Leading global online marketplaces 2024, by GMV

In 2024, Amazon was the world's most popular online marketplace based on gross merchandise value (GMV), with approximately 791 billion U.S. dollars. Based in China, B2C e-commerce company Pinduoduo ranked second, with sales of 655 billion dollars. Social media network Douyin came third. 

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 one of the most popular global marketplace based on GMV, and it is China’s most visited marketplace. In its headquarters country, the platform attracts well over 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 20 billion dollars in 2024.