The world’s top 20 e-commerce platforms are released, sellers hurry up!

Since the beginning of this year, the operating costs and difficulties on platforms such as Amazon have continued to rise. At the same time, the sales of many sellers have declined compared to last year. Sellers continue to wait and see, hoping to find more platform channels to boost performance.

In early June, traffic statistics website SimilarWeb updated the ranking of the world's most popular e-commerce shopping websites. Most of the top 20 are popular platforms for cross-border sellers, including both established e-commerce companies such as Amazon and eBay, as well as high-potential websites such as Temu and Wildberries that are performing increasingly well.

The key issues that sellers are concerned about are the traffic and retention rate of these platforms, the user distribution and characteristics, the advantages and disadvantages, and whether they are suitable for entry. This article will analyze the specific situation of each platform one by one for sellers' decision-making reference.

20. allegro.pl

Last month, allegro.pl had 214.9M total visits, with desktop traffic increasing by 5.71% compared to the previous month. The bounce rate was 28.18%, with 10.48 pages visited per visit and an average visit duration of 9 minutes and 48 seconds. The largest traffic source for allegro.pl was direct traffic, which delivered 54.61% of desktop visits last month. Organic search ranked second, delivering 25.38% of traffic.

On desktop, allegro.pl’s audience is 62.8% male and 37.2% female, with the largest age group being 25-34 years old.

As of March 2023, the Allegro platform has more than 20 million monthly active customers, but only 135,000 sellers, of which even fewer are Chinese sellers. Therefore, the competitive pressure on Chinese sellers on the Allegro platform is much smaller than on other European e-commerce platforms, and they can easily get more exposure and sales opportunities.

19. ebay.co.uk

In May, ebay.co.uk had 224M total visits, a bounce rate of 31.6%, 8.44 pages per visit, and an average visit duration of 8 minutes and 29 seconds. The largest source of traffic to ebay.co.uk is direct traffic, which delivered 60.58% of desktop visits last month. Organic search ranked second, delivering 21.42% of traffic. On the desktop side, 63.15% of ebay.co.uk's audience is male, and 36.85% is female.

The value of eBay UK site is second only to the US site, and it is an important site that sellers focus on.

Ranked 17th and 18th respectively are domestic e-commerce companies Pinduoduo and Taobao, which will not be introduced in detail here.

16. mercadolivre.com.br

Last month, mercadolivre.com.br had 270.5M total visits, a bounce rate of 41.18%, 7.27 pages per visit, and an average visit duration of 7 minutes and 17 seconds. The largest source of traffic to mercadolivre.com.br is direct traffic, which delivered 49.79% of desktop visits last month, while organic search ranked second, delivering 24.82% of traffic.

Among the website's desktop audience, males account for 58.03% and females account for 41.97%, and the largest age group of visitors is 25-34 years old.

In the first quarter of 2024, the number of independent buyers of Meikeduo reached 53.5 million, a year-on-year increase of 16%, and the number of active listings reached 472 million, a year-on-year increase of 2.6%.

Currently, Meikeduo supports cross-border sellers to enter Mexico, Brazil, Chile, and Colombia . Sellers only need to submit a set of information to open multiple sites. Meikeduo has three official entry channels: the official WeChat public account - Meikeduo Latin American e-commerce, click the public account menu bar > [Enter Now], Meikeduo official investment manager, Meikeduo official certification service provider. However, Meikeduo has rigid entry requirements, and the seller's store turnover must meet the standards.

15. shopee.co.id

In May, the total number of visits to shopee.co.id was 277.5M, and the computer traffic increased by 3.2% compared with the previous month. The website bounce rate was 41.52%, the number of pages visited by users each time was 4.54, and the average visit time was 5 minutes and 36 seconds.

The largest traffic source for shopee.co.id is direct traffic, which delivered 70.16% of desktop visits last month, while organic search ranked second, delivering 13.93% of traffic. On the desktop, shopee.co.id's audience is 57.29% male and 42.71% female, and the largest age group of visitors is 25-34 years old.

According to the visit data of major e-commerce platforms in Southeast Asia in December 2023 released by Similarweb, Shopee's total visits to Southeast Asian sites reached 584 million, ranking first among all sites. In addition, the e-commerce growth rate in Southeast Asia and Latin American markets covered by Shopee ranked among the top three in the world in 2023. Thanks to this, Shopee is one of the main options for domestic sellers to expand into Southeast Asia.

14. amazon.in

Last month, the total number of visits to amazon.in was 315.7M, an increase of 7.93% from the previous month's desktop traffic, with a bounce rate of 46.46%, 7.48 pages per visit, and an average visit time of 5 minutes and 18 seconds. The largest source of traffic to amazon.in is direct traffic, which delivered 54.26% of desktop visits last month, and organic search ranked second, delivering 25.63% of traffic.

On desktop, amazon.in’s audience is 66.22% male and 33.78% female, with the largest age group of visitors being 25-34 years old.

Amazon attaches great importance to the Indian site. Previously, Manish Tiwary, regional manager of Amazon India's consumer business, revealed that in 2023, Amazon India will add about 300,000 new sellers. Adding the 1.1 million original sellers shown in official data in 2022, the total number of sellers on the site may exceed 1.4 million. However, in comparison, the Indian site is not favored by domestic sellers.

13. amazon.co.uk

In May, the total number of visits to amazon.co.uk was 333.7M, with a 4.08% increase in desktop visits compared to the previous month. The website bounce rate was 34.79%, the number of pages visited per user was 7.99, and the average visit time was 6 minutes and 19 seconds. The largest source of traffic to amazon.co.uk is direct traffic, which delivered 59.19% of desktop visits last month. Organic search ranked second, delivering 23.43% of traffic. Among the website audience, males accounted for 55.86% and females accounted for 44.14%. The largest age group of visitors is 25-34 years old.

Amazon is the preferred shopping site for British people and is also the focus of sellers' layout in Europe.

12. avito.ru

Russian website avito.ru ranks 12th in the world, with annual revenue of US$500 million to US$1 billion. In May, the total number of visits to the website from desktop and mobile devices reached 343.9M, an increase of 1.07%. The user immersion is high, the bounce rate is 25.84%, the average visit is 10.25 pages, and the average visit time is 10 minutes and 47 seconds.

The site's users are mainly people looking for second-hand and cheap goods. The regular commission is 5%. All categories can be listed, and individual sellers can also sell.

Last month, about 97% of avito.ru's computer traffic came from Russia, with Ukraine, the Netherlands, Kazakhstan, Belarus and other countries also contributing a small amount of traffic. The website's audience is mainly male, accounting for 63.78%, and female, accounting for 36.22%. Users aged 25 to 34 visit the website the most.

It is worth noting that among the top 20 platforms with the largest traffic, several Russian e-commerce platforms are among them, and local e-commerce shopping demand is rising rapidly . In 2023, the scale of Russia's B2C e-commerce market will increase by 48% to 7.9 trillion rubles, and the number of orders will increase by 80%.

The consumption capacity of the Russian market is not low. In 2023, the local per capita GDP is US$13,700, ranking 7th in the ranking of the most economically influential countries. E-commerce accounts for 4.6% of GDP, and the purchasing power is considerable. Locals are easily immersed in shopping. The bounce rate of these Russian e-commerce platforms on the list is significantly lower than that of other platforms, and the number of pages visited by users each time and the length of visit are higher than those of users on other platforms. It is a potential market.

11. walmart.com

Last month, the total number of visits to walmart.com was 394.3M, and the number of visits to the computer side increased by 4.24% compared with the previous month. The website bounce rate was 52.24%, and the number of pages visited by users each time was 5, with an average visit time of 4 minutes and 43 seconds. The largest source of traffic to walmart.com is direct traffic, which delivered 49.9% of the computer-side visits last month. Organic search ranked second, delivering 28.05% of the traffic. The audience of walmart.com accounted for 45.58% of men and 54.42% of women.

Walmart was once seen as a potential contender to compete with Amazon, and sellers flocked to it. However, the progress of its e-commerce business has not grown as explosively as the industry expected. Coupled with the disruption caused by new platforms such as Temu, its future development remains to be seen.

At present, the threshold for Walmart to enter has been greatly lowered, and sellers can submit entry application forms through official public accounts, mini programs, online and offline activities and other channels.

10. amazon.de

In May, the total number of visits to amazon.de was 406.3M, an increase of 1.12% compared with the previous month, with a bounce rate of 32.04%, 9.69 pages per visit, and an average visit time of 7 minutes and 11 seconds. 80% of the website's traffic comes from Germany, Austria also contributes 8.58% of the traffic, and Switzerland also has a certain amount of visits. The audience of amazon.de is 64.72% male and 35.28% female, and the largest age group of visitors is 25-34 years old.

Previously, the research organization Foxintelligence investigated the sales of Amazon's European sites. In terms of market penetration, the German site has the highest penetration rate, reaching 64%; the average shopping expenditure of buyers on the German site is 1,377 euros, and the average number of goods purchased on this site is also the highest, with buyers buying an average of 39 items a year. In a survey on "German consumers' favorite e-commerce platform", 79% of respondents said they would choose to shop on Amazon first. Therefore, the German site is also a must-do site for many sellers.

9. wildberries.ru

Wildberries is one of the largest online retailers in Russia, best known for its fashion, shoes and clothing products, and is very popular among young consumers.

Last month, wildberries.ru had 410.2M total visits, up 7.14% from the previous month, with a bounce rate of 27.5%, 12.06 pages per visit, and an average visit time of 11 minutes and 13 seconds. The largest source of traffic to wildberries.ru is direct traffic, which delivered 64.65% of desktop visits last month, and organic search ranked second, delivering 25.33% of traffic. The website audience is 54.87% male and 45.13% female, and the largest age group of visitors is 25-34 years old.

Wildberries has more than 1 million active sellers, more than 470 million products, more than 10 million daily orders, and an annual GMV of US$25.8 billion in 2022. Currently, the platform's cross-border business uses a closed registration process that is not open to the public. It mainly accepts applications through official Chinese partners, but if sellers think they are ready to join, they can also fill out the form to apply.

8. etsy.com

Etsy is an American website that sells handmade crafts online. It has become one of the largest e-commerce platforms in this market segment. In May, etsy.com had a total of 424.1M visits, down 0.08% from the previous month, with a bounce rate of 44.52%. Users visited 6.57 pages each time and the average visit time was 5 minutes and 39 seconds. Among the website's audience, males accounted for 42.7% and females accounted for 57.3%. The largest age group of visitors was 25-34 years old.

The traffic sources of this website are relatively scattered. Last month, the United States was the country that sent the most desktop traffic to etsy.com, accounting for about 56%, the United Kingdom accounted for 8.9%, Canada accounted for 4.72%, and Germany and Australia also contributed a certain share of traffic. The largest source of traffic to etsy.com is direct traffic, which sent 48.44% of desktop visits last month. Organic search ranked second, sending 28.8% of traffic.

Domestic sellers have always been very interested in Etsy, but the platform does not support domestic sellers to settle in. Sellers who want to enter the market need to get tickets in a roundabout way, and it is also difficult to run a stable store afterwards. This year, there was news that Etsy may allow Chinese sellers to settle in, and sellers can pay attention.

7. ozon.ru

Ozon is Russia's leading comprehensive e-commerce platform. In May, ozon.ru had 430.4M total visits, a 4.34% increase in traffic compared to the previous month, a 30.93% bounce rate, 11.64 pages per visit, and an average visit duration of 8 minutes and 6 seconds. The largest source of traffic to the site is direct traffic, which delivered 51.85% of desktop visits last month, and organic search ranked second, delivering 34.88% of traffic. ozon.ru's audience is 61.74% male and 38.26% female, and the largest age group of visitors is 25-34 years old.

In the first quarter of this year, Ozon's total revenue increased by 32% year-on-year to 123 billion rubles, and the total GMV of the e-commerce sector, including services, increased by 88% year-on-year to more than 570 billion rubles. A total of 305 million orders were completed, a 70% increase over the same period last year. In the past year, the number of its active sellers has doubled to 500,000. Currently, the number of active buyers has reached 49 million, and loyalty has also increased. The average annual order frequency of each active buyer has increased to 22 times.

Recently, Ozon has been experiencing delays in payment, which has attracted much attention. According to the latest feedback from sellers, the platform has resumed payment and many sellers have received funds.

6. rakuten.co.jp

Rakuten is a well-known e-commerce platform in Japan, ranking second only to Amazon Japan. It mainly sells clothing and fashion, furniture and home furnishings, food and daily necessities and other categories. It currently has a market share of more than 28% in Japan's online B2C market, with more than 56,000 stores on the platform and more than 360 million products.

Under the trend of "multi-platform layout", Rakuten Market is also favored by sellers. In May, the total number of visits to rakuten.co.jp was 529.1M, the bounce rate was 37.41%, the number of pages visited by users each time was 7.36, and the average visit time was 6 minutes and 5 seconds. The largest source of traffic for rakuten.co.jp is direct traffic, which delivered 41.96% of computer visits last month. Organic search ranked second, delivering 32% of traffic. The audience of the website is 67.54% male and 32.46% female. The largest age group of visitors is 35-44 years old.

Rakuten prefers boutique sellers, and currently recruits products including fashion, sports and outdoor, home appliances, daily necessities, etc. Chinese companies can directly apply for settlement. They are required to have more than one year of e-commerce experience in the Japanese market and provide relevant certification materials. They must have at least one Japanese-speaking operator. In addition, they need to obtain relevant certifications for the Japanese market to sell products. They need to use the bank account of the main company applying for the store account to remit Japanese yen for payment, and can accept pingpong payment.

In addition, Chinese companies can also adopt the official agent entry model and conduct sales without Japanese operations.

5. temu.com

Temu has been online for only a little over a year, but it has already become one of the leading platforms. Currently, Temu has opened sites in 70 countries around the world, covering many countries and regions such as Asia, Europe, North America, Latin America, Africa and Oceania, and has made rapid progress. According to foreign media reports, Temu has quickly surpassed the old e-commerce company eBay in attracting repeat customers in the United States. A recent survey conducted by Omnisend showed that 34% of consumers shop on Temu every month, exceeding eBay's 29%.

In May, temu.com had a total of 544.2M visits, a bounce rate of 38.41%, 7.32 pages per visit, and an average visit duration of 5 minutes and 35 seconds. The largest traffic source for temu.com is direct traffic, which delivered 41.88% of desktop visits last month, and organic search ranked second, delivering 20.4% of traffic.

From the perspective of PC traffic sources, Japan contributed the most traffic, accounting for 28.25%, followed by the United States with 17.03%, Germany with 6.6%, France with 4.97%, and Poland with 4.52%. Among the website audience, males accounted for 55.98%, females accounted for 44.02%, and the largest age group of visitors was 25-34 years old.

It is not difficult to join Temu. The platform has "0 commission, 0 entry fee, 0 monthly rent" and adopts a managed model. The seller's role is supplier and has no pricing power. The platform sets prices and sells, and then settles with the seller at the supply price. This year, Temu launched a semi-managed model, which is aimed at merchants who have overseas warehouses, have spot goods in overseas warehouses, and can fulfill contracts. Unlike fully managed sellers who send goods to Temu's domestic warehouses and the platform is responsible for logistics, semi-managed sellers need to import platform orders and complete delivery and fulfillment by themselves, which requires merchants to have high overseas stocking capabilities.

4. aliexpress.com

AliExpress covers 220 countries and regions around the world, with major trading markets in Russia, the United States, Spain, Brazil, France and other countries, and the number of overseas buyers has exceeded 150 million. The platform has a wide range of categories, and the main advantageous industries include clothing and accessories, mobile communications, shoes and bags, beauty and health, etc. Individual business owners or corporate identities can open stores.

In May, aliexpress.com had a total of 580.6M visits, up 6.87%, a bounce rate of 40.69%, 5.21 pages visited each time, and the visit time was 5 minutes and 43 seconds. On the PC side, aliexpress.com's traffic mainly came from Brazil (8.43%), France (7.51%), Spain (6.69%), the United States (6.07%), and South Korea (5.45%). The largest source of traffic to the website is direct traffic, which contributed 73.14% of the PC visits last month.

The audience of aliexpress.com is 68.33% male and 31.67% female, and the largest age group of visitors is 25-34 years old.

3. amazon.co.jp

In Japan, Amazon ranks first in terms of both page views and sales among e-commerce websites. In May, the total number of visits to amazon.co.jp was 592.3M, an increase of 4.56%, with a bounce rate of 36.43%. Users visited 7.45 pages each time and the average visit time was 6 minutes and 40 seconds. Last month, direct traffic delivered 55.37% of its desktop visits, and organic search ranked second, contributing 25.88% of traffic.

The audience of amazon.co.jp is quite diverse, with males accounting for 72.05% and females accounting for 27.95%, and the largest age group of visitors is 25-34 years old.

2. eBay.com

eBay ranks second in the US online market. In May, the total number of visits to ebay.com was 708.3M, up 4.19%, with a bounce rate of 38.4%, 6.81 pages visited each time, and an average visit time of 6 minutes and 39 seconds. The audience of ebay.com is 60.51% male and 39.49% female, and the largest age group of visitors is 25-34 years old.

When opening an account, companies that already have eBay business can apply for a new account through the existing seller channel. Those that do not currently have business can apply through the eBay investment team to obtain a green channel and an account with higher permissions and higher limits. In addition, sellers can also apply for entry directly at ebay.com.hk.

1. amazon.com

In the United States, Amazon has been ranked first in the e-commerce platform for many years, and 65% of online shoppers choose to buy goods on Amazon. Last month, the total number of visits to the website was about 2.3 billion, an increase of 4.38%, the user bounce rate was 34.72%, the average visit was 9.81 pages per visit, and the visit time was 7 minutes and 9 seconds. The male audience of amazon.com accounted for 53.03%, the female audience accounted for 46.97%, and the 25-34-year-old audience was the largest.

As the largest cross-border e-commerce platform, Amazon has multiple sites on the list. Currently, Amazon has opened 19 sites for Chinese sellers, covering North America, Latin America, Europe, Asia, etc. Sellers can open 18 major sites for a monthly fee of US$39.99.

The above 20 most visited e-commerce platforms come from different markets around the world and are all representatives of local online platforms. Which one do you like best?