The 10 Most Popular Ecommerce Websites In The World

Last Updated
January 22, 2024

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Global Ecommerce Landscape

According to Statista, the ecommerce market in 2024 is expected to generate $3.5 trillion in annual revenue, growing by 15.1% since 2023. Furthermore, between now and 2028, the ecommerce industry is expected to grow with a compound annual growth rate of 10.2%, generating a total global revenue of $5 trillion in 2028.

Within this, fashion, electronics and food are expected to remain the top three respective product categories, bringing in a forecast total of $2.7 trillion in 2028.

In 2023, China was estimated to be the most penetrated global ecommerce market, dominating a 47% share. This was followed by Indonesia (31.9%), the UK (30.6%), South Korea (30%) and the US (15.8%).

While the Philippines and India may not have gained a top 10 spot, they’re definitely not markets to overlook when it comes to ecommerce business. In fact, these countries were expected to be the fastest-growing ecommerce markets in 2023 – with the Philippines set to grow by 24.1% and India by 22.3%.

Amazon, eBay and Etsy maintain a firm stronghold in the top 10 most popular ecommerce websites. However, online stores like Poland-based Allegro and Argentine Mercado Livre are quickly gaining traction when it comes to dominating the online marketplace.

Let’s take a closer look at the top 10 most visited ecommerce sites in the world, according to Semrush data from November 2023.

Top Global Ecommerce Websites

10 Best Ecommerce Websites Around The World

1. AliExpress

  • Estimated number of monthly visitors: 1.2 billion

Launched in 2010, China-based AliExpress has become a major ecommerce website in Europe and emerging markets.

Imagine a massive online bazaar where Chinese small businesses and retailers offer their goods to international buyers directly. That’s AliExpress in a nutshell.

By cutting out middlemen and operating on a large scale, sellers can offer low prices. Plus, with a vast range of products, you’ll find everything from electronics and clothing to homeware and gadgets. This combination of affordability and choice makes AliExpress a go-to platform for bargain hunters.

2. eBay

  • Estimated number of monthly visitors: 838.6 million

What originally started as a hobby project by Pierre Omidyar in 1995 has evolved into the world’s second-largest ecommerce website in 2023.

eBay’s auction-style listings lead to unique finds and potential bargains. Beyond auctions, its “Buy It Now” option provides instant gratification. Its broad range of collectables, antiques and everyday goods cater to both niche interests and bargain hunters alike.

This unique blend of auction thrill, diverse offerings and affordability keeps eBay relevant in a crowded ecommerce landscape, even against other platforms like Amazon. According to Statista, Amazon held a majority market share of over 20% in April 2023. Although eBay’s market share only came in at 4.8% in the same month, it still came in as the second most visited online marketplace globally.

3. Samsung

  • Estimated number of monthly visitors: 732.9 million

Established more than 50 years ago, Samsung has a strong brand reputation for quality and innovation. This trust translates to consumer confidence when purchasing directly from their ecommerce store.

With smartphones, TVs, home appliances, memory chips and so much more, Samsung’s expansive online store caters to diverse needs. Its ecommerce site also allows it to maintain control over its product descriptions, promotions and pricing.

Samsung’s core audience is located in the US (with 151.2 million visitors), India (72.7 million), Brazil (47 million) and the UK (34.8 million).

4. Amazon

  • Estimated number of monthly visitors:
    • India – 716.1 million
    • Germany – 692.2 million
    • UK – 618.5 million
    • Canada – 355.7 million

Amazon holds the top fourth, fifth, sixth and 10th positions for its respective sites in India, Germany, the UK and Canada. If we look at the combined traffic that these five sites generate, it’s safe to say that Amazon is technically the best ecommerce website in the world.

Born in a garage in 1994, Amazon has mastered the art of easy online shopping. Customers are offered fast delivery, a streamlined buying experience and access to exclusive deals. It also offers multiple payment options, adding to the overall convenience of the platform.

True to its nickname as the “Everything Store”, Amazon boasts a near-limitless product selection. From groceries and electronics to clothing and beauty products, you can find almost anything on its ecommerce platform.

5. Etsy

  • Estimated number of monthly visitors: 614.2 million

Launched in 2005, US-based Etsy carved its niche as a global online marketplace for unique and creative goods. This has allowed it to generally cater to a different segment than giants like Amazon or eBay.

Etsy focuses on handcrafted items, vintage treasures and independent artistic creations. This curated selection resonates with buyers seeking one-of-a-kind finds while supporting small businesses.

This niche audience generally appeals more to consumers from first-world countries. This is why Etsy’s audience mainly comes from the US, the UK, Germany, Canada and France.

6. Ozon

  • Estimated number of monthly visitors: 436 million

Often referred to as the “Amazon of Russia,” Ozon was founded in 1998 as one of the country’s first ecommerce platforms. It has become particularly popular in Eastern Europe, with the majority of its traffic coming from Russia (410.7 million), Belarus (5.4 million), Kazakhstan (4.4 million) and Ukraine (3.8 million).

What started as an online bookstore has since evolved into a vast marketplace that integrates its own retail operations with third-party sellers.

Similar to Amazon, this ecommerce site offers everything from electronics and clothing to groceries and cosmetics, all while catering to diverse needs and budgets.

7. Allegro

  • Estimated number of monthly visitors: 372.2 million

Poland-based Allegro is another great ecommerce site that dominates the Eastern European online store landscape, particularly in its home country.

Founded in 1999, Allegro offers similar auction-style listings as eBay. With over 200 million offers from established brands and smaller local businesses, around 22 million customers have access to a diverse range of high-quality products.

Its robust loyalty program and user-friendly interface also contribute to a positive shopping experience.

8. Mercado Livre

  • Estimated number of monthly visitors: 337.1 million

Moving away from Eastern Europe and the Western world, Mercado Livre dominates the Latin America region. This is what has earned it a spot on this list.

Meaning “free market” in Spanish, this Argentine ecommerce website was one of the first in the region. This allowed Mercado to strategically adapt to meet their Latin American audience’s specific needs and preferences.

However, Mercado Livre goes beyond simply offering a platform for transactions. They have built a robust ecosystem that encompasses financial services like Mercado Pago and logistics solutions with Mercado Envíos.

9. Best Buy

  • Estimated number of monthly visitors: 330.6 million

Founded in the US in 1966, Best Buy has seamlessly blended its online and offline presence.

Their online store offers convenient access to a wide range of electronics, appliances and entertainment products. Customers then have the option of in-store pickup or delivery. This flexibility and integration cater to diverse shopping preferences and provide a complete customer experience.

Apart from these basic features, Best Buy has also gained a reputation for its expert customer service in the electronics department.

10. Flipkart

  • Estimated number of monthly visitors: 324.3 million

As mentioned previously, India’s ecommerce industry is currently one of the fastest growing in the world. So, it’s no surprise that India-based Flipkart rounds off our top 10 list of the best ecommerce sites globally.

Flipkart catered to the specific needs and preferences of Indian customers from the get-go. This includes offering cash-on-delivery options, focusing on affordability and providing customer support in multiple Indian languages.

Adapting to the mobile devices’ shopping boom early on, Flipkart invested heavily in a user-friendly app, further solidifying its reach.


What factors contribute to a website’s ecommerce popularity?

The key features that contribute to an ecommerce website’s popularity include:

  • Traffic and search engine optimisation
  • User experience and user interface
  • Product range
  • Brand reputation
  • Competitive prices

How is the ecommerce landscape evolving?

Users are increasingly buying goods and services on their mobile devices. This means ecommerce platforms need to prioritise mobile-first design, optimise site speed for mobile networks and invest in user-friendly mobile apps.