eSIM
2SkyMobile Team
Mar 23, 2026
Data-driven ranking of the top 10 countries for eSIM adoption in 2026. Device penetration, carrier support, revenue per activation, and market opportunity for eSIM resellers and MVNOs.
Not all markets are equal for eSIM resellers and MVNOs. Device penetration, carrier readiness, regulatory environment, and travel volume combine to create very different commercial opportunities across geographies. A travel eSIM product that generates strong unit economics in Japan will face completely different competitive dynamics in Brazil. Understanding where eSIM adoption is highest — and why — is the foundation of any market entry or expansion strategy.
This analysis ranks the top 10 countries for eSIM adoption in 2026 using four criteria: smartphone eSIM device penetration, number of carriers with commercial eSIM support, international travel volume (inbound and outbound), and revenue per eSIM activation. Each market includes a commercial assessment for resellers and MVNOs evaluating where to focus first.
eSIM adoption is not a single metric. A country can have high device penetration but low carrier support (making activation impossible), or strong carrier support but a small addressable market. This ranking uses a composite score across:
Global context: 2.4 billion active eSIM profiles as of early 2026. The top 10 countries in this ranking account for approximately 67% of all global eSIM activations. The remaining 33% is distributed across 180+ other markets.
The US leads global eSIM adoption by a significant margin, driven by one decision: Apple's choice to sell eSIM-only iPhones in the American market starting with iPhone 14 in September 2022. Every iPhone sold in the US since that date — across all tiers, all carriers, all retail channels — has been eSIM-only with no physical SIM slot. This single product decision instantly made eSIM the default for the largest premium smartphone market in the world.
All four major US carriers (T-Mobile, AT&T, Verizon, Dish/Boost) offer full eSIM support with instant online activation. Over 40 MVNOs operating on these networks also support eSIM. The activation infrastructure is mature — most eSIM activations complete without human intervention in under 3 minutes.
For eSIM resellers: The US inbound travel market (77 million international arrivals annually) is the largest in the Western hemisphere. Revenue per activation is high: US-bound travelers average $18–28 per eSIM purchase. Competition is intense — over 200 eSIM reseller brands are active in the US travel market. Differentiation requires either price leadership or a niche focus (specific corridors, business traveler features, or bundled services).
For MVNOs: The most competitive MVNO market in the world. Success requires a clearly defined segment. Current white space: small business mobile management, specific immigrant communities, and digital nomad-focused plans with genuine global data included.
Japan's eSIM adoption trajectory is unique: it was one of the last major markets to permit eSIM commercially (regulatory approval came in 2020), but once opened, adoption accelerated faster than any other G7 market. The combination of high iPhone penetration (65%+ of Japanese smartphone users choose iPhone, the highest rate of any major market) and aggressive carrier promotions drove adoption from near-zero to 60% device penetration in under 4 years.
NTT Docomo, SoftBank, au (KDDI), and Rakuten Mobile all offer commercial eSIM. Rakuten Mobile, as a digital-native carrier, was an early and aggressive eSIM promoter and now processes over 40% of its activations via eSIM.
For eSIM resellers: Japan is the highest-revenue eSIM travel market globally on a per-activation basis. Inbound travelers to Japan spend an average of $22–35 per eSIM, driven by strong data consumption (maps, translation apps, social media) and Japan's reputation as a destination where reliable connectivity is essential. The market is large (25 million inbound tourists annually, growing rapidly post-pandemic) and not yet saturated with reseller competition compared to European markets.
For MVNOs: Japan's MVNO market is mature and competitive, with over 1,500 registered MVNOs (though most are small). The growth opportunity is in eSIM-first products targeting the 3 million foreign residents in Japan who currently use physical SIM MVNOs.
Germany is the largest eSIM market in continental Europe and the most commercially significant for B2B telecom. Deutsche Telekom, Vodafone Germany, Telefónica (O2), and 1&1 all offer commercial eSIM, with Deutsche Telekom and Vodafone having the most mature provisioning infrastructure.
German eSIM adoption has been driven by the combination of high Android flagship penetration (Samsung Galaxy S series is particularly strong in Germany) and Deutsche Telekom's aggressive eSIM marketing campaigns from 2022 onwards. Germany's position as Europe's largest economy and a major hub for international business travel adds commercial weight to the device penetration numbers.
For eSIM resellers: Germany generates strong outbound travel eSIM demand — German travelers are among the highest per-capita international travelers in the world (1.3 outbound trips per person annually) and have high willingness to pay for premium connectivity. Average spend per travel eSIM activation: €14–22. The inbound market is also significant: 40 million international arrivals annually.
For MVNOs: The German MVNO market has several successful operators (congstar, Aldi Talk, Blau) but eSIM-native MVNOs remain a minority. Opportunity exists for digital-first products targeting Germany's 13 million residents with migration backgrounds, business traveler-focused plans, and SMB connectivity products.
The UK matches Germany in device penetration but has a more competitive eSIM reseller market due to its position as a global travel hub (Heathrow is the second busiest international airport in the world). EE, Vodafone UK, O2, and Three all offer commercial eSIM. EE (owned by BT) was an early eSIM adopter and has the most mature consumer eSIM infrastructure in the UK market.
Post-Brexit, UK travelers no longer benefit from EU roaming rules, which significantly increased the addressable market for travel eSIM products among UK residents traveling to Europe. This structural market shift has driven rapid growth in UK-based eSIM reseller businesses from 2021 onwards.
For eSIM resellers: UK outbound travel volume is 73 million trips annually — one of the highest per-capita rates in the world. The Brexit roaming dynamic makes Europe-focused travel eSIMs particularly commercially attractive. Average activation value: £12–20 for European coverage, £20–35 for long-haul destinations.
For MVNOs: The UK MVNO market is the most developed in Europe, with over 60 active MVNOs. Competition is intense at the value end. The opportunity is in premium segments: business traveler plans, expat-focused products, and eSIM-first digital-only operators targeting younger demographics.
Australia punches above its weight in eSIM adoption given its population of 26 million. The combination of high iPhone penetration, an oligopolistic carrier market (Telstra, Optus, TPG/Vodafone), and a highly mobile population drives strong eSIM metrics. Telstra launched commercial eSIM support in 2018, making it one of the earliest eSIM adopters among major carriers globally.
Australia's geographic position as a hub for Asia-Pacific travel and its large diaspora communities (particularly from South and Southeast Asia) create significant eSIM demand both for inbound tourism and outbound travel.
For eSIM resellers: Inbound tourism to Australia generates strong eSIM demand — 9.5 million international arrivals annually, with travelers from China, US, UK, and New Zealand as the top sources. Australian outbound travelers are also high-value: average eSIM spend of AUD $25–40 per activation.
For MVNOs: Australia has an active MVNO market (Boost Mobile, Amaysim, Coles Mobile, ALDImobile) but eSIM adoption among MVNOs lags the major carriers. Opportunity exists for eSIM-first products targeting Australia's 8 million-plus overseas-born residents.
South Korea has one of the world's highest smartphone penetration rates (95% of the population) and a technically sophisticated consumer base. SK Telecom, KT, and LG U+ all support commercial eSIM. Samsung's dominance in the Korean smartphone market (70%+ market share) initially slowed eSIM adoption since Samsung was later than Apple to enable eSIM on Korean domestic variants, but this gap has closed with the Galaxy S22 series onwards.
For eSIM resellers: South Korea generates 28 million outbound international trips annually — high relative to population. Korean travelers are high data consumers (average 4–6GB per trip) and willing to pay for reliable connectivity. Average eSIM activation value: KRW 20,000–35,000 ($15–26).
For MVNOs: Korea's MVNO market is small relative to market size, with MVNOs accounting for only 12% of mobile subscribers (compared to 20–30% in European markets). Regulatory and commercial barriers favor the three major carriers. Limited MVNO opportunity for foreign entrants.
Canada's eSIM adoption mirrors the US in many ways — high iPhone penetration, Bell, Rogers, and Telus all offering commercial eSIM, and a technically engaged consumer base. Canada was slower to reach the US's eSIM penetration levels due to the absence of eSIM-only iPhones (Canadian iPhone 14 models retained the physical SIM slot), but eSIM adoption has grown steadily through 2024–2026.
For eSIM resellers: Canada generates 45 million outbound international trips annually. Canadian travelers to the US represent the single largest bilateral travel corridor in the world by volume. eSIM products targeting the Canada-US corridor are a specific commercial opportunity.
For MVNOs: Canada's mobile market is one of the most concentrated in the OECD — three carriers control over 90% of the market. MVNO regulatory frameworks have historically been weak, though CRTC mandated wholesale access has opened the market somewhat. Challenging environment for new entrants.
France is the fourth-largest eSIM market in Europe. Orange, SFR, Bouygues Telecom, and Free Mobile all offer commercial eSIM. France's position as the world's most visited country (90 million international arrivals annually) makes inbound travel eSIM a significant commercial opportunity despite the country's own device penetration being slightly below the European average.
For eSIM resellers: France's status as the world's top tourist destination creates structural demand for inbound travel eSIM. Travelers from the US, China, and Brazil are the highest-spending segments. Average inbound eSIM activation value: €16–28.
For MVNOs: France has a competitive MVNO market driven by aggressive wholesale pricing from Free Mobile. Margins are thin. The opportunity is in niche segments — tourism-focused connectivity products targeting the 90 million annual visitors, or diaspora-focused plans for France's large North African and Sub-Saharan African communities.
The UAE has the highest eSIM revenue per activation of any market globally, driven by its position as the world's premium business travel hub. Etisalat (e&) and du both offer commercial eSIM. Dubai International Airport is the world's busiest by international passenger volume, with 87 million passengers in 2025.
The UAE's eSIM market is disproportionately valuable relative to its device penetration because the traveler profile skews heavily towards business travelers and high-net-worth tourists — segments with high data consumption and strong willingness to pay premium rates.
For eSIM resellers: Average eSIM activation value in the UAE context (travelers arriving in Dubai/Abu Dhabi) is $28–45 — the highest globally. The transit traffic through Dubai (millions of passengers connecting to onward flights) represents an additional activation opportunity. Resellers offering UAE coverage as part of a broader Middle East or Asia-Pacific product see strong attachment rates.
For MVNOs: The UAE telecom market is a duopoly with strong regulatory barriers to new entrants. Not a realistic MVNO market for foreign operators.
Singapore rounds out the top 10 as the dominant eSIM hub for Southeast Asia. Singtel, StarHub, and M1 all offer commercial eSIM. Singapore's role as a regional business hub — headquarters for thousands of multinationals with Asian operations, and a major conference and financial services center — drives high-value eSIM demand from a relatively small population of 6 million.
For eSIM resellers: Singapore's Changi Airport handles 58 million passengers annually, with strong transit traffic from throughout Southeast Asia. Business travelers transiting through Singapore represent a high-value eSIM segment. Average activation value: SGD $20–35 ($15–26).
For MVNOs: Singapore has an active MVNO market with Circle Life, MyRepublic, and others operating on the major carrier networks. eSIM-first MVNO products are an emerging opportunity, particularly targeting Singapore's large expatriate community (1.7 million foreign nationals, roughly 30% of the population).
Three markets outside the top 10 deserve attention for their growth trajectory:
India — eSIM device penetration is currently 18% but growing at 45% annually, driven by Reliance Jio and Airtel's aggressive eSIM rollouts and India's enormous scale (750 million smartphone users). India is projected to enter the top 5 by 2028 by total activation volume.
Brazil — Latin America's largest eSIM market. Vivo, Claro, and TIM all support eSIM. 12% device penetration but growing rapidly as iPhone share increases in the premium segment. Brazil generates 10 million outbound international trips annually — a meaningful travel eSIM market.
Indonesia — Southeast Asia's largest economy and the world's fourth most populous country. Telkomsel and XL Axiata both offer commercial eSIM. Low current penetration (8%) but the combination of population scale and rapid smartphone upgrading makes Indonesia a significant 3–5 year opportunity.
Which country has the highest eSIM adoption in 2026?
The United States leads global eSIM adoption with approximately 65% of active smartphones being eSIM-capable. This is primarily driven by Apple's decision to sell eSIM-only iPhones in the US market from iPhone 14 (September 2022) onwards, combined with full commercial eSIM support from all four major US carriers. Japan is second at 60% device penetration, with Germany and the UK both at approximately 55%.
What countries are the best markets for eSIM resellers?
The best markets combine high device penetration with high international travel volume and strong willingness to pay. Japan offers the highest revenue per activation globally for inbound travel eSIM ($22–35 per activation) with a large and growing inbound tourism market. The UAE offers the highest average activation value ($28–45) driven by premium business travel. For outbound travel eSIM, the UK (73 million outbound trips annually, strong post-Brexit demand) and Germany (high per-capita travel, high willingness to pay) offer the most attractive unit economics. The US is the largest market by volume but the most competitive.
Why is eSIM adoption slower in some countries?
Three factors slow eSIM adoption: device availability (budget smartphones dominant in emerging markets still use physical SIM only), carrier readiness (building eSIM provisioning infrastructure requires significant investment that some carriers have deprioritized), and regulatory environment (some markets require physical SIM registration for KYC compliance that complicates eSIM activation flows). Countries in Sub-Saharan Africa and Central Asia, where physical SIM registration is mandatory and budget Android devices dominate, see the slowest eSIM transition timelines.
How does eSIM device penetration affect the travel eSIM market size?
eSIM device penetration directly determines the addressable market for travel eSIM resellers — a traveler without an eSIM-capable device cannot be your customer regardless of how good your product is. In 2022, the travel eSIM addressable market was roughly 12–15% of international travelers. By 2026, at 35% global smartphone eSIM penetration (and 55–65% in high-travel-volume markets like the US, UK, Germany, Japan), the addressable market has more than tripled. At projected 2028 penetration rates (55–60% globally), the travel eSIM total addressable market will approach $8 billion annually.
Will physical SIM disappear in the top eSIM markets?
In the near term, no — but the trajectory is clear. The US is already functionally post-physical-SIM for new iPhone purchases. Japan, Germany, and the UK will likely reach 70%+ eSIM device penetration by 2028 as older physical SIM devices age out of the active fleet. Physical SIM will persist for prepaid segments, budget devices, and specific use cases (dual-SIM users who want a local and international profile simultaneously on separate physical cards), but it will represent a declining minority of new activations in top-10 markets from 2026 onwards.
eSIM adoption is not evenly distributed, and market selection matters enormously for reseller and MVNO strategy. The US, Japan, Germany, and UK represent the most developed markets with the largest addressable audiences. The UAE and Singapore offer premium revenue per activation despite smaller populations. India, Brazil, and Indonesia represent the next wave of scale markets where early positioning creates long-term competitive advantage.
For eSIM resellers evaluating market entry, the practical starting point is coverage-product fit: ensure your wholesale provider offers genuine Multi-IMSI coverage in your target markets, not just a single-carrier solution that will underperform in markets 3–6 on this list.
Ready to discuss coverage, pricing, and market entry strategy? Contact 2SkyMobile for wholesale eSIM infrastructure available across all top-10 markets.