The top online marketplaces in the world sold $2.67 trillion in 2020. Sales on marketplace sites, like those operated by Alibaba, Amazon, eBay and others, accounted for 62% of global web sales in 2020, according to Digital Commerce 360's analysis. And although the top three marketplaces—Taobao, Tmall and Amazon—account for nearly two-thirds of the $2.67 trillion in GMV of the Top 100, several other marketplaces around the world grew nearly 100% last year—including Etsy in the U.S. and Ozon in Russia. Here are the key findings of a new in-depth analysis of the just-released 2021 Digital Commerce 360 Top 100 Online Marketplaces ranking.


Exclusive data of online marketplaces is offered in the 2021 Digital Commerce 360 Online Marketplaces online database.

In addition to ranking the top 100 online marketplaces, the 2021 Top 100 Online Marketplaces Database reports up to 50 key financial, performance and corporate metrics on each marketplace, including:

    • Gross merchandise value (GMV) of goods sold on marketplace platforms through third-party merchants
    • GMV and growth of all products sold by the marketplace, including products of third-party sellers and those of the marketplace operator
    • Percentage of sales from mobile devices
    • Percentage of sales from U.S. customers
    • Key marketplace operating metrics, including conversion rate, average ticket, number of sellers, number of SKUs and the fees/commissions the marketplace charges its sellers
    • Valuable company information, including the type of business model used and the marketplace’s primary merchandise category
    • Primary website features of each marketplace

The fourth edition of the Online Marketplaces Database is available in two membership tiers—Basic Plus, priced at $695 per year; and a more inclusive Pro version for clients wanting more financial metrics, multiple user licenses and data download capabilities.


Additionally, an in-depth analysis of last year’s ranking of the largest online marketplaces in the world is offered in the 2020 Digital Commerce 360 Online Marketplaces report. This report, now in its fifth edition, includes:

  • An analysis of the 100 largest marketplaces, including a list of the 100
  • Exclusive consumer and retailer survey results on the impact COVID-19 has had on U.S. online marketplaces
  • A breakout section on Amazon, including share of U.S. ecommerce sales and growth, Prime Day analysis, first- and third-party sales analysis, and more
  • Tips for marketplace sellers
  • A look at which marketplaces Digital Commerce 360’s Top 1000 Online Retailers sell on
  • Breakout sections of niche and hybrid marketplaces

The fifth edition of the Online Marketplaces report is available as part of a Gold or Platinum membership. The report can also be purchased for $399.

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