The world’s TOP eCommerce Marketplaces 2021

#	Type	Name	Region/Country	Visits/month
1		Zalando	Europe	119.0M
2		ASOS	Global	76.3M
3		Myntra	India	48.0M
4		Poshmark	USA	41.8M
5		Dafiti	South America	30.5M
6		Farfetch	Global	23.6M
7		Lamoda	Russia	16.1M
8		Privalia	Brazil, Mexico, Italy, Spain	9.8M
9		Zalora	Southeast Asia	9.2M
10		Spartoo	Europe	7.9M
11		TheRealReal	USA	6.5M
12		The Iconic	Australia, New Zealand	6.1M
13		Grailed	USA, Canada	6.1M
14		Depop	Global	5.8M
15		Galeries Lafayette	France	5.1M
16		Tradesy	USA	4.5M
17		Rue La La	USA	4.0M
18		Vestiaire Collective	USA, Europe	3.0M
19		Jane	USA	2.3M
20		miinto	Europe	1.9M
21		Moda Operandi	Global	1.4M
22		Micolet	Europe	1.1M
23		Goxip	East Asia	831.8K
24		Zilingo	Southeast Asia	798.2K

Clothing and accessories are one of the most popular online marketplace niches, and business is booming. Most of these marketplaces have over one million visits per month, with only 2 of the 24 below this mark, and even those have around 800,000 visits.

There are six more fashion marketplaces on our list than last year, demonstrating the growth in this industry. These are Farfetch, Lamoda, the RealReal, Moda Operandi, Micolet, Goxip and Zilingo. Fashion Plaza and Modnique are also operating in this space, but their traffic was not high enough to be included in our list.

Retailers who have added an online marketplace to their website, such as Zalando and ASOS, make up 11 of the 24 fashion marketplaces. The other 13 are pure-play online marketplaces. Interestingly, only one of the newer fashion marketplaces is also a retailer. Does this suggest a change in business model, or perhaps these newer marketplaces will add a retail strand when their business matures?

Most fashion marketplaces are focused on customers in the USA, Europe or worldwide, but Australasia, South America, East Asia, Southeast Asia, India and Russia also feature. We looked into the best places to sell clothes online in a previous article.

Electronics online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Best Buy	USA, Canada, Mexico	229.3M
2		Newegg	USA, Canada	32.4M
3		G2A.com	Global	13.6M
4		digitec	Switzerland	8.1M
5		GAME	UK	5.8M

Electronics is perhaps a surprising product category for marketplaces to target, given that electronic goods are typically commodity products that are easily available and very price-sensitive.

However, for many of these marketplaces the driver is video games rather than electronics in general. Newegg has its roots in PC components and systems for gaming, while G2A.com is an online gaming marketplace, and GAME is a UK-based retailer selling video games, consoles and accessories.

While electronics as a whole is a commoditized product category, video gaming is an area with a lot of innovation and enthusiastic communities.

Note that although G2A.com is best known for digital products such as video game registration codes, it does also sell physical products including merchandise and electronics, qualifying it for inclusion here.

Homewares online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Wayfair	North America, Europe	125.3M
2		ManoMano	Europe	27.6M
3		Houzz	Global	18.6M
4		Conforama	Europe	14.7M
5		Nature & Découvertes	France	4.7M
6		Trouva	UK	1.9M
7		Delamaison	France	112.8K

When it comes to homewares, Wayfair takes the top spot by a large margin.

At #3 on the list, Houzz highlights another important trend creating new online marketplaces, which is the community-driven marketplace. Houzz began as an online community about architecture and interior design, with tools to help users plan renovation and design projects. It later added an online marketplace as well as retailing products itself using a dropshipping model.

Six out of the seven top homewares marketplaces are European. Although Wayfair’s websites in the US and Canada have the highest traffic at over 99 million visits in total, they also have a strong presence in Europe, with a total of 22.6 million visits to its sites in the UK and Germany.

Books online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Barnes and Noble	USA	26.8M
2		AbeBooks	Global	13.2M
3		ZVAB	Germany	1.5M
4		Alibris	USA, UK	1.2M
5		Biblio.com	USA, UK, AU, NZ	1.2M
6		eCampus.com	USA	244.9K
7		Valore Books	USA	126.3K
8		TextbooksRush	USA	107.7K

Books is perhaps an unlikely category for the fifth spot on this list, simply because it’s difficult to think of buying books online anywhere other than Amazon. For its first four years, Amazon sold nothing but books and marketed itself as “The world’s largest bookstore”. They have come to dominate book sales both online and offline.

So what is keeping online marketplaces selling books alive? There are two main trends:

1. Rare books (including antiques and collectibles, as well as out-of-print books)
2. Textbooks

Retailer Barnes and Nobles takes the top position in this category, closely followed by Amazon-owned AbeBooks. AbeBooks has global coverage, but the majority of the book marketplaces are focused on the US, with only Germany’s ZVAB targeting any other region (incidentally ZVAB is AbeBook’s brand in Germany).

Community-driven online marketplaces

Marketplaces with a strong community-driven atmosphere figure several times in the smaller product categories. Examples include:

• Reverb, for musical instruments and related equipment.
• Bandcamp, for bands to sell music and merchandise.
• BrickLink, specializing in collectible Lego.

These marketplaces work because they relate directly to hobbies and pastimes that people are passionate about, and also meet a strong need to trade products that are collectible, esoteric or simply hard to find.

Two product categories which are in some ways similar are:

• Arts, Crafts & Gifts
• Collectibles & Antiques

Etsy, and its much smaller competitors, also tend to have a community feel, although not quite to the extent of Reverb, Bandcamp and BrickLink mentioned above. These include notonthehighstreet and Folksy in the UK, and ArtFire and Ruby Lane in the US.

The release of Amazon Handmade in October 2015, for craftspeople to sell directly through Amazon, competes directly with Etsy, showing just how large this category is.

Top online marketplaces by country and region

#	Region	Marketplaces (1)	Visits/month
1	North America	50	4.9B
2	East Asia	16	4.5B
3	Europe	63	3.6B
4	South America	13	894.9M
5	Southern Asia	5	652.6M
6	Southeast Asia	12	494.2M
7	Middle East	6	238.0M
8	Australasia	8	135.5M
9	Africa	3	52.5M
10	Central Asia	2	9.3M

1 – Includes only marketplaces with more than one million visits per month.

The largest regions: developed economies and China

North American consumers generate the most traffic to online marketplaces, with nearly 5 billion visits per month, and 50 different marketplaces having 1 million or more visits each.

This is followed by East Asia, primarily China and Japan, with 4.5 billion visits, but a less diverse landscape with only 16 sites having more than 1 million visits each.

European consumers use the most number of different marketplaces – 63 had over 1 million monthly visits and generated a total of over 3.6 billion visits.

Smaller regions: emerging markets and Australasia

After these big three regions, representing most of the developed economies of the world, traffic levels drop substantially.

South America, Southern Asia (primarily India) and Southeast Asia all have between around 500 million and 1 billion visits to online marketplaces each month. The Middle East and Australasia fall into the 100 million to 250 million range. Africa has only 50 million visits to online marketplaces per month, and only 3 marketplaces breaking the one million visits mark.

Online marketplaces in emerging markets

In the developing world, marketplaces are often mobile-centric because consumers are less likely to own a desktop or laptop computer. In 2015, India’s Flipkart went so far as to shut down its mobile website and force users to download their app (although it later reversed this decision).

Ecommerce faces challenges in many developing countries, due to low adoption of credit cards, slow internet access and patchy delivery logistics. Despite that, online marketplaces are growing strongly in all regions, with Southeast Asia, India and Russia leading the way.

Middle Eastern ecommerce is also building up momentum (front-runner Souq was recently acquired by Amazon), and is attracting interest from European online sellers. There are a growing number of affluent consumers there, a demand for western products, and the Middle East is geographically close to Europe.

United States

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	2.3B
2		eBay	Global	General	637.9M
3		Walmart.com	USA	General	446.4M
4		Target.com	USA	General	249.5M
5		Best Buy	USA, Canada, Mexico	Electronics	180.3M
6		Etsy	Global	Arts, Crafts & Gifts	170.3M
7		Wayfair	North America, Europe	Homewares	86.7M
8		Rakuten	Global	General	56.7M
9		Poshmark	USA	Fashion	38.3M
10		AliExpress	Global	General	33.4M
11		Overstock	USA	General	26.4M
12		Wish	Global	General	24.8M
13		Barnes and Noble	USA	Books	24.4M
14		Newegg	USA, Canada	Electronics	22.8M
15		Sears	USA	General	17.5M
16		PayPay Mall	Japan	General	13.7M
17		ASOS	Global	Fashion	13.4M
18		Houzz	Global	Homewares	11.5M
19		GunBroker	USA	Weapons	10.3M
20		Taobao	China	General	9.7M
21		Reverb	Global	Musical instruments	9.5M
22		Discogs	Global	Music	7.8M
23		Bandcamp	Global	Music	7.7M
24		shopgoodwill.com	USA	General	7.6M
25		TheRealReal	USA	Fashion	5.6M
26		Farfetch	Global	Fashion	5.1M
27		Mercado Libre	South America	General	5.0M
28		AbeBooks	Global	Books	4.6M
29		JD.com	Global	General	3.9M
30		Tradesy	USA	Fashion	3.7M
31		Bonanza	Global	General	3.7M
32		Rue La La	USA	Fashion	3.6M
33		Grailed	USA, Canada	Fashion	3.3M
34		Tophatter	USA	General	2.9M
35		Flipkart	India	General	2.8M
36		Tmall	China	General	2.6M
37		1stdibs	Global	Arts, Crafts & Gifts	2.4M
38		Shopee	Southeast Asia	General	2.4M
39		Lazada	Southeast Asia	General	2.3M
40		Jane	USA	Fashion	2.2M
41		Depop	Global	Fashion	2.1M
42		G2A.com	Global	Electronics	1.9M
43		eCRATER	USA, UK, Australia	General	1.4M
44		Myntra	India	Fashion	1.4M
45		Storenvy	USA	General	1.3M
46		Jet	USA	General	1.2M
47		BrickLink	Global	Toys	1.0M

This table shows the most popular sites used by people based in the US. We have only included those with more than one million monthly visits from American customers.

Shoppers based in the US visited numerous different marketplaces – there were 47 with over one million monthly visits.

The US has a richer range of niche marketplaces than Europe, with 51% of US marketplaces focusing on specific product categories versus 44% in Europe. This is particularly highlighted in the top 10, with electronics, homewares, fashion, and crafts all present.

Further down the list, there are multiple websites specializing in fashion, books, homewares, music and even one that sells weapons.

Amazon still dominates in the US, and we can see they received a massive 2.3 billion monthly visits from American customers. However, recent reports have seen Amazon’s share of US ecommerce cut from 47% to 37.7%.

 

United Kingdom

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	416.9M
2		eBay	Global	General	244.9M
3		ASOS	Global	Fashion	22.4M
4		Etsy	Global	Arts, Crafts & Gifts	19.4M
5		Wayfair	North America, Europe	Homewares	16.3M
6		notonthehighstreet	UK	Arts, Crafts & Gifts	7.4M
7		Wish	Global	General	5.2M
8		GAME	UK	Electronics	5.0M
9		Zalando	Europe	Fashion	4.0M
10		Discogs	Global	Music	3.7M
11		Bandcamp	Global	Music	2.0M
12		Shpock	Europe	General	1.8M
13		Farfetch	Global	Fashion	1.8M
14		Depop	Global	Fashion	1.7M
15		AbeBooks	Global	Books	1.5M
16		Trouva	UK	Homewares	1.1M
17		Allegro	Poland	General	1.0M

This table shows the most popular sites used by consumers in the UK. We have only included those with more than one million monthly visits from British customers.

Shoppers in the UK favored 17 marketplaces, the majority of which are global sites. Amazon and eBay are in the top two positions. Amazon received more monthly traffic than the other 16 marketplaces combined, and is considered the “go-to” site for many British shoppers.

There are several different product categories reflected here – four fashion sites, two crafts sites, two sites selling homewares and two music sites. Perhaps this indicates that customers visit Amazon for most of their requirements, but when it comes to a particular niche that is not well-served by Amazon – such as fashion – they prefer a more specialized site.

Only three of the 17 top marketplaces visited by British shoppers are mainly focused on the UK market – notonthehighstreet, GAME and Trouva. The majority are global sites, with a few based in Europe. A surprising entry on the list is Allegro, Poland’s top online marketplace.

 

China

#	Type	Name	Region/Country	Product Category	Visits/month
1		Taobao	China	General	455.1M
2		JD.com	Global	General	284.7M
3		Tmall	China	General	177.1M
4		Amazon	Global	General	114.5M
5		eBay	Global	General	15.2M
6		PayPay Mall	Japan	General	14.3M
7		Shopee	Southeast Asia	General	11.3M
8		Vipshop	China	General	4.9M
9		Lazada	Southeast Asia	General	4.8M
10		Rakuten	Global	General	2.9M
11		Kaola	China	General	2.5M
12		Walmart.com	USA	General	1.6M

This table shows the most popular sites used by Chinese consumers. We have only included those with more than one million monthly visits from Chinese shoppers.

Chinese shoppers visit a variety of different marketplaces. A third of these are Chinese companies and a third are global sites. Regional giant PayPay Mall (Japan) is also popular with Chinese customers. Two Southeast Asian websites (Shopee and Lazada) and the US’s Walmart complete the line-up.

We have categorized JD.com as global using our definition (see About the data), because it has significant sales in East Asia, Southeast Asia and Russia, but it is a Chinese company, headquartered in Beijing.

All of the marketplaces visited by Chinese customers sell a variety of goods and so are categorized as “General”. Five of the 12 in the list are retailers in their own right, in addition to being marketplaces.

 

Japan

#	Type	Name	Region/Country	Product Category	Visits/month
1		PayPay Mall	Japan	General	2.0B
2		Amazon	Global	General	576.6M
3		Rakuten	Global	General	521.1M

This table shows the most popular sites used by people based in Japan. We have only included those with more than one million monthly visits from Japanese customers.

Only three marketplaces are visited by more than a million Japanese shoppers per month – PayPay Mall received a massive 2 billion visits, Amazon 577 million and Rakuten 521 million.

PayPay Mall clearly dominates here, with almost double the traffic received by the other two. PayPay Mall was launched in October 2019 and replaced Yahoo.co.jp.

If we extended the table further, to marketplaces with under one million visits per month, only three more would be added: Houzz, Fruugo and eBay, but each has a comparatively tiny amount of traffic from Japan.

That this list is so top-heavy is fascinating. Japan’s economy is the third-largest in the world after the US and China, yet most of their online marketplace traffic goes to only three sites.

Europe

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	1.6B
2		eBay	Global	General	633.8M
3		AliExpress	Global	General	220.2M
4		Allegro	Poland	General	203.8M
5		Zalando	Europe	Fashion	115.3M
6		bol.com	Netherlands	General	76.2M
7		Cdiscount.com	France	General	65.0M
8		Ozon	Russia	General	62.3M
9		Fnac	Europe	General	58.0M
10		OTTO	Germany	General	56.1M
11		eMAG	Eastern Europe	General	41.9M
12		Marktplaats	Netherlands	General	40.7M
13		Etsy	Global	Arts, Crafts & Gifts	35.8M
14		ASOS	Global	Fashion	31.1M
15		ManoMano	Europe	Homewares	26.8M
16		Real.de	Germany	General	25.5M
17		Rue du Commerce	France	General	25.2M
18		Wayfair	North America, Europe	Homewares	22.9M
19		Darty	France	General	21.9M
20		Wish	Global	General	20.2M
21		La Redoute	France	General	18.8M
22		Rakuten	Global	General	18.4M
23		Lamoda	Russia	Fashion	15.9M
24		Conforama	Europe	Homewares	14.4M
25		Discogs	Global	Music	11.9M
26		dba	Denmark	General	11.4M
27		Worten	Europe	General	10.9M
28		Tradera	Sweden	General	10.8M
29		cdon	Scandinavia	General	10.6M
30		Ricardo	Switzerland	General	10.3M
31		Beslist.nl	Netherlands, Belgium	General	10.2M
32		Wehkamp	Netherlands	General	8.3M
33		digitec	Switzerland	Electronics	7.9M
34		notonthehighstreet	UK	Arts, Crafts & Gifts	7.7M
35		Spartoo	Europe	Fashion	7.6M
36		Aukro	Czech Republic	General	6.1M
37		Joom	Europe	General	6.1M
38		Privalia	Brazil, Mexico, Italy, Spain	Fashion	5.7M
39		Bandcamp	Global	Music	5.3M
40		GAME	UK	Electronics	5.1M
41		Shpock	Europe	General	4.9M
42		Galeries Lafayette	France	Fashion	4.9M
43		Fruugo	Global	General	4.8M
44		ePRICE	Italy	General	4.7M
45		Nature & Découvertes	France	Homewares	4.6M
46		Farfetch	Global	Fashion	4.0M
47		AbeBooks	Global	Books	3.8M
48		Houzz	Global	Homewares	3.7M
49		Fyndiq	Sweden	General	3.0M
50		Cel	Romania	General	3.0M
51		Coolshop	Europe	General	2.9M
52		Okazii.ro	Romania	General	2.8M
53		G2A.com	Global	Electronics	2.7M
54		hood	Germany	General	2.3M
55		Delcampe	Global	Collectibles & Antiques	2.2M
56		Depop	Global	Fashion	1.9M
57		miinto	Europe	Fashion	1.8M
58		Mercado Libre	South America	General	1.8M
59		Vestiaire Collective	USA, Europe	Fashion	1.6M
60		Trouva	UK	Homewares	1.5M
61		Reverb	Global	Musical instruments	1.5M
62		ZVAB	Germany	Books	1.3M
63		Micolet	Europe	Fashion	1.0M

This table shows the most popular sites used by people based in Europe. We have only included those with more than one million monthly visits from European customers.

People across Europe use a huge range of different sites – there are 63 on our list.

Why do European customers use so many online marketplaces? It is likely because Europe consists of many developed economies with good transport, internet and payments infrastructure, but also many different languages and cultural differences.

The most popular marketplace in Europe is Amazon with 1.6 billion monthly visits, and eBay received less than half of this traffic, with 634 million visits.

European traffic quickly tails off after the top two marketplaces, with the next most popular sites being AliExpress and Allegro with 220 and 204 million visits respectively.

It is no surprise that 14 of the top 20 marketplaces visited by European customers specifically target the region and six are global sites.

Three quarters of the top 20 marketplaces visited by European shoppers are categorized as General, selling a wide range of different products. Fashion marketplaces Zalando and ASOS both feature in the top 20, as do Homewares stores ManoMano and Wayfair, and crafts giant Etsy.

 

South America

#	Type	Name	Region/Country	Product Category	Visits/month
1		Mercado Libre	South America	General	519.8M
2		Americanas	Brazil	General	133.8M
3		Amazon	Global	General	56.6M
4		AliExpress	Global	General	39.2M
5		Casas Bahia	Brazil	General	36.2M
6		Submarino	Brazil	General	33.1M
7		Dafiti	South America	Fashion	30.4M
8		Extra	Brazil	General	16.9M
9		Linio	South America	General	11.6M
10		Wish	Global	General	9.7M
11		Privalia	Brazil, Mexico, Italy, Spain	Fashion	2.7M
12		Shopee	Southeast Asia	General	1.6M
13		Farfetch	Global	Fashion	1.4M

This table shows the most popular sites used by shoppers in South America. We have only included those with more than one million monthly visits from South American customers.

The majority of South American traffic goes to only 13 different marketplaces. Mercado Libre takes the top spot here, with Americanas and Amazon taking second and third place. Submarino (owned by the same company as Americanas) features at number six.

South American marketplaces are mainly generalists, with the only exception being fashion retailers Dafiti, Privalia and Farfetch.

The marketplaces in this list mostly focus just on South America, with three categorized as global and one as Southeast Asian.

 

Southeast Asia

#	Type	Name	Region/Country	Product Category	Visits/month
1		Shopee	Southeast Asia	General	197.8M
2		Lazada	Southeast Asia	General	161.7M
3		Tokopedia	Indonesia	General	72.4M
4		JD.com	Global	General	18.3M
5		iPrice	Southeast Asia	General	14.0M
6		Zalora	Southeast Asia	Fashion	7.7M
7		Qoo10	Southeast Asia	General	7.0M
8		Taobao	China	General	6.2M
9		Amazon	Global	General	3.0M
10		Tmall	China	General	1.8M
11		eBay	Global	General	1.4M
12		Lelong.my	Malaysia	General	1.2M

This table shows the most popular sites used by shoppers in Southeast Asia. We have only included those with more than one million monthly visits from Southeast Asian customers.

The majority of South American traffic goes to 12 different marketplaces. Shopee and Lazada dominate here, with Tokopedia in third place but receiving less than half the traffic of Lazada.

All but one of the Southeast Asian marketplaces are in the General category, with the only exception being fashion retailer Zalora.

The majority of the traffic from Southeast Asia goes to marketplaces targeting that region, but three are categorized as global and two are focused mainly on China.

Most of these marketplaces are not retailers, with only one-third also selling their own goods.

 

Middle East

#	Type	Name	Region/Country	Product Category	Visits/month
1		trendyol	Turkey	General	80.2M
2		n11	Turkey	General	76.9M
3		GittiGidiyor	Turkey	General	46.6M
4		Amazon	Global	General	22.3M
5		Souq	Middle East	General	9.3M
6		Flipkart	India	General	1.0M

This table shows the most popular sites used by people based in the Middle East. We have only included those with more than one million monthly visits from Middle Eastern customers.

The majority of Middle Eastern traffic goes to only six different marketplaces, half of which are Turkish sites, reflecting Turkey’s rapidly developing economy.

Trendyol, n11 and GittiGidiyor are the three most popular marketplaces visited by shoppers in the Middle East with 80 million, 77 million and 47 million visits respectively.

All these marketplaces sell goods in the General category, and all but one (Amazon) are pure marketplaces with no retail operations of their own.

Australasia

#	Type	Name	Region/Country	Product Category	Visits/month
1		eBay	Global	General	63.3M
2		Amazon	Global	General	25.8M
3		Trade Me	New Zealand	General	18.8M
4		Catch.com.au	Australia	General	7.8M
5		The Iconic	Australia, New Zealand	Fashion	5.8M
6		ASOS	Global	Fashion	5.2M
7		MyDeal.com.au	Australia	General	2.4M
8		Target.com	USA	General	1.9M

This table shows the most popular sites used by shoppers in Australia and New Zealand. We have only included those with more than one million monthly visits from Australasian customers.

The majority of Australasian traffic goes to only eight different marketplaces, with eBay and Amazon topping the list. This is the only place we see eBay’s traffic exceeding Amazon’s – eBay receives more than double the traffic of Amazon from customers based in Australasia. Amazon Australia only launched at the end of 2017 so may take more time to gain traction with the Australian market.

Australia also has significant domestic marketplaces Catch.com.au, The Iconic and MyDeal.com.au. New Zealand has a homegrown eBay equivalent in Trade Me, dominating ecommerce in the country. US-based Target also features at the end of the list, with close to 2 million visits.

Two marketplaces are categorized as Fashion (The Iconic and ASOS) and the remainder sell General goods.

 

Africa

#	Type	Name	Region/Country	Product Category	Visits/month
1		Jumia	Africa	General	31.8M
2		Souq	Middle East	General	16.6M
3		Konga	Nigeria	General	2.5M
4		Kilimall	Africa	General	504.3K
5		Amazon	Global	General	276.8K
6		Cdiscount.com	France	General	274.8K
7		Fruugo	Global	General	234.3K

This table shows the most popular sites used by people based in Africa. For this table, we have included sites with more than 200 thousand monthly visits from African customers to reflect the developing nature of Africa’s infrastructure and economy.

Africa has probably the greatest challenges for ecommerce of all regions, with many countries and languages, low trust in online payments and very variable logistics. Still, those factors are more consistent in the largest cities, and innovations such as paying by cash in local stores are helping to address these issues.

Jumia and Konga are traditionally thought of as the big two shopping sites used in Africa, and they are unsurprisingly first and third on the list, with Jumia receiving nearly 32 million visits and Konga a much smaller 2.5 million per month.

Souq was acquired by Amazon in 2019 but only Souq’s UAE site has rebranded as Amazon. Souq’s Egyptian site was visited by 16.6 million African shoppers per month, making it second on the list. Monthly visits to Amazon-branded sites from African shoppers only totaled 277 thousand.

All of these marketplaces sell general goods and all but Amazon and Cdiscount are marketplaces only, and not retailers themselves.

About the data

This is the second edition of the World’s Top Online Marketplaces.

The lists are ranked by estimated website visits, based on SimilarWeb data for February 2020. Traffic to different domains for the same marketplace (e.g. amazon.com, amazon.co.uk, amazon.de etc.) has been combined and allocated to the top five countries in which the traffic has been generated. Marketplaces with no traffic data have been excluded.

While GMV (gross merchandise value) would be an ideal measure of marketplace size, this is not reliably available for most online marketplaces. Traffic data provides a consistent measure of popularity that can be applied to all marketplaces worldwide.

“Online marketplaces” are defined in the main text above. We have excluded some marketplaces which are only a small part of the overall offering from much larger websites. These include Facebook Marketplace, Google Shopping Actions and Groupon Goods. It is not possible to separate marketplace traffic from other website traffic for these sites.

We have not included app-only marketplaces such as WeShop, Shop Seam and Pinduoduo due to a lack of reliable traffic data.

We define a marketplace as “global” if it:

• Sells worldwide, with no specific country targeting; or
• Targets five or more countries across three or more major geographic regions.

For companies that own multiple marketplaces, we have included them separately if they use different brands. For example, eBay-owned Gmarket and GittiGidiyor have their own unique branding so are included separately. Where brands are simply localized for different countries, they are included with the main brand. For example, AbeBooks is known as IberLibro in Spain, but the brand is identical in every other way.

Have we missed any marketplaces or made any mistakes? Do you have any questions? Let us know in the comments below!