The World’s Top Online Marketplaces 2022

The global eCommerce market is expected to reach $5.5 trillion in 2022 and continue growing over the next few years, proving that online shopping has become an increasingly lucrative option for businesses across all sectors of industry.

It’s estimated that by 2025 world online shopping could exceed $7 trillion, and it will account for almost one quarter (23.6%) of all consumer spending on earth.

We are well acquainted with marketplace websites such as Amazon, eBay, Rakuten, and Alibaba – the giants of online retail – but who are the rising stars? Who are the other big players around the world? Which are the best places to sell niche products?

In this post, we have compiled a definitive list of all the online marketplaces around the world, and we answer those questions and more.

We start with 151 marketplaces that have more than one million visits per month, then we look at the most popular product categories, followed by the best-served regions and countries. We include a detailed breakdown of the top four product categories – fashion, books, homewares, and electronics – and finally, take a look at the top marketplaces by country and region.

Best Marketplace Research & Stocking Tools

1. 3Dsellers

— 3Dsellers provides a range of tools to help businesses optimize their sales channels and improve their online… Read review

100%

Great Tool

Great Customer Support

Easy to use

STARTING PRICE	From $10.99 per month
PRICING MODEL	Usage-Based
FREE TRIAL	7 days
FREE VERSION	N/A

Visit

2. Helium 10

— Product Details Helium 10 tools are designed to save time, find profitable products, discover profitable keywords, remove… Read review

100%

All-In-one Platform

Easy Platform to Use (Good UX)

Free Starter Plan for New Entrepreneurs

Special Offer	Get 10% - 20% off right now
Pricing Model	Tiered Based
Free Trial	Yes
Free Version	Yes

Visit

3. SaleHoo

— Service Details SaleHoo is an online wholesale directory and community for online traders, eBay sellers, and traditional… Read review

100%

Pricing	$27 / month
Pricing Model	Tiered Based
Free Trial	Yes
Free Version	No

Visit

4. SixBit

— SixBit is an all-in-one solution for eBay sellers. It automates inventory management, order processing, and listing creation.… Read review

80%

Starting Pricing	24.99 $ / month
Pricing Model	Tiered Based
Free Trial	Yes
Free Version	No

Visit

5. Jungle Scout

— Jungle Scout provides comprehensive insights to help make informed decisions about products and sales strategies. It provides… Read review

70%

Easy to use

Broad range of tools

Very powerful for research

Starting Pricing	29$ / month
Pricing Model	Tiered Based
Free Trial	Yes
Free Version	No

Visit

What is an online marketplace?

There are two key features that define an online marketplace:

• There are many sellers and buyers trading through the same website.
• Buyers are able to 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 an online marketplace.

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 the type of marketplace website that meet two further criteria:

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

This means that marketplaces that only support business-to-business (B2B) trade, such as diamond trading site RapNet, are excluded. Marketplaces specializing in services such as freelancing website Upwork and also excluded.

In summary, we are looking at true online marketplaces where you can sell physical products to consumers.

Start selling with Shopify
for $1/month for your first 3 months.

Get now!

The world’s top online marketplaces

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	5.69B
2		eBay	Global	General	2.98B
3		Shopee	Southeast Asia	General	631.19M
4		Rakuten	Global	General	590.84M
5		AliExpress	Global	General	526.4M
6		Walmart	North America	General	514.03M
7		Mercado Libre	Latin America	General	446.97M
8		Etsy	Global	Arts, Crafts & Gifts	397.5M
9		Taobao	China	General	333.14M
10		Wildberries	Russia	General	279.8M
11		Pinduoduo	China	General	263.3M
12		Trendyol	Turkey	General	222.7M
13		Target	USA, Australia	General	206.5M
14		Flipkart	India	General	202.4M
15		Allegro	Poland	General	201.45M
16		Ozon	Russia	General	196.8M
17		JD.com	China	General	186.7M
18		Zalando	Europe	Fashion	170M
19		Tokopedia	Indonesia	General	163.8M
20		Lazada	Southeast Asia	General	144.22M
21		Wayfair	North America, Europe	Homewares	143.14M
22		Mercari	Japan, Bulgaria	General	139.52M
23		Tmall	China	General	104.77M
24		Hepsiburada	Turkey	General	97.4M
25		Coupang	South Korea	General	86.7M
26		Americanas	Brazil	General	86.7M
27		Vinted	Global	Fashion	77.31M
28		bol.com	Netherlands	General	74.4M
29		Kaufland	Germany, Europe	General	73.25M
30		ASOS	Global	Fashion	63.16M
31		Myntra	India	Fashion	56.4M
32		Casas Bahia	Brazil	General	56.0M
33		Falabella	Chile	General	53.22M
34		OTTO	Germany, Netherlands	General	53M
35		Discogs	Global / USA	Music	50.0M
36		Poshmark	Global / USA	Fashion	49.92M
37		Decathlon	Europe	Sports	48.3M
38		ZOZOTOWN	Japan	Fashion	48.2M
39		Marktplaats	Netherlands	General	46.9M
40		eMAG	Eastern Europe	General	44.73M
41		ManoMano	Europe	Homewares	44.2M
42		Cdiscount.com	France	General	41.4M
43		Meesho	India	General	36.43M
44		n11	Turkey	General	36.0M
45		Kroger Ship	USA	General	34.7M
46		Netshoes	Brazil	Fashion	34.36M
47		PayPay Mall	Japan	General	34.0M
48		Fnac	Europe	General	33.57M
49		Gmarket	Global	General	31.92M
50		StockX	Global / USA	Fashion	30.24M
51		Bandcamp	Global	Music	29.3M
52		Dafiti	Latin America	Fashion	29.01M
53		Overstock	USA, Canada	General	28.81M
54		Farfetch	Global	Fashion	28.8M
55		La Redoute	Global	General	27.11M
56		Jumia	Africa	General	26.86M
57		Extra	Brazil	General	26M
58		Wish	Global	General	24.7M
59		Houzz	Global	Homewares	23.26M
60		Bukalapak	Indonesia	General	23.3M
61		Barnes and Noble	USA	Books	22.2M
62		Blibli	Indonesia	General	22.1M
63		Qoo10	Southeast Asia	General	20.77M
64		Newegg	Global	Electronics	20.02M
65		Trade Me	New Zealand	General	20.0M
66		Reverb	Global	Musical instruments	17.69M
67		Best Buy Canada	Canada	Electronics	17.9M
68		noon	Middle East	General	17.6M
69		GunBroker	USA	Sports	16.6M
70		Lamoda	Russia	Fashion	15.6M
71		Qoo10 Japan	Japan	General	15.5M
72		Fruugo	Global	General	14.74M
73		Tiki	Vietnam	General	14.6M
74		Darty	France	General	14.24M
75		AbeBooks	Global	Books	14.04M
76		Linio	Latin America	General	13.94M
77		Ricardo	Switzerland	General	13.82M
78		Pontofrio	Brazil	General	13.61M
79		Shoptime	Brazil	General	13.03M
80		Takealot.com	South Africa	General	12.74M
81		Snapdeal	India	General	12.5M
82		shopgoodwill.com	USA	General	12.3M
83		Submarino	Brazil	General	12.2M
84		dba	Denmark	General	12.2M
85		Conforama	Europe	Homewares	11.73M
86		Joom	Europe	General	11.56M
87		Tradera	Sweden	General	11.28M
88		Worten	Europe	General	11.05M
89		TheRealReal	USA	Fashion	10.9M
90		Sears	USA,Latin America, North America	General	10.56M
91		G2A.com	Global	Electronics	10.2M
92		Desert Cart	Middle East, Global	General	9.66M
93		digitec	Switzerland	Electronics	9.62M
94		GOAT	Global	Fashion	9.62M
95		Depop	Global	Fashion	9.6M
96		Spartoo	Europe	Fashion	9.45M
97		The Iconic	Australia, New Zealand	Fashion	9.32M
98		Souq	Egypt, Sweden	General	9.32M
99		Grailed	USA	Fashion	9.1M
100		Zattini	Brazil	Fashion	8.4M
101		Catch.com.au	Australia	General	8.4M
102		Zalora	Southeast Asia	Fashion	8.4M
103		cdon	Scandinavia	General	7.44M
104		Kaspi	Kazakhstan	General	7.14M
105		1stdibs	USA	Arts, Crafts & Gifts	7.0M
106		GittiGidiyor	Turkey	General	6.9M
107		Aukro	Czech Republic	General	6.9M
108		BrickLink	USA	Toys	6.5M
109		Privalia	Brazil, Mexico, Italy, Spain	Fashion	6.17M
110		Vestiaire Collective	USA	Fashion	5.5M
111		Wehkamp	Netherlands	General	5.4M
112		Vipshop	China	General	4.7M
113		morele	Poland	Electronics	4.7M
114		ePRICE	Italy, Global	General	4.69M
115		notonthehighstreet	UK	Arts, Crafts & Gifts	4.1M
116		OnBuy	UK	General	4.0M
117		MyDeal.com.au	Australia	General	4.0M
118		Konga	Nigeria, Russia,	General	3.88M
119		Galeries Lafayette	France, Middle East	Fashion	3.56M
120		Delcampe	Global	Collectibles & Antiques	3.5M
121		Rue La La	USA	Fashion	3.4M
122		Shpock	Europe	General	3.3M
123		Rue du Commerce	France	General	3.3M
124		Tradesy	USA	Fashion	3.1M
125		Bonanza	Global	General	3.1M
126		Sendo	Vietnam	General	3.1M
127		miinto	Europe	Fashion	2.93M
128		Pepperfry	India	Homewares	2.6M
129		Cel	Romania	General	2.6M
130		eCRATER	USA, UK, Australia	General	2.55M
131		Fyndiq	Global	General	2.5M
132		Kanui	Brazil	Fashion	2.4M
133		hood	Germany	General	2.4M
134		Micolet	Global	Fashion	2.3M
135		Jane	USA	Fashion	2.1M
136		GAME	UK	Electronics	2.1M
137		Shopclues	India	General	1.9M
138		Biblio.com	USA	Books	1.8M
139		Okazii.ro	Romania	General	1.7M
140		Coolshop	Europe	General	1.64M
141		Storenvy	USA	General	1.6M
142		Ruby Lane	USA, Australia	Collectibles & Antiques	1.51M
143		SidelineSwap	USA	Sports	1.5M
144		ZVAB	Germany	Books	1.5M
145		Limeroad	India	Fashion	1.3M
146		bidorbuy	South Africa	General	1.5M
147		Alibris	USA, UK	Books	1.5M
148		mumzworld	Middle East	Baby	1.3M
149		Nature & Découvertes	France	Homewares	1.2M
150		Trouva	UK	Homewares	1.1M
151		Moda Operandi	Global	Fashion	1.0M

Estimated monthly visits for July 2022, 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, with Amazon pulling in over five and a half billion visits per month and eBay getting almost 3 billion visitors each month. 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, although Shopee, Mercado Libre, Rakuten, Walmart, and AliExpress aren’t too far behind, with around 500 million visits per month each.

Latin America’s Mercado Libre is seventh 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. This is a world marketplace chosen by many companies that are looking to target Latin American markets.

Looking at the product categories, the top 20 market places 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.

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

It’s important to note that this list is ranked 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 be applied to all marketplaces worldwide.

Try Jungle Scout risk-free for
7 days.

Get now!

---

What has changed in 2022?

Marketplace closures included:

• After 23 years of operation, the Chinese e-commerce website eachnet.com officially shuts down. Eachnet was once owned by the US online marketing powerhouse eBay.
• Less than six months after its debut in India, the social commerce network Shopee is leaving the nation due to “global market uncertainty.” Shopee immediately became popular in India thanks to its broad selection of affordable items. The Shopee app is no longer available on Google Play Store and the Apple App Store.
• Shopify, the leading eCommerce platform, is discontinuing Oberlo. Oberlo was Shopify’s dropshipping extension. Shopify is switching to a different dropshipping program created by DSers.
• According to Facebook, its live shopping function will be discontinued on October 1 in favor of Reels. Facebook originally introduced live shopping in 2018 and has been experimenting with methods to make it more user-friendly and well-liked over the last few years.

There were also a number of high-profile brand and company changes:

• H&M returned to China a year after it left the country over forced labor in Xinjiang. The H&M store is available on Tmall, an Alibaba-owned marketplace. 
• Authentic Brands Group Inc. bought Ted Baker Plc. for around $254 million.
• Amazon acquired iRobot for $1.65 billion. iRobot manufactures a popular Roomba vacuum cleaner. Most analysts believe Amazon wants to use Roomba to get better insights into how people live to push their Alexa smart home products. 
• By October 15, WHP Global and Macy’s Inc. hope to have a Toys R Us store inside each Macy’s location. The stores will range in size from 1,000 square feet for “flagship” sites to 10,000 square feet for locations in multiple cities.
• Amazon decided to shut down Selz, an e-commerce startup that helps entrepreneurs sell products online. Amazon acquired Selz last year.

Top product categories sold by online marketplaces

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

General marketplaces, where a very wide range of products are sold, are by far the most common type, comprising nearly 60% of all marketplaces and 18 out of the top 20.

Online marketplaces selling mainly fashion take the second spot, despite only being featured at number 18 in the main list, with Zalando. Compared to 2020, Zalando climbed to the number 18 spot from the 20th place by improving their overall traffic by more than 20%. 

The Arts, Crafts & Gifts category comes next, although this is mainly down to Etsy. Only two other marketplaces feature in this category – the UK’s notonthehighstreet and global site 1stdibs. 

Electronics, Homewares, and Books all ranked above Arts, Crafts & Gifts in previous years, but the explosive growth of Etsy starting in 2020 has moved the entire category with it.

Try Monday.com for free today!

Get now!

Fashion online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Zalando	Europe	170M
2		Vinted	Global	77.31M
3		ASOS	Global	63.16M
4		Myntra	India	56.4M
5		Poshmark	Global / USA	49.92M
6		ZOZOTOWN	Japan	48.2M
7		Netshoes	Brazil	34.36M
8		StockX	Global / USA	30.24M
9		Dafiti	Latin America	29.01M
10		Farfetch	Global	27.56M
11		Lamoda	Russia	15.6M
12		TheRealReal	USA	10.9M
17		GOAT	Global	9.62M
13		Depop	Global	9.6M
21		Spartoo	Europe	9.45M
18		The Iconic	Australia, New Zealand	9.32M
16		Grailed	USA	9.1M
15		Zattini	Brazil	8.4M
19		Zalora	Southeast Asia	8.4M
14		Privalia	Brazil, Mexico, Italy, Spain	6.17M
20		Vestiaire Collective	USA	5.5M
25		Galeries Lafayette	France	3.56M
22		Rue La La	USA	3.4M
23		Tradesy	USA	3.1M
24		miinto	Europe	2.93M
26		Kanui	Brazil	2.4M
27		Micolet	Global	2.3M
28		Jane	USA	2.1M
30		Limeroad	India	1.3M
31		Moda Operandi	Global	1.0M

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

Most fashion marketplaces are focused 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	143.14M
2		ManoMano	Europe	44.2M
3		Houzz	Global	23.77M
4		Conforama	Europe	11.73M
5		Pepperfry	India	2.6M
7		Nature & Découvertes	France	1.2M
6		Trouva	UK	1.1M

When it comes to homewares, Wayfair takes the top spot by a large margin. It gets three times the traffic of the second biggest homeware 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 website as well as retailing products itself using a dropshipping model.

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

Electronics online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Newegg	Global	20.05M
2		Best Buy Canada	Canada	17.9M
3		G2A.com	Global	10.2M
4		digitec	Switzerland	9.62M
5		morele	Poland	4.7M
6		GAME	UK	2.1M

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.

Books online marketplaces

#	Type	Name	Region/Country	Visits/month
1		Barnes and Noble	USA	22.2M
2		AbeBooks	Global	14.04M
3		Biblio.com	USA, UK, AU, NZ	1.8M
4		ZVAB	Germany	1.5M
5		Alibris	USA, UK	1.5M

Books is perhaps an unlikely category for 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:

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

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 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 that 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

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 5.4 billion visits per month and 48 different marketplaces having one million or more visits each.

This is followed by Europe, which has the highest number of different marketplaces – 57 had over one million monthly visits and generated a total of over 3.8 billion visits from European shoppers.

Third in the table is East Asia, primarily China and Japan, with 2.5 billion visits, but a less diverse landscape with only 15 sites having more than one million visits each.

Fourth is Latin America, with 1.5 billion visits per month from 18 different online marketplaces.

Scale Your Business with SE Ranking!

Get now!

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.

Southeast Asia and Southern Asia (primarily India) both have over 500 million visits to online marketplaces each month. The Middle East and Australasia fall into the 100 million to 500 million range. Africa has only 52 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 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 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	2.7B
2		eBay	Global	General	788.6M
3		Walmart.com	North America	General	443.3M
4		AliExpress	Global	General	425.1M
5		Etsy	Global	Arts, Crafts & Gifts	397.5M
6		Target.com	USA	General	198.1M
7		Mercari	Japan, USA	General	138.4M
8		Wayfair	USA, Europe	Homewares	106.3M
9		Rakuten	Japan	General	71.6M
10		Discogs	Global	Music	50.0M
11		Poshmark	USA	Fashion	46.3M
12		Kroger Ship	USA	General	34.7M
13		StockX	Global	Fashion	30.2M
14		Bandcamp	Global	Music	29.3M
15		Overstock	USA	General	28.1M
16		Farfetch	Global	Fashion	27.1M
17		Wish	Global	General	24.7M
18		Barnes and Noble	USA	Books	22.2M
19		Newegg	USA, Canada	Electronics	20.02M
20		Houzz	Global	Homewares	18.1M
21		Reverb	Global	Musical instruments	17.6M
22		GunBroker	USA	Sports	16.6M
23		shopgoodwill.com	USA	General	12.3M
24		TheRealReal	USA	Fashion	10.9M
25		AbeBooks	Global	Books	10.3M
26		G2A.com	Global	Electronics	10.2M
27		Depop	Global	Fashion	9.6M
28		GOAT	Global	Fashion	9.5M
29		Grailed	USA	Fashion	9.1M
30		1stdibs	Global	Arts, Crafts & Gifts	7.0M
31		BrickLink	Global	Toys	6.5M
32		Sears	USA	General	5.8M
33		Vestiaire Collective	USA	Fashion	5.5M
34		Rue La La	USA	Fashion	3.4M
35		Bonanza	Global	General	3.1M
36		Tradesy	USA	Fashion	3.1M
37		Desert Cart	USA, Middle East	General	3.05M
38		eCRATER	USA, UK, Australia	General	2.2M
39		Jane	USA	Fashion	2.1M
40		Storenvy	USA	General	1.6M
41		Ruby Lane	USA	Collectibles & Antiques	1.5M
42		Alibris	USA, UK	Books	1.4M

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 42 with over one million monthly visits.

The US has a richer range of niche marketplaces than Europe, with 62% of US marketplaces focusing on specific product categories versus 40% in Europe. This is particularly apparent in the top ten, with homewares, music, and crafts all present. Further down the list, there are multiple websites specializing in fashion, books, homewares, music, and sports.

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

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

United Kingdom

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	400.0M
2		eBay	Global	General	252.5M
3		ASOS	Global	Fashion	63.1M
4		Wayfair	North America, Europe	Homewares	17.7M
5		Vinted	Global	Fashion	5.8M
6		Zalando	Europe	Fashion	5.6M
7		ManoMano	Europe	Homewares	4.8M
8		notonthehighstreet	UK	Arts, Crafts & Gifts	4.1M
9		OnBuy	UK	General	4.0M
10		Shpock	Europe	General	3.3M
11		AbeBooks	Global	Books	2.7M
12		GAME	UK	Electronics	2.1M

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

There are several different product categories reflected here – three fashion sites, one arts and crafts site, and two sites selling homewares. 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 top marketplaces visited by British shoppers are mainly focused 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.

China

#	Type	Name	Region/Country	Product Category	Visits/month
1		Taobao	China	General	333.1M
2		Pinduoduo	China	General	263.3M
3		JD.com	China	General	179.8M
4		Tmall	China	General	102.7M
5		Vipshop	China	General	4.7M

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. All of them are Chinese companies. Regional giant Rakuten (Japan) and two Southeast Asian websites (Shopee and Lazada) along with eBay had a stronger presence in China in previous years when these companies surpassed one million visitors per month. 

All of the marketplaces visited by Chinese customers sell a variety of goods and so are categorized as “General”.

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

Japan

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	626.0M
2		Rakuten	Global	General	511.8M
3		Mercari	Japan, USA	General	139.3M
4		ZOZOTOWN	Japan	Fashion	48.2M
5		PayPay Mall	Japan	General	34.0M
6		Qoo10 Japan	Japan	General	15.5M

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 are visited by more than one million Japanese shoppers per month – Amazon is top with 626 million visits, Rakuten has 512 million and Mercari has139 million.

Japan has a surprisingly narrow range of popular online marketplaces, despite being a developed economy and the third-largest by GMV globally.

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

India

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	339.7M
2		Flipkart	India	General	202.4M
3		Myntra	India	Fashion	56.4M
4		Meesho	India	General	36.43M
5		Snapdeal	India	General	12.5M
6		Pepperfry	India	Homewares	2.6M
7		Shopclues	India	General	1.9M
8		Limeroad	India	Fashion	1.3M

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 2339 million monthly visits from Indian consumers. Walmart-owned Flipkart has 202 million visits per month.

The majority 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 are only allowed to operate a marketplace.

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

Europe

#	Type	Name	Region/Country	Product Category	Visits/month
1		Amazon	Global	General	1.07B
2		eBay	Global	General	534.6M
3		Etsy	Global	Arts, Crafts & Gifts	397.5M
4		Wildberries	Russia	General	279.65M
5		Allegro	Poland	General	201.45M
6		Ozon	Russia	General	196.8M
7		Zalando	Europe	Fashion	170M
8		AliExpress	Global	General	101.02M
9		Vinted	Global	Fashion	75.78M
10		bol.com	Netherlands	General	74.4M
11		Kaufland	Germany	General	73.25M
12		ASOS	Global	Fashion	63.1M
13		OTTO	Germany	General	53M
14		Decathlon	Europe	Sports	48.3M
15		Marktplaats	Netherlands	General	46.9M
16		eMAG	Eastern Europe	General	44.73M
17		ManoMano	Europe	Homewares	44.2M
18		Cdiscount.com	France	General	41.4M
19		Fnac	France	General	33.22M
20		La Redoute	France	General	27.11M
21		Wish	Global	General	24.7M
22		Wayfair	North America, Europe	Homewares	24.44M
23		Lamoda	Russia	Fashion	15.14M
24		Darty	France	General	14.24M
25		Ricardo	Switzerland	General	13.82M
26		dba	Denmark	General	12.2M
27		Fruugo	Global	General	11.85M
28		Conforama	Europe	Homewares	11.73M
29		Joom	Europe	General	11.56M
30		Tradera	Sweden	General	11.28M
31		Worten	Europe	General	11.05M
32		Spartoo	Europe	Fashion	9.24M
33		digitec	Switzerland	Electronics	9.62M
34		cdon	Scandinavia	General	7.44M
35		Aukro	Czech Republic	General	6.9M
36		Wehkamp	Netherlands	General	5.4M
37		morele	Poland	Electronics	4.7M
38		Houzz	Global	Homewares	4.26M
39		notonthehighstreet	UK	Arts, Crafts & Gifts	4.1M
40		OnBuy	UK	General	4.0M
41		AbeBooks	Global	Books	3.74M
42		Galeries Lafayette	France	Fashion	3.51M
43		Delcampe	Global	Collectibles & Antiques	3.5M
44		Rue du Commerce	France	General	3.3M
45		Shpock	Europe	General	3.3M
46		miinto	Europe	Fashion	2.93M
47		Cel	Romania	General	2.6M
48		Fyndiq	Sweden	General	2.5M
49		hood	Germany	General	2.4M
50		Micolet	Europe	Fashion	2.3M
51		GAME	UK	Electronics	2.1M
52		ePRICE	Italy	General	2.0M
53		Okazii.ro	Romania	General	1.7M
54		Coolshop	Europe	General	1.64M
55		ZVAB	Germany	Books	1.5M
56		Nature & Découvertes	France	Homewares	1.2M
57		Trouva	UK	Homewares	1.1M

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 57 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 website in Europe is Amazon, with 1.07 billion monthly visits. eBay’s traffic is around half of this, with 534 million visits.

Etsy is the third most popular European marketplace, with 397 million visitors. Wildberries, a Russing marketplace, sits in fourth place with 279 million visitors. It will be interesting to see what happens to Russian marketplaces in the coming months because of the sanctions against Russia from almost all European countries. 

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

70% of the top 20 marketplaces are categorized as General, selling a wide range of different products. Fashion marketplaces Zalando, Vinted, and ASOS feature in the top 20, as does the homewares store ManoMano, and crafts giant Etsy.

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

Try Freshbooks 30 days free trial Now !

Get now!

Latin America

#	Type	Name	Region/Country	Product Category	Visits/month
1		Mercado Libre	Latin America	General	446.97M
2		AliExpress	Global	General	425.13M
3		Amazon	Global	General	217.4M
4		Shopee	Southeast Asia	General	96M
5		Americanas	Brazil	General	86.7M
6		Casas Bahia	Brazil	General	56.0M
7		Falabella	Chile	General	53.22M
8		Netshoes	Brazil	Fashion	34.36M
9		Dafiti	Latin America	Fashion	29.01M
10		Linio	Latin America	General	13.94M
11		Pontofrio	Brazil	General	13.6M
12		Extra	Brazil	General	13.1M
13		Shoptime	Brazil	General	13.03M
14		Submarino	Brazil	General	12.2M
15		Zattini	Brazil	Fashion	8.4M
16		Privalia	Brazil, Mexico, Italy, Spain	Fashion	5.99M
17		Sears	USA,Latin America, North America	General	4.72M
18		Kanui	Brazil	Fashion	2.4M

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.

The majority of 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 14.

Latin American marketplaces are split between generalists and fashion retailers, which include Dafiti, Netshoes, Zattini, Privalia, and Kanui.

Ten marketplaces on this list focus on Brazil. Only four have a wider Latin American market, two are categorized as global, and one is Southeast Asian.

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

Southeast Asia

#	Type	Name	Region/Country	Product Category	Visits/month
1		Shopee	Southeast Asia	General	445.2M
2		Tokopedia	Indonesia	General	163.8M
3		Lazada	Southeast Asia	General	142.1M
4		Bukalapak	Indonesia	General	23.3M
5		Blibli	Indonesia	General	22.1M
6		Tiki	Vietnam	General	14.6M
7		Zalora	Southeast Asia	Fashion	7.68M
8		Amazon	Global	General	6.8M
9		JD.com	China	General	4.4M
10		Sendo	Vietnam	General	3.1M
11		Qoo10	Southeast Asia	General	2.93M
12		eBay	Global	General	1.03M

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 Southeast Asian traffic goes to 12 different marketplaces. Shopee, Tokopedia, and Lazada dominate here, with Bukalapak in fourth place but receiving less than a quarter of 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 the region, but two are categorized as global, and one is focused mainly on China.

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

Middle East

#	Type	Name	Region/Country	Product Category	Visits/month
1		Trendyol	Turkey	General	222.7M
2		Hepsiburada	Turkey	General	97.4M
4		Amazon	Global	General	87.9M
3		n11	Turkey	General	36.0M
6		noon	Middle East	General	17.6M
5		GittiGidiyor	Turkey	General	6.9M
7		Desert Cart	Middle East	General	2.47M

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.

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

Trendyol, Hepsiburada, and Amazon are the three most popular marketplaces visited by shoppers in the Middle East, with 222 million, 97 million, and 88 million visits, respectively. Amazon surpassed n11, which was the third largest marketplace in the region in previous years. N11 sits in fourth place and receives 36 million visitors per month. 

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.

Australasia

#	Type	Name	Region/Country	Product Category	Visits/month
1		eBay	Global	General	59.7M
2		Amazon	Global	General	48.6M
3		Trade Me	New Zealand	General	20.0M
4		The Iconic	Australia	Fashion	9.32M
5		Catch.com.au	Australia	General	8.4M
6		Target.com	USA, Australia	General	7.8M
7		MyDeal.com.au	Australia	General	4.0M

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 seven different marketplaces, with eBay and Amazon topping the list. This is the only place we see eBay’s traffic exceeding Amazon’s. But, Amazon is quickly closing the gap when it comes to monthly visitors. 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 featuresin the list the list with close to 8 million visits.

One marketplace is categorized as Fashion (The Iconic), and the remainder sell General goods.

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

Africa

#	Type	Name	Region/Country	Product Category	Visits/month
1		Jumia	Africa	General	23.49M
2		Takealot.com	South Africa	General	12.7M
3		Souq	Middle East, Egypt	General	9.28M
4		Amazon	Global	General	9.1M
5		Konga	Nigeria	General	3.78M
6		bidorbuy	South Africa	General	1.5M

This table shows the most popular sites used by people based in Africa. For this table, we have included sites with more than 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 23.5 million visits per month. Next is South Africa’s Takealot.com with 12.7 million monthly visits, and then Souq with 9.3 million. Souq is now owned by Amazon but continues to operate in Egypt under its own brand. Amazon sits at fourth place with 9.1 million visits. Nigeria’s Konga is fifth with 2.3 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 fourth edition of the World’s Top Online Marketplaces.

The lists are ranked by estimated website visits, based on SimilarWeb data for July 2022. 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 from which the traffic was generated. Marketplaces with under 50,000 monthly visits have been excluded entirely, and only websites with more than one million visits per month are listed (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 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 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 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 they 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!