The Top 10 eCommerce Sites in the World 

People are moving away from brick-and-mortar storefronts as a result of the growth of online purchasing platforms. 

By 2025, eCommerce is forecast to account for 21.9% of all worldwide retail sales, with more than $7,528 billion. 

Selling on one of the best eCommerce sites in the globe will be a wonderful option if you want to save costs and improve sales. Sellers may be able to reach out to more clients in both local and international marketplaces. 

There are between 12 million to 24 million eCommerce sites worldwide. While some of these are dropshipping websites with $1,000-$5,000 in annual revenue, one of these sites is Amazon, the world’s largest internet company.

See below a list of the best eCommerce sites of the year so far, as listed on the popular platform Semrush. After the list, let’s look into each eCommerce site to understand its importance.

The Best eCommerce Sites of 2023

1. Amazon → The world’s leader in B2C retail
2. eBay → The best C2C marketplace
3. AliExpress → Offers the cheap prices
4. Walmart → Unlimited assortment of your products
5. Rakuten → Referral and cashback programs
6. Wildberries → Popular in Russia, known for a wide range of clothing and household items
7. Ozon → Russia’s answer to Amazon, offers a broad assortment of goods
8. Flipkart → Private Indian eCommerce company
9. Samsung → The world’s leader in electronics and media sales
10. Etsy → Specializes in handmade, vintage, and unique goods

What are eCommerce Sites?

An eCommerce website is one that enables you to buy and sell physical goods, digital products, or services online. 

It’s a business concept that incorporates online sales transactions. This format is followed by almost every online shopping website, large or small. 

Basically, eCommerce websites are places where you can make purchases over the internet.

Top 10 eCommerce Sites to Explore

Recognizing a great eCommerce site isn’t just about aesthetics or how well the products are displayed. Several critical elements contribute to the overall quality and user experience of an online shopping platform. In this section, we will review some of the best eCommerce sites in existence, and what made them so popular:

1. Amazon

Amazon is an American technology company founded in 1994. The company initially started as an online marketplace for selling books. However, Amazon has grown to become the world’s largest retail chain. 

According to Statista, Amazon US had up to 2,200 monthly visits (mobile and desktop) in February 2023, and it is by far the most visited eCommerce site in the US. 

Apart from the US, Amazon is also operational in 19 other countries, which are Australia, Austria, China, Brazil, Canada, Egypt, Germany, India, Italy, France, Czech Republic, Japan, Mexico, Netherlands, Poland, Spain, UAE, UK, and Singapore.  

Features

Some of the features of Amazon include the following:

Amazon Business

Apart from being a B2C (business-to-consumer) marketplace, Amazon is also a B2B (business-to-business) marketplace through Amazon Business. Amazon Business gives sellers the opportunity to reach B2B customers with pricing, and the features of Amazon Business are designed for businesses of all sizes. 

Amazon FBA 

Fulfillment by Amazon is a service by Amazon that allows sellers to outsource their order fulfillment to Amazon. Amazon FBA operates using the dropshipping model. 

Heads Up!

Want details about different Amazon Sellers tools and how they can help your business, then head to our category section ‘Amazon Seller tools and services.’ You can also use our Amazon FBA calculator to estimate your revenue.

Pros and Cons

Pros 

• Large customer base: As one of the most commonly visited eCommerce sites in the world, Amazon has a large customer base which is great for sellers. With Amazon, you have access to customers who are ready to purchase. 
• Brand recognition: When you sell on Amazon, you can take advantage of Amazon’s brand recognition.
• Simple platform: Amazon is very easy to use. 
• Marketing on Amazon is cheap: You don’t need to spend on content marketing when selling with Amazon. The platform can be compared to a search engine in the sense that it indexes the different sellers to help buyers get what they’re looking for.

Cons 

• Branding limitations: Amazon doesn’t allow you to build a brand. Prices, product categories, and average customer ratings are used by Amazon to index pages. With Google Shopping, the seller’s page is indexed, while with Amazon, the products’ page is indexed. 
• Competition: With over 9.7 million sellers, the competition on Amazon is high. If you are going to make sales on Amazon, you need to create an effective marketing strategy. 
• High fees: It is expensive to sell on Amazon. With a subscription-based selling fee as well as referral fees on every item sold, Amazon is not cheap to sell on. 

2. eBay

eBay is an American eCommerce company that was established in 1995. They are the world’s leading consumer-to-consumer marketplace and one of the world’s leaders in business-to-consumer retail. 

eBay delivers to about 190 countries and territories around the world. They also have about 132 million buyers around the world. 

Buyers don’t need to pay any transaction fees on eBay. However, it is quite different for sellers as they have to pay for listing items on the eCommerce platform.  

Features

Listing Items

You can sell on eBay by simply registering on the platform and listing items. The first 250 listings are free, and after that, there’s a non-refundable insertion fee of $0.35 per listing.

Buy-It-Now 

eBay started as an auction platform. In addition to the auction feature, they added the Buy It  Now feature, which allows sellers to fix a price listing their items. Sellers can also set the Buy It Now price on their auction-style listings. 

The price is set higher than the auction price and allows the buyer to purchase the items right away. 

eBay Advanced Search

The eBay advanced search allows buyers to narrow their search to search range, number of bids, price range, and currency of the sale.

Maximize Profits

If you are an eBay Seller looking to maximize your profits, then visit our category page ‘eBay Sellers tools and services‘ to learn about the tools that can help you operate your business effectively.

Pros and Cons

Pros 

• Large customer base: eBay sellers can reach a vast audience. With over 132 million buyers across the world, there is a large market on eBay. 
• Trusted provider: eBay is widely trusted and popular among buyers hence selling on eBay allows you to key into the popularity of eBay. 
• Simple platform: It is an easy-to-use platform for both buyers and sellers. 
• Monthly free listings: You can list up to 250 products for free every month. And you are only charged the final value fee when your products have sold.  

Cons

• Competitive marketplace: Almost every item is sold on eBay, and many of these items share similar characteristics. As a result, sellers must implement different pricing strategies to attract buyers.
• Additional costs: Sellers have to pay for the different additional services such as a bold listing, a larger gallery, listing in two categories, and scheduled listing.
• High seller fees: For every item you sell, eBay takes 13.25% of the sale value for many categories, but this can be lower. On top of this they also take $0.30 for every order.

3. AliExpress

AliExpress is an eCommerce platform owned by the Alibaba group. It was founded in 2010 in China. AliExpress is a B2C marketplace. 

The sellers are mostly from China, and the target market is international buyers. AliExpress does not sell to customers in Mainland China. English, Italian, Dutch, Portuguese, Spanish, and French are among the 16 languages supported by the website.

Features

• Language flexibility: AliExpress is available in 16 languages.
• Dropshipping plugins: AliDropship is a plugin on Woocommerce and WordPress that facilitates dropshipping from AliExpress.
• Resources: AliExpress University offers learning resources to new sellers on AliExpress. 

Pros and Cons

Pros 

• Low cost products: AliExpress is a cheap eCommerce site. If you are a dropshipper, you discover that AliExpress is home to many cheap prices. 
• Low overhead cost: AliExpress helps you to reduce your overhead costs as a dropshipper. They allow you to ship directly to customers, eliminating the need for inventory management.

Cons

• Shipping times: AliExpress has a problem with shipping times. Their shipping takes between 15 days and 2 months. However, some customers have complained about the very late delivery of their items. 
• Potential poor quality: The low cost may come with quality issues with products. 
• Lack of support on the platform: Refunds and Returns can be difficult, and getting issues resolved on AliExpress can be quite hectic. Making returns on AliExpress can sometimes take months and may lead to disputes.

4. Walmart

Walmart is an American multinational retail chain launched in Rogers, Arkansas, in 1962. They presently operate about 10,500 stores and clubs in about 19 countries, in addition to a number of eCommerce sites. 

Walmart operates in the 50 States of the US and Puerto Rico under different banners such as Supercenter, Discount Stores, and Neighborhood Market. 

Walmart is also establishing itself as an eCommerce giant. Their website walmart.com receives about 240 million visitors per week. They have also acquired a couple of eCommerce sites, such as jet.com, modcloth.com, art.com, hayneedle.com and others.

Features

• Walmart Marketplace. It is a service by Walmart in collaboration with Shopify to allow sellers to offer their products on Walmart. To use Walmart Marketplace, sellers should download Walmart App on the Shopify App Store. 
• Walmart Fulfillment Services is a fulfillment service for Walmart Marketplace users.

Pros and Cons

Pros 

• Flexibility: You can sell any product at Walmart as long as such items are not on Walmart’s prohibited product list. There is no limit to the assortment of your products. 
• Only pay fees for sales: Walmart only charges seller fees when your products are purchased. The referral fees differ based on the product category and range from 3% to 15%.
• Returns options: Walmart allows its sellers to create their own return policy. This helps sellers create conditions that are favorable for their business. 
• One-stop shop for buyers: Products of every kind are available at Walmart.
• Reduced competition: With only about 150,000 sellers, the competition on Walmart Marketplace is nowhere close to Amazon, where there are over 9.7 million sellers.

Cons

• Seller rules: Walmart has a Price Parity Rule which means sellers cannot offer the same product for lower prices on other eCommerce platforms. 
• Limited operations: Walmart Fulfillment Services is very limited in its operations.

5. Rakuten

Rakuten Ichiba is the second largest eCommerce platform in Japan. Apart from eCommerce, the Rakuten Group also runs about 70+ businesses with over 1.7 billion customers across the world.

Rakuten Ichiba has a customer base of about 100+ million, which is about 79,6% of the entire Japanese population. Since its inception in 1997, Rakuten has held a strong grip on the Japanese eCommerce market. 

Features

• Rakuten Point. Rakuten’s loyalty program, which the company started in 2002, has issued over $23 billion worth of Rakuten Points.
• Rakuten Marketplace is a feature that grants overseas sellers access to Rakuten Ichiba.

Pros and Cons

Pros

• Customizable: Allows users to customize their site. 
• Easy to use: It can be done using the Rakuten App, or rakuten.com or Rakuten browser extension. 
• Referral program: Rakuten has a referral program that gives customers $30 per referral. 
• Cashback: Rakuten Cashback allows customers to get cash back when they shop at different online stores using the Rakuten App or the Rakuten browser extension.

Cons

• High costs: Rakuten is quite an expensive platform to use as a seller. You have to pay product fees, commission, and subscription. The subscription costs $39 per month, and the listing fee is $0.99 per item. 
• Country restrictions: Rakuten only accepts sellers with an address in the United States or Japan. 
• Brand awareness: Rakuten has limited market presence.

6. Wildberries

Founded in 2004 by Tatyana Bakalchuk, Wildberries has become Russia’s premier online marketplace for a diverse range of products including clothing, electronics, beauty items, and household goods. With its headquarters in Moscow, the company has extended its operations to seven countries such as Belarus, Armenia, and Kazakhstan, among others. 

In 2021, Wildberries initiated its expansion into the U.S. market as well as several European Union nations including France, Spain, and Italy. As of July 2022, it ranks as the fourth most-visited online marketplace in Europe. Due to the company’s international reach and success, Tatyana Bakalchuk holds the title of the wealthiest woman in Russia.

Features

• Wide range of products: The site offers an extensive array of goods, from clothing and electronics to beauty and household items.
• Localized service: The website provides country-specific offerings and services, adapting to markets in Russia and several other countries.
• Search filters: Users can easily filter products based on various criteria like category, brand, price, and customer reviews.
• User reviews and ratings: Allows customers to review products and read reviews from others.

Pros and Cons

Pros 

• User-friendly interface: The website is easy to navigate, making it convenient for users to browse through various categories.
• Speedy checkout process: Streamlined and straightforward, making it quick for users to complete their purchase.
• Multi-lingual support: Provides customer service in multiple languages, catering to a diverse user base.

Cons

• Limited global reach: Though it’s expanding, it still primarily serves customers in Russia and a few other countries, making it less accessible to a global audience.
• Overwhelming choices: The vast range of products can sometimes make the shopping experience overwhelming for some users, especially those looking for specific items.
• Commission fees: Commission fee can be expensive for sellers and reduce profits.

7. Ozon

Ozon is another significant player in the Russian eCommerce sector — it’s a fast-growing online marketplace with an advanced logistics network. It offers a vast array of products ranging from electronics to groceries and has a growing customer base. The platform connects millions of customers and sellers, with an innovative IT platform offering services from express delivery to fintech.

Ozon operates across 11 time zones and is a gateway for small and medium enterprises to grow their business in Russia. The company’s logistics network is integral to processing and delivering hundreds of thousands of daily orders.

Features

• Product diversification: Ozon offers a broad spectrum of products, from electronics and clothing to groceries and books.
• Subscription service: The website provides an option for regular deliveries via a subscription-based model.
• Dynamic search and filtering: Users can easily narrow down their search using various parameters such as brand, price, and customer reviews.
• Customer reviews: The platform enables user-generated reviews and ratings, contributing to a more transparent shopping experience.
• Payment options: Ozon offers a variety of payment methods including credit/debit cards, cash on delivery, and digital wallets.

Pros and Cons

Pros

• Ease of use: The user interface is designed for easy navigation, making it simple for customers to find what they’re looking for.
• Fast delivery: Ozon is known for quick shipping, especially within its primary market in Russia.
• Customer support: Ozon offers comprehensive customer service, including FAQs, live chat, and telephone support.
• Multi-platform accessibility: The service is available both as a website and as a mobile app, offering flexibility to customers.

Cons

• Limited international presence: While a major player in Russia, Ozon is not as globally recognized, which can limit its customer base.
• Variable product quality: As a marketplace with various third-party sellers, the quality of products can vary, which might affect customer trust.
• Shipping costs: While they offer fast delivery, the shipping costs can be high depending on the location and type of product.

8. Flipkart 

Flipkart is an Indian eCommerce company founded in 2007 by Sachin Bansal and Binny Bansal. The platform was initially focussing on selling books but quickly expanded its product offerings to include electronics, fashion, home essentials, groceries, and much more. Headquartered in Karnataka, India, Flipkart has become one of the leading eCommerce platforms in the country.

In 2018, U.S. retail giant Walmart acquired a significant stake in Flipkart, marking one of the largest eCommerce deals globally and giving the Indian company substantial financial backing.

Features

• Wide product range: Flipkart offers a vast array of products, including electronics, clothing, furniture, and groceries.
• Flipkart Plus: This is a loyalty program that offers early access to sales, earning super coins on each purchase and other perks.
• Secure payments: The platform offers multiple payment options including Cash on Delivery, credit/debit cards, and digital wallets.
• Customer reviews and ratings: The website has an extensive section for customer reviews and ratings to help guide purchasing decisions.

Pros and Cons

Pros 

• Strong local presence: Being one of the pioneers of e-commerce in India, it has a deep understanding of the local market.
• Competitive prices: Flipkart often provides items at discounted rates and holds regular sales events.
• Fast delivery: With multiple warehouses across the country, the platform is known for quick delivery times.
• Easy returns: Flipkart has a fairly straightforward and customer-friendly return policy.

Cons 

• Quality control: Like any marketplace with third-party sellers, there can be issues with product quality.
• Availability: Flipkart only delivers goods within India.
• Price rises: Minimum order fee was recently raised.

9. Samsung

Samsung is a South Korean multinational conglomerate that has its roots in various industries, ranging from electronics and finance to heavy industry and more. Founded in 1938, it has grown to become one of the world’s leading technology companies, particularly famous for its smartphones, TVs, and other electronic devices. Headquartered in Suwon, Samsung has a significant global presence with operations in over 74 countries.

Features

• Diverse product portfolio: Samsung offers a wide array of products including smartphones, TVs, laptops, home appliances, and industrial machinery.
• Samsung DeX: This feature allows users to connect Samsung smartphones to a monitor, keyboard, and mouse for a desktop-like experience.
• One UI: Samsung’s custom interface for Android, aimed at providing a unified and more user-friendly experience across all devices.
• Samsung Knox: An enterprise-grade security feature for mobile devices, protecting user data from various forms of attack.

Pros and Cons

Pros

• Innovation: Samsung is considered one of the most innovative companies in the world, often leading the pack in introducing new features and technologies.
• Quality: Known for high-quality products that often set industry standards.
• Brand trust: Due to its long-standing history and quality assurance, Samsung has built significant brand trust.
• Global reach: With a presence in over 74 countries, it has a truly global reach, making its products easily accessible worldwide.

Cons

• Price: High-quality and innovation often come with a higher price tag, making some Samsung products more expensive compared to competitors.
• Software updates: While their hardware is top-notch, Samsung has been criticized for not providing timely software updates for some of its devices.
• Battery life: While improving, some Samsung devices have faced criticism for battery life not matching up to the high-performance hardware.
• Bloatware: Samsung devices often come pre-loaded with a number of applications and services that not every user finds useful, commonly referred to as bloatware.

10. Etsy

Etsy is a unique global online marketplace focusing on handmade, vintage, and creative goods. Established in 2005, Etsy has carved a niche in the market for specialized products.

Did you know that Etsy hosted over 96.2 million active buyers as of 2023 and more than 7.47 million active sellers? The platform has become a thriving ecosystem for small businesses and individual creators, many of whom rely on Etsy as their primary source of income.

Features

• Secure and multiple payment options: Etsy Payments is the primary way to accept payments on Etsy, and it’s a secure method for both buyers and sellers. This feature supports various payment options such as credit cards, debit cards, and Etsy Gift Cards, providing flexibility for your customers.
• Etsy Ads: If you’re looking to amplify your store’s visibility, Etsy Ads is a useful tool that lets you advertise your products directly within Etsy’s search results.
• Etsy Stats: This analytics feature helps you understand your store’s performance by tracking views, visits, and sales, among other metrics. These insights can be crucial for scaling your business.

Pros and Cons

Pros

• Low fees for listing products: Unlike some other platforms, Etsy has a relatively low fee structure for listing your products, making it cost-effective for small businesses or individual sellers.
• Diverse and global customer base: Etsy attracts buyers from all over the world, which means your products have the potential to reach a global audience.
• Community support: The Etsy seller community is a valuable resource for new and experienced sellers alike. You can share tips, ask for advice, and engage with other sellers through forums and social media groups.
• Low startup costs: You don’t need a significant investment to start selling on Etsy. The listing fee and commission structure make it affordable for small businesses and hobbyists.

Cons

• Highly competitive environment: Etsy has millions of active sellers, making the platform extremely competitive. You’ll need to have unique and high-quality products along with effective marketing strategies to stand out.
• Niche market limitations: Etsy is well-known for handmade, vintage, and craft items. If your products don’t fall into these categories, you might find it challenging to make significant sales on this platform.
• Dependency: Your business depends on the Etsy platform, so any changes they make to their policies or fee structures will directly affect your business.

Key Takeaways

In this post, we have reviewed 10 of the best eCommerce sites in the world. These eCommerce platforms vary based on their reach, but they have all been able to achieve international recognition. 

For example, Walmart is targeted toward the US market, Rakuten is targeted toward the Japanese market, and Ozon is targeted toward the Russian market. 

What are your thoughts on this post? Have you used any of these platforms before? Let’s get your thoughts in the comment section.

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The information in this article is based on web traffic data from the website Semrush.com in September 2023 with further research done by the Webretailer content team.