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.
Best Marketplace Research & Stocking Tools
— 3Dsellers provides a range of tools to help businesses optimize their sales channels and improve their online… Read review
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— Navigating the eCommerce landscape can be a daunting task, especially if you’re just dipping your toes in… Read review
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| Pricing Model | Tiered Based |
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— Service Details SaleHoo is an online wholesale directory and community for online traders, eBay sellers, and traditional… Read review
| Pricing | $27 / month |
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| Pricing Model | Tiered Based |
| Free Trial | Yes |
| Free Version | No |
— SixBit is an all-in-one solution for eBay sellers. It automates inventory management, order processing, and listing creation.… Read review
| Starting Pricing | 24.99 $ / month |
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| Pricing Model | Tiered Based |
| Free Trial | Yes |
| Free Version | No |
— Jungle Scout provides comprehensive insights to help make informed decisions about products and sales strategies. It provides… Read review
| Starting Pricing | 29$ / month |
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| Pricing Model | Tiered Based |
| Free Trial | Yes |
| Free Version | No |
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 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:
- The buyers are mainly consumers, not businesses.
- 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 | |