Global Ecommerce Marketplaces: The Complete List by Region and Sales

Global Ecommerce Marketplaces: The Complete List by Region and Sales

For most businesses, the term “marketplace” conjures up mixed emotions of unease and opportunity. The usual suspects are well-known: Amazon’s growing hegemony; its distant but still dominate competitor, eBay; and China’s ecommerce behemoth, Alibaba. 

It’s time to think bigger. Today, millions of buyers the world over flock to global ecommerce marketplaces. These marketplaces are the fastest opportunity to test and penetrate new international markets.

10 largest ecommerce markets in the world by billions of USD

Data compiled within The Global Ecommerce Playbook

But where to start? Consider this your ultimate cheat sheet to global ecommerce marketplace expansion organized by region, sales numbers, and top platforms:

Interested in more?

Keep reading to get a rundown of the top international marketplaces. But, if you’d like a step-by-step framework to grow beyond borders, download The Global Ecommerce Playbook.

Sample pages from The Global Ecommerce Playbook

Asia Pacific (APAC)

Ecommerce sales in the Asia Pacific Region grew 31.1% to reach $1.349 trillion in 2017. China, the largest ecommerce market in the world, fueled 83% of total sales. India’s retail sales grew 11.8%, which fell short of previous expectations.

Asia Pacific (APAC) global ecommerce marketplaces


China’s ecommerce sales were projected to cross $1.132 trillion in 2017, making up almost 50% of the globe’s retail ecommerce revenue. Online sales accounted for 23.1% of all retail sales in the country in the same period; however, it is projected to rise to 40.8% by 2021.

Top marketplaces

  • Alibaba
  • AliExpress
  • JingDong (JD)
  • Taobao
  • Tmall Global
  • XiaoHongShu


Ecommerce sales in Japan amounted to $89.55 billion in 2015 and are expected to cross the $100 billion mark in 2018.

Top marketplaces

  • Amazon Japan
  • Rakuten


In 2017, retail ecommerce sales in India amounted to $20.6 billion in revenues. The figure is projected to surpass $25 billion in 2018.

Top marketplaces

  • Amazon India
  • eBay India
  • Flipkart
  • Snapdeal


Online sales in Australia totaled $9.58 billion in 2016, and the figure is expected to reach $15.49 billion by 2021.

Top marketplaces

  • Amazon Australia
  • eBay Australia
  • Etsy Australia
  • GraysOnline

Full Breakdown of APAC Ecommerce Global Marketplaces

  1. Alibaba
  2. AliExpress
  3. Amazon (Australia, India & Japan)
  4. eBay (Australia & India)
  5. Etsy (Australia)
  6. Flipkart
  7. GraysOnline
  8. JingDong (JD)
  9. Rakuten
  10. Snapdeal
  11. Taobao
  12. Tmall Global
  13. XiaoHongShu

North America

Ecommerce sales in North America reached $423.34 billion in 2016 and is expected to undergo double-digit growth till 2020.

North America global ecommerce marketplaces

United States

Total ecommerce sales in the US are projected to increase by nearly 16% in 2018, to $526.09 billion, accounting for almost 10% of total retail sales.

Top marketplaces

  • Amazon
  • Best Buy
  • eBay
  • Etsy
  • Jet
  • Newegg


In 2015, ecommerce revenue in Canada totaled $18.34 billion. Online sales are expected to increase to $28.66 billion by 2021.

Top marketplaces

  • Amazon Canada
  • Best Buy Canada
  • eBay Canada
  • Etsy Canada
  • Newegg Canada

Full Breakdown of North American Ecommerce Global Marketplaces

  1. Amazon
  2. Best Buy
  3. eBay
  4. Etsy
  5. Jet
  6. Newegg


European global ecommerce marketplaces

In Europe, revenue in the ecommerce market accumulates to $363,541 million. Online sales are expected to grow at an annual rate of 7.3%, resulting in a rise in the market volume of $481,964 million by 2022 (CAGR 2018-2022).

United Kingdom

The UK ecommerce market will be worth $268 billion in 2021, expanding at an average of almost 10% between 2017 and 2021.

Top marketplaces

  • Amazon UK
  • eBay UK
  • Etsy UK
  • Not on the highstreet
  • Zalando UK


Retail ecommerce sales in the German market are expected to grow by nearly $6 billion in 2018 to pass $71 billion in 2018.

Top marketplaces

  • Amazon Germany
  • eBay Germany
  • Otto
  • Tchibo
  • Yatego
  • Zalando Germany

The Netherlands

The Dutch ecommerce market is projected to grow at an annual rate of 14% and is anticipated to be worth $43 billion by 2021.

Top marketplaces

  • Amazon Netherlands
  • Bol
  • eBay Netherlands
  • Wehkamp
  • Zalando Netherlands


The Italian ecommerce market was projected to be worth nearly $27.5 billion at the end of 2017.

Top marketplaces

  • Amazon Italy
  • eBay Italy
  • Zalando Italy

Middle East & Africa (MEA)

When it comes to the Middle East, ecommerce sales are set to increase to more than $69 billion by 2020. The UAE’s ecommerce market is forecasted to be the most dominant in the region with $27 billion in revenue by 2020.

Middle Eastern global ecommerce marketplaces

Africa’s rising ecommerce market is presently worth more than $32 billion and is expected to reach $50 billion by this year.

Africa global ecommerce marketplaces


UAE’s ecommerce market is projected to be worth at least $10 billion by 2018.

Top marketplaces

  • LetsTango
  • Mumzworld
  • Souq UAE (Amazon)

Kingdom of Saudi Arabia

Revenue in the Saudi Arabian ecommerce market totals $6,128 million 2018. Sales are expected to grow at an annual rate of 11.3% (CAGR 2018-2022) bringing the market volume to $9,405 million by 2022.

Top marketplaces

  • Souq KSA (Amazon)
  • Wadi

South Africa

Last year, there were 18.43 million online shoppers in South Africa. The figure is expected to reach 24.79 million by 2021. Three years from now, each ecommerce user is projected to spend an average of $189.47 online.

Top marketplaces

  • bidorbuy
  • Takealot
  • Zando


Nigeria’s ecommerce market is projected to hit almost $13 billion in 2018.

Top marketplaces

  • Konga
  • Jumia

Full Breakdown of EMEA Ecommerce Global Marketplaces

  1. Amazon (Germany, UK, Italy & Netherlands)
  2. Bol
  3. bidorbuy
  4. eBay (Germany, UK, Italy & Netherlands)
  5. Etsy
  6. Jumia
  7. Konga
  8. Mumzworld
  9. LetsTango
  10. Not on the highstreet
  11. Otto
  12. Souq (UAE & KSA)
  13. Takealot
  14. Tchibo
  15. Wehkamp
  16. Wadi
  17. Yatego
  18. Zalando (Germany, UK, Italy & Netherlands)
  19. Zando

Latin America

According to WorldPay’s annual Global Payments Report, the ecommerce market in Latin America is expected to grow at a compound annual growth rate (CAGR) of 19% between 2017 and 2021 to reach $118 billion in sales at the end of the forecast period – the largest increase of any region.

Latin American global ecommerce marketplaces


Ecommerce revenue in Mexico is expected to grow annually at an average rate of 17%, rising from $21 billion in 2017 to $39.4 billion by 2021. Online shopping represents only about 3% of retail sales in the country, indicating a significant opportunity as Mexicans are just starting to adopt ecommerce.

Top marketplaces

  • Amazon Mexico
  • Linio Mexico
  • Liverpool
  • Mercado Libre Mexico
  • Wal-Mart de Mexico


Brazil’s ecommerce activity continues to show a positive outlook, and ended with 8% growth in 2017, with 55 million online shoppers spending $14.5 billion on the internet. With an expected ecommerce sales growth of 12% in 2018, the country is one of the untapped gold mines for merchants in Latin America and around the globe.

Top marketplaces

  • Amazon Brazil
  • Americanas
  • Casas Bahia
  • Extra
  • Mercado Libre Brazil
  • Submarino


BI Intelligence predicts that ecommerce sales in Argentina will increase at a CAGR of 28% to $12.4 billion by 2019. This would put Argentina at the top in the list of fastest growing ecommerce markets in Latin America, just above Mexico at 25%, for that period.

Top marketplaces

  • Avenida
  • Linio Argentina
  • Mercado Libre Argentina


Ecommerce has more than doubled in Chile over the last five years. According to data from the Santiago Chamber of Commerce, online B2C sales topped $4 billion during 2017 and are expected to hit $5.2 billion in 2018.

Top marketplaces

  • Alibaba
  • Groupon

    Full Breakdown of Latin American Ecommerce Global Marketplaces

    1. Avenida
    2. Americanas
    3. Amazon (Brazil & Mexico)
    4. Casas Bahira
    5. Extra
    6. Mercado Libre (Argentina, Brazil & Mexico)
    7. Liverpool
    8. Linio (Argentina & Mexico)
    9. Submarino
    10. Wal-Mart de Mexico

    Final Thoughts on the Global Ecommerce Marketplace

    International expansion is a powerful way to increase sales. However, it’s essential to adopt a phased approach, rather than spreading yourself too thin. Challenges — such as costly logistics and complex taxation — are common.

    By testing new geographies through marketplaces, you minimize the risk of overextending your brand and compromising customer experience. For a step-by-step framework to grow beyond borders, download The Global Ecommerce Playbook.

    About the author

    Aaron Orendorff

    Previously the Editor in Chief of Shopify Plus, Aaron Orendorff is the VP of Marketing at Common Thread Collective. Named by Forbes as one of the top 10 B2B content marketers, his work has appeared on Mashable, Entrepreneur, Business Insider, Fast Company, Inc., Success Magazine, The Next Web, Content Marketing Institute, and more.

    Check out Aaron Orendorff’s work