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In 2022, Chinese online shopping platform Taobao was the world's most popular online marketplace based on gross merchandise value, with a GMV of approximately 701 billion U.S. dollars. Also based in China, B2C e-commerce site Tmall ranked second, with a GMV of 663 billion dollars. U.S.-based Amazon came in third, with a 368 billion dollars gross merchandise value.

The world’s favorite marketplaces

When looking closer at the world’s regions, the leading online marketplaces vary. In Europe, as of April 2023, the leading digital marketplace was Amazon, with more 1.2 billion monthly website visits. Similarly, the leading digital marketplace was also Amazon in the United States, with more than 2.2 billion monthly visits. However, in Latin America, the top marketplace by online traffic was Mercado Libre, with more than 440 million monthly visits.

A closer look

Taobao is the most popular global marketplace based on GMV, and it is China’s most visited marketplace. In its headquarters country, the platform attracts more than 303 million monthly website visitors. Despite dominating rankings, Taobao’s brand value has declined in recent years, going from around 54 billion U.S. dollars in 2022 to roughly 31 billion dollars in 2023.

Most popular online marketplaces worldwide in 2022, based on gross merchandise value (in billion U.S. dollars)

Characteristic	GMV in billion U.S. dollars
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Release date

March 2023

More information

Region

Worldwide

Survey time period

2022

Supplementary notes

Gross merchandise value is the total value of goods sold on the marketplace. Companies are ranked by GMV from third-party merchants that sell their sites, and does not include the sale of the marketplaces' own products.

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