Worldwide e-commerce sales are expected to rise almost 20 percent over last year, thanks to growth from emerging markets.

Worldwide e-commerce sales are expected to rise almost 20 percent over last year, thanks to growth from emerging markets, according to an eMarketer forecast. In the U.S., e-commerce growth is “far outpacing” overall retail sales, per Business Insider, indicating growing consumer comfort in browsing and buying online. And according to Nielsen’s latest Global Survey of E-commerce, online purchase intention rates for more than half of 22 consumer product categories have doubled since 2011, and tripled in some cases.

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With multiple devices at hand, consumers have several digital platforms from which to browse and buy. PCs are still the preferred device, as this Nielsen chart shows, but mobile is becoming increasingly important. Nielsen’s research indicates that while the more developed markets of North America and Europe are lagging in this regard, e-commerce consumers in the Middle East/Africa are almost equally likely to use a mobile phone for online shopping as a laptop or desktop.

Many in emerging markets are leapfrogging desktop computers, with mobile devices serving as their introduction to the digital world. And as smartphones get more affordable in these regions, we’ll see mobile commerce ramp up significantly, as The Times of India points out. By 2018, Goldman Sachs estimates, mobile commerce will represent nearly half of e-commerce sales worldwide.