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GLOBAL E-COMMERCE MARKETPLACES 2018 PUBLICATION DATE: MARCH 2018
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4 TABLE OF CONTENTS I PAGE 5 REPORT-SPECIFIC SAMPLE CHARTS
I PAGE 6 METHODOLOGY I PAGE 7 RELATED REPORTS I PAGE 8 CLIENTS I PAGE 9-10 FREQUENTLY ASKED QUESTIONS
PAGE 11 ORDER FORM I PAGE 12 TERMS AND CONDITIONS
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Global E-Commerce Marketplaces 2018
Report
B2C E-Commerce
Global
China, Germany, Japan, UK, USA
English
PDF & PowerPoint
39
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QUESTIONS
ANSWERED
IN THIS REPORT
How much of global online retail sales was generated on marketplaces in 2017 and what is the
projection for 2022?
What role is played by marketplaces in cross-border E-Commerce?
Why do online shoppers buy from marketplaces instead of retailer websites?
What are the leading E-Commerce marketplaces worldwide?
How much gross merchandise volume is generated on Alibaba's marketplaces compared to
Amazon's?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions
GLOBAL E-COMMERCE MARKETPLACES 2018
HALF OF GLOBAL ONLINE RETAIL SALES IS GENERATED ON MARKETPLACES
Online marketplaces, such as Amazon, eBay, Tmall and Rakuten, generated around
50% of global E-Commerce sales in 2017, with a projection of two-thirds by 2022, according
to sources cited in the yStats.com report. Eight in ten online shoppers used these platforms
in 2017 and two-thirds started their product search on multi-seller websites rather than on
the search engines of retail shops.
Asia is the global leader of the marketplace trend. In countries such as China, India
and Japan, the vast majority of online shoppers reported making half or more of their
Internet purchases on marketplaces, according to data from a 2017 survey contained in the
yStats.com report. In contrast, only around one-third of U.S. B2C E-Commerce sales was
generated by third-party merchants via marketplaces. Nevertheless, more U.S. consumers
are turning to marketplace shopping, attracted by better prices and free or discounted
shipping options. Other marketplace features luring online shoppers in different countries
include product availability and variety.
While popularity of marketplaces among global online shoppers is rising, the rivalry
between the top online marketplaces is intensifying. In terms of gross merchandise volume,
Alibaba was the leading marketplace operator in the world in 2016, generating two times
more online sales than Amazon’s retail and marketplace GMV combined, as yStats.com’s
publication shows. Nevertheless, Amazon’s marketplace is also growing, with around one in
two units sold on Amazon coming from third-party sellers, as of 2017. Besides the two E-
Commerce giants, other leaders in the global marketplace space include eBay, Rakuten,
JD.com, Etsy, and Wish, with numerous regional and country champions such as
MercadoLibre, Flipkart, Allegro and Jumia.
GLOBAL E-COMMERCE MARKETPLACES 2018
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MANAGEMENT SUMMARY
GLOBAL E-COMMERCE MARKETPLACE TRENDS
Global: Overview of E-Commerce Marketplace Trends, February 2018
Global: Combined Share of the Top 75 E-Commerce Marketplaces, in % of Retail E-Commerce Sales, 2017e
Global: Marketplace’s Share of B2C E-Commerce Sales, in %, 2016 & 2022f
Global: Share of Online Shoppers Using E-Commerce Marketplaces, in %, May 2017
Global: Platforms Where Online Shoppers Do Product Search, in % of Online Shoppers, August 2017
Global: Share of Domestic and Cross-Border Online Purchases Made on Marketplaces, in %, August 2017
Asia: Share of Online Shoppers Who Make At Least Half of Their Online Purchases via Marketplaces, in % of Online
Shoppers, by China, India, Japan and South Korea, August 2017
USA: Third-Party Sellers Share of B2C E-Commerce Sales, in %, 2016
USA: Top Platforms to Begin Product Search, in % of Online Shoppers, 2016 & 2017
USA: Top Reasons To Buy From Online Marketplaces Instead of Retailers, in % of Online Shoppers, Q1 2017
UK: Share of Online Shoppers Using E-Commerce Marketplaces, in %, May 2017
UK: Top Reasons To Buy From Online Marketplaces Instead of Retailers, in % of Online Marketplace Shoppers, May
2017
Germany: B2C E-Commerce Sales on Marketplaces, in EUR billion, and Share of Total B2C E-Commerce Sales, in %,
2015 - 2017
TOP E-COMMERCE MARKETPLACES
Global: Overview of Selected Leading Retail E-Commerce Marketplaces by Region, February 2018
Global: Top E-Commerce Platforms Used in Latest Cross-Border Online Purchase, in % of Cross-Border Online
Shoppers, October 2017
Global: Top 5 E-Commerce Marketplaces by GMV, in USD billion, 2016
Profile of Alibaba’s Retail Marketplaces, February 2018
GMV on Alibaba’s Retail Marketplaces in China, by Taobao and Tmall, in CNY billion, FY 2015 – FY 2017
Mobile GMV on Alibaba’s Retail Marketplaces in China, in CNY billion and in % of Total GMV, FY 2015 – FY 2017
GMV of Alibaba’s AliExpress Marketplace, in USD billion, FY 2015 – FY 2017
Profile of Amazon’s Marketplace, February 2018
Amazon’s Net Sales Breakdown, by Online Stores, Physical Stores, Third-Party Seller Services, Subscription Services,
AWS and Other, in USD million, and Year-on-Year Change, in %, Q4 2016 – Q4 2017
Share of Units Sold by Third-Party Sellers on Amazon, in % of Total Paid Units Sold on Amazon, Q4 2015 – Q4 2017
Amazon’s Estimated GMV, by First-Party and Third-Party, in USD billion, 2015 – 2023f
Number of Marketplace Sellers on Amazon with More than USD 100,000 in Sales, in thousands, 2015 - 2017
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GLOBAL E-COMMERCE MARKETPLACES 2018
TABLE OF CONTENTS
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GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research
The reports are compiled based on secondary market research.
Secondary research is information gathered from previously published
sources. Our reports are solely based on information and data acquired
from national and international statistical offices, industry and trade
associations, business reports, business and company databases,
journals, company registries, news portals and many other reliable
sources. By using various sources we ensure maximum objectivity for all
obtained data. As a result, companies gain a precise and unbiased
impression of the market situation.
Cross referencing of data is conducted in order to ensure
validity and reliability.
The source of information and its release date are provided on
every chart. It is possible that the information contained in one chart is
derived from several sources. If this is the case, all sources are mentioned
on the chart.
The reports include mainly data from the last 12 months prior
to the date of report publication. Exact publication dates are mentioned in
every chart.
Definitions
The reports take into account a broad definition of B2C E-
Commerce, which might include mobile commerce. As definitions may
vary among sources, exact definition used by the source (if available) is
included at the bottom of the chart.
Chart Types
Our reports include text charts, pie charts, bar charts, rankings,
line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which
provides necessary information about the country, the topic, units or
measures of currency, and the applicable time period(s) to which the data
refers. With respect to rankings, it is possible that the summation of all
categories amounts to more than 100%. In this case, multiple answers were
possible, which is noted at the bottom of the chart.
Report Structure
Reports are comprised of the following elements, in the following
order: Cover page, preface, legal notice, methodology, definitions, table of
contents, management summary (summarizing main information
contained in each section of report) and report content (divided into
sections and chapters). When available, we also include forecasts in our
report content. These forecasts are not our own; they are published by
reliable sources. Within Global and Regional reports, we include all major
developed and emerging markets, ranked in order of importance by using
evaluative criteria such as sales figures.
Notes and Currency Values
If available, additional information about the data collection, for
example the time of survey and number of people surveyed, is provided in
the form of a note. In some cases, the note (also) contains additional
information needed to fully understand the contents of the respective data.
When providing information about amounts of money, local
currencies are most often used. When referencing currency values in the
Action Title, the EUR values are also provided in brackets. The conversions
are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the
average exchange rate of the past 12 months is used.
METHODOLOGY OF OUR GLOBAL E-COMMERCE MARKETPLACES 2018 Report Coverage
This report focuses on E-Commerce marketplaces. E-Commerce
marketplaces are defined as platforms where third-party merchants (B2C)
or individuals (C2C) can sell their digital or physical products online
whereas the marketplace operator acts as an intermediary. B2B E-
Commerce marketplaces, pure service marketplaces (e.g.
accommodation), shopping aggregators, and marketplaces on the basis of
social media and search engines were not included. The definition of
marketplaces used by the original sources cited in this report might differ
from the one stated above.
Report Structure
The content of the report is divided into two parts.
The first part focuses on market trends and developments
related to E-Commerce marketplaces. It begins with a qualitative overview
of the relevant global trends, and continues with a number of statistics
and survey results related to E-Commerce marketplaces, such as the
share of marketplaces in global B2C E-Commerce sales, the share of
online shoppers beginning their product search on marketplaces compared
to other platforms, and the top reasons why online shoppers buy from
marketplaces. The quantitative charts include global information and
selected country data for the world’s five largest markets by B2C E-
Commerce sales (China, USA, UK, Japan, and Germany).
The second part of this report covers selected major E-
Commerce marketplaces worldwide. It contains an overview of selected
leading marketplaces in different regions, a ranking of the world’s top 5
marketplace operators by Gross Merchandise Volume (GMV) and profiles of
the world’s top two companies by marketplace GMV: Alibaba and Amazon.
The profiles are presented in the order of descending GMV and include
information such as: headquarters, list of marketplaces operated,
marketplace GMV and revenue, number of sellers and buyers, selected
marketplace services and features, and overview of commissions. Besides
the profile, selected statistics are included for each of the two companies,
such as GMV growth.
GLOBAL E-COMMERCE MARKETPLACES 2018
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Middle East B2C E-Commerce Market 2018
North America B2C E-Commerce Market 2017
Latin America B2C E-Commerce Market 2017
Asia-Pacific B2C E-Commerce Market 2017
Southeast-Asia B2C E-Commerce Market 2017
Western Europe B2C E-Commerce Market 2017
Europe B2C E-Commerce Market 2017
Top 5 Country B2C E-Commerce Sales Forecasts: 2017 to 2021
China B2C E-Commerce Sales Forecasts: 2017 to 2021
USA B2C E-Commerce Sales Forecasts: 2017 to 2021
Japan B2C E-Commerce Sales Forecasts: 2017 to 2021
UK B2C E-Commerce Sales Forecasts: 2017 to 2021
Germany B2C E-Commerce Sales Forecasts: 2017 to 2021
Global Cross-Border B2C E-Commerce 2017
Europe Cross-Border B2C E-Commerce 2017
Asia-Pacific Cross-Border B2C E-Commerce 2017
Global Online Payment Methods: Second Half 2017
Europe Online Payment Methods: Second Half 2017
Asia-Pacific Online Payment Methods: Second Half 2017
January 2018
December 2017
October 2017
June 2017
May 2017
July 2017
July 2017
December 2017
November 2017
November 2017
November 2017
November 2017
November 2017
February 2017
February 2017
February 2017
February 2018
February 2017
February 2018
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UPCOMING RELATED REPORTS
REPORT PUBLICATION
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Africa B2C E-Commerce Market 2018
Southeast Asia B2C E-Commerce Market 2018
Q2 2018
Q2 2018
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GLOBAL E-COMMERCE MARKETPLACES 2018
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