In 2023, Chinese online shopping platform Taobao was the world's most popular online marketplace based on third-party sales in, with approximately 723 billion U.S. dollars. Also based in China, B2C e-commerce site Tmall ranked second, with sales of 682 billion dollars. U.S.-based Amazon came in third, with a 435 billion dollars in third-party sales.
The world’s favorite marketplaces
When looking closer at the world’s regions, the leading online marketplaces vary. In Europe, as of April 2023, the leading digital marketplace was Amazon, with more 1.2 billion monthly website visits. Similarly, the leading digital marketplace was also Amazon in the United States, with more than 2.2 billion monthly visits. However, in Latin America, the top marketplace by online traffic was Mercado Libre, with more than 440 million monthly visits.
A closer look
Taobao is the most popular global marketplace based on GMV, and it is China’s most visited marketplace. In its headquarters country, the platform attracts more than 303 million monthly website visitors. Despite dominating rankings, Taobao’s brand value has declined in recent years, going from around 54 billion U.S. dollars in 2022 to roughly 31 billion dollars in 2023.
Most popular online marketplaces worldwide in 2023, based on third-party web sales
(in billion U.S. dollars)
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Digital Commerce 360. (April 1, 2024). Most popular online marketplaces worldwide in 2023, based on third-party web sales (in billion U.S. dollars) [Graph]. In Statista. Retrieved February 13, 2025, from https://www.statista.com/statistics/885354/top-global-online-marketplaces-by-gmv/?__sso_cookie_checker=failed
Digital Commerce 360. "Most popular online marketplaces worldwide in 2023, based on third-party web sales (in billion U.S. dollars)." Chart. April 1, 2024. Statista. Accessed February 13, 2025. https://www.statista.com/statistics/885354/top-global-online-marketplaces-by-gmv/?__sso_cookie_checker=failed
Digital Commerce 360. (2024). Most popular online marketplaces worldwide in 2023, based on third-party web sales (in billion U.S. dollars). Statista. Statista Inc.. Accessed: February 13, 2025. https://www.statista.com/statistics/885354/top-global-online-marketplaces-by-gmv/?__sso_cookie_checker=failed
Digital Commerce 360. "Most Popular Online Marketplaces Worldwide in 2023, Based on Third-party Web Sales (in Billion U.S. Dollars)." Statista, Statista Inc., 1 Apr 2024, https://www.statista.com/statistics/885354/top-global-online-marketplaces-by-gmv/?__sso_cookie_checker=failed
Digital Commerce 360, Most popular online marketplaces worldwide in 2023, based on third-party web sales (in billion U.S. dollars) Statista, https://www.statista.com/statistics/885354/top-global-online-marketplaces-by-gmv/?__sso_cookie_checker=failed (last visited February 13, 2025)
Most popular online marketplaces worldwide in 2023, based on third-party web sales (in billion U.S. dollars) [Graph], Digital Commerce 360, April 1, 2024. [Online]. Available: https://www.statista.com/statistics/885354/top-global-online-marketplaces-by-gmv/?__sso_cookie_checker=failed