, Thailand, India and Turkey are not only participating in this trend, but they are also driving its future. These regions are becoming central to the global ecommerce ecosystem, propelled by technological advancements and economic growth.
Asia and Latin America have emerged as significant players in the ecommerce sector, marked by rapid technological progress and robust economic expansion. Key markets such as China, Brazil, Thailand, and Turkey are leading this digital transformation. This surge is largely due to the widespread adoption of mobile-first shopping experiences, supported by high mobile usage, improved internet access, and efficient digital payment systems.
In contrast, established markets like the US and Europe are experiencing slower growth, with annual increases between 7% and 12%. Despite having sophisticated ecommerce infrastructures, these regions are being outpaced by the dynamic expansion in Asia and Latin America. This contrast underscores the diverse nature of the global ecommerce landscape and highlights the crucial roles that both fast-growing markets play in its development.
Challenges and strategies for expanding to new markets
Expanding into these rapidly growing ecommerce markets presents several challenges. Each region has its unique payment infrastructure, business environment, and regulatory framework, making it essential for businesses to understand these complexities.
A key challenge is understanding local consumer behaviours and payment preferences. For instance, in Thailand, bank transfers dominate, accounting for 38% of transactions, followed by cards (22%) and e-wallets at 19% each, according to Statista. In Latin America, while digital payments are on the rise, cash remains a popular method of transaction. This diversity in payment preferences highlights the need for flexible and adaptable payment solutions. Businesses that fail to accommodate these preferences may miss out on significant market opportunities.
Regulatory environments also pose challenges. Each market has its own set of financial rules, compliance standards, and legal requirements. For example, the Korean won (KRW) cannot be transferred outside South Korea, necessitating currency conversion for cross-border transactions. Understanding and complying with local laws related to anti-money laundering (AML), data protection, and taxation is crucial to avoid legal issues and build trust with customers and partners.
Operational challenges, such as managing transaction approval rates, high interchange fees, and currency exchange fluctuations, can impact profitability. To navigate these complexities, businesses need to work with local experts and data analysts who have in-depth knowledge of the market.
In today’s interconnected global market, a one-size-fits-all payment strategy is inadequate. Each market has its own regulations, payment preferences, and cultural nuances, requiring a tailored approach. Businesses should partner with local payment service providers (PSPs) or acquirers who understand regional specifics. These partnerships, combined with thorough market analysis, enable the creation of payment solutions that meet local demands. Such solutions can optimise approval rates, reduce costs, and manage foreign exchange (FX) risks while ensuring efficient fund transfers.
Advanced reporting and reconciliation tools are also vital. Centralised access to payment data allows businesses to monitor performance across different markets, refine strategies, and ensure compliance with local regulations. By adopting a locally informed approach, businesses can better navigate the complexities of cross-border payments and enhance their global potential.
Several factors are shaping the future of cross-border ecommerce, including technological advancements and evolving consumer behaviours. Technological progress has made international shopping more seamless, with 57% of ecommerce shoppers making cross-border purchases between 2022 to 2023. This trend, accelerated by the pandemic, has led to a 43% increase in consumer willingness to engage in cross-border transactions. Despite this growth, only 20% of retail spending occurred online in 2023, indicating substantial potential for further expansion.
As global ecommerce continues to evolve, companies like Worldline are recognising the opportunities in rapidly expanding markets like Asia and Latin America. These regions offer significant growth potential. With expertise, a local presence, and advanced technology, Worldline is developing tailored solutions to assist businesses in navigating and succeeding in these dynamic markets. By integrating with Worldline’s platform, businesses can unlock the full potential of international expansion while effectively managing the complexities of cross-border commerce.
In conclusion, the global ecommerce landscape is rapidly changing. To stay ahead, businesses must adapt to the unique demands of emerging markets while leveraging technological advancements and local expertise. By doing so, they can capitalise on the burgeoning opportunities presented by high-growth regions and secure their position in the evolving global market.
More information on Worldine’s solutions for high-growth markets can be found here.
This editorial piece was first published in The Paypers' Global Ecommerce Report 2025, which provides a complete overview of key trends and strategies to help businesses worldwide succeed. Download your free copy today to explore in-depth insights on global ecommerce trends, the latest innovations in payment solutions, and strategies to stay ahead in a competitive market.
Guillaume Tournand is the Head of Strategic Expansion & Solution Partners at Worldline. He is responsible for expanding the Worldline Enterprise division’s unique selling proposition through geographical expansion, alternative payment methods (APMs), and M&A. He holds an MBA from ESCP Business School and two master’s degrees in Computer Science Engineering from Paris and Oxford.
Worldline helps businesses of all shapes and sizes to accelerate their growth journey – quickly, simply, and securely. With advanced payments technology, local expertise, and solutions customised for hundreds of markets and industries, Worldline powers the growth of over one million businesses around the world. Worldline generated EUR 4.6 billion in revenue in 2023.
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