TL;DR: The 10 biggest online marketplaces in the world process over $2.5 trillion in combined gross merchandise value (GMV) annually. Amazon leads with $830 billion in GMV for 2025, while Taobao tops monthly active users at 895 million. eBay has 134 million active buyers, Shopee serves over 700 million monthly active users across Southeast Asia, and Walmart’s global eCommerce sales hit $121 billion in fiscal year 2025. Selling across multiple marketplaces increases exposure and revenue. Managing customer service across all these channels requires a dedicated multichannel support platform to keep response times fast and customers happy.
We spend a lot of time helping online sellers manage customer messages across multiple marketplaces. And the one question we hear from growing sellers again and again: “Which marketplace should I sell on next?”
It depends on your products, your target market, and where the buyers are. That’s why we put together this guide. Below, you’ll find the 10 biggest online marketplaces in the world, ranked by GMV and user base. We’ve included seller fees, customer profiles, and recent performance data so you have everything you need to make a smart expansion decision.
Global eCommerce sales are projected to reach $8 trillion in 2027, a 7.2% increase from 2025. Online marketplaces account for roughly 60% of all online retail sales worldwide. An estimated 2.77 billion people will shop online globally in 2026.
If you want to put your products in front of more buyers, selling on multiple marketplaces is the fastest path to growth.
What Are the 10 Biggest Online Marketplaces in the World?
Here are the 10 largest online marketplaces by GMV, user base, and global reach.
1. Amazon
Amazon is the largest eCommerce retailer in the US and runs 22 marketplaces worldwide. It gives sellers access to consumers in North America, Europe, Asia, the Middle East, and Australia.
What sells: Electronics, clothing, beauty, baby products, jewelry, entertainment, home goods, appliances, sporting equipment, and nearly every product category.
Founded: 1994
Where it operates: The US, Canada, Mexico, Brazil, the UK, Germany, France, Italy, Spain, the Netherlands, Japan, India, Australia, Singapore, the UAE, Turkey, Sweden, Poland, Belgium, and Egypt.
Seller fees: A monthly subscription fee of $39.99, plus a referral fee of 6-20% per item sold. Media products also carry an additional closing fee.
Customer profile: Amazon has over 300 million active customers globally. Amazon Prime now serves over 240 million members worldwide. The platform receives more than 2 billion monthly visits in the US alone.
Key seller requirements: You need a valid credit card, bank account, phone number, and tax information. Selling in Europe requires a VAT number. Amazon demands excellent customer service and enforces strict performance metrics, including a 24-hour response time for buyer messages.
2025 performance: Amazon and its sellers sold $830 billion worth of goods in 2025, tripling its GMV from $277 billion seven years ago. Third-party sellers now represent 69% of total GMV. The US accounts for roughly 53% of Amazon’s worldwide GMV, putting US sales at approximately $440 billion. Over 9.7 million sellers are registered on the platform, with about 2 million actively selling.
2. Taobao
Taobao, operated by Alibaba Group, is the world’s largest marketplace by third-party sales volume. It dominates China’s eCommerce sector with both consumer-to-consumer and business-to-consumer sales.
What sells: Electronics, clothing, jewelry, beauty, entertainment, and virtually every product category.
Founded: 2003
Where it operates: Primarily serves the Chinese market, with global influence through Alibaba’s ecosystem.
Seller fees: Taobao operates on a freemium model with optional paid services for enhanced visibility and features.
Customer profile: The Taobao app has 892 million monthly active users. It leads globally with $723.8 billion in third-party web sales. Together with Tmall, the platforms account for approximately 45% of China’s eCommerce GMV.
Key seller requirements: Sellers must comply with Chinese regulations and Alibaba’s seller policies.
3. eBay
eBay started as a marketplace for second-hand items. Today, it’s a global platform for both new and used products, with particular strength in collectibles, electronics, and sustainable shopping.
What sells: Electronics, toys, clothing, beauty, entertainment, home goods, sporting equipment, pet supplies, collectibles, and antiques.
Founded: 1995
Where it operates: eBay runs 23 international marketplaces serving buyers in over 190 countries.
Seller fees: A flat fee of $0.30 per listing plus a final value fee of roughly 13% of each sale. eBay storefront subscribers pay a monthly subscription fee.
Customer profile: eBay has 134 million active buyers worldwide, with 2.4 billion active listings on the platform. Q3 2025 GMV reached $20.1 billion, up 10% year over year. The platform generates over $10 billion in annual revenue and attracts over 700 million monthly visits.
Key seller requirements: Anyone can start selling on eBay without approval. But too many late shipments or product defects lead to account suspension. Seller performance ratings directly affect visibility.
Recent updates: 88% of items sold now have a “Buy It Now” option, moving eBay further from its auction-based roots. First-party advertising revenue grew 23% year over year to $496 million in Q3 2025. eBay has invested heavily in AI-powered seller tools, live commerce features, and authentication services for collectibles and trading cards.
4. Shopee
Shopee is Southeast Asia’s most popular marketplace and ranks among the top five globally by GMV. Its mobile-first approach and gamified shopping experience have made it the dominant platform in the region.
What sells: Electronics, clothing, beauty, home goods, pet supplies, sporting equipment, and toys.
Founded: 2015
Where it operates: Singapore, Malaysia, Thailand, Taiwan, Indonesia, the Philippines, Vietnam, and Brazil.
Seller fees: Commission fees vary by category, typically ranging from 2-6% plus payment processing fees.
Customer profile: Shopee has over 700 million monthly active users across Southeast Asia and Brazil. Cross-border transactions grew 35% year over year. In Indonesia alone, Shopee attracted 133.1 million monthly web visits, making it the country’s most visited eCommerce platform.
Key seller requirements: Anyone can set up a Shopee seller account under a brand name or their own name. You need a bank account and must comply with local regulations in each operating country.
5. AliExpress
AliExpress connects Chinese small businesses with global consumers. It’s one of the largest cross-border eCommerce platforms in the world.
What sells: Clothing, electronics, home goods, jewelry, toys, and pet supplies.
Founded: 2010
Where it operates: AliExpress serves people in over 220 countries and regions.
Seller fees: AliExpress takes between 5-10% from each sale, depending on the product category.
Customer profile: AliExpress maintains 400 million active members globally. It’s especially popular in Russia, Brazil, and parts of Europe for budget-friendly consumer goods.
Key seller requirements: Sellers must have a registered business and comply with international shipping regulations.
6. Walmart
Walmart is the world’s largest retailer by revenue and has become one of the fastest-growing online marketplaces. Its eCommerce business reached profitability in 2025.
What sells: Electronics, clothing, beauty, entertainment, home goods, appliances, sporting equipment, and groceries.
Founded as a marketplace: 2009
Where it operates: The USA, Canada, Africa, Chile, China, India, and Mexico.
Seller fees: Referral fees of 6-15% on each sale. No monthly subscription fee.
Customer profile: Walmart’s global eCommerce sales reached approximately $121 billion in fiscal year 2025, a fivefold increase from 2019. US online sales alone hit $79.3 billion, accounting for about 65% of total eCommerce revenue. The platform holds a 6.4% share of the US eCommerce market, second only to Amazon. Walmart Marketplace now hosts over 160,000 active sellers.
Key seller requirements: Sellers must apply and be approved. You need an established reputation, a warehouse, and a business registered in the USA. Selling on Walmart requires meeting strict fulfillment and customer service standards.
Recent updates: Walmart Fulfillment Services (WFS) now includes big and bulky items. US eCommerce grew 20% in Q4 fiscal 2025. Third-party marketplace sales grew 34% in the same quarter. Walmart Connect advertising revenue jumped 29%, reflecting the platform’s growing retail media network.
7. Etsy
Etsy is a niche American marketplace focused on handmade products, vintage items, and craft supplies. It attracts buyers looking for unique, personalized goods.
What sells: Art, jewelry, clothing, home decor, toys, craft supplies, and tools.
Founded: 2005
Where it operates: Available in 50 countries, including the US, Australia, Singapore, and most of Europe.
Seller fees: A listing fee of $0.20 plus 6.5% of each sale, plus payment processing fees. Etsy’s take rate reached 16.1% in 2024.
Customer profile: Etsy had over 95.5 million active buyers globally and 8.1 million active sellers in 2024. GMS totaled $12.6 billion in 2024. 46% of GMS included a buyer or seller located outside the United States. 80% of Etsy sellers identify as women, and 70% consider their Etsy shop a business.
Key seller requirements: Craft supplies, tools, and party supplies are the only newly manufactured items allowed. Products must be handmade, vintage (20+ years old), or craft supplies. Etsy enforces strict authenticity policies.
Recent updates: Etsy announced in 2025 that it would sell Reverb to focus on its core marketplace and Depop. The platform has also partnered with OpenAI for Instant Checkout within ChatGPT. Etsy earned $2.8 billion in revenue in 2024, its highest annual revenue ever.
8. Mercado Libre
Mercado Libre is the leading marketplace in Latin America and the largest in the region by GMV. Its integrated payment platform, Mercado Pago, processes nearly $200 billion in regional payments.
What sells: Electronics, clothing, home goods, and garden accessories.
Founded: 1999
Where it operates: 18 Latin American countries. Its cross-border trade program lets sellers reach customers in Mexico, Brazil, Chile, Argentina, and Colombia with a single account.
Seller fees: The platform takes 16-17.5% of each sale.
Customer profile: Mercado Libre serves over 115 million active users and more than 1 million active sellers across Latin America. GMV growth estimated at 35% year over year in 2024-2025. In Brazil, it holds a 35% market share with over 345 million monthly visits. Mercado Pago now has 64 million monthly active users.
Key seller requirements: Merchants are screened and need to be in business at least a year with monthly sales of $100,000 to guarantee approval.
Recent updates: Mercado Libre invested $9.2 billion in Brazil and Mexico for 2025, expanding logistics infrastructure. 95% of packages are now handled through its own delivery network. The company’s workforce has grown to 84,000 employees, with plans to add tens of thousands more.
9. Lazada
Lazada is a prominent eCommerce platform in Southeast Asia, backed by Alibaba Group. It competes directly with Shopee across the region.
What sells: Electronics, fashion, beauty, home goods, and a wide range of consumer products.
Founded: 2012
Where it operates: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
Seller fees: Commission structure varies by category. Specific rates depend on the seller’s tier and product type.
Customer profile: Lazada attracts approximately 150 million monthly users across Southeast Asia. It achieved a 200% visitor surge in the Philippines through aggressive marketing and promotions.
Key seller requirements: Sellers need to meet product quality standards and comply with Lazada’s verification processes and policies.
10. Allegro
Allegro is the most popular eCommerce platform in Poland and one of the strongest European marketplace alternatives to Amazon and eBay. It reached the global top 10 of eCommerce sites in October 2021.
What sells: Home goods, kitchenware, clothing, baby products, and sporting goods.
Founded: 1999
Where it operates: Poland and Eastern Europe, with expansion plans for neighboring countries.
Seller fees: Free to start, but Allegro takes a 9-15% fee per item sold. Additional charges apply for highlighted listings or multiple product photos.
Customer profile: Allegro has about 14.9 million active buyers in Poland and more than 100,000 sellers. Q3 2024 GMV reached PLN 14.7 billion, up 10.8% year over year. Allegro’s seller take rate averages 12.51%. Ad revenue grew 30% year over year. It holds 95.6% of Poland’s online marketplace market share.
Key seller requirements: Product listings must be written in Polish. Sellers must comply with European Union regulations.
Emerging Marketplaces Worth Watching in 2026
TikTok Shop
Social commerce is growing rapidly, and TikTok Shop sits at the center of that trend. In Q3 2025 alone, TikTok Shop generated roughly $19 billion in global sales, with $4-4.5 billion coming from the US. It allows sellers to sell products directly through short videos and livestreams. For sellers targeting Gen Z and millennial buyers, TikTok Shop offers a different kind of visibility that traditional marketplaces don’t provide.
JD.com
JD.com is China’s second-largest marketplace by GMV, with 601 million active users and $542 billion in GMV. Known for its self-operated logistics network and emphasis on product authenticity, JD.com earned $152.8 billion in revenue in 2023. It represents significant opportunities for international sellers entering the Chinese market.
Temu
Temu, backed by PDD Holdings (parent of Pinduoduo), became the most downloaded shopping app worldwide in 2024. Its parent company reported 911 million users and $711 billion in GMV. Temu offers competitive pricing and targets budget-conscious consumers in Western markets. Its rapid growth signals shifting consumer behavior toward value-focused shopping.
How Do You Choose the Right Marketplace for Your Business?
When selecting from the biggest online marketplaces in the world, focus on these factors:
Target market: Choose marketplaces that align with your buyer demographics and geographic regions. Shopee dominates Southeast Asia. Mercado Libre owns Latin America. Amazon leads in the US and Europe.
Product category: Some marketplaces perform better for specific products. Etsy works for handmade and vintage items. Amazon covers general merchandise. Allegro leads for home goods in Poland.
Fee structure: Compare commission rates, listing fees, and fulfillment costs. Shopee’s 2-6% commission is lower than Amazon’s 6-20% referral fee. Walmart charges no monthly subscription, while Amazon charges $39.99 per month.
Customer support requirements: Amazon requires a 24-hour response time for buyer messages. Walmart enforces strict fulfillment standards. Selling on multiple marketplaces means handling support tickets across many channels. A customer service platform built for eCommerce helps you stay compliant without missing messages.
Logistics and fulfillment: Evaluate shipping requirements, fulfillment options, and delivery expectations. Amazon FBA handles storage and shipping. Walmart WFS now supports big and bulky items. Mercado Libre processes 95% of packages through its own network.
How to Manage Customer Service Across Multiple Marketplaces
Selling on multiple marketplaces drives revenue. It also multiplies the number of customer messages, return requests, and compliance deadlines you need to track.
Amazon requires 24-hour response times. eBay penalizes late shipments. Walmart enforces strict performance metrics. Missing any of these standards leads to account suspensions and lost sales.
The solution is a centralized inbox that pulls messages from every marketplace into one place. eDesk connects with over 250 sales channels, including Amazon, eBay, Walmart, Etsy, Shopee, and more. It lets your support team respond faster, use AI to automate repetitive replies, and keep performance metrics green across every platform.
Whether you’re selling on two marketplaces or ten, you need a system that scales with your business.
Book a free demo today to learn how eDesk helps you sell more on international marketplaces.
FAQs
What is the biggest online marketplace in the world by GMV?
Amazon is the biggest online marketplace in the world by gross merchandise value. Amazon and its sellers sold $830 billion worth of goods in 2025, tripling its GMV from seven years ago. Taobao leads in third-party sales volume with $723.8 billion.
How many online marketplaces are there worldwide?
There are more than 150 online marketplaces operating worldwide. The top 100 marketplaces generate a combined $3.8 trillion in GMV annually, with a 10% annual growth rate.
Which marketplace is best for new sellers?
eBay is one of the easiest marketplaces for new sellers because it requires no approval process. Shopee is also beginner-friendly in Southeast Asia. Amazon and Walmart require more documentation and screening before you start selling.
What are the seller fees on Amazon?
Amazon charges a $39.99 monthly subscription fee for professional sellers, plus a referral fee of 6-20% per item sold. Media products carry an additional closing fee. FBA sellers pay additional storage and fulfillment fees.
How do you manage customer service across multiple marketplaces?
The most effective approach is using a multichannel customer support platform like eDesk that connects all your marketplace accounts into one inbox. This lets you respond to buyer messages from Amazon, eBay, Walmart, Etsy, Shopee, and other channels without switching between tabs or missing response deadlines.
What is the fastest-growing online marketplace in 2026?
TikTok Shop is one of the fastest-growing marketplaces, generating roughly $19 billion in global sales in Q3 2025 alone. Temu also saw rapid growth, becoming the most downloaded shopping app worldwide in 2024. In established markets, Mercado Libre’s GMV grew an estimated 35% year over year.
Which marketplace should I use for selling in Europe?
Amazon operates strong marketplaces in the UK, Germany, France, Italy, and Spain. Allegro dominates Poland with 95.6% market share. For a broader European presence, sellers should consider listing on multiple platforms to reach different buyer demographics across the continent.
