The United States is the world leader in the online industry, grabbing 30 percent of global Internet revenues. But the UK the world leader in online retail. The British spent $2,535 worth of stuff in 2009, more than twice the average of the world’s largest countries and still 1.4 times the amount of the typical U.S. shopper. And Sweden leads the world in Internet’s contribution to GDP. Fully 6.3 of the country’s economy is online — twice Germany, France or India. In Russia, the Internet contributes not even one percent of GDP.

China and India have a peculiar Internet economy — in addition to the fastest growing Internet sectors. They are the only countries that McKinsey studied where private consumers didn’t make up a majority of the industry. Instead, both countries rely on exporting online services for a plurality of their economies.