The World’s Top Online Marketplaces 2021

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By Kate Merton

Globally, 47% of ecommerce sales were made through online marketplaces in 2020, amounting to nearly two trillion dollars. Given a dramatic boost by the COVID-19 pandemic, this is forecast to grow dramatically over the next 5 years, as more companies adopt marketplaces as the best platform to promote online sales.

We are well acquainted with the likes of 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 155 marketplaces that have more than one million visits per month, then we look at the most popular product categories, and 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.

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 are able to 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.

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.

The world’s top online marketplaces

# Type Name Region/Country Product Category Visits/month
1 Amazon Global General 5.2B
2 eBay Global General 1.7B
3 Mercado Libre Latin America General 683.9M
4 Rakuten Japan General 575.8M
5 AliExpress Global General 534.4M
6 Shopee Southeast Asia General 457.9M
7 USA General 410.3M
8 Etsy Global Arts, Crafts & Gifts 391.8M
9 Taobao China General 329.4M
10 Pinduoduo China General 241.5M
11 Trendyol Turkey General 206.2M
12 Allegro Poland General 190.2M
13 USA General 182.2M
14 Wayfair North America, Europe Homewares 179.1M
15 China General 178.8M
16 Flipkart India General 176.9M
17 Wildberries Russia General 154.5M
18 Tokopedia Indonesia General 140.1M
19 Lazada Southeast Asia General 137.6M
20 Zalando Europe Fashion 134.8M
21 Americanas Brazil General 130.6M
22 Tmall China General 113.3M
23 Mercari Japan, USA General 107.8M
24 Hepsiburada Turkey General 94.8M
25 Wish Global General 90.1M
26 Ozon Russia General 88.9M
27 Casas Bahia Brazil General 84.2M
28 Netherlands General 80.6M
29 ASOS Global Fashion 79.2M
30 Coupang South Korea General 65.5M
31 OTTO Germany General 55.9M
32 Vinted Global Fashion 54.4M
33 Marktplaats Netherlands General 54.0M
34 France General 53.3M
35 ManoMano Europe Homewares 49.8M
36 Discogs Global Music 48.9M
37 n11 Turkey General 48.8M
38 Poshmark USA Fashion 46.9M
39 eMAG Eastern Europe General 45.4M
40 StockX Global Fashion 45.2M
41 ZOZOTOWN Japan Fashion 44.3M
42 Overstock USA General 40.0M
43 Fnac France General 39.5M
44 Kroger Ship USA General 37.6M
45 Myntra India Fashion 36.4M
46 GittiGidiyor Turkey General 33.8M
47 Gmarket South Korea General 32.7M
48 Newegg USA, Canada Electronics 32.6M
49 Houzz Global Homewares 32.5M
50 Bukalapak Indonesia General 31.8M
51 PayPay Mall Japan General 31.6M
52 Bandcamp Global Music 31.3M
53 Dafiti Latin America Fashion 28.7M
54 Netshoes Brazil Fashion 27.2M
55 Jumia Africa General 25.4M
56 Extra Brazil General 24.8M
57 Falabella Chile General 24.5M
58 Submarino Brazil General 24.2M
59 Pontofrio Brazil General 23.9M
60 Shoptime Brazil General 22.8M
61 Barnes and Noble USA Books 22.5M
62 Farfetch Global Fashion 21.9M
63 Blibli Indonesia General 20.9M
64 Best Buy Canada Canada Electronics 20.3M
65 Kaufland Germany General 20.1M
66 Snapdeal India General 18.2M
67 Trade Me New Zealand General 18.2M
68 GunBroker USA Sports 18.2M
69 La Redoute France General 17.3M
70 noon Middle East General 17.1M
71 Reverb Global Musical instruments 16.8M
72 Rue du Commerce France General 16.8M
73 Tiki Vietnam General 15.9M
74 Darty France General 15.8M
75 Qoo10 Japan Japan General 15.5M
76 AbeBooks Global Books 15.1M
77 Ricardo Switzerland General 14.9M
78 Lamoda Russia Fashion 14.5M
79 Linio Latin America General 13.9M
80 dba Denmark General 13.5M
81 Joom Europe General 12.4M
82 Conforama Europe Homewares 12.3M
83 Tradera Sweden General 11.9M
84 Depop Global Fashion 11.6M
85 Vipshop China General 11.4M
86 Souq Middle East General 10.9M
87 South Africa General 10.8M
88 Worten Europe General 10.6M
89 Fruugo Global General 10.2M
90 Spartoo Europe Fashion 9.5M
91 Global Electronics 9.5M
92 Zattini Brazil Fashion 9.4M
93 USA General 9.2M
94 digitec Switzerland Electronics 9.0M
95 OnBuy UK General 8.9M
96 TheRealReal USA Fashion 8.5M
97 Wehkamp Netherlands General 8.3M
98 Sears USA General 8.2M
99 Zalora Southeast Asia Fashion 8.1M
100 Privalia Brazil, Mexico, Italy, Spain Fashion 7.9M
101 Australia General 7.6M
102 Grailed USA, Canada Fashion 7.5M
103 Sendo Vietnam General 7.5M
104 GOAT Global Fashion 7.2M
105 Aukro Czech Republic General 6.7M
106 The Iconic Australia Fashion 6.6M
107 Shpock Europe General 6.6M
108 cdon Scandinavia General 6.5M
109 Shopclues India General 6.3M
110 Desert Cart Middle East General 6.2M
111 Qoo10 Southeast Asia General 5.9M
112 Vestiaire Collective USA, Europe Fashion 5.9M
113 1stdibs Global Arts, Crafts & Gifts 5.0M
114 morele Poland Electronics 5.0M
115 BrickLink Global Toys 4.8M
116 notonthehighstreet UK Arts, Crafts & Gifts 4.7M
117 Kaspi Kazakhstan General 4.6M
118 ePRICE Italy General 4.1M
119 Bonanza Global General 4.1M
120 Australia General 3.8M
121 Delcampe Global Collectibles & Antiques 3.8M
122 Rue La La USA Fashion 3.8M
123 Meesho India General 3.4M
124 Tophatter USA General 3.4M
125 GAME UK Electronics 3.4M
126 Kanui Brazil Fashion 3.1M
127 Decathlon Europe Sports 3.0M
128 Galeries Lafayette France Fashion 2.8M
129 Jane USA Fashion 2.7M
130 Pepperfry India Homewares 2.7M
131 Fyndiq Sweden General 2.7M
132 Tradesy USA Fashion 2.7M
133 hood Germany General 2.6M
134 eCRATER USA, UK, Australia General 2.5M
135 Konga Nigeria General 2.5M
136 Romania General 2.5M
137 miinto Europe Fashion 2.5M
138 Cel Romania General 2.4M
139 Storenvy USA General 2.3M
140 Tricae Brazil Fashion 2.3M
141 Paytm Mall India General 2.2M
142 bidorbuy South Africa General 2.0M
143 Micolet Europe Fashion 2.0M
144 Limeroad India Fashion 1.9M
145 USA, UK, AU, NZ Books 1.8M
146 Coolshop Europe General 1.8M
147 Trouva UK Homewares 1.7M
148 Ruby Lane USA Collectibles & Antiques 1.7M
149 Nature & Découvertes France Homewares 1.6M
150 Alibris USA, UK Books 1.5M
151 ZVAB Germany Books 1.5M
152 Cratejoy USA General 1.3M
153 mumzworld Middle East Baby 1.2M
154 SidelineSwap USA, Canada Sports 1.1M
155 Moda Operandi Global Fashion 1.1M

Estimated monthly visits for April 2021, 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, with Amazon pulling in over five billion visits per month and eBay getting 1.7 billion. 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.

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

Only Amazon and eBay break the one billion visits mark, although Mercado Libre, Rakuten and AliExpress aren’t too far behind with over 500 million visits per month each.

Looking at the product categories, the top 20 marketplaces overwhelmingly sell general merchandise, with only three specializing in a specific product category. Etsy is the largest of these 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.

When it comes to geographic regions, there is a really diverse mix represented in the top 20. Four are global brands, but there are also marketplaces in Japan, 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.

What has changed in 2021?

Two major marketplaces closed down during 2020:

  • was acquired by Walmart in 2016, then shut down in June 2020 as Walmart’s own ecommerce operations, including its marketplace, enjoyed record growth.
  • Southeast Asia’s fashion marketplace Zilingo has become a B2B-only company.

Minor marketplace closures included:

  • GenMarket, the Brazilian division of Rakuten.
  • ttHigo, which was Newegg’s Chinese marketplace.
  • Pixmania, a French electronics retailer which had been in decline for several years.
  • British crafts marketplace oodlique.
  • US marketplaces, Modnique and uBid all closed or changed their business models.

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

  • Amazon launched websites in Sweden and Poland and rebranded Souq in Saudi Arabia to Souq’s Egyptian site continues to run under the Souq brand.
  • Germany’s is now
  • Romanian online retailer eMAG’s marketplace in Poland has been taken over by local online retailer Morele.
  • Used fashion marketplace Poshmark launched in Australia.
  • Rakuten pulled back from the US, Germany, Spain and Brazil. It now operates only in Japan and Taiwan.

Top product categories sold by online marketplaces

# Product Category Marketplaces (1) Visits/month
1 General 93 13.5B
2 Fashion 31 644.0M
3 Arts, Crafts & Gifts 3 402.5M
4 Homewares 7 281.2M
5 Electronics 6 80.8M
6 Music 2 80.3M
7 Books 5 42.8M
8 Sports 3 22.9M
9 Musical instruments 1 16.8M
10 Collectibles & Antiques 2 6.4M
11 Toys & Baby 2 6.0M

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 17 out of the top 20.

Online marketplaces selling mainly fashion take the second spot, despite only being featured at number 20 in the main list, with Zalando.


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

Fashion online marketplaces

# Type Name Region/Country Visits/month
1 Zalando Europe 134.8M
2 ASOS Global 79.2M
3 Vinted Global 54.4M
4 Poshmark USA 46.9M
5 StockX Global 45.2M
6 ZOZOTOWN Japan 44.3M
7 Myntra India 36.4M
8 Dafiti Latin America 28.7M
9 Netshoes Brazil 27.2M
10 Farfetch Global 21.9M
11 Lamoda Russia 14.5M
12 Depop Global 11.6M
13 Spartoo Europe 9.5M
14 Zattini Brazil 9.4M
15 TheRealReal USA 8.5M
16 Zalora Southeast Asia 8.1M
17 Privalia Brazil, Mexico, Italy, Spain 7.9M
18 Grailed USA, Canada 7.5M
19 GOAT Global 7.2M
20 The Iconic Australia 6.6M
21 Vestiaire Collective USA, Europe 5.9M
22 Rue La La USA 3.8M
23 Kanui Brazil 3.1M
24 Galeries Lafayette France 2.8M
25 Jane USA 2.7M
26 Tradesy USA 2.7M
27 miinto Europe 2.5M
28 Tricae Brazil 2.3M
29 Micolet Europe 2.0M
30 Limeroad India 1.9M
31 Moda Operandi Global 1.1M

Clothing and accessories are one of the most popular online marketplace niches. Retailers who have added an online marketplace to their website, such as Zalando and ASOS, make up 15 of the 31 fashion marketplaces. The other 16 are pure-play 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 179.1M
2 ManoMano Europe 49.8M
3 Houzz Global 32.5M
4 Conforama Europe 12.3M
5 Pepperfry India 2.7M
6 Trouva UK 1.7M
7 Nature & Découvertes France 1.6M

When it comes to homewares, Wayfair takes the top spot by a large margin.

At #3 on the list, Houzz highlights another important trend 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 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 at over 147 million visits in total, they also have a strong presence in Europe, with a total of 32.6 million visits to its sites in the UK and Germany.

Electronics online marketplaces

# Type Name Region/Country Visits/month
1 Newegg USA, Canada 32.6M
2 Best Buy Canada Canada 20.3M
3 Global 9.5M
4 digitec Switzerland 9.0M
5 morele Poland 5.0M
6 GAME UK 3.4M

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 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 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 22.5M
2 AbeBooks Global 15.1M
3 USA, UK, AU, NZ 1.8M
4 Alibris USA, UK 1.5M
5 ZVAB Germany 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:

  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 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 and TextbooksRush do not feature here as they have under one million visits per month. Perhaps as students return to classrooms their traffic will increase.

Community-driven online marketplaces

Marketplaces with a strong community-driven atmosphere figure 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 which 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

# Region Marketplaces (1) Visits/month
1 North America 55 4.4B
2 Europe 68 3.7B
3 East Asia 17 2.3B
4 Latin America 19 1.3B
5 Southeast Asia 13 710.0M
6 Southern Asia 10 530.5M
7 Middle East 7 438.1M
8 Australasia 8 137.0M
9 Africa 6 52.3M
10 Central Asia 4 14.5M

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 4.4 billion visits per month, and 55 different marketplaces having one million or more visits each.

This is followed by Europe, which has the highest number of different marketplaces – 68 had over one million monthly visits and generated a total of over 3.7 billion visits from European shoppers.

Third in the table is East Asia, primarily China and Japan, with 2.3 billion visits, but a less diverse landscape with only 17 sites having more than one million visits each.

Fourth is Latin America, with 1.3 billion visits per month from 19 different online marketplaces.

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 2.0B
2 eBay Global General 688.9M
3 USA General 388.8M
4 Etsy Global Arts, Crafts & Gifts 238.4M
5 USA General 175.7M
6 Wayfair North America, Europe Homewares 122.5M
7 Poshmark USA Fashion 41.3M
8 Overstock USA General 37.9M
9 Kroger Ship USA General 37.2M
10 AliExpress Global General 28.9M
11 Mercari Japan, USA General 27.7M
12 StockX Global Fashion 23.5M
13 Newegg USA, Canada Electronics 22.6M
14 Wish Global General 21.3M
15 Houzz Global Homewares 20.2M
16 Barnes and Noble USA Books 19.3M
17 GunBroker USA Sports 17.8M
18 ASOS Global Fashion 15.1M
19 Reverb Global Musical instruments 10.3M
20 Discogs Global Music 10.3M
21 USA General 8.9M
22 Bandcamp Global Music 8.5M
23 Sears USA General 7.6M
24 TheRealReal USA Fashion 7.2M
25 Taobao China General 6.3M
26 AbeBooks Global Books 5.5M
27 Depop Global Fashion 5.3M
28 GOAT Global Fashion 5.2M
29 Farfetch Global Fashion 5.1M
30 Mercado Libre Latin America General 4.6M
31 Grailed USA, Canada Fashion 3.8M
32 Rue La La USA Fashion 3.4M
33 Shopee Southeast Asia General 3.4M
34 1stdibs Global Arts, Crafts & Gifts 3.2M
35 Bonanza Global General 3.1M
36 Jane USA Fashion 2.6M
37 Tophatter USA General 2.4M
38 China General 2.4M
39 Tradesy USA Fashion 2.3M
40 Flipkart India General 2.3M
41 Rakuten Japan General 1.9M
42 eCRATER USA, UK, Australia General 1.7M
43 Lazada Southeast Asia General 1.7M
44 Global Electronics 1.6M
45 BrickLink Global Toys 1.6M
46 Myntra India Fashion 1.5M
47 Storenvy USA General 1.4M
48 Tmall China General 1.4M
49 Ruby Lane USA Collectibles & Antiques 1.3M
50 Desert Cart Middle East General 1.3M
51 Alibris USA, UK Books 1.1M
52 Vestiaire Collective USA, Europe Fashion 1.0M
53 Pinduoduo China General 1.0M

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 53 with over one million monthly visits.

The US has a richer range of niche marketplaces than Europe, with 53% of US marketplaces focusing on specific product categories versus 47% in Europe. This is particularly apparent in the top ten, with homewares, fashion, 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 a massive two 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 407.0M
2 eBay Global General 297.9M
3 Etsy Global Arts, Crafts & Gifts 36.0M
4 Wayfair North America, Europe Homewares 24.1M
5 ASOS Global Fashion 19.5M
6 OnBuy UK General 8.2M
7 Discogs Global Music 5.1M
8 ManoMano Europe Homewares 4.7M
9 Zalando Europe Fashion 4.1M
10 notonthehighstreet UK Arts, Crafts & Gifts 4.0M
11 Depop Global Fashion 3.0M
12 GAME UK Electronics 2.9M
13 StockX Global Fashion 2.8M
14 Bandcamp Global Music 2.7M
15 AbeBooks Global Books 2.5M
16 Shpock Europe General 2.5M
17 Vinted Global Fashion 2.2M
18 Houzz Global Homewares 1.8M
19 Farfetch Global Fashion 1.7M

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 19 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 – six fashion sites, two crafts sites, three sites selling homewares and two music sites. 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.


# Type Name Region/Country Product Category Visits/month
1 Taobao China General 265.9M
2 Pinduoduo China General 234.8M
3 China General 160.8M
4 Tmall China General 97.7M
5 Amazon Global General 49.0M
6 Vipshop China General 11.1M
7 Shopee Southeast Asia General 3.9M
8 Lazada Southeast Asia General 2.8M
9 Rakuten Japan General 1.1M
10 eBay Global General 1.0M

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. Half of these are Chinese companies and two are global sites. Regional giant Rakuten (Japan) is also popular with Chinese customers. Two Southeast Asian websites (Shopee and Lazada) along with eBay complete the line-up.

All of the marketplaces visited by Chinese customers sell a variety of goods and so are categorized as “General”. Four of the ten in the list are retailers in their own right, in addition to being marketplaces.

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


# Type Name Region/Country Product Category Visits/month
1 Amazon Global General 555.8M
2 Rakuten Japan General 544.3M
3 Mercari Japan, USA General 75.2M
4 ZOZOTOWN Japan Fashion 43.0M
5 PayPay Mall Japan General 31.3M
6 Qoo10 Japan Japan General 14.4M

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 556 million visits, Rakuten has 544 million and Mercari has 75 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.


# Type Name Region/Country Product Category Visits/month
1 Amazon Global General 295.8M
2 Flipkart India General 167.4M
3 Myntra India Fashion 32.9M
4 Snapdeal India General 15.1M
5 Shopclues India General 5.9M
6 Meesho India General 3.0M
7 Pepperfry India Homewares 2.5M
8 Paytm Mall India General 2.0M
9 Limeroad India Fashion 1.6M
10 USA General 1.0M

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 296 million monthly visits from Indian consumers. Walmart-owned Flipkart has 167 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.


# Type Name Region/Country Product Category Visits/month
1 Amazon Global General 1.4B
2 eBay Global General 664.8M
3 Allegro Poland General 185.5M
4 AliExpress Global General 180.9M
5 Wildberries Russia General 149.9M
6 Zalando Europe Fashion 131.2M
7 Ozon Russia General 86.2M
8 Netherlands General 79.0M
9 Etsy Global Arts, Crafts & Gifts 59.1M
10 OTTO Germany General 55.0M
11 Marktplaats Netherlands General 53.2M
12 Vinted Global Fashion 52.7M
13 France General 50.5M
14 ManoMano Europe Homewares 48.9M
15 eMAG Eastern Europe General 43.9M
16 Fnac France General 36.2M
17 Wayfair North America, Europe Homewares 32.4M
18 ASOS Global Fashion 29.3M
19 Kaufland Germany General 19.2M
20 Wish Global General 18.2M
21 La Redoute France General 17.0M
22 Rue du Commerce France General 16.4M
23 Darty France General 15.2M
24 Ricardo Switzerland General 14.6M
25 Lamoda Russia Fashion 13.9M
26 Rakuten Japan General 13.5M
27 dba Denmark General 13.3M
28 Conforama Europe Homewares 12.1M
29 Discogs Global Music 11.8M
30 Tradera Sweden General 11.5M
31 Worten Europe General 10.0M
32 Spartoo Europe Fashion 9.0M
33 digitec Switzerland Electronics 8.8M
34 OnBuy UK General 8.3M
35 Wehkamp Netherlands General 8.2M
36 Fruugo Global General 7.7M
37 Aukro Czech Republic General 6.6M
38 StockX Global Fashion 6.4M
39 cdon Scandinavia General 6.3M
40 Bandcamp Global Music 6.1M
41 Houzz Global Homewares 6.1M
42 Joom Europe General 6.0M
43 Shpock Europe General 5.7M
44 AbeBooks Global Books 5.4M
45 morele Poland Electronics 4.8M
46 Farfetch Global Fashion 4.8M
47 notonthehighstreet UK Arts, Crafts & Gifts 4.1M
48 ePRICE Italy General 4.0M
49 Privalia Brazil, Mexico, Italy, Spain Fashion 3.9M
50 Depop Global Fashion 3.3M
51 Decathlon Europe Sports 3.0M
52 Delcampe Global Collectibles & Antiques 3.0M
53 GAME UK Electronics 2.9M
54 Vestiaire Collective USA, Europe Fashion 2.7M
55 Fyndiq Sweden General 2.6M
56 Galeries Lafayette France Fashion 2.6M
57 hood Germany General 2.5M
58 miinto Europe Fashion 2.4M
59 Romania General 2.4M
60 Cel Romania General 2.3M
61 Global Electronics 2.0M
62 Micolet Europe Fashion 1.8M
63 Reverb Global Musical instruments 1.8M
64 Coolshop Europe General 1.7M
65 Mercado Libre Latin America General 1.6M
66 Nature & Découvertes France Homewares 1.5M
67 ZVAB Germany Books 1.3M
68 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 68 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 in Europe is Amazon with 1.4 billion monthly visits. eBay’s traffic is around half of this, with 665 million visits.

European traffic quickly tails off after the top two marketplaces, with the next most popular sites being Allegro and AliExpress with 186 and 181 million visits respectively.

Twelve 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 both feature in the top 20, as do Homewares stores ManoMano and Wayfair, and crafts giant Etsy.

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

Latin America

# Type Name Region/Country Product Category Visits/month
1 Mercado Libre Latin America General 667.7M
2 Amazon Global General 169.0M
3 Americanas Brazil General 129.6M
4 Casas Bahia Brazil General 83.6M
5 Shopee Southeast Asia General 40.7M
6 AliExpress Global General 37.3M
7 Dafiti Latin America Fashion 28.5M
8 Netshoes Brazil Fashion 27.0M
9 Extra Brazil General 24.6M
10 Falabella Chile General 24.2M
11 Submarino Brazil General 24.0M
12 Pontofrio Brazil General 23.7M
13 Shoptime Brazil General 22.7M
14 Linio Latin America General 13.4M
15 eBay Global General 9.9M
16 Zattini Brazil Fashion 9.4M
17 Privalia Brazil, Mexico, Italy, Spain Fashion 3.9M
18 Kanui Brazil Fashion 3.1M
19 Tricae Brazil Fashion 2.3M

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 19 different marketplaces. Mercado Libre takes the top spot here, with Amazon and Americanas taking second and third place. Submarino (owned by the same company as Americanas) features at number 11.

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

Ten marketplaces on this list focus on Brazil. Only four have a wider Latin American market, three 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 342.8M
2 Tokopedia Indonesia General 137.3M
3 Lazada Southeast Asia General 128.4M
4 Bukalapak Indonesia General 30.4M
5 Blibli Indonesia General 20.6M
6 Tiki Vietnam General 15.6M
7 Sendo Vietnam General 7.4M
8 Zalora Southeast Asia Fashion 6.9M
9 China General 5.1M
10 Amazon Global General 3.8M
11 Qoo10 Southeast Asia General 3.7M
12 Taobao China General 3.1M
13 eBay Global General 1.1M

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 13 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 two are 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 199.3M
2 Hepsiburada Turkey General 92.7M
3 n11 Turkey General 48.2M
4 Amazon Global General 46.0M
5 GittiGidiyor Turkey General 33.3M
6 noon Middle East General 13.6M
7 Desert Cart Middle East General 1.1M

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 n11 are the three most popular marketplaces visited by shoppers in the Middle East with 199 million, 93 million and 48 million visits respectively. Amazon is only a little way behind, with 46 million monthly visits showing its growing foothold in Turkey, Saudi Arabia and the UAE.

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.


# Type Name Region/Country Product Category Visits/month
1 eBay Global General 61.7M
2 Amazon Global General 28.5M
3 Trade Me New Zealand General 17.7M
4 Australia General 7.2M
5 The Iconic Australia Fashion 6.4M
6 ASOS Global Fashion 4.7M
7 Australia General 3.5M
8 USA General 1.1M

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 eight different marketplaces, with eBay and Amazon topping the list. This is the only place we see eBay’s traffic exceeding Amazon’s – eBay receives more than double the traffic of Amazon from customers based in Australasia. Amazon Australia only launched at the end of 2017 so may take more time to gain traction with 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 at the end of the list, but with only one million visits.

Two marketplaces are categorized as Fashion (The Iconic and ASOS) and the remainder sell General goods.

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


# Type Name Region/Country Product Category Visits/month
1 Jumia Africa General 23.3M
2 South Africa General 10.5M
3 Souq Middle East General 10.0M
4 Konga Nigeria General 2.3M
5 bidorbuy South Africa General 1.9M
6 noon Middle East General 1.8M
7 Zando South Africa Fashion 569.9K
8 Amazon Global General 445.5K
9 Kilimall Africa General 267.2K

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 23.3 million visits per month. Next is South Africa’s with 10.5 million monthly visits and then Souq with 10 million. Souq is now owned by Amazon but continues to operate in Egypt under its own brand. Nigeria’s Konga is fourth 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, bidorbuy and Kilimall adopting a pure-play marketplace model.

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

About the data

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

The lists are ranked by estimated website visits, based on SimilarWeb data for April 2021. Traffic to different domains for the same marketplace (e.g.,, 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 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.

Warehouse Manager – Logistic and eCommerce

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Warehouse Manager – Logistic and eCommerce


Job description

We are seeking a highly motivated, career-oriented Warehouse Manager at our Salem, NH warehouse. The warehouse manager is responsible for managing all aspects of a Distribution Center operation, facility and staff. This includes the total inventory from delivery, storage and transfers out and may include customer pick up at the location. In addition, the position will lead warehouse staff to perform basic Warehouse functions including picking, pack verifying, and transferring materials to and from 6,000 square foot warehouse areas.

Duties and Responsibilities for the Warehouse Manager Include:

  • Effectively plan, staff, direct and coordinate activities to maintain efficient storage and flow of materials while maintaining control of inventory assets.
  • Participate in the development of and execute a distribution services plan that ensures all receiving, storage, order fulfillment, inventory control, logistics and assembly functions meet company, financial and customer service goals.
  • Design, implement and maintain effective internal schedules and controls to mitigate risks and provide for the movement of merchandise correctly, safely, without damage and on time.
  • Work with the Regional Operations Manager and/or other leadership to supervise the delivery service to ensure that our guidelines and requirements are met and that the “final mile” of service delivers a seamless exceptional customer care experience.
  • Recruit, manage and develop qualified staff ensuring efficient scheduling in support of operations.
  • Train staff in all aspect of warehouse operations including customer service techniques.
  • Provide training for staff on safe loading and unloading methods of product from trucks, racks, cars, and showroom floor and ensure adherence to all safety and accident procedures while on company premises or operating company vehicles or equipment.
  • Use computer terminal to look up customer information and correctly use computerized inventory control system.
  • Ensure staff properly trained to safely use tools, i.e. forklift, pallet jack, hand tools.


  • Master Diploma or equivalent.
  • 1 year fulfilment work experience, a minimum of 1 year management experience and has advanced Microsoft Office skills, specifically with Excel.
  • Able to be meticulously organized, a decisive decision maker, and easily work with others from a wide variety of professional backgrounds.
  • Heavy lifting up to 50 lbs.
  • Demonstrated attention to detail and reliability. Able to read and understand work orders, shipping and receiving paperwork.
  • Able to obtain and maintain Fork Lift training and certification as necessary.
  • Experience in operation of the various equipment including but not limited to pallet jacks, and hand tools.
  • A valid Driver’s License in the location’s state.
  • Able to successfully complete our per-employment physical and drug screening.
  • Mandarin and English

Job Type: Full-time

Job Type: Full-time


Full Time/Part time Warehouse Associate

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Full Time/Part time Warehouse Associate

Job Description:

This position receives, stores and distributes material, tools, equipment and products within the warehouse, ensuring accuracy and timeliness of all job functions.


  1. Prepares orders by processing requests and supply orders; pulling materials; packing boxes; placing orders; etc.
  2. Maintains inventory controls by collecting stock location orders
  3. Maintains safe and clean work environment by keeping shelves, pallet area, and workstations neat; maintaining clean shipping supply area; complying with procedures, rules, and regulations.
  4. Completes deliveries by driving truck or van to Fedex/UPS/USPS
  5. Maintains truck or van by completing preventive maintenance requirements; arranging for repairs.
  6. Contributes to team effort by accomplishing related results as needed.

Required Qualifications:

  1. Able to maintain a positive, professional and constructive attitude with team members and management.
  2. Have good organizational and time planning skills
  3. Able to lift heavy objects
  4. Must be dependable and motivated with a stable work history, good communication skills, solid work habits and the ability to work overtime as needed.
  5. Must pass background check and drug screen
  6. Preferred Qualifications
  7. Familiar with consumer electronics and computer products.
  8. Familiar with computer operating.
  9. High school degree or above.
  10. Some similar distribution and warehouse experience preferred.
  11. Forklift certification a plus, not required
  12. Flexible working hours


Full/Part Time E-commerce Data Operator And Customer Service Representative

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Full/Part Time E-commerce Data Operator And Customer Service Representative

Job Description:

A Customer Service Representative is responsible for resolving customer issues via telephone


  1. Solve customer issues via emails and phone calls.
  2. Strive to meet highest level of customer satisfaction by resolving customers issue in professional & timely manner.
  3. Multitasking through multiple systems while interacting with customers.
  4. Other duties as assigned

Skills and Experience: 

  1. Excellent Customer Service Skills
  2. Strong written, verbal and organization skills
  3. Superior time management and prioritization skills
  4. Proficiency with navigating through multiple systems
  5. Typing skills
  6. Deductive Reasoning Skills
  7. Computer skills
  8. Excellent listening skills
  9. Minimum of High School Diploma / GED




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