International marketplaces in ecommerce

You probably already know the big players in ecommerce – Amazon, eBay, and Walmart.

But if you’re a U.S. ecommerce seller, it may be time to think bigger. There are millions of online shoppers all over the world who are flocking to global ecommerce marketplaces. These marketplaces are the perfect place to break into new international markets.

Here’s a look at the top international ecommerce marketplaces you need to know about if you want to reach online shoppers outside the U.S.


The World’s Top Online Marketplaces by Region

Before we get started, we have to talk about the big elephant in the room. Amazon is the biggest ecommerce marketplace in the world. It currently operates in 14 countries, including United States, Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, Spain, and the United Kingdom. In each one of those countries, Amazon is the number one online marketplace. So, it’s safe to say that you could just use Amazon to help expand to these other regions. However, it isn’t the only choice for online retailers, so let’s take a look at the world’s top online marketplaces broken out by region.


Asia Pacific

According to the report, Asia-Pacific B2C E-Commerce Market 2018, more than 50% of global online shopping for retail products and services takes place in the Asia-Pacific region. Here are the top marketplaces in countries in this region:

China – Almost 83% of online sales in this region came from China. Additionally, China’s online sales accounted for 16.6% of the nation’s retail sales.

Top Marketplaces in China

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

Japan – Mobile commerce sales in Japan are huge, reaching $38.15 billion in 2018. Online sales overall in Japan accounted for 6.6% of the country’s retail sales totals.

Top Marketplaces in Japan

  • Amazon Japan

India – Ecommerce sales in India are expected to grow 31% this year to reach $32.70 billion, making up 2.9% of global online sales.

Top Marketplaces in India

  • Amazon India
  • eBay India
  • Flipkart
  • Snapdeal

Australia – In 2018, Australians spent over $20 billion online. It’s predicted that the country will see a 15% growth in sales by the end of 2018.

Top Marketplaces in Australia 

  • Amazon Australia
  • eBay Australia
  • Etsy Australia
  • GraysOnline



Ecommerce sales in the EU-5—the United Kingdom, France, Spain, Germany, and Italy—are expected to pass $325 billion this year and to exceed $400 billion per year by 2022.

United Kingdom – In the UK, 18% of total retail sales were made online, the highest percentage of any country in the world. It’s expected that the United Kingdom will have over $137 billion in online sales for 2019.

Top Marketplaces in the United Kingdom

  • Amazon U.K.
  • eBay U.K.
  • Etsy U.K.
  • Not on the highstreet
  • Zalando U.K.

Germany – In 2018, Germany’s online sales accounted for over 11% of the country’s retail sales, and it’s expected that they will top $78 billion in ecommerce sales this year.

Top Marketplaces in Germany

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

Italy – Online sales in Italy are expected to make it to nearly $20 billion in 2019. Ecommerce sales have continued to grow in Italy steadily over the past five years, even though digital sales have lagged behind in other European countries. With two-digit annual growth year over year, Italy’s ecommerce market is set to continue its uptick for the next three years.

Top Marketplaces in Italy

  • Amazon Italy
  • eBay Italy
  • Zalando Italy


Middle East and Africa

In the Middle East, ecommerce sales are predicted to exceed $69 billion by the end of 2020, with the UAE expected to earn the lion’s share with $27 billion of revenue in that time period. Africa’s ecommerce market continues to grow and is forecasted to reach as much as $75 billion in the next five years.

United Arab Emirates – In 2017, the ecommerce market in the UAE was estimate to be worth $27 billion and is expected to continue to dominate the region.

The UAE’s $27 billion e-commerce market and the Kingdom of Saudi Arabia’s $22 billion market, will be the two largest markets dominating the region by 2020,

Top Marketplaces in UAE

  • LetsTango
  • Mumzworld
  • Souq UAE (Amazon)

Saudi Arabia – The Kingdom of Saudi Arabia is set to become one of the highest earning ecommerce markets in the Middle East, second only to the UAE, by 2020. As of 2017, Saudi Arabia boasted $22 billion in online sales.

Top Marketplaces in Saudi Arabia

  • Souq KSA (Amazon)
  • Wadi

South Africa – The ecommerce market in South Africa continues to grow. It’s expected that there will be over $3.3 billion spent in online sales there this year.

Top Marketplaces in South Africa

  • bidorbuy
  • Takealot
  • Zando


Latin America

The ecommerce market in Latin America is booming. In fact, Latin America is the world’s leader in ecommerce growth, especially when it comes to mobile ecommerce.

Mexico – The ecommerce market continues to grow. Currently, it’s estimated to be worth $9.2 billion in sales, and is expected to reach $12.8 billion by 2023.

Top Marketplaces in Mexico

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

Brazil – Revenue in the Brazilian eCommerce market is currently almost $16 billion. It’s predicted to increase to over $17 billion in the next few years.

Top Marketplaces in Brazil

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


Final Thoughts

Expanding your ecommerce business to include international markets is a powerful way to increase your sales – and choosing to use an online marketplace may be the easiest way to determine which markets are right for you. By testing new markets with these well-known regional marketplaces, you lower the risk of overextending your brand and spending too much money advertising to a country that may not fit your products. Make sure you avoid these international selling mistakes as well, for they can be detrimental to your ecommerce store.

Still don’t know if you’re ready to expand internationally? Check out this list of pros and cons to see if it’s right for your business.

Master The Amazon Marketplace

Amazon’s strict rules and restrictions make it difficult to navigate. It takes a lot of trial and error to get your formula right. Download this guide with 15 tips to help you master this platform.

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