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Western Europe and North America are the only regions in the world where a majority of the online population is also a digital buyer. In Asia-Pacific, penetration will reach 44.6% of internet users this year, expected to climb to 54.2% by 2017. The same markets with relatively low penetration of digital buying among internet users tend also to have lower internet penetration overall; as more of the population comes online, this will help feed the growing ecommerce market.

Not all rosy.