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The 10 Largest E-commerce Markets in the World by Country
These online marketplaces have grown to be major hubs of daily e-commerce activity.
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Table of Contents
The e-commerce industry is continuously growing worldwide, with new platforms emerging and established ones reaching new milestones. Whether you’re interested in setting up an online store or monitoring e-commerce trends, understanding the biggest global e-commerce markets is essential for navigating the landscape today and in the future.
Top 10 Platforms
The top e-commerce markets dominate various parts of the globe.
Global e-commerce sales continue to break records, with major platforms dominating specific regions and market segments. Here are the world’s leading e-commerce platforms shaping the industry today.
Tip
If you’re operating an online store, offering multiple e-commerce payment options — including digital wallets and electronic funds transfers — can help drive sales.
1. Amazon
Amazon remains the world’s leading e-commerce platform by gross merchandise value, recording approximately $847 billion in gross merchandise value (GMV) in 2025, according to ECDB. The platform dominates multiple markets, including the U.S., where it has more than 310 million monthly active users (MAU). Amazon’s ecosystem spans first-party sales and third-party marketplace operations, making it a versatile platform for individual sellers and major brands alike.
This mobile-first Chinese platform has seen remarkable growth, amassing approximately 780 billion GMV in 2025, according to ECDB. Pinduoduo’s innovative group-buying model and emphasis on value pricing have cemented its position as one of China’s fastest-growing e-commerce platforms, with more than 540 MAU.
3. Douyin (TikTok China)
Douyin represents the rapidly expanding social commerce segment, with approximately $656 billion GMV in 2025, according to Statista, with more than 750 million MAU. The platform leverages live streaming and short-form video content to drive e-commerce transactions, representing a significant and ongoing shift toward social selling in the Chinese market.
4. Taobao
China’s Taobao ranks among the top platforms globally for third-party web sales, with about $585 billion GMV in 2025, according to Statista. The consumer-to-consumer platform, owned by Alibaba Group, is China’s largest C2C marketplace, with approximately 938 million MAU as of late 2025, according to Statista. Taobao’s dominance is built on its wide product range, competitive pricing and seamless integration with China’s digital payment systems.
5. Tmall
Tmall, also owned by Alibaba Group, focuses primarily on business-to-consumer transactions and generated about $568 billion GMV for 2025, according to ECDB. The platform has about one billion annual active consumers. Tmall serves as the preferred platform for established brands entering the Chinese market.
Tip
Alibaba is also a popular private label manufacturer that connects brands to businesses that can create the products they want to sell.
6. JD.com
JD.com operates primarily as a B2C marketplace and generated approximately $547 billion GMV in 2025, according to ECDB. With over 700 million MAU, JD.com differentiates itself through direct sales operations and logistics capabilities, particularly in electronics and appliances categories.
7. Shopify
While primarily serving as an ecommerce platform provider, Shopify facilitates transactions for millions of merchants. The platform recorded 4.6 million daily active users and supports over 875 million unique shoppers making purchases through Shopify stores. They generated $378 billion GMV in 2025, according to ECDB.
8. Walmart
Walmart’s e-commerce platform has shown sustained growth, particularly in grocery and everyday essentials. In fiscal year 2025, Walmart had global e-commerce sales of $121 billion. The platform attracts up to 497 million monthly visitors to its website. Walmart’s omnichannel approach — combining online shopping with its extensive physical store network — remains a key competitive differentiator.
9. Temu
Owned by PDD Holdings (Pinduoduo’s parent company), Temu has rapidly expanded globally with more than 416 million MAU worldwide. The platform achieved $92 billion in gross merchandise value in 2025, according to ECDB.
10. eBay
As one of the original online marketplaces, eBay maintains its position with 135 million active buyers worldwide. eBay generated $76.5 billion GMV in 2025, according to ECDB. The platform continues to serve both consumer-to-consumer and business-to-consumer transactions across diverse product categories.
Platform comparison table
Platform
2025 GMV (USD)
Monthly Users
Primary Region
Key Features
Amazon
$847 billion
310 million
Global
First-party & marketplace, Prime membership, AWS integration
Pinduoduo
$780 billion
540 million
China
Group buying, social commerce, agricultural focus
Dovyin
$656 billion
750 million
China
Live commerce, social integration, video content
Taobao
$585 billion
938 million
China
C2C marketplace, live streaming, customizable stores
Tmall
$568
one billion
China
B2C focus, brand-centric, premium positioning
JD.com
$547 billion
700 million
China
Direct sales, logistics network, electronics specialty
All GMV figures are estimates or reported values for fiscal/calendar year 2025 and should be treated as approximate.
Trends in ecommerce platforms
Mobile, AI and social selling are key trends in e-commerce.
The e-commerce landscape continues to evolve at a rapid pace, driven by several key trends reshaping how consumers shop and how businesses sell online.
Tip
Consider leveraging these ecommerce marketing strategies to help your business stand out in the crowded online marketplace.
Mobile commerce acceleration
Mobile commerce continues to dominate, with over 50 percent of all retail sales in China coming through mobile devices. Platforms like Pinduoduo have embraced mobile-first design, while established players like eBay report that mobile users account for 49.7 percent of their traffic. This shift requires platforms to optimize for mobile experiences and integrate with mobile payment systems.
AI integration and personalization
Artificial intelligence is transforming ecommerce platforms through personalized product recommendations, automated customer service and AI-generated content. Shopify has incorporated AI capabilities through its Shopify Magic, which helps create product descriptions, email campaigns and storefront copy. Chinese platforms like Tmall and JD.com are investing heavily in AI-powered tools. These technologies help platforms deliver more relevant shopping experiences while reducing operational overhead for sellers.
Social selling revolution
Live commerce and social selling have become massive drivers of ecommerce growth, particularly in China where platforms like Douyin, Taobao Live and Kuaishou compete for users. This trend is expanding globally, with platforms integrating social features, influencer partnerships and live streaming capabilities. The success of social commerce demonstrates how platforms are evolving beyond traditional marketplace models to create more engaging, interactive shopping experiences.
FAQs
Amazon is the largest ecommerce platform globally by gross merchandise value, generating $847 billion GMV in 2025. However, when measured by monthly active users, Taobao, Dovyin and Tmall, primarily concentrated in China, all have higher numbers than Amazon. The definition of “biggest” depends on whether you’re measuring by transaction volume, user base or geographic reach.
For small sellers, the best platform depends on their target market and business model. Shopify is particularly well-suited for small businesses wanting to create their own branded stores. For those looking to sell on established marketplaces, Amazon offers global reach, while Taobao provides access to China’s massive consumer base. eBay remains popular for unique, collectible or used items, with lower barriers to entry for individual sellers.
Shopify is a publicly traded company owned by its shareholders. However, co-founder and CEO Tobias Lütke remains a major shareholder and influential voice within the company.
Skye Schooley and Max Freedman contributed to the reporting and writing in this article.
Mark Fairlie brings decades of expertise in telecommunications and telemarketing to the forefront as the former business owner of a direct marketing company. Also well-versed in a variety of other B2B topics, such as taxation, investments and cybersecurity, he now advises fellow entrepreneurs on the best business practices.
At business.com, Fairlie covers a range of technology solutions, including CRM software, email and text message marketing services, fleet management services, call center software and more.
With a background in advertising and sales, Fairlie made his mark as the former co-owner of Meridian Delta, which saw a successful transition of ownership in 2015. Through this journey, Fairlie gained invaluable hands-on experience in everything from founding a business to expanding and selling it. Since then, Fairlie has embarked on new ventures, launching a second marketing company and establishing a thriving sole proprietorship.
