Historically, North America has been the source of the greatest share of worldwide business-to-consumer ecommerce sales but  a growing Asia-Pacific middle class and increasing web access have led to an ecommerce explosion in some countries in the region. By 2013, 34% of all ecommerce sales will come from Asia-Pacific, up 8 points over 2010 and finally surpassing North America's share, according to eMarketer. Asia-Pacific passed Western Europe's share of B2C ecommerce in 2011.

B2C eCommerce sales share worldwide, by region, 2013 (% of total):
- North America: 31.6%
- Asia-Pacific: 34.0%
- Western Europe: 25.1%
- Eastern Europe: 3.9%
- Latin America: 3.3%
- Middle East and Africa: 2.1%

Also in 2013, China will become the main source of online buying in Asia-Pacific, jumping ahead of traditional leader Japan. By 2013, China will have increased its share of the B2C ecommerce total by 10 points compared with 2010, when it made up just 3.7% of the worldwide total. Within Asia-Pacific alone, China's rise to prominence and Japan's corresponding fall is even more stark.

eMarketer forms its estimates of B2C ecommerce spending around the world based on the analysis of estimates from other research firms, historical trends, consumer online buying trends and macro-level economic conditions. (eMarketer, August 2012)