In the marketplace sector, there is one global monarch, and its name is Amazon. Or, at least, that is what the data from the fifth edition of the “Global Amazon Shopper Report 2026” shows. The annual study, produced by Remazing, a provider of services and software solutions for brands on marketplaces, in collaboration with market research institute Appinio, found that 89% of consumers in Europe and the United States have placed orders on the platform at least once. That figure stands far above those posted by its competitors.
This report contains data collected from surveys of 6,000 shoppers in the United Kingdom, Germany, Italy, France, Spain, and the United States to understand their habits, preferences, and opinions around online shopping.
According to the survey, 89% of respondents said they had made purchases on Amazon at least once, a figure that rises to 90% when looking at responses from the sample of individuals between 35 and 64 years old. In second place, at a considerable distance, is Temu, followed by Shein, eBay, TikTok Shop, and AliExpress.
If we focus on the standalone data for each country analyzed, we can see that Amazon is the leading marketplace across all six territories. Its strongest performance is in Italy, where 95% of respondents say they have purchased on the marketplace. Germany follows closely at 94%, while Spain and France are tied at 88%, with the United Kingdom (87%) and the United States (84%) rounding out the list.
In the remaining positions, the results vary more widely by country. In the United States, for example, local giants such as Walmart (81%) and Target (57%) rank second and third. This local consolidation effect is also visible in Germany with Otto (3rd) and MediaMarkt (4th), where 69% and 63% of German consumers, respectively, have purchased from them. In France, meanwhile, French marketplace Cdiscount ranks third at 46%.
Finally, the United Kingdom stands out as the country where domestic marketplaces perform best: Tesco (2nd with 68%), Sainsbury’s (4th with 59%), and Asda (5th with 57%).
In the case of Spain, no local marketplace manages to break into the top 5. Here is the full ranking:
Romain Alonso, Global eRetail Lead at Remazing, explains: “Amazon remains the undisputed leader in every market. While the situation remains unchanged in Germany, the United Kingdom, and the United States, platforms such as Shein, Temu, and AliExpress continue to gain ground in France, Italy, and Spain. Brands cannot ignore the pressure these players create and must give shoppers clear reasons (such as quality, trust, and service) to choose them through their preferred channels.”
Despite its relative youth, TikTok Shop has managed to carve out a place for itself in the marketplace Olympus, and in this edition of the study it shows significant growth in purchase penetration. Some 31% of shoppers bought from it at least once in 2026, compared with 12% recorded in the 2025 edition.
This 19-percentage-point increase is higher than the growth posted by other major players in the sector that, in absolute terms, still rank ahead of TikTok Shop, such as Shein and Temu. For its part, Shein rose from 45% to 55% of respondents saying they had purchased on its platform, while Temu climbed from 45% to 59%.
Likewise, among consumers who are already familiar with these platforms, Shein and Temu receive the strongest ratings. Shein reaches 65% positive opinions, six points more than in 2025, while Temu climbs to 64%, an 11-point year-over-year improvement. The study links Temu’s progress to its aggressive pricing and marketing strategy, while Shein has managed to maintain a favorable perception despite the debate around sustainability and regulation.
For its part, TikTok Shop is also improving its image, although it still generates more skepticism than its competitors. Negative opinions fell from 51% to 41% in one year, while 59% of ratings are positive, reflecting a favorable trend and growing enthusiasm among consumers.
Photo: generated with ChatGPT Image 2.5
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