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?

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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 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

#TypeNameRegion/CountryProduct CategoryVisits/month
4peopleShopeeSoutheast AsiaGeneral559.59M
6peopleEtsyGlobalArts, Crafts & Gifts447.31M
7peoplecartWalmartNorth AmericaGeneral407.61M
8peopleMercado LibreLatin AmericaGeneral362.90M
13peoplecartLazadaSoutheast AsiaGeneral211.72M
16peoplecartTargetUSA, AustraliaGeneral158.40M
20peopleMercariJapan, BulgariaGeneral125.55M
21peoplecartWayfairNorth America, EuropeHomewares124.79M
22peopleCoupangSouth KoreaGeneral115M
29peoplePoshmarkGlobal / USAFashion61.37M
31peoplecartKauflandGermany, EuropeGeneral58.81M
32peoplecartOTTOGermany, NetherlandsGeneral56M
34peoplecarteMAGEastern EuropeGeneral48.32M
35peoplecartCasas BahiaBrazilGeneral47.50M
36peopleDiscogsGlobal / USAMusic45.10M
46peopleStockXGlobal / USAFashion30.32M
51peoplecartKroger ShipUSAGeneral28.20M
52peoplecartLa RedouteGlobalGeneral24.64M
53peoplecartOverstockUSA, CanadaGeneral23.38M
56peoplecartDafitiLatin AmericaFashion22.03M
60peopleTrade MeNew ZealandGeneral19.80M
62peoplecartBarnes and NobleUSABooks18.70M
67peopleQoo10Southeast AsiaGeneral16.60M
68peoplePayPay MallJapanGeneral16M
69peoplecartSouqEgypt, SwedenGeneral15.9M
70peopleReverbGlobalMusical instruments15.77M
71peoplecartBest Buy CanadaCanadaElectronics15.60M
73peoplecartnoonMiddle EastGeneral15M
78peoplecartTakealot.comSouth AfricaGeneral12.80M
80peopleQoo10 JapanJapanGeneral12.30M
88peopleLinioLatin AmericaGeneral10.14M
92peoplecartSearsUSA,Latin America, North AmericaGeneral9.30M
94peopleVestiaire CollectiveFranceFashion8.50M
95people1stdibsUSAArts, Crafts & Gifts8.40M
98peoplecartThe IconicAustralia, New ZealandFashion7.93M
99peopleDesert CartMiddle East, GlobalGeneral7.61M
100peopleAukroCzech RepublicGeneral7.10M
102peoplecartPrivaliaBrazil, Mexico, Italy, SpainFashion6.61M
104peoplecartZaloraSoutheast AsiaFashion6.45M
110peoplecartePRICEItaly, GlobalGeneral4.18M
114peoplenotonthehighstreetUKArts, Crafts & Gifts3.70M
118peoplecartRue La LaUSAFashion3.30M
119peoplecartGaleries LafayetteFrance, Middle EastFashion3.18M
120peopleDelcampeGlobalCollectibles & Antiques3.10M
124peoplecartRue du CommerceFranceGeneral2.50M
126peoplecartmumzworldMiddle EastBaby2.30M
132peoplecartKongaNigeria, Russia, General1.99M
139peoplebidorbuySouth AfricaGeneral1.70M
141peopleeCRATERUSA, UK, AustraliaGeneral1.58M
142peopleAlibrisUSA, UKBooks1.58M
146peoplecartNature & DécouvertesFranceHomewares1.30M
147peopleModa OperandiGlobalFashion1.20M
148peopleRuby LaneUSACollectibles & Antiques1.10M
150peopleCratejoyUSA General706K
152peoplePaytm MallIndiaGeneral497.50K

Estimated monthly visits for March 2023, from SimilarWeb. Traffic to different domains for the same marketplace (e.g.,, 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,, 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. 

ecommerce sales

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.

Startup acquisitions

Top product categories sold by online marketplaces

#Product CategoryMarketplaces (1)Visits/month
3Arts, Crafts & Gifts3459.41M
9Musical instruments115.7M
10Toys & Baby29.3M
11Collectibles & Antiques24.2M
1 – Includes only marketplaces with more than one million visits per month.

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

5peoplePoshmarkGlobal / USA61.37M
7peopleStockXGlobal / USA30.32M
10peoplecartDafitiLatin America22.03M
15peopleVestiaire CollectiveUSA8.50M
17peopleThe IconicAustralia, New Zealand7.93M
18peoplecartPrivaliaBrazil, Mexico, Italy, Spain6.61M
20peoplecartZaloraSoutheast Asia6.45M
22peoplecartRue La LaUSA3.30M
23peoplecartGaleries LafayetteFrance3.18M
29peopleModa OperandiGlobal1.20M

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

1peoplecartWayfairNorth America, Europe124.79M
7peoplecartNature & DécouvertesFrance1.30M

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

2peoplecartBest Buy CanadaCanada15.60M

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 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 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

1peoplecartBarnes and NobleUSA18.70M
3peopleBiblio.comUSA, UK, AU, NZ1.80M
4peopleAlibrisUSA, UK1.58M

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 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

#RegionMarketplaces (1)Visits/month
1North America484.47B
3East Asia152.03B
4Southeast Asia131.62B
5Latin America171.41B
6Southern Asia9559.41M
7Middle East6349.77M
10Central Asia16.4M

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

#TypeNameRegion/CountryProduct CategoryVisits/month
3peopleEtsyGlobalArts, Crafts & Gifts445.8M
4peoplecartWalmart.comNorth AmericaGeneral350.4M
6peoplecartWayfairUSA, EuropeHomewares97.0M
13peoplecartKroger ShipUSAGeneral28.20M
16peoplecartBarnes and NobleUSABooks18.70M
19peopleReverbGlobalMusical instruments15.7M
21peoplecartNeweggUSA, CanadaElectronics15.0M
28peopleVestiaire CollectiveUSAFashion8.50M
29people1stdibsUSAArts, Crafts & Gifts8.40M
33peopleDesert CartUSA, Middle EastGeneral3.5M
34peoplecartRue La LaUSAFashion3.30M
37peopleAlibrisUSA, UKBooks1.5M
38peopleeCRATERUSA, UK, AustraliaGeneral1.4M
40peopleRuby LaneUSACollectibles & Antiques1.10M

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.

Also see Online Marketplaces in the USA: Amazon is Not The Only Show in Town.

United Kingdom

#TypeNameRegion/CountryProduct CategoryVisits/month
4peoplecartWayfairNorth America, EuropeHomewares10.5M
7peoplenotonthehighstreetUKArts, Crafts & Gifts3.7M

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.

Also see Online Marketplaces in the UK: Amazon and eBay Dominate.


#TypeNameRegion/CountryProduct CategoryVisits/month
6peopleShopeeSoutheast AsiaGeneral3.36M
8peopleLazadaSoutheast AsiaGeneral21.3K

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”.

Also see Online Marketplaces in China: The Land of The Giants.


#TypeNameRegion/CountryProduct CategoryVisits/month
3peopleMercariJapan, BulgariaGeneral125.36M
5peoplePayPay MallJapanGeneral16M
6peopleQoo10 JapanJapanGeneral12.30M

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.

Also see Online Marketplaces in Japan: Rakuten, Amazon and PayPay Mall.


#TypeNameRegion/CountryProduct CategoryVisits/month
9peoplePaytm MallIndiaGeneral497.50K

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.

Also see Online Marketplaces in India: Amazon and Walmart Evenly Matched.


#TypeNameRegion/CountryProduct CategoryVisits/month
9peoplecarteMAGEastern EuropeGeneral48.3M
16peoplecartLa RedouteFranceGeneral22.14M
20peoplecartWayfairNorth America, EuropeHomewares15.69M
29peopleVestiaire CollectiveUSAFashion8.50M
30peopleAukroCzech RepublicGeneral7.10M
38peoplenotonthehighstreetUKArts, Crafts & Gifts3.70M
40peoplecartGaleries LafayetteFranceFashion3.12M
41peopleDelcampeGlobalCollectibles & Antiques3.10M
43peoplecartRue du CommerceFranceGeneral2.50M
53peoplecartNature & DécouvertesFranceHomewares1.30M
56peopleEtsyGlobalArts, Crafts & Gifts264.1K
59peoplecartPrivaliaBrazil, Mexico, Italy, SpainFashion65.3K
60peopleReverbGlobalMusical instruments17.9K

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.

Also see Online Marketplaces in Europe: Dynamic, Diverse and Disjointed.

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Latin America

#TypeNameRegion/CountryProduct CategoryVisits/month
1peopleMercado LibreLatin AmericaGeneral446.97M
4peopleShopeeSoutheast AsiaGeneral77.4M
6peoplecartCasas BahiaBrazilGeneral47.50M
9peoplecartDafitiLatin AmericaFashion22.03M
10peopleLinioLatin AmericaGeneral10.14M
14peopleSearsUSA,Latin America, North AmericaGeneral5.39M
19peoplecartPrivaliaBrazil, Mexico, Italy, SpainFashion644.20K

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.

Also see Online Marketplaces in Latin America: Mercado Libre the Clear Leader.

Southeast Asia

#TypeNameRegion/CountryProduct CategoryVisits/month
1peopleShopeeSoutheast AsiaGeneral481.51M
4peoplecartLazadaSoutheast AsiaGeneral211.72M
9peopleQoo10Southeast AsiaGeneral16.60M
11peoplecartZaloraSoutheast AsiaFashion6.45M

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,, 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.

Also see Online Marketplaces in Southeast Asia: A Unique Region for Ecommerce.

Middle East

#TypeNameRegion/CountryProduct CategoryVisits/month
5peoplecartnoonMiddle EastGeneral15M
6peopleDesert CartMiddle EastGeneral1.27M

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.

Also see Online Marketplaces in the Middle East: It’s Only Just Getting Started.


#TypeNameRegion/CountryProduct CategoryVisits/month
3peopleTrade MeNew ZealandGeneral19.80M
5peoplecartThe IconicAustraliaFashion7.93M
6peoplecartTarget.comUSA, AustraliaGeneral7.7M

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, The Iconic, and 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.

Also see Online Marketplaces in Australia and New Zealand: eBay and Trade Me Lead.


#TypeNameRegion/CountryProduct CategoryVisits/month
2peoplecartSouqMiddle East, EgyptGeneral15.9M
4peoplecartTakealot.comSouth AfricaGeneral12.80M
6peoplebidorbuySouth AfricaGeneral1.70M
7peopleZandoSouth AfricaFashion467.5K

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 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.

Also see Online Marketplaces in Africa: Fast Growth, Enormous Potential.

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.,,, 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!


Jake Pool

Jake Pool

A content writer in the SaaS, FinTech, and eCommerce spaces, Jake Pool has written hundreds of articles and reviews for dozens of corporate blogs and online publications. With four years under his wing, readers can expect many more informative articles in the future.

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There is a pure online marketplace in Kazakhstan with wide general assortment and more than 3.5M users in February 2019. App is TOP 1 App in the country.

Andy Geldman
Andy Geldman
In reply to Andy Geldman

Many thanks for this. We will add at the next update.


What about online classified sites, like Gumtree, Preloved and Vivastreet?

You made a mention to exclude sites that only have sales of used goods to the publisher, but c2c should thus be fine to be in the list....right?

Andy Geldman
Andy Geldman
In reply to Andy Geldman

Hi Paul, thanks for the comment.

Classified sites don't fit the definition for online marketplaces, because you can't make a purchase online - there's no checkout function. You have to go and meet the buyer.

KArl Lagerfeld
KArl Lagerfeld

Isn't a marketplace? Or is it considered an aggregator?

Andy Geldman
Andy Geldman
In reply to Andy Geldman

We'll add Farfetch at the next update.

Thanks for dropping by Karl! ;-)

KArl Lagerfeld
KArl Lagerfeld

I think you are missing
Nordic marketplace

KArl Lagerfeld
KArl Lagerfeld

I think Lamoda is a marketplace is a nordic marketplace and retailer

Andy Geldman
Andy Geldman
In reply to Andy Geldman

Yes, makes it clear that it's a marketplace.

After some research, I can see that Lamoda is also both. They don't make it obvious at all!

Thanks again for your input.

FYI here is our current list of ones to add:
ttHigo (change from JD Worldwide to be consistent with Tmall)
SF Best

KArl Lagerfeld
KArl Lagerfeld

Hi again

Coulnd't find



KArl Lagerfeld
KArl Lagerfeld

Trendyol seem to be a marketplace aswell

KArl Lagerfeld
KArl Lagerfeld

Yet another one southeast asia

Andy Geldman
Andy Geldman
In reply to Andy Geldman

Thanks, added. Where are you getting these?!

KArl Lagerfeld
KArl Lagerfeld


Andy Geldman
Andy Geldman
In reply to Andy Geldman

So for WeChat, do you mean WeShop?

For Seam, I can find very little information although it does seem to be a marketplace.

Both of these are problematic, because SimilarWeb doesn't report traffic well for apps. Seam has zero estimated traffic, and WeShop only 20.2K, which is way too low. I think we might have to exclude app-only marketplaces.

KArl Lagerfeld
KArl Lagerfeld


I have a few more

The realreal

I'm just curious how many there are out there! Let me know if you want me to stop :)

Andy Geldman
Andy Geldman
In reply to Andy Geldman

No it's great, thanks for your help. Although if you could provide them by email that might be better as the comments thread is getting a bit overrun. I'm andy@ (this website). Or I could share a Google sheet to add them to.

We already have Bonanza by the way.

I think we found The RealReal before and we should have included them as they do have a B2C model as well as consignment for C2C.

Yu Shik Kim
Yu Shik Kim is the biggest marketplace (pure) in turkey. pls add it also on the list

Darya Gonchar
Darya Gonchar

Look through European Wholesale Marketplace Fetery. Its mission is to create a place where independent retailers can easily connect with local makers, artists, craftswomen, and men and prosper together.


You should add Happeno. They are killing it! Best eBay alternative located in Europe, but for selling worldwide:


I think PDD is sharply growing and bigger than the top20


nothing beats good Yook though. definitely more of a hunt but also has some serious deals.


Unfortunatelly, this rating is irrelevant, because it's based on SimilarWeb data, which includes desktop & mobile web only.
Most of the players have their own apps and app traffic share could be close to 100%.
For example, real traffic is 20 times higher than shown in SimilarWeb data.
I think you should consider revisiting the rating and build it based on top apps data.

Andy Geldman
Andy Geldman
In reply to Andy Geldman

Hi David, thanks for the comment.

As you point out, SimilarWeb includes desktop and mobile web traffic so this will include a lot of mobile use - both through mobile browsers and through mobile apps that access the marketplace by wrapping HTML data from the same domain. The majority of apps wrap an existing website for at least part or their functionality.

We would not consider re-doing this research using only app data, as that would exclude desktop and mobile browser use. I appreciate this varies in different countries, but on the whole people use their mobile browser as well as site-specific apps.

There is a good case for adding in app data that is not already captured here, if we can identify a source of monthly visits data and somehow ensure we are not double-counting.

I assume you work at and have access to your app traffic data, but what you have found for your own site will not apply to all sites.

Kate Merton
Kate Merton

Hi David. Thanks for this! We agree that Yandex should not have been on the list as it is not a true marketplace. We have removed it and amended the article.

Kate Merton
Kate Merton

Hi Joesie. Thanks for your question. I'm sorry but we don't give out advice and do not offer consulting services so can't answer your question other than to suggest you investigate those marketplaces in our list that focus on Homewares. We do list ecommerce consultancies and agencies in our directory though:

Good luck!


Thank you for the article
Is there a meta search engine in which you could do one search for all those marketplaces? (Like simultaneously search on eBay, Artsy, Invaluable, DBA, LeBonCoin, Subito, Vinted...)


Hi there is a new bestseller Grand mall platform coming up



Andy Geldman
Andy Geldman
In reply to Andy Geldman

Thanks for the comment. Shopify is not a marketplace, it's an ecommerce platform (shopping cart) to run your own independent webstore.

A marketplace is a website or app where many businesses can complete sales to many customers.

Kate Merton
Kate Merton

Hi. Thanks for your comment. There is no SimilarWeb traffic data available for nedenbiz and it looks like an online store rather than a marketplace.


Hi Andy,

Are the Europe Visits/Month figures inclusive of the United Kingdom visits/month numbers? Thanks!

Andy Geldman
Andy Geldman
In reply to Andy Geldman

Hi Brian, yes the UK is included in Europe for the table under "Top online marketplaces by country and region" and there are also UK marketplaces in the table of European marketplaces.

We have a more detailed analysis of marketplaces in the UK here:


Hi, do you have information on Facebook Marketplace and Google Shopping? Such as their visits per month.

Andy Geldman
Andy Geldman
In reply to Andy Geldman

Hi Juan, unfortunately not as we are unable to separate Facebook Marketplace and Google Shopping from Facebook and Google traffic overall.

Andy Geldman
Andy Geldman

Thanks for letting us know. We'll research it for the next update.


Hi, I believe you're missing
and also, didn't BestBuy's marketplace shutdown? at least the one for USA

Kate Merton
Kate Merton
In reply to Kate Merton

Thanks. We have on our list to research for next time, and will also look into BestBuy.

Andy Geldman
Andy Geldman
In reply to Andy Geldman

The Best Buy marketplace is just in Canada - . Best Buy as a whole operates in the US, Canada and Mexico.

Kate Merton
Kate Merton

Thanks for letting us know. We’ll research it for the next update.


Could you add Home Depot, Lowes, and Menards into next edition?

Andy Geldman
Andy Geldman
In reply to Andy Geldman

Home Depot, Lowes, and Menards don't have online marketplaces so they don't qualify to be listed here.

monika Wilsone
monika Wilsone

Hi, Hope you will ad these sites also

Kate Merton
Kate Merton
In reply to Kate Merton

Hi Monika, thanks for your comment. Tradesy is on the list at number 132. Druzza did not make the list this year due to insufficient monthly traffic.

Mothilal De Silva
Mothilal De Silva

Please let me know whether Shopee of SEA operate in Latin America. According to your tables, they have over 40million site visits in Latin America.

Kate Merton
Kate Merton
In reply to Kate Merton

Hi Mothilal. Yes Shopee have sites in Brazil and Mexico, in addition to their Southeast Asia focus. You can see all their regional/country marketplaces here:

We will be updating our article on Online Marketplaces in Latin America shortly, so Shopee may be covered in the update.

Kate Merton
Kate Merton

Shein is a retailer, not a marketplace.

Reza Khavari Khorasani
Reza Khavari Khorasani

you can add digikala, digistyle, snappmarket, baya and other marketplaces which are active in iran with millions of visitors.

Kate Merton
Kate Merton
In reply to Kate Merton

Thanks! We'll check those out next time.


wow. i am surprised to see the amount of international ecommerce website. thanks for sharing the information


Great list of online shopping sites. Really liked it. please check LibraBazaar.

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Firstly, thank you for this excellent list!

Second, I couldn't find Showroomprive, it's a French marketplace,
and Foleja, a Kosovan marketplace

Best Wishes!


Hello, just a remark, it should add - Shein, Temu, Tiktok shop who are strong and big marketplace and game changer on ecommerce. All of them is on boarding sellers.


Yandex now is a true marketplace, put it on a list :)


Excellent listing! specially on southeast asia, appreciate your content! keep on posting.

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