Marketplaces play a crucial role as catalysts for the internationalization of brands. An excellent gateway to new markets… if you know which platform “rules” today in each one. From Innova Export, they shed light on this topic with this ranking of marketplaces by markets, updated to date. An invaluable resource that I myself find difficult to find every day to give classes and lectures.

Marketplaces are a good bet in case you want to internationalize your brand, but sometimes it is very difficult to know which are the most famous in each continent.

North America

In the United States and Canada, Amazon dominates with a market share of almost 50% and a turnover of almost 338 billion dollars, representing the main gateway for companies seeking to reach North American consumers.

Other marketplaces that are also representative in this region, although far behind Amazon, are: Ebay, Walmart or OfferUp.

It is worth noting the large entry of Chinese players in the USA, such as Temu, TikTok Shop or Shein, the latter reaching a turnover of approximately $22.7 billion in the last year. Shein has been a dominant player in the affordable fashion segment, expanding beyond apparel to include a wider range of products.

Mexico and Latin America

In this region, MercadoLibre leads with its diversified and essential strategy for companies aiming at internationalization in the south of the continent. It is followed by Amazon (between the two platforms, they have a market share of 85%).

Walmart ranks third, with a market share of 10%. It is the largest marketplace in Mexico, with a 30% market share. In Brazil, it is in second place, with a 15% market share. In Argentina, it is in third place, with a 10% market share.

Linio has experienced a remarkable increase in performance, with significant improvements in the personalization of the customer experience resulting in a 30% increase in conversion rates and a 23% increase in revenue per user. As a result, it is not only one of the leading marketplaces in Latin America in terms of traffic volume and diversity of products offered, but also for its growth and strategic adoption of advanced technologies to improve the customer experience. It represents 5% of e-commerce sales.

In fifth position is a marketplace for the sale of second-hand products such as OLX, which is present in several Latin American countries.


Amazon is the king in most countries in this region generating hundreds of billions of euros in turnover per year, reaching a market share that varies from country to country, for example, it reaches almost 30% of the market share in countries like UK and Germany, while in others, such as France, it remains at 10%, the European average is estimated to be between 12%-15% of all European eCommerce.

eBay is the second most preferred marketplace by Europeans by a large distance. However, there are other competitors such as Zalando, which specializes in fashion, that are trying to follow them.

Some local players, which have earned their place in terms of turnover, such as Allegro in Poland, Bol.com in the Netherlands and Belgium, and Cdiscount in France, should also be mentioned.


In China, giants such as Alibaba and JD.com dominate the market. Alibaba, with its platforms Tmall, which is the undisputed king, and Taobao, has redefined e-commerce with a combined GMV exceeding hundreds of billions of dollars. JD.com, meanwhile, is the third largest marketplace in terms of turnover with a GMV of $513 billion. Between Tmall and Taobao they have a market share of 75%.

If we talk about other Chinese platforms, we must highlight Pinduoduo that during 2023 has experienced significant growth, the most updated data indicate that the third quarter has been optimal, with an increase of 94% over the same period of the previous year in its total revenue.

South Asia

Shopee and Lazada are leading the way in Southeast Asia, helping brands position themselves in the region’s digital marketplace. Shopee, the region’s largest marketplace, with a GMV of $47.9 billion in 2022, and Lazada, with $20.1 billion, are essential platforms for any company’s digital strategy in the region.

They are followed by Tokopedia and Blibli, both marketplaces in Indonesia, where the former has attracted significant investment and is known for its vast product range and strong marketing, and the latter’s presence is growing rapidly.


In this region, platforms such as Jumia and Takealot lead the market. Jumia, known as “the Amazon of Africa,” operates in several African countries with a focus on products ranging from technology to fashion. Takealot dominates the South African market by offering a wide range of products with efficient delivery options. This marketplace has played a crucial role in the popularization of e-commerce in South Africa.

Mall for Africa is important to highlight in this region, as it allows African consumers to shop directly from international stores in the US and the UK. Mall for Africa focuses on facilitating cross-border transactions by simplifying the process of buying global brands.

For companies, understanding the ecosystem of each marketplace and adapting their products and marketing to reach local audiences is essential. In this sense, internationalization is not only a matter of logistics, but also of cultural understanding and digital adaptation.


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