International Marketplaces: 2020 vs 2018

It’s been 2 years since I last gathered Alexa Local and Global traffic ranking data for over 250 African, Asian, Eurasian, European, South & North American and Middle eastern marketplaces.

In terms of audience growth, East Asia, South and North America have the most marketplaces with with local and international growth. While Europe remains the region with the most major marketplaces, dominated by a few big players. You can download the original data in a sortable format Excel Download. Top-level findings by country can be seen below… Facebook: Alexa doesn’t differentiate between social media and marketplace activity inside Facebook, so I’ve left Facebook out of these figures.


Marketplace findings by country


With the exception of Jumia Tunisia and Jumia Uganda all monitored major African marketplaces dropped significantly in either local or international global traffic rankings.

Jumia is the leading marketplace throughout most of Africa, but traffic rankings have slipped both locally and internationally. Konga and Bidorbuy are the top marketplace websites in Nigeria and South Africa respectively. As well as a marketplace, Jumia provides logistics services that cover 10 countries and service 700 million consumers.

Asia Pacific

Australian marketplaces are the only Asia-pacific sites in the study to show both local and international traffic growth. New Zealand’s Trade me, Amazon Australia and Lazada Singapore continue to dominate Asia Pacific.

With over 50 million active buyers, Lazada is still this region’s leading marketplace. Since 2016 Alibaba have had a controlling stake in the company, which is a leader in Malaysia, Singapore, Thailand and the Philippines. Around 1,000 places behind is, which is still #1 in Australia – with the clothing marketplace theiconic in a distance 2nd place.

East Asia

Most East-Asian marketplaces showed either local or international audience growth; with almost half achieving both local and international audience raking improvements.

This is a region dominated by Alibaba-owned marketplaces, and the Japanese Amazon site. The most popular 8 East Asian marketplaces, including the Fashion & beauty marketplace, all show significant increases in international Alexa audience rankings. Tmall is not just the top Marketplace in China, it’s also the country’s top website and the world’s 3rd most visited site, with over 500 million monthly active users..


Only the German business Otto is showing audience growth. all other major marketplaces are dropping down the audience rankings, both locally and internationally.

This report only looks at Russian marketplaces, where the Alibaba site Aliexpress is the most popular ecommerce site in the country. In 2019 AliExpress Russia announced a deal to join forces with Group, MegaFon and the Russian Direct Investment Fund to offer sellers access to local marketplaces.


Europe has, by far, the largest number of significant online marketplaces. And it’s the big hitters that are showing the strongest audience growth. Amazon, ebay and Etsy dominate with new competition from Alegro and Asos.

With the exception of eBay in Germany and Allegro in Poland Amazon dominates European Marketplace traffic. Amazon delivers to over 50 European countries, with Amazon Germany being Europe’s biggest marketplace, generating over $22 billion in 2019. Otto is Germany’s second biggest marketplace, offering brand owners exclusive sales of their own products.

Latin America

This region shows the highest percentage of marketplaces with both local and global audience growth.

Mercadolibre and Linio continue to dominate Latin America, with big increases in both local and global traffic popularity for almost all of their country sites. With a strong presence in Mexico, Amazon is the only other competitor in Latin America. More info’ about Latin American marketplaces…


This developing region only shows some global audience growth.

Souk was acquired by Amazon in 2017 and is now the Middle-east’s most popular eCommerce platform. Listings are free, so long as your business is listed in Dubai. Since 2018 the Alexa rankings of other Midde-east marketplaces have declined, this may be a testament to the success of Souk. More info about Middle-east marketplaces…

North America

Similar to South America, almost all North American marketplaces show both local and International audience growth.

In 2019 revenue increased by over 20% year-on-year and since 2018 has moved 2 positions up Alexa’s US traffic rankings. Meanwhile eBay, north America’s 2nd most popular marketplace remains at 9th position for local traffic ranking, while last year eBay revenue barley changed. Wayfair shows strong growth for both it’s main site and it’s subsidiary brands Joss & Main, AllModern, Birch Lane, and Perigold. 85% of Wayfair’s revenue now comes from it’s US sites.

South Asia

I’ve added 4 more marketplaces to the list. Only Amazon shows any audience growth in this region.

Amazon India is South Asia’s highest trafficked marketplace and is projected to account for 13% of Amazon’s international sales and 4% of overall sales by 2023. Flipkart falls some distance behind in second place. Neither marketplace currently generates a profit.