The World’s Top Online Marketplaces 2023

According to Insider Intelligence, the global eCommerce market will reach $6.3 trillion in 2023 and continue growing over the next few years. The numbers prove online shopping has become an increasingly lucrative option for businesses across all sectors.

It’s estimated that by 2025, world online shopping could exceed $7.5 trillion, and it will account for almost one quarter (23.6%) of all consumer spending on earth.

We know the giants of online retail like Amazon, eBay, Rakuten, and Alibaba, but who are the rising stars? Who are the other big players and which are the best platforms to sell niche products?

For this post, we compiled our definitive list of top online marketplaces from around the world to answer those questions and more.

We start with 155 marketplaces that have more than one million visits per month, then look at the most popular product categories, followed by the best-served regions and countries. Our list includes a detailed breakdown of some top product categories — Fashion, Houseware, Books, and Electronics. And finally, we examine the top marketplaces by country and region.

Afterwards, you can also check our new business calculators page and see if you can increase your profits even more.

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What is an online marketplace?

There are two key features that define an online marketplace:

1. There are many sellers and buyers trading through the same website.
2. Buyers can purchase products without leaving the site (or app).

This excludes price comparison sites like Shopping.com. Although they have products from many sellers, you cannot make a purchase without leaving the site. They are advertising channels rather than online marketplaces.

It also excludes sites where you sell used products directly to the company operating the site, such as decluttr and ubup. As you can only sell directly to the company, there is only one buyer. They are sourcing products from consumers to resell themselves (often through online marketplaces!)

For this article, we have focused on marketplaces that meet two further criteria:

1. The buyers are mainly consumers, not businesses.
2. The marketplace sells physical products, not just digital downloads or services.

Therefore, we excluded marketplaces that only support business-to-business (B2B) trade, such as diamond trading site RapNet, and marketplaces specializing in services, like freelancing specialist Upwork.

We’re focusing on true online marketplaces where you can sell physical products to consumers. 

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The world’s top online marketplaces

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	4.79B
2		eBay	Global	General	1.21B
3		Rakuten	Global	General	563.37M
4		Shopee	Southeast Asia	General	559.59M
5		AliExpress	Global	General	525.45M
6		Etsy	Global	Arts, Crafts & Gifts	447.31M
7		Walmart	North America	General	407.61M
8		Mercado Libre	Latin America	General	362.90M
9		Wildberries	Russia	General	342.85M
10		Ozon	Russia	General	316M
11		Taobao	China	General	303.43M
12		Pinduoduo	China	General	227.66M
13		Lazada	Southeast Asia	General	211.72M
14		Allegro	Poland	General	198.62M
15		Flipkart	India	General	161.10M
16		Target	USA, Australia	General	158.40M
17		Zalando	Europe	Fashion	149.32M
18		JD.com	China	General	143.36M
19		Trendyol	Turkey	General	138.10M
20		Mercari	Japan, Bulgaria	General	125.55M
21		Wayfair	North America, Europe	Homewares	124.79M
22		Coupang	South Korea	General	115M
23		Tokopedia	Indonesia	General	108.10M
24		Vinted	Global	Fashion	86.87M
25		Tmall	China	General	82.71M
26		Hepsiburada	Turkey	General	80.80M
27		ASOS	Global	Fashion	70.85M
28		Myntra	India	Fashion	62M
29		Poshmark	Global / USA	Fashion	61.37M
30		bol.com	Netherlands	General	59.10M
31		Kaufland	Germany, Europe	General	58.81M
32		OTTO	Germany, Netherlands	General	56M
33		Falabella	Chile	General	53.99M
34		eMAG	Eastern Europe	General	48.32M
35		Casas Bahia	Brazil	General	47.50M
36		Discogs	Global / USA	Music	45.10M
37		ZOZOTOWN	Japan	Fashion	42.70M
38		Americanas	Brazil	General	41.92M
39		Decathlon	Europe	Sports	40.50M
40		Marktplaats	Netherlands	General	40.50M
41		Gmarket	Global	General	38.60M
42		ManoMano	Europe	Homewares	36.70M
43		Fnac	Europe	General	36.48M
44		Cdiscount.com	France	General	32.20M
45		Extra	Brazil	General	30.70M
46		StockX	Global / USA	Fashion	30.32M
47		n11	Turkey	General	29.80M
48		Bandcamp	Global	Music	29.20M
49		Farfetch	Global	Fashion	29.10M
50		Meesho	India	General	28.91M
51		Kroger Ship	USA	General	28.20M
52		La Redoute	Global	General	24.64M
53		Overstock	USA, Canada	General	23.38M
54		Blibli	Indonesia	General	23.20M
55		Netshoes	Brazil	Fashion	23.03M
56		Dafiti	Latin America	Fashion	22.03M
57		Jumia	Africa	General	21.83M
58		Houzz	Global	Homewares	20.96M
59		Fruugo	Global	General	20.08M
60		Trade Me	New Zealand	General	19.80M
61		Lamoda	Russia	Fashion	18.85M
62		Barnes and Noble	USA	Books	18.70M
63		Wish	Global	General	17.10M
64		Bukalapak	Indonesia	General	17.10M
65		Newegg	Global	Electronics	16.91M
66		TheRealReal	USA	Fashion	16.80M
67		Qoo10	Southeast Asia	General	16.60M
68		PayPay Mall	Japan	General	16M
69		Souq	Egypt, Sweden	General	15.9M
70		Reverb	Global	Musical instruments	15.77M
71		Best Buy Canada	Canada	Electronics	15.60M
72		GunBroker	USA	Sports	15.30M
73		noon	Middle East	General	15M
74		AbeBooks	Global	Books	14.50M
75		Joom	Europe	General	13.77M
76		Tiki	Vietnam	General	13.70M
77		GOAT	Global	Fashion	13.30M
78		Takealot.com	South Africa	General	12.80M
79		Snapdeal	India	General	12.70M
80		Qoo10 Japan	Japan	General	12.30M
81		Tradera	Sweden	General	11.37M
82		Darty	France	General	11.25M
83		G2A.com	Global	Electronics	11.10M
84		Conforama	Europe	Homewares	10.97M
85		Worten	Europe	General	10.97M
86		Ricardo	Switzerland	General	10.94M
87		Grailed	USA	Fashion	10.50M
88		Linio	Latin America	General	10.14M
89		Pontofrio	Brazil	General	10.10M
90		dba	Denmark	General	10.10M
91		shopgoodwill.com	USA	General	9.70M
92		Sears	USA,Latin America, North America	General	9.30M
93		digitec	Switzerland	Electronics	9.12M
94		Vestiaire Collective	France	Fashion	8.50M
95		1stdibs	USA	Arts, Crafts & Gifts	8.40M
96		Depop	Global	Fashion	8.20M
97		Catch.com.au	Australia	General	8.10M
98		The Iconic	Australia, New Zealand	Fashion	7.93M
99		Desert Cart	Middle East, Global	General	7.61M
100		Aukro	Czech Republic	General	7.10M
101		BrickLink	USA	Toys	7M
102		Privalia	Brazil, Mexico, Italy, Spain	Fashion	6.61M
103		Spartoo	Europe	Fashion	6.51M
104		Zalora	Southeast Asia	Fashion	6.45M
105		Kaspi	Kazakhstan	General	6.42M
106		Zattini	Brazil	Fashion	6.10M
107		cdon	Scandinavia	General	6.05M
108		morele	Poland	Electronics	4.40M
109		Shoptime	Brazil	General	4.32M
110		ePRICE	Italy, Global	General	4.18M
111		Submarino	Brazil	General	4.10M
112		Wehkamp	Netherlands	General	4.10M
113		Vipshop	China	General	3.90M
114		notonthehighstreet	UK	Arts, Crafts & Gifts	3.70M
115		Pepperfry	India	Homewares	3.60M
116		OnBuy	UK	General	3.40M
117		MyDeal.com.au	Australia	General	3.40M
118		Rue La La	USA	Fashion	3.30M
119		Galeries Lafayette	France, Middle East	Fashion	3.18M
120		Delcampe	Global	Collectibles & Antiques	3.10M
121		GAME	UK	Electronics	2.80M
122		Bonanza	Global	General	2.70M
123		Limeroad	India	Fashion	2.60M
124		Rue du Commerce	France	General	2.50M
125		Okazii.ro	Romania	General	2.40M
126		mumzworld	Middle East	Baby	2.30M
127		hood	Germany	General	2.20M
128		Fyndiq	Global	General	2.19M
129		Shpock	Europe	General	2.10M
130		Shopclues	India	General	2.10M
131		Coolshop	Europe	General	2.01M
132		Konga	Nigeria, Russia,	General	1.99M
133		Micolet	Global	Fashion	1.98M
134		miinto	Europe	Fashion	1.98M
135		Jane	USA	Fashion	1.90M
136		Biblio.com	USA	Books	1.80M
137		Sendo	Vietnam	General	1.70M
138		Cel	Romania	General	1.70M
139		bidorbuy	South Africa	General	1.70M
140		Kanui	Brazil	Fashion	1.60M
141		eCRATER	USA, UK, Australia	General	1.58M
142		Alibris	USA, UK	Books	1.58M
143		ZVAB	Germany	Books	1.50M
144		SidelineSwap	USA	Sports	1.40M
145		Storenvy	USA	General	1.30M
146		Nature & Découvertes	France	Homewares	1.30M
147		Moda Operandi	Global	Fashion	1.20M
148		Ruby Lane	USA	Collectibles & Antiques	1.10M
149		Trouva	UK	Homewares	769.30K
150		Cratejoy	USA	General	706K
151		Tricae	Brazil	Fashion	550.30K
152		Paytm Mall	India	General	497.50K
153		Tradesy	USA	Fashion	378.30K
154		GittiGidiyor	Turkey	General	326.70K
155		Tophatter	USA	General	72.10K

Estimated monthly visits for March 2023, from SimilarWeb. Traffic to different domains for the same marketplace (e.g. amazon.com, amazon.co.uk, amazon.de etc.) has been combined.

Key: = marketplace and = retailer

It’s no surprise that Amazon and eBay top the list. Amazon is pulling in almost 4.8 billion visits per month, and eBay is getting 1.2 billion visitors monthly. You can find the biggest sellers on these marketplaces in our articles on the world’s top Amazon sellers and the world’s top eBay sellers.

Only Amazon and eBay break the one billion visits mark on our list. However, Shopee, Mercado Libre, Rakuten, Walmart, Etsy, and AliExpress aren’t too far behind. Each rack up around 500 million visits per month.

Latin America’s MercadoLibre is eighth on the list, which may come as a surprise to many westerners who have never heard of them before. Mercado Libre is the biggest marketplace in Latin America. 

Looking at the product categories, the top 20 marketplaces overwhelmingly sell general merchandise, with only two specializing in a specific product category – Etsy and Zalando.

Etsy is the largest of the non-general marketplaces, underscoring the popularity of handmade and craft items. It’s an incredibly strong niche, especially when you consider that competing marketplaces are trading in mass-produced products such as electronics and clothing.

In the top 20, there is a 40/60 split between marketplaces that are retailers themselves, and those that are only marketplaces. The best known retailer with their own marketplace is Amazon, where over 50% of sales are now made by marketplace sellers. But it also includes companies like Walmart, JD.com, and Target. 

These companies have added marketplaces to their existing retail websites, giving shoppers greater product choice and creating price competition between sellers.

For geographic regions, there is a diverse mix represented in the top 20. Five are global brands (Amazon, eBay, Rakuten, AliExpress, and Etsy), but there are also marketplaces from Latin America, China, Turkey, North America, Southeast Asia, India, and Europe, all represented in the top 20.

Note that our list ranks by estimated monthly website visits using SimilarWeb data. 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 apply to marketplaces worldwide.

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What has changed in 2023?

Here’s a chart showing global retail e-commerce sales through 2022 with predictions through 2026. 

Marketplace closures included:

• Not a closure but…there were lots of marketplace layoffs at the end of the year in the US. E-commerce companies like Amazon, BigCommerce, and Wayfair all laid-off employees. The layoffs were widespread within the tech sector, with companies like Meta, Google, and Microsoft also joining.
• According to the South China Morning Post, at least 89 Chinese e-commerce platforms shut down in 2022. Among the reasons cited: weak spending, fierce competition, and Covid-19 controls.
• Amazon shut down its wholesale distribution business in India in the Fall. The move coincided with layoffs mentioned above and was the latest in a series of exits for Amazon to reel in spending.
• Sea also exited from India when it pulled Shopee last Spring. Overall, India saw pullouts from three major e-commerce marketplaces. It’s a sign that regulation in the company is growing increasingly frustrating for enterprises trying to tap into the world’s largest population.

There were also several high-profile brand and company changes:

• In the fall, South Korean Tech giant Naver announced the acquisition of recommerce platform Poshmark. The company clearly believes in the concept, and sustainability trends in the marketplace indicate it’s a solid play for any online seller.
• Shopify made a significant investment in its fulfillment wing with the acquisition of Deliverr. The move gives sellers another reason to choose the platform as their go-to for third-party selling.
• CommerceHub acquired ChannelAdvisor with the goal of broadening the scope of both ecommerce solution providers. By joining forces, the unified entity caters to more than 18,000 clients, delivering an array of services such as drop shipping, marketplace management, digital marketing, and delivery coordination.
• Although, as of this writing, it’s still not approved by regulators, Kroger announced its intention to acquire grocery giant Albertson’s in a transaction valued at at $24.6 billion. Should the deal go through, it will completely reshape the online grocery industry in the US and create a huge online retail marketplace.

Speaking of acquisitions, here’s a chart from Bloomberg that details the Value of the leading e-commerce startup acquisitions worldwide as of December 2022. Walmart’s acquisition of FlipKart remains at the top with a value of $16 billion.

Speaking of acquisitions, here’s a chart from Bloomberg that details the Value of the leading e-commerce startup acquisitions worldwide as of December 2022. Walmart’s acquisition of FlipKart remains at the top with a value of $16 billion.

Top product categories sold by online marketplaces

General marketplaces that include a wide range of products are by far the most common type, comprising nearly 60% of all marketplaces and 18 out of the top 20 on our list.

Online marketplaces selling mainly fashion take the second spot, despite only being featured at number 17 in the main list, with Zalando. Compared to 2021, Zalando jumped on spot this year by increasing their active customers by 6% to 51 million. 

The Arts, Crafts & Gifts category is next with Etsy as the sole marketplace — but it’s #6 on the list! Only two other marketplaces feature in this category – the UK’s notonthehighstreet and global site 1stdibs. 

Arts, Crafts & Gifts remains as a top tier category this year with Etsy continuing to drive the sector. In the past, this category ranked below Books, Electronics, and Housewares, so it’s interesting to see how one platform can make a difference.

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Fashion online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Zalando	Europe	149.32M
2		Vinted	Global	86.87M
3		ASOS	Global	70.85M
4		Myntra	India	62M
5		Poshmark	Global / USA	61.37M
6		ZOZOTOWN	Japan	42.70M
7		StockX	Global / USA	30.32M
8		Farfetch	Global	29.10M
9		Netshoes	Brazil	23.03M
10		Dafiti	Latin America	22.03M
11		Lamoda	Russia	18.85M
12		TheRealReal	USA	16.80M
13		GOAT	Global	13.30M
14		Grailed	USA	10.50M
15		Vestiaire Collective	USA	8.50M
16		Depop	Global	8.20M
17		The Iconic	Australia, New Zealand	7.93M
18		Privalia	Brazil, Mexico, Italy, Spain	6.61M
19		Spartoo	Europe	6.51M
20		Zalora	Southeast Asia	6.45M
21		Zattini	Brazil	6.10M
22		Rue La La	USA	3.30M
23		Galeries Lafayette	France	3.18M
24		Limeroad	India	2.60M
25		miinto	Europe	1.98M
26		Kanui	Brazil	1.60M
27		Micolet	Global	1.98M
28		Jane	USA	1.90M
29		Moda Operandi	Global	1.20M
30		Tricae	Brazil	550.30K
31		Tradesy	USA	378.30K

Clothing and accessories are one of the most popular online marketplace niches. Zalando leads this category, followed by Vinted, ASOS, Myntra, Poshmark, ZOZOTOWN, StockX, and Farfetch which all ranked in the top 50 biggest online marketplaces. 

Most fashion marketplaces focus on customers in the USA, Europe, Latin America, or worldwide, but Australia, Southeast Asia, Japan, India, and Russia also feature. We looked into the best places to sell clothes online in a previous article.

Homewares online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Wayfair	North America, Europe	124.79M
2		ManoMano	Europe	36.70M
3		Houzz	Global	20.96M
4		Conforama	Europe	10.97M
5		Pepperfry	India	3.60M
7		Nature & Découvertes	France	1.30M
6		Trouva	UK	769.30K

For houseware, Wayfair takes the top spot by a large margin. It gets nearly three-and-a-half times the traffic of the second biggest houseware marketplace ManoMano. 

At #3 on the list, Houzz highlights another important trend in 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 and is retailing products itself using a dropshipping model.

Five out of the seven top houseware marketplaces are European. Although Wayfair’s websites in the US and Canada have the highest traffic, they also have a firm presence in Europe.

Electronics online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Newegg	Global	16.91M
2		Best Buy Canada	Canada	15.60M
3		G2A.com	Global	11.10M
4		digitec	Switzerland	9.12M
5		morele	Poland	4.40M
6		GAME	UK	2.80M

Electronics is 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. 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 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.

Books online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Barnes and Noble	USA	18.70M
2		AbeBooks	Global	14.50M
3		Biblio.com	USA, UK, AU, NZ	1.80M
4		Alibris	USA, UK	1.58M
5		ZVAB	Germany	1.50M

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

So what is keeping online marketplaces selling books alive? There are two major 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 most book marketplaces focus on the US, UK, and NZ, with only Germany’s ZVAB targeting any other region — incidentally, ZVAB is AbeBook’s brand in Germany.

Note that textbook marketplaces eCampus.com and TextbooksRush do not feature here as they have under one million visits per month.

Community-driven online marketplaces

Marketplaces with a strong community-driven atmosphere feature 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 Legos.

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 that are in some ways similar are:

• Arts, Crafts & Gifts
• Collectibles & Antiques

Etsy and its much smaller competitors also 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

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

The top four regions

North American consumers generate the most traffic to online marketplaces, with 4.47 billion visits per month and 48 different marketplaces having one million or more visits each.

Next is Europe, which has the highest number of different marketplaces — 54 had over one million monthly visits and generated over 2.89 billion visits from European shoppers.

Third in the table is East Asia, primarily China and Japan, with 2.03 billion visits, but a less diverse landscape with only 15 sites having more than one million visits each.

Fourth is Southeast Asia, with 1.62 billion visits per month from 13 different online marketplaces. And fifth is Latin America with 1.41 billion visits from 17 different marketplaces.

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Smaller regions: Emerging markets and Australasia

After these big four regions, which include most of the developed economies of the world, traffic levels drop substantially.

The Middle East and Australasia fall into the 100 million to 350 million range. Africa has only 69 million visits to online marketplaces per month, and just six 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 shut down its mobile website and forced 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 and India leading the way.

Middle Eastern ecommerce is also building up momentum (Amazon acquired front-runner Souq) 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	2.2B
2		eBay	Global	General	654.5M
3		Etsy	Global	Arts, Crafts & Gifts	445.8M
4		Walmart.com	North America	General	350.4M
5		Target.com	USA	General	150.7M
6		Wayfair	USA, Europe	Homewares	97.0M
7		Rakuten	Japan	General	82.17M
8		Poshmark	USA	Fashion	56.2M
9		Discogs	Global	Music	45.10M
10		StockX	Global	Fashion	30.3M
11		Bandcamp	Global	Music	29.20M
12		Farfetch	Global	Fashion	28.8M
13		Kroger Ship	USA	General	28.20M
14		AliExpress	Global	General	27.0M
15		Overstock	USA	General	22.8M
16		Barnes and Noble	USA	Books	18.70M
17		Wish	Global	General	17.10M
18		TheRealReal	USA	Fashion	16.80M
19		Reverb	Global	Musical instruments	15.7M
20		GunBroker	USA	Sports	15.30M
21		Newegg	USA, Canada	Electronics	15.0M
22		Houzz	Global	Homewares	14.9M
23		GOAT	Global	Fashion	13.30M
24		G2A.com	Global	Electronics	11.10M
25		AbeBooks	Global	Books	10.7M
26		Grailed	USA	Fashion	10.50M
27		shopgoodwill.com	USA	General	9.70M
28		Vestiaire Collective	USA	Fashion	8.50M
29		1stdibs	USA	Arts, Crafts & Gifts	8.40M
30		Depop	Global	Fashion	8.20M
31		BrickLink	USA	Toys	7M
32		Sears	USA	General	4.1M
33		Desert Cart	USA, Middle East	General	3.5M
34		Rue La La	USA	Fashion	3.30M
35		Bonanza	Global	General	2.70M
36		Jane	USA	Fashion	1.90M
37		Alibris	USA, UK	Books	1.5M
38		eCRATER	USA, UK, Australia	General	1.4M
39		Storenvy	USA	General	1.30M
40		Ruby Lane	USA	Collectibles & Antiques	1.10M
41		Tradesy	USA	Fashion	378.30K
42		Tophatter	USA	General	72.10K

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 many marketplaces — there were 40 with over one million monthly visits.

The US has a richer range of niche marketplaces than Europe, with over 62% of US marketplaces focusing on specific product categories versus nearly 67% in Europe. This is apparent in the top ten, with housewares, music, fashion, and crafts all present. Further down the list, there are multiple websites specializing in books, sports, and more houseware and fashion marketplaces.

Amazon still dominates in the US, and we can see they received over two billion monthly visits from American customers.

United Kingdom

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	328.1M
2		eBay	Global	General	218.8M
3		ASOS	Global	Fashion	70.8M
4		Wayfair	North America, Europe	Homewares	10.5M
5		Vinted	Global	Fashion	9.0M
6		Zalando	Europe	Fashion	4.1M
7		notonthehighstreet	UK	Arts, Crafts & Gifts	3.7M
8		OnBuy	UK	General	3.4M
9		ManoMano	Europe	Homewares	3.3M
10		GAME	UK	Electronics	2.8M
11		AbeBooks	Global	Books	2.6M
12		Shpock	Europe	General	2.10M
13		Houzz	Global	Homewares	893.5K
14		StockX	Global	Fashion	5K

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 12 marketplaces. Most are global sites, and Amazon and eBay are in the top two positions. Amazon received more monthly traffic than the next 10 marketplaces combined so British shoppers still consider it the “go-to” site.

There are several product categories reflected here — three fashion sites, one arts and crafts site, and two sites selling housewares. Perhaps this shows that customers visit Amazon for most of their requirements, but for a particular niche that is not well-served by Amazon — such as fashion — they prefer a more specialized site.

Only three of the top marketplaces visited by British shoppers focus on the UK market — OnBuy, notonthehighstreet and GAME. The majority are global sites, with a few based in Europe.

China

#	Type	Name	Region/Country	Product Category	Visits/month
1		Taobao	China	General	303.40M
2		Pinduoduo	China	General	227.60M
3		JD.com	China	General	138.4M
4		Tmall	China	General	81.3M
5		Vipshop	China	General	3.90M
6		Shopee	Southeast Asia	General	3.36M
7		eBay	Global	General	140.8K
8		Lazada	Southeast Asia	General	21.3K

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, but all are Chinese companies. Rakuten (Japan), eBay (Global), and Shopee and Lazada (Southeast Asia) round out the other marketplaces in China.

All the marketplaces visited by Chinese customers sell a variety of goods, so they  fall under “General”.

Japan

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	533.7M
2		Rakuten	Global	General	473.9M
3		Mercari	Japan, Bulgaria	General	125.36M
4		ZOZOTOWN	Japan	Fashion	42.70M
5		PayPay Mall	Japan	General	16M
6		Qoo10 Japan	Japan	General	12.30M

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 six marketplaces have the distinction of attracting over one million Japanese shoppers per month. Amazon is at the top with 533.7 million visits, Rakuten has 473.9 million, and Mercari has 125.3 million.

Japan has a narrow range of popular online marketplaces, despite being a developed economy with the third-largest global GMV.

India

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	286.4M
2		Flipkart	India	General	161.10M
3		Myntra	India	Fashion	62M
4		Meesho	India	General	28.91M
5		Snapdeal	India	General	12.70M
6		Pepperfry	India	Homewares	3.60M
7		Shopclues	India	General	2.10M
8		Limeroad	India	Fashion	2.60M
9		Paytm Mall	India	General	497.50K

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

Amazon tops the list, with 286.4 million monthly visits from Indian consumers. Walmart-owned Flipkart has 161.1 million visits per month.

Most of these online marketplaces are Indian companies, and all but Pepperfry are pure-play online marketplaces without retail operations of their own in India. For foreign-owned companies such as Amazon, Indian regulations forbid them from selling online directly — they allow only marketplace operations.

Europe

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	1.27B
2		eBay	Global	General	474.4M
3		Allegro	Poland	General	198.62M
4		Zalando	Europe	Fashion	138.92M
5		Vinted	Global	Fashion	84.68M
6		ASOS	Global	Fashion	70.8M
7		bol.com	Netherlands	General	59.10M
8		OTTO	Germany	General	56M
9		eMAG	Eastern Europe	General	48.3M
10		Decathlon	Europe	Sports	40.50M
11		Marktplaats	Netherlands	General	40.50M
12		ManoMano	Europe	Homewares	36.70M
13		Fnac	France	General	36.35M
14		Kaufland	Germany	General	35.1M
15		Cdiscount.com	France	General	32.20M
16		La Redoute	France	General	22.14M
17		Lamoda	Russia	Fashion	18.34M
18		Fruugo	Global	General	16.88M
19		Wildberries	Russia	General	16.42M
20		Wayfair	North America, Europe	Homewares	15.69M
21		Joom	Europe	General	13.77M
22		Tradera	Sweden	General	11.37M
23		Darty	France	General	11.23M
24		Worten	Europe	General	10.97M
25		Conforama	Europe	Homewares	10.96M
26		Ricardo	Switzerland	General	10.94M
27		dba	Denmark	General	10.10M
28		digitec	Switzerland	Electronics	9.12M
29		Vestiaire Collective	USA	Fashion	8.50M
30		Aukro	Czech Republic	General	7.10M
31		Spartoo	Europe	Fashion	6.4M
32		cdon	Scandinavia	General	6.05M
33		Houzz	Global	Homewares	4.63M
34		Ozon	Russia	General	4.6M
35		morele	Poland	Electronics	4.40M
36		Wehkamp	Netherlands	General	4.10M
37		AbeBooks	Global	Books	3.80M
38		notonthehighstreet	UK	Arts, Crafts & Gifts	3.70M
39		OnBuy	UK	General	3.40M
40		Galeries Lafayette	France	Fashion	3.12M
41		Delcampe	Global	Collectibles & Antiques	3.10M
42		GAME	UK	Electronics	2.80M
43		Rue du Commerce	France	General	2.50M
44		Okazii.ro	Romania	General	2.40M
45		hood	Germany	General	2.20M
46		Fyndiq	Sweden	General	2.19M
47		Shpock	Europe	General	2.10M
48		Coolshop	Europe	General	2.01M
49		miinto	Europe	Fashion	1.98M
50		ePRICE	Italy	General	1.9M
51		Cel	Romania	General	1.70M
52		ZVAB	Germany	Books	1.50M
53		Nature & Découvertes	France	Homewares	1.30M
54		Micolet	Europe	Fashion	1.19M
55		Trouva	UK	Homewares	769.30K
56		Etsy	Global	Arts, Crafts & Gifts	264.1K
57		AliExpress	Global	General	189.3K
58		Farfetch	Global	Fashion	144.5K
59		Privalia	Brazil, Mexico, Italy, Spain	Fashion	65.3K
60		Reverb	Global	Musical instruments	17.9K

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 an enormous range of different sites — there are 54 on our list.

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

The most popular marketplace in Europe is Amazon, with 1.27 billion monthly visits. EBay’s traffic is around half of this, with 474 million visits.

Allegro is the third most popular European marketplace, with 198 million visitors. Zalando sits in fourth place with 138.9 million visitors. With sanctions hitting Russia hard, last year’s #4 marketplace, Wildberries, dropped to #19. But Russian based Lamoda jumped from #23 to the #17 spot. 

Fourteen of the top 20 marketplaces visited by European customers specifically target the region (or individual European countries), while the rest are global sites.

Nearly 60% of the top 20 marketplaces fall under the ‘General’ category, selling a wide range of different products. Fashion marketplaces Zalando, Vinted, and ASOS feature in the top 15, as does the housewares store ManoMano.

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Latin America

#	Type	Name	Region/Country	Product Category	Visits/month
1		Mercado Libre	Latin America	General	446.97M
2		AliExpress	Global	General	408.94M
3		Amazon	Global	General	240.3M
4		Shopee	Southeast Asia	General	77.4M
5		Falabella	Chile	General	53.99M
6		Casas Bahia	Brazil	General	47.50M
7		Americanas	Brazil	General	41.92M
8		Netshoes	Brazil	Fashion	23.03M
9		Dafiti	Latin America	Fashion	22.03M
10		Linio	Latin America	General	10.14M
11		Pontofrio	Brazil	General	10.10M
12		Extra	Brazil	General	7.60M
13		Zattini	Brazil	Fashion	6.10M
14		Sears	USA,Latin America, North America	General	5.39M
15		Shoptime	Brazil	General	4.32M
16		Submarino	Brazil	General	4.10M
17		Kanui	Brazil	Fashion	1.60M
18		eBay	Global	General	1.6M
19		Privalia	Brazil, Mexico, Italy, Spain	Fashion	644.20K
20		Tricae	Brazil	Fashion	550.30K

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

Most Latin American traffic goes to 18 different marketplaces. Mercado Libre takes the top spot here, with AliExpress and Amazon taking second and third place. Submarino (owned by the same company as Americanas) features at number 16.

Latin American marketplaces split between generalists and fashion retailers like Dafiti, Netshoes, Zattini, and Kanui.

Nine marketplaces on this list focus on Brazil. Only four have a wider Latin American market, three fall under global, and one is Southeast Asian.

Southeast Asia

#	Type	Name	Region/Country	Product Category	Visits/month
1		Shopee	Southeast Asia	General	481.51M
2		Taobao	China	General	303.43M
3		Amazon	Global	General	286.95M
4		Lazada	Southeast Asia	General	211.72M
5		JD.com	China	General	143.36M
6		Tokopedia	Indonesia	General	108.10M
7		Blibli	Indonesia	General	23.20M
8		Bukalapak	Indonesia	General	17.10M
9		Qoo10	Southeast Asia	General	16.60M
10		Tiki	Vietnam	General	13.70M
11		Zalora	Southeast Asia	Fashion	6.45M
12		eBay	Global	General	2.53M
13		Sendo	Vietnam	General	1.70M

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.

Most Southeast Asian traffic goes to 13 different marketplaces. Shopee, Taobao, Lazada, Amazon, JD.com, and Tokopedia all have over 100 million visitors to their sites. But at the #7 spot, that number falls dramatically to 23.2 million site visits per month (BliBli). 

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

Most of the traffic from Southeast Asia goes to marketplaces targeting the region, but two fall under global, and two focus mainly on China.

Middle East

#	Type	Name	Region/Country	Product Category	Visits/month
1		Trendyol	Turkey	General	138.10M
2		Amazon	Global	General	84.8M
3		Hepsiburada	Turkey	General	80.80M
4		n11	Turkey	General	29.80M
5		noon	Middle East	General	15M
6		Desert Cart	Middle East	General	1.27M
7		GittiGidiyor	Turkey	General	326.70K

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

Most Middle Eastern traffic goes to only seven different marketplaces, four of which are Turkish sites, reflecting Turkey’s rapidly developing economy.

Trendyol, Amazon, and Hepsiburada are the three most popular marketplaces visited by shoppers in the Middle East, with 138 million, 84 million, and 80 million visits, respectively. Amazon was able to pass Hepsiburada after topping n11 in the previous year. N11 received only 29.8 million visitors per month, but still claimed the #4 spot.

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

Australasia

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	50.24M
2		eBay	Global	General	49.9M
3		Trade Me	New Zealand	General	19.80M
4		Catch.com.au	Australia	General	8.10M
5		The Iconic	Australia	Fashion	7.93M
6		Target.com	USA, Australia	General	7.7M
7		MyDeal.com.au	Australia	General	3.40M

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.

Most Australasian traffic goes to seven different marketplaces, with eBay and Amazon topping the list. This is the only place we see eBay’s traffic getting close to Amazon’s — it was actually above Amazon here last year. Amazon Australia only launched at the end of 2017, but quickly became an important player in 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 in the list with close to 8 million visits.

One marketplace is fashion-focused (The Iconic), and the rest sell General goods.

Africa

#	Type	Name	Region/Country	Product Category	Visits/month
1		Jumia	Africa	General	21.83M
2		Souq	Middle East, Egypt	General	15.9M
3		Amazon	Global	General	15.9M
4		Takealot.com	South Africa	General	12.80M
5		Konga	Nigeria	General	1.8M
6		bidorbuy	South Africa	General	1.70M
7		Zando	South Africa	Fashion	467.5K
8		Kilimall	Africa	General	44.2K

This table shows the most popular sites used by people based in Africa. For this table, we have included sites with over 250 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.

Africa-wide marketplace Jumia is first on the list, with 21.83 million visits per month. Next is the Egypt and Middle East focused Souq and Amazon, both with 15.9 million visits. However, Amazon owns Souq but continues to operate in Egypt under its own brand. South Africa’s Takealot.com is fourth with 12.8 million visits per month.

Most of these marketplaces sell general goods, with fashion website Zando the only exception. Many of the sites are retailers themselves as well as marketplaces, with just Jumia and bidorbuyadopting a pure-play marketplace model.

About the data

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

We rank our list by estimated website visits, based on SimilarWeb data for April 2023. For sites with different domains for the same marketplace (e.g. amazon.com, amazon.co.uk, amazon.de, etc.), we allocated the traffic to the top five countries. Last, we listed only websites with more than one million visits per month — except for Africa.

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 we can apply to marketplaces worldwide.

We defined “Online marketplaces” in the key text above and excluded some marketplaces which are only a small part of the overall offering from much larger websites. These include Facebook Marketplace and Buy on Google. 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 and Shop Seam because of 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 they separate. Where brands localize for different countries, we included them with the major brand. For example, AbeBooks is IberLibro in Spain, but the brand is identical in every other way.

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