Global Ecommerce Platforms 2017: A Country-by-Country Review of the Top Retail Ecommerce Sites - eMarketer
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Global Ecommerce Platforms 2017: A Country-by-Country Review of the Top Retail Ecommerce Sites

eMarketer Report

By: eMarketer

Published: July 13, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

From research to purchase, digital platforms play an important role in consumers’ shopping journeys. This report examines the use of the leading retail ecommerce platforms in major markets in Asia-Pacific, Europe, Latin America, the Middle East and Africa, and North America.

  • Amazon is the single largest retail ecommerce platform on a global level. Its biggest competitor is Alibaba, which owns a variety of digital shopping platforms that operate in China, Southeast Asia and India, and across multiple countries and markets.
  • As both Amazon and Alibaba expand their reach to new markets, the global ecommerce landscape is becoming more consolidated. However, several smaller digital retailers and marketplaces continue to draw customers. Germany-based Zalando, for example, remains popular across Europe, while Argentina-based MercadoLibre is the dominant platform in Latin America.
  • The payment process is one of the leading obstacles to ecommerce growth, especially in Southeast Asia and the Middle East and Africa. Due in part to these markets’ large unbanked populations and a distrust of digital stores, cash on delivery still predominates in many markets in those regions, slowing down delivery and leading to a higher return rate.

"eMarketer estimates that worldwide retail ecommerce sales will increase from $2.290 trillion in 2017 to $4.479 trillion by the end of 2021, equating to 16.1% of total retail sales."

Table of Contents

Global Ecommerce Platforms: A Worldwide Overview

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Asia-Pacific

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Europe

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Latin America

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The Middle East and Africa

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North America

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194 charts are included in the full report:

Global Ecommerce Platforms: A Country-by-Country Review of the Top Retail Ecommerce Sites

Retail Ecommerce Sales Worldwide, 2016-2021 (trillions, % change and % of total retail sales)

Global Ecommerce Platforms: A Worldwide Overview

Top 10 Digital Retailers Worldwide, Ranked by Retail Ecommerce Sales, FY 2015 (billions, % change and % of total)

Alibaba 11/11 Digital Shopping Festival* Metrics Worldwide, 2015 & 2016

Ways in Which Amazon Has Affected Shopping Behavior Among Digital Buyers Worldwide, Sep 2016 (% of respondents)

Top 10 Apparel & Footwear Retailers in Western Europe, Ranked by Share of Apparel & Footwear Digital Sales, 2016 (% of total apparel & footwear digital sales)

Digital Buyer Penetration Worldwide, by Region, 2016-2021

Asia-Pacific

Digital Buyer Penetration in Asia-Pacific, by Country, 2016-2021

Internet Users in Select Countries in Asia-Pacific Who Have Made a Digital Purchase, Nov 2016

Digital Buyers in Select Countries/Regions Who Have Made a Purchase via Their Smartphone, May 2016 (% of respondents)

Australia

Leading Retail Sites in Australia, Ranked by Visits, March 2017 (millions and % of total)

Consumers in Australia Who Have Made a Digital Purchase, June 2016 (% of respondents in each group)

Retail Spending in Australia, In-Store vs. Ecommerce, 12 months ending Dec 2016 (billions of Australian dollars)

B2C Ecommerce Spending in Australia, by Category, June 2016 (billions of Australian dollars)

Digital Payment Methods Used by Internet Users in Australia, 2016 (% of respondents)

China

Retail Ecommerce Sales Share in China, by Site, 2016 (% of total)

Digital Buyers in China, 2011-2016 (millions)

Devices/Channels Used by Internet Users in China to Purchase Products, Sep 2016 (% of respondents)

Top 10 Mobile Shopping Apps in China, Ranked by Monthly Active Users*, Dec 2016

Retail vs. C2C Channel Share of Ecommerce Sales in China, by Product Category, 12 months ending July 2016 (% of total in each category)

Payment Methods that Digital Buyers in China Will Use for 11/11 Online Shopping Festival* Purchases, Nov 2016 (% of respondents)

India

Ecommerce Platforms from Which Digital Buyers in India Have Made a Purchase, April 2016 (% of respondents)

Retail Ecommerce Sales* Share in India, by Platform, 2016-2019 (% of total)

Digital Buyer Penetration in Asia-Pacific, by Country, 2016-2021

Preferred Device/Platform for Digital Shopping According to Smartphone Users in India, by Demographic, March 2016 (% of respondents)

Product Categories Purchased Digitally by Digital Buyers in India, April 2016 (% of respondents)

Digital Purchase Share in India, by Payment Method, 2015 & 2020 (% of total)

Indonesia

Ecommerce Sites that Digital Buyers in Indonesia Are Aware of vs. Use, April 2017 (% of respondents)

Internet Users in Indonesia Who Research vs. Purchase Products/Services Digitally, Mid-2016 (% of respondents)

Product Categories Purchased Digitally by Digital Buyers in Indonesia, April 2017 (% of respondents)

Preferred Payment Method for Offline vs. Digital Purchases According to Internet Users in Indonesia, May 2016 (% of respondents)

Digital Purchase Share in Indonesia, by Payment Method, Feb 2017 (% of total tracked by aCommerce)

Japan

Types of Retail Ecommerce Sites from Which Digital Buyers in Japan Make Digital Purchases, Nov 2016 (% of respondents)

Retail Sites Used by Internet Users in Japan, Sep 2016 (% of respondents)

Internet Users in Japan Who Have Made a Digital Purchase, by Demographic, Sep 2016 (% of respondents in each group)

Devices Used by Digital Buyers in Japan to Make Digital Purchases*, by Demographic, Nov 2016 (% of respondents in each group)

Product Categories Purchased Digitally by Digital Buyers in Japan, April 2017 (% of respondents)

Primary Payment Method Used for Digital Purchases by Digital Buyers in Japan, April 2017 (% of respondents)

Malaysia

Leading B2C Ecommerce Sites in Malaysia, Ranked by Monthly Page Views, April 2017 (millions)

Internet Users in Select Countries in Southeast Asia Who Have Made a Digital Purchase, Nov 2016

Demographic Profile of Digital Buyers in Malaysia, Jan 2016 (% of respondents)

Product/Service Categories Purchased Digitally by Digital Buyers in Malaysia, Jan 2016 (% of respondents)

Payment Methods Used by Digital Buyers in Malaysia to Make Digital Purchases, Jan 2016 (% of respondents)

Singapore

Leading B2C Ecommerce Sites in Singapore, Ranked by Monthly Page Views, April 2017 (millions)

Frequency with Which Digital Shoppers in Singapore Make Digital Purchases, Sep 2016 (% of respondents)

Factors that Lead Digital Buyers in Singapore to Make Digital Purchases, Sep 2016 (% of respondents)

Top 10 Product/Service Categories Purchased Digitally by Digital Shoppers in Singapore, Sep 2016 (% of respondents)

Preferred Payment Method for Digital Purchases According to Digital Buyers in Singapore, Sep 2016 (% of respondents)

Digital Purchase Share in Singapore, by Payment Method, Feb 2017 (% of total tracked by aCommerce)

South Korea

Top 10 Retail Ecommerce Sites in South Korea, Ranked by Unique Visitors, Feb 2017 (millions and % reach)

Top 10 B2C Ecommerce Platforms on Which Digital Buyers in South Korea Have Made a Digital Purchase, by Device, Jan 2017 (% of respondents)

Internet Users in South Korea Who Make Digital Purchases, by Demographic, 2015 & 2016 (% of respondents in each group)

Primary Device Used by Digital Buyers in South Korea to Make Digital Purchases, by Demographic, Jan 2017 (% of respondents)

Products/Services Purchased Digitally by Digital Buyers in South Korea, Oct 2016 (% of respondents)

Payment Methods Used by Digital Buyers in South Korea for Digital Purchases, Oct 2016 (% of respondents)

Thailand

Ecommerce Sites that Digital Buyers in Thailand Are Aware of vs. Use, April 2017 (% of respondents)

Internet Users in Thailand Who Primarily Research/Purchase Digitally vs. Offline, Nov 2016 (% of respondents)

Product Categories Purchased Digitally by Digital Buyers in Thailand, April 2017 (% of respondents)

Digital Purchase Share in Thailand, by Payment Method, Feb 2017 (% of total tracked by aCommerce)

Vietnam

Ecommerce Sites that Digital Buyers in Vietnam Are Aware of vs. Use, April 2017 (% of respondents)

Internet Users in Select Countries in Southeast Asia Who Have Made a Digital Purchase, Nov 2016

Product Categories Purchased Digitally by Digital Buyers in Vietnam, April 2017 (% of respondents)

Primary Payment Method Used for Digital Purchases by Digital Buyers in Vietnam, April 2017 (% of respondents)

Europe

Digital Buyer Penetration in Western Europe, by Country, 2016-2021 (% of internet users)

Digital Buyer Penetration in Central & Eastern Europe, by Country, 2016-2021 (% of internet users)

Digital Buyers in Europe Who Make Digital Purchases Monthly, by Country, Oct 2016 (% of respondents)

Digital Buyer Penetration in Europe, by Country, 2011-2016 (% of internet users)

Retail Ecommerce Sales in Select Countries in Europe and North America, 2016 & 2017 (billions of € and % of total retail sales)

Denmark

Top 20 B2C Ecommerce Sites in Denmark, Ranked by Share of Digital Purchases, 2016 (% of total)

Ecommerce Platforms on Which Digital Buyers in Denmark Have Made a Digital Purchase in 2016 (% of respondents)

Demographic Profile of Digital Buyers in Denmark, May 2016 (% of internet users in each group)

Leading Product Categories Purchased Digitally by Digital Buyers in Denmark, 2016 (% of respondents)

Payment Method Used for Their Most Recent Digital Purchase According to Digital Buyers in Denmark, 2015 & 2016 (% of respondents)

Finland

Top 15 Favorite Ecommerce Sites Among Digital Buyers in Finland, Oct 2016 (% of respondents)

Demographic Profile of Digital Buyers in Finland, by Frequency, Spring 2016 (% of population in each group)

Leading Product Categories Purchased Digitally by Digital Buyers in Finland, 2016 (% of respondents)

Preferred Payment Method for Digital Purchases According to Digital Buyers in Finland, Dec 2016 (% of respondents)

Payment Methods Used for Digital Purchases by Digital Buyers in Finland, May 2016 (% of respondents)

France

Top 5 B2C Ecommerce Sites in France, Ranked by Average Monthly Unique Visitors, Q4 2016

Top 10 Retail Sites in France, Ranked by Unique Visitors, Feb 2017 (millions)

Demographic Profile of Digital Buyers in France, 2010-2016 (% of population in each group)

Devices Used by Digital Buyers in France to Make Digital Purchases, Sep 2016 (% of respondents)

Product/Service Categories Purchased In-Store vs. Digitally by Digital Buyers in France, July 2016 (% of respondents)

Preferred Payment Method for Digital Purchases According to Digital Buyers in France, Spring 2016 (% of respondents)

Germany

Top 10 Retail Sites in Germany, Ranked by Unique Visitors, Feb 2017 (millions)

Top 10 B2C Ecommerce Sites from Which Consumers in Germany Have Made a Purchase, Aug 2016 (% of respondents)

Internet Users in Germany Who Have Made Digital Purchases, by Frequency, Dec 2016 (% of respondents)

Devices Used by Digital Buyers in Germany to Make Digital Purchases, 2015 & 2016 (% of respondents)

Top 5 Product Categories for Retail Ecommerce Sales in Germany, 2015 & 2016 (billions of €)

Average Shopping Cart Value for Retail Ecommerce Purchases in Germany, by Product Category, Q1 2017 (in €)

B2C Ecommerce Sales Share in Germany, by Payment Method, 2016 (% of total)

Italy

Top 10 Retail Sites in Italy, Ranked by Unique Visitors, Feb 2017 (millions)

Digital Buyer* vs. Internet User Share in Italy, by Age, March 2017 (% of total)

Digital Buyers in Italy Who Primarily Purchase Digitally vs. In-Store, by Product/Service Category, Nov 2016 (% of respondents)

B2C Ecommerce Sales in Italy, by Product and Service Categories, 2016 (billions of € and % of total)

B2C Ecommerce Payment Method Share in Italy, April 2017 (% of total)

Netherlands

Top 10 Retail Sites in the Netherlands, Ranked by Unique Visitors, Feb 2017 (millions)

B2C Ecommerce Sales Share in the Netherlands, by Device/Channel, Q4 2016 (% of total)

Products/Services Purchased Digitally by Digital Buyers in the Netherlands, 2016 (% of respondents)

Top 5 Product/Service Categories in the Netherlands, Ranked by B2C Ecommerce Sales Growth, Q4 2016 (% change vs. same period of prior year)

Retail Ecommerce Transaction Share in the Netherlands, by Payment Method, 2015 & 2016 (% of total)

Norway

Retail Ecommerce Platforms from Which Digital Buyers in Norway Made Their Most Recent Digital Purchase, Feb 2017 (% of respondents)

Demographic Profile of Digital Buyers in Norway, Q2 2016 (% of population in each group)

Leading Product Categories Purchased Digitally by Digital Buyers in Norway, 2016 (% of respondents)

Payment Method Used for Their Most Recent Digital Purchase According to Digital Buyers in Norway, Q2 2016 (% of respondents)

Preferred Payment Method for Digital Purchases According to Digital Buyers in Norway, Dec 2016 (% of respondents)

Poland

Top 10 Digital Retail Sites in Poland, Ranked by Unique Visitors, Oct 2016 (millions and % reach)

Demographic Profile of Digital Buyers in Poland, April 2016 (% of total)

Annual Retail Ecommerce Spending per Digital Buyer in Select Countries in Europe and North America, 2017 (in €)

Product/Service Categories Purchased by Digital Buyers in Poland, Dec 2016 (% of respondents)

Payment Methods Used by Digital Buyers in Poland for Digital Purchases, Dec 2016 (% of respondents)

Preferred Payment Method for Digital Purchases According to Digital Buyers in Poland, Spring 2016 (% of respondents)

Russia

Top 15 Retail Ecommerce Sites in Russia, Ranked by Unique Visitors, Jan 2017 (millions)

Digital Buyer Penetration in Russia, Spring 2014-Spring 2016 (% of population)

B2C Ecommerce Sales in Russia, 2015-2020 (billions of Russian rubles)

Device Used by Digital Buyers in Russia to Make Their Last Digital Purchase, Feb 2017 (% of respondents)

Internet Users in Russia Who Primarily Purchase Digitally vs. Offline, by Product/Service Category, Nov 2016 (% of respondents)

Primary Payment Method for Domestic Digital Purchases According to Digital Buyers in Urban Russia, by City/City Size, Sep 2016 (% of respondents)

Spain

Top 10 Retail Sites in Spain, Ranked by Unique Visitors, Feb 2017 (millions)

Digital Buyer Penetration in Spain, 2006-2016 (% of population)

Frequency with Which Digital Buyers in Spain Make Digital Purchases, 2015 & 2016 (% of respondents)

Frequency with Which Digital Buyers in Spain Purchase Products Digitally, by Device, Sep 2016 (% of respondents)

Internet Users in Spain Who Purchase Select Product/Service Categories Digitally, Nov 2016 (% of respondents)

Average Amount Spent per Digital Purchase in Spain, by Product/Service Category, 2016 (in €)

Payment Methods Used by Digital Buyers in Spain to Make Digital Purchases, Dec 2016 (% of respondents)

Sweden

Top 10 Retail Sites in Sweden, Ranked by Unique Visitors, Feb 2017 (thousands)

Cross-Border Retail Ecommerce Platforms from Which Digital Buyers in Sweden Have Made a Digital Purchase, Q1 2017 (% of respondents)

Frequency with Which Internet Users in Sweden Make Digital Purchases, Q4 2016 (% of respondents)

Mcommerce Buyer Penetration in Sweden, 2012-2016 (% of digital buyers)

Leading Product Categories Purchased Digitally by Digital Buyers in Sweden, 2016 (% of respondents)

Preferred Payment Method for Digital Purchases According to Digital Buyers in Sweden, Q4 2016 (% of respondents)

Preferred Payment Methods for Digital Purchases According to Internet Users in Sweden, Dec 2016 (% of respondents)

UK

Top 10 Retail Sites in the UK, Ranked by Unique Visitors, Feb 2017 (millions)

Frequency with Which Internet Users in Great Britain Make Digital Purchases, by Demographic, April 2017 (% of respondents in each group)

Devices Used for Digital Purchases by UK Digital Buyers, 2014-2016 (% of respondents)

Product Categories that UK Digital Shoppers Prefer to Research vs. Purchase Digitally, Sep 2016 (% of respondents)

Preferred Payment Method for Digital Purchases According to UK Digital Buyers, Spring 2016 (% of respondents)

Latin America

Reach of Retail and Travel Sites Among Internet Users in Select Countries in Latin America, 2016 (% reach)

Share of Monthly Purchases According to Mobile Buyers in Mexico* vs. Latin America**, by Channel, Aug 2016 (% of total)

Digital Buyer Penetration in Latin America, by Country, 2016-2021

Top 10 Retail Sites in Latin America, Ranked by Average Monthly Unique Visitors, Dec 2016 (millions)

Payment Methods Used by Consumers in Select Countries in Latin America to Make Digital Purchases, July 2016 (% of respondents)

Argentina

Top 10 Retail Sites in Argentina, Ranked by Average Monthly Unique Visitors, Jan 2017 (millions)

Device Used by Digital Buyers in Argentina to Make Their Most Recent Digital Purchase, Dec 2016 (% of respondents)

Leading Product/Service Categories Purchased Digitally by Internet Users in Argentina, Nov 2016 (% of respondents)

Top 10 Product/Service Categories in Argentina, Ranked by B2C Ecommerce Sales, 2016 (billions of Argentinean pesos)

Retail Ecommerce Sales Share According to Retailers in Argentina, by Payment Method, Dec 2016 (% of total)

Brazil

Top 10 Retail Sites in Brazil, Ranked by Average Monthly Unique Visitors, Jan 2017 (millions)

Digital Buyers in Brazil, 2016 & 2021 (millions)

Demographic Profile of Digital Buyers in Brazil, 2016 (% of total)

Top 3 Product Categories Purchased Digitally by Digital Buyers in Brazil, Oct 2016 (% of respondents)

Retail Ecommerce Sales Share in Brazil, by Product Category, 2010 & 2018 (% of total)

Payment Methods Used Most Frequently for Digital Purchases by Digital Buyers in Brazil, Aug 2016 (% of respondents)

Mexico

Top 10 Retail Sites in Mexico, Ranked by Average Monthly Unique Visitors, Jan 2017 (millions)

Demographic Profile of Digital Buyers in Mexico, Feb 2017 (% of respondents)

Product/Service Categories Purchased Digitally by Internet Users in Mexico, Feb 2017 (% of respondents)

Digital Buyers in Mexico, by Product/Service Category, May 2016 (millions and % of internet users)

Payment Methods Used by Digital Buyers in Mexico to Make Digital Purchases, Dec 2016 (% of respondents)

Digital vs. Offline Payment Methods Used by Digital Buyers in Mexico to Make Digital Purchases, by Device, Aug 2016 (% of respondents)

The Middle East and Africa

Frequency with Which Internet Users in the Gulf Cooperation Council (GCC) Countries* Make Digital Purchases, Oct 2016 (% of respondents)

Frequency with Which Internet Users in the Levant* Make Digital Purchases, Jan 2017 (% of respondents)

Digital Buyer Penetration in Kenya, Nigeria and South Africa, Dec 2016 (% of mobile internet users)

Internet User Penetration in Sub-Saharan Africa, by Country, 2015-2020 (% of population)

Leading B2C Ecommerce Platforms Used by Digital Buyers in the Middle East & North Africa*, 2016 (% of respondents)

Preferred Payment Method for Digital Purchases According to Internet Users in the Gulf Cooperation Council (GCC) Countries*, Oct 2016 (% of respondents)

Preferred Payment Methods According to Digital Buyers in the Middle East, Sep 2015 (% of respondents)

Retail Ecommerce Sales in the Middle East & Africa, 2016-2021 (billions, % change and % of total retail sales)

Saudi Arabia

Reach of Select B2C Ecommerce Platforms in Saudi Arabia, March 2017 (% reach)

Shopping-Related Activities Conducted via Smartphone by Smartphone Users in Saudi Arabia, Q3 2016 (% of respondents)

Products Purchased via Smartphone by Smartphone Users in Saudia Arabia, Q3 2016 (% of respondents)

Leading Products/Services Purchased by Digital Buyers in Saudi Arabia, 2016 (% of respondents)

South Africa

Top 10 Retail Sites in South Africa, Ranked by Unique Visitors, Feb 2017 (thousands)

Ecommerce Platforms from Which Digital Buyers in Urban South Africa Have Made a Digital Purchase, Q1 2016 (% of respondents)

Primary Reason that Digital Buyers in Urban South Africa Make Digital Purchases, May 2016 (% of respondents)

Products/Services Purchased Digitally by Internet Users in South Africa, by Income*, Nov 2016 (% of respondents in each group)

Preferred Payment Method for Digital Purchases According to Digital Buyers in South Africa, March 2016 (% of respondents)

United Arab Emirates

Reach of Select B2C Ecommerce Platforms in the United Arab Emirates, March 2017 (% reach)

Retail Ecommerce Sales Share in the Gulf Cooperation Council (GCC) Countries, 2015 & 2020 (billions and % of total)

Leading Products/Services Purchased by Digital Buyers in the United Arab Emirates, 2016 (% of respondents)

North America

Digital Buyer Penetration in North America, by Country, 2016-2021

Canada

Top 10 Retail Sites in Canada, Ranked by Unique Visitors, Feb 2017 (millions)

Average Annual Amount Spent on Digital Purchases According to Consumers in Canada, Feb 2016 & Feb 2017 (% of respondents)

Product/Service Categories Purchased Digitally by Adults in Quebec, 2014-2016 (% of respondents)

Payment Methods Used by Digital Buyers in Quebec to Make Digital Purchases, by Demographic, Oct 2016 (% of respondents in each group)

Payment Methods Used by Internet Users in Canada, April 2016 (% of respondents)

United States

Top 20 US Retail Sites, Ranked by Total Visits, Q1 2016 & Q1 2017 (millions)

US Digital Buyer Penetration, by Age, 2017 (% of population)

US Internet Users Who Have Made a Digital Purchase, by Gender, Jan 2017 (% of respondents in each group)

Devices/Channels Used by US Internet Users to Purchase Products, Sep 2016 (% of respondents)

Devices Used to Purchase Products/Services According to US Digital Buyers, by Category, Oct 2016 (% of respondents)

US Retail Ecommerce Sales Share, by Product Category, 2017 (% of total)

Payment Methods Frequently Used by US Digital Buyers, Sep 2016 (% of respondents)

Primary Noncard Payment Method Used for Digital Purchases According to US Digital Retailers, July 2016 (% of respondents)