State of Marketplaces 2026: The Biggest Online Marketplaces in Every Country

In most countries, buying online now means buying from a marketplace: a site where thousands of independent sellers list their goods, and the platform takes the payment, ships the parcel or books the stay, and keeps a share. In the US that is Amazon, in Latin America Mercado Libre, in Poland Allegro, in Turkey Trendyol, in Southeast Asia Shopee, in Korea Coupang and in Russia Wildberries and Ozon. In 2025 and 2026 the rules around them changed faster than at any time since the pandemic: the US and the EU ended duty-free entry for small parcels, TikTok Shop almost doubled, and eBay and Vinted bought or built their way to the top of resale.

This is our first yearly State of Marketplaces report, the companion to our State of Classifieds 2026. It covers more than 100 countries, region by region: the leading marketplace for goods, the leaders for second-hand goods, local services and stays, who owns them, what they charge sellers, and what changed this year. It then looks at the leaders in fourteen categories, from fashion resale to freelance work, and ends with the openings we found: countries, categories and groups of sellers that no marketplace serves well. The country tables are also a free download (CSV), so you can sort and filter them yourself.

Part of the guide Classifieds sites by country

The biggest online marketplaces in the world in 2026

If you only want the headline: these are the marketplaces with the largest sales or bookings that their owners publish. Taobao, Tmall, Pinduoduo, Amazon and Temu are as big or bigger, but none of them publishes the value of goods sold through it, so they are not in this list (see "Who owns the world's marketplaces" below). The figures are not all for the same period or in the same currency, so read the table as a list of the biggest, not a strict ranking.

Wildberries and Ozon in Russia report even larger figures in rubles: more than 6.1 trillion and 4.16 trillion for 2025^16,17. They are covered in the Eastern Europe section.

Example site Have a site like this This is how your site can look on Yclas. Pick the Reuse design or one of 100+ others, add your own domain and categories. Free for 15 days. Start from this example Second Round Market is a made-up example with demo listings, not a real business.

How we built this report

We checked each country's leading marketplaces against a source dated 2024 or later: company results and stock exchange filings, official seller fee pages, national and trade press, research firms such as Momentum Works and Cube Asia, and Similarweb's and Semrush's public rankings for September 2026. Where a fact could change and we could not find a recent source, we left the cell empty and marked it with a dash rather than guess. The sources are numbered in the text and listed at the end.

Four notes on the numbers:

• What counts as a marketplace. A site or app where many independent sellers sell to buyers and the platform takes part in the sale: it takes the payment, charges a commission, or handles shipping or booking. Online shops that sell only their own stock are left out, and so are classifieds sites that only carry ads; those are in our State of Classifieds 2026.
• "Leading" means the biggest by sales or audience in that country and category, from published sales where they exist and from traffic rankings where they do not. Traffic rankings count website visits, not app use, so they understate app-first marketplaces in Asia, Africa and the Middle East.
• GMV and take rate. GMV (gross merchandise value) is the value of goods sold through a marketplace. The take rate is the share of that value the platform keeps as revenue, from commissions, payment and shipping fees and ads. Where we worked a take rate out ourselves, dividing revenue by GMV, the text says so.
• Seller fees change often. The fee cells give the headline commission or plan from the marketplace's own fee page as of November 2026. Real costs are usually higher once payment, shipping, fulfillment and ads are added.

Amazon, Temu, Shein and AliExpress sell into almost every country in this report. The tables name them only where they lead or are the main rival.

Find a country

Every country in the report, by region. Each name links to the part of its region that covers it.

• Western Europe and the Nordics: United Kingdom · Ireland · Germany · Austria · Switzerland · France · Belgium · Netherlands · Luxembourg · Spain · Portugal · Italy · Greece · Sweden · Norway · Denmark · Finland · Iceland · Cyprus · Malta
• Eastern Europe, Russia, Turkey and Central Asia: Poland · Czech Republic · Slovakia · Hungary · Romania · Bulgaria · Croatia · Slovenia · Serbia · Bosnia and Herzegovina · North Macedonia · Albania · Estonia · Latvia · Lithuania · Ukraine · Moldova · Belarus · Russia · Turkey · Georgia · Armenia · Azerbaijan · Kazakhstan · Uzbekistan · Kyrgyzstan
• North and Latin America: United States · Canada · Mexico · Guatemala / Central America · Costa Rica · Panama · Cuba · Dominican Republic · Puerto Rico · Jamaica / English-speaking Caribbean · Colombia · Venezuela · Ecuador · Peru · Bolivia · Chile · Argentina · Uruguay · Paraguay · Brazil
• Middle East and Africa: United Arab Emirates · Saudi Arabia · Qatar · Kuwait · Bahrain · Oman · Israel · Jordan · Lebanon · Iraq · Iran · Egypt · Morocco · Algeria · Tunisia · Nigeria · Ghana · Senegal · Côte d'Ivoire · Cameroon · Kenya · Uganda · Tanzania · Ethiopia · Rwanda · South Africa · Zambia · Zimbabwe · Angola
• Asia and the Pacific: China · Hong Kong · Taiwan · Japan · South Korea · India · Pakistan · Bangladesh · Sri Lanka · Nepal · Indonesia · Malaysia · Singapore · Thailand · Vietnam · Philippines · Cambodia · Myanmar · Australia · New Zealand · Fiji and Pacific islands

Ten things that changed in 2025-2026

1. The US closed the de minimis door

For a decade, a parcel worth less than $800 could enter the US without duties or a formal customs declaration. That rule, called "de minimis", built Temu and Shein's US business. De minimis shipments peaked at 1.36 billion in fiscal 2024, and a 2023 US trade commission briefing said Temu and Shein together accounted for more than 30% of them in 2022. The exemption ended for parcels from China and Hong Kong on May 2, 2025, and for every country on August 29, 2025, after a July 30 executive order¹.

The two Chinese platforms reacted in different ways. Temu moved its US sales to a "local fulfillment" model, with goods stocked by US-based sellers and shipped from inside the country, and recruited American merchants. Shein kept shipping from abroad and added tariff charges at checkout, reportedly absorbing part of the cost to keep prices low¹⁸.

The cost showed up in the numbers. Shein's revenue growth slowed from 20.7% in 2024 to 8% in 2025, and net profit fell from $3.4 billion to $2.1 billion. In its listing documents, Shein named the end of US de minimis as a cause. The US gave it 24.1% of revenue in 2025¹⁹. For US sellers on Amazon, eBay and Walmart, it means the price advantage of cross-border sellers who shipped duty-free has shrunk. For anyone importing small orders, it means paying duty on every parcel.

2. Europe followed with a €3 duty and Digital Services Act fines

Europe chose a smaller charge and stricter policing. From July 1, 2026, the EU charges a temporary €3 customs duty on low-value parcels from outside the EU, the goods under €150 that used to enter duty-free. The duty is charged per item type in the parcel, not per item. Five T-shirts pay €3, but three T-shirts and a watch pay €6. The seller or importer must declare and pay it². The flat duty is meant to bridge the gap until the EU's new customs system takes over.

Product safety was the other front. In May 2026 the European Commission fined Temu €200 million under the Digital Services Act (DSA), the EU law that makes the largest platforms assess and reduce the risks on their sites. The Commission said Temu's risk assessment relied on general sector information instead of evidence about its own service. Its test purchases found chargers that failed basic safety tests and baby toys with chemical or choking hazards. It was only the second fine ever issued under the DSA, and far below the maximum of 6% of global turnover. Temu said it would review the decision. Shein and AliExpress remain under scrutiny²⁰.

Shein depends on Europe even more than on the US: Europe gave it 35.4% of its 2025 revenue. In its prospectus, Shein warned that Europe's removal of the exemption could hurt its results materially¹⁹. When it listed in Hong Kong on September 1, 2026, the IPO raised about $1.7 billion at a value of about $27 billion, a fraction of its earlier private valuation. The shares fell as much as 10% on the first morning²¹.

3. TikTok Shop doubled and kept its US business

TikTok Shop was the fastest-growing big marketplace of 2025. Momentum Works estimates its global GMV at $64.3 billion, up 94%, across 16 markets. The US reached $15.1 billion, up 68%³. These are outside estimates; TikTok does not publish sales figures.

The US business also survived a long ownership fight. The deal was finalized in January 2026, when a new company, TikTok USDS Joint Venture, took over. Oracle, Silver Lake and Abu Dhabi's MGX hold 15% each, other investors including Michael Dell hold smaller stakes, and ByteDance keeps 19.9%. Non-Chinese investors control about 80%²².

The ownership deal mattered because TikTok Shop's model depends on the app's video feed. Buyers find products in short videos and livestreams, and creators earn a commission on each sale they drive. This "social commerce" is now the main growth model for marketplaces aimed at young buyers. eBay is building live shopping, and rivals are adding video and creator features. For sellers, the lesson of 2025 is that an audience now matters as much as a search ranking.

4. Southeast Asia became a two-horse race

Southeast Asia shows most clearly how fast a social commerce entrant can take share. Momentum Works estimates the region's e-commerce GMV at $157.6 billion in 2025²³. TikTok Shop's GMV in the region about doubled to $45.6 billion³.

Cube Asia's six-market tracker puts Shopee at 59% of the combined GMV of the three biggest platforms in 2025, with 18% growth. TikTok Shop had 31%, up from 23%, with 66% growth. Lazada, owned by Alibaba, fell to 9% from 16%, and its GMV dropped 28%⁴. Vietnam is the extreme case. A 2025 report by the data firm Metric found that Shopee and TikTok Shop together took about 97% of GMV on the four main platforms, leaving about 3% for Lazada and the local site Tiki²⁴.

Shopee did not lose ground in absolute terms. Its fourth-quarter GMV grew 28.6% to $36.7 billion, and Sea's profit more than tripled²⁵. The loser was the third player. In Indonesia, TikTok now runs Tokopedia after taking a majority stake and merging the two businesses. In most of the region, a newcomer faces two giants, not three.

5. Resale consolidated around eBay and Vinted

Second-hand goods became the most active part of the marketplace business. Vinted, the Lithuanian resale app, grew GMV 47% to €10.8 billion in 2025, and revenue 38% to €1.1 billion. Net profit fell 19% to €62 million as it spent on Germany, new categories, its Vinted Go parcel network (with more than 500,000 pick-up points across Europe) and payments. It also opened in Latvia, Estonia and Slovenia⁵. Vinted charges buyers rather than sellers, which is how it got its first sellers (see how Vinted got its first sellers).

Etsy went the other way and sold its side brands. It sold the musical-instrument marketplace Reverb on June 2, 2025, then agreed in February 2026 to sell Depop to eBay for about $1.2 billion. That happened even though Depop was growing: its fourth-quarter GMS rose 37.2% and US buyer GMS rose 60.2%⁷.

eBay was the buyer. It completed its purchase of Tise, a Norwegian resale app, on October 1, 2025¹². It closed the Depop deal on July 30, 2026, paying $1.4 billion in cash after a preliminary price adjustment. In the next quarter its GMV grew 15%, about twice its growth rate for 2025⁶. In Japan, Mercari's marketplace GMV grew about 15% to roughly ¥1.29 trillion in the year to June 2026²⁶, and its US arm made a profit for the second year running²⁷.

6. AI agents started to shop

In 2025 the big platforms began to let AI software do the buying. On September 29, 2025, OpenAI launched Instant Checkout in ChatGPT, built with Stripe. US users can buy from US Etsy sellers without leaving the chat, and Shopify merchants were due to follow. Orders run on the Agentic Commerce Protocol, an open standard from Stripe and OpenAI. The buyer's card details stay hidden: the merchant receives a one-time payment token tied to the order²⁸.

Etsy took part early. In January 2026 it added agentic shopping partnerships with Google and Microsoft, and a Stripe deal that lets it accept agent payments from many platforms through a single integration⁷. Amazon built its own agents instead. Its Rufus assistant was used by more than 300 million customers in 2025, and Amazon credits it with nearly $12 billion in added annualized sales. Its Buy for Me feature can purchase goods from other websites for the customer²⁹. In China, Alibaba built Taobao and Tmall shopping into its Qwen AI app and launched a Qwen shopping assistant that covers everything from product search to after-sales service³⁰.

For marketplaces, the risk is losing the customer relationship. If an AI assistant picks the product, the platform's search results, and the ads sold on them, matter less. Amazon, the largest platform, is building its own agents, while Etsy, a smaller one, has opened its catalog to outside agents. Sellers should expect clean product data (titles, attributes, stock, shipping times) to count for more, because that data is what an AI assistant reads.

7. Ads became the profit engine

Across marketplaces, the take rate kept rising in 2025 without a rise in the headline commission. The extra money came from advertising. Etsy's take rate reached 24.2% for the year, up from 22.3%. Etsy credits mainly its on-site ads, which sellers pay for to rank higher in search⁷. Amazon's ad business, paid mostly by sellers and brands, grew 22%²⁹.

Walmart shows the same pattern. Its global ad business grew 46% to nearly $6.4 billion in the year to January 2026 (including the TV maker VIZIO, which it bought). Walmart Connect, its US ad unit, grew 41% in the fourth quarter. Its US e-commerce sales grew 27% in that quarter, and Walmart named marketplace and advertising among the drivers³¹. A bigger marketplace means more product pages, and more product pages mean more places to sell ads.

Allegro says the same about Poland. Its Polish revenue grew 17.4% in 2025, almost twice as fast as Polish GMV (9.4%), helped by advertising, Allegro Pay credit (which financed more than 15% of GMV) and its delivery network¹⁵. On Alibaba's Chinese marketplaces, nearly all revenue comes from merchants' ad and commission fees, reported as customer management revenue³⁰. For sellers, the real cost of selling is now the commission plus ads plus fulfillment, and on the biggest platforms it often passes 30% of the sale price. (For headline commissions, see our comparison of marketplace commission rates.)

8. AI shrank the low end of freelance work

Freelance marketplaces felt AI first. Fiverr cut about 250 jobs, around 30% of its staff, in September 2025. CEO Micha Kaufman said the aim was to turn Fiverr into an AI-first company with fewer management layers³². By the end of 2025, Fiverr had 3.1 million active buyers, down 13.6%, though the average buyer spent 13.3% more, $342. Fourth-quarter revenue rose 3.4% to $107.2 million, and its 2026 guidance of $380 million to $420 million implies a decline³³. Management said writing and translation fell about 20% over the year, music and audio fell in the teens, and simple website building was also declining. Fiverr is dropping low-end work to focus on larger projects. Its marketplace take rate was 27.7% in the fourth quarter³⁴.

Upwork's business went flat rather than down. Gross services volume, the value of work billed through the site, passed $4 billion with little growth, while revenue reached a record $788 million. Its take rate rose to 19% in the fourth quarter from 18.1% a year earlier. Work related to AI ran above $300 million a year in the fourth quarter, up more than 50%, and clients buying it spent about three times the platform average³⁵.

The pattern is the same on both platforms: fewer small, simple jobs, more large and specialized ones, and higher fees per job. A newcomer in freelance services will find the most room in niches where buyers need a vetted specialist, not a cheap task.

9. Airbnb moved beyond homes

In May 2025 Airbnb relaunched Experiences and added Services, such as chefs, photographers and massage, sold alongside stays. It is rolling them out city by city, starting with Paris for experiences and Los Angeles for services, and is testing grocery delivery and airport pickup. About half of experience bookings come from guests who are not staying in an Airbnb home on that trip. Airbnb is also adding boutique and independent hotels, which were a single-digit share of fourth-quarter nights but growing almost twice as fast as the platform. Its AI customer service agent now resolves about one-third of support issues in North America without a human³⁶.

The core business is still growing. In 2025 Airbnb's gross booking value rose 12% to $91.3 billion, revenue 10% to $12.2 billion, and net income was $2.5 billion. Nights and seats booked reached 533 million, a count that now includes seats on services and experiences¹¹. Its biggest rival grew faster. Booking Holdings' gross bookings rose 12% to $186.1 billion, on 1,235 million room nights, up 8%. Room nights in Booking.com's alternative accommodations (homes and apartments) grew about 9% in the fourth quarter⁹.

The two are moving toward each other. Airbnb now sells hotels and activities, while Booking.com sells more homes. For an independent stays or experiences marketplace, the gap is narrowing to niches the giants do not curate well, and to cities where short-term rental rules push hosts off the big platforms.

10. China's giants traded profit for delivery speed

At home, China's marketplace leaders spent 2025 in a price and speed war, and their profits shrank. The new battleground was "instant commerce": goods delivered within an hour from nearby stores. Alibaba launched Taobao Instant Commerce at the end of April 2025, and its quick commerce revenue rose 47% to RMB78.5 billion in the year to March 2026. The spending cost Alibaba dearly. Adjusted EBITA (an operating profit measure) fell 84% in the March 2026 quarter, and full-year non-GAAP net income fell 62%³⁰.

JD.com, which pushed into on-demand retail too, grew revenue 13% to RMB1,309.1 billion in 2025. Its net income attributable to shareholders fell from RMB41.4 billion to RMB19.6 billion, and it posted a fourth-quarter loss of RMB2.7 billion, which it put down to investment in new businesses³⁷. PDD, which stayed out of instant delivery but kept cutting merchant fees and prices, saw net income fall 12%. Its finance chief said the external environment and competition were changing quickly³⁸.

The war matters outside China for two reasons. First, Chinese groups now fund growth abroad with smaller profits at home, so expansion abroad has to pay for itself sooner. Alibaba cut its international loss from RMB15.1 billion to RMB2.1 billion, mostly through cheaper logistics. Second, the Chinese model of one app that sells everything, delivers within the hour and runs an AI shopping assistant is the model Western marketplaces are now copying.

Who owns the world's marketplaces

A small number of groups run most of the world's online marketplaces. GMV, take rate and what counts as a marketplace are defined in "How we built this report" above.

The biggest groups come from three places. The United States has Amazon, eBay, Etsy, Walmart, Airbnb and Booking Holdings. China has Alibaba, PDD (Pinduoduo and Temu), JD.com, Shein and ByteDance (Douyin and TikTok Shop). Then come regional champions that won one continent: Sea's Shopee in Southeast Asia, Mercado Libre in Latin America, Coupang in South Korea, Allegro in Central Europe, Rakuten and Mercari in Japan, Vinted in European resale and Jumia in Africa. Classifieds sites that take no part in the sale, such as OLX or Leboncoin's free listings, are covered in our companion report, State of Classifieds 2026.

Not every group reports GMV. Amazon reports only the fees it earns from sellers. PDD, JD and Shein report revenue, and TikTok Shop reports nothing; its GMV comes from third-party estimates. The table therefore gives the latest figure each group publishes and says what that figure is. Where we worked out a take rate ourselves, by dividing revenue by GMV, the cell says "our calculation". Figures are for calendar 2025 unless the table says otherwise.

A few patterns stand out. The Chinese groups are the largest by revenue, but most of that revenue is earned at home, and in 2025 their profits fell while sales kept rising. The fastest growth came from newer platforms (TikTok Shop, Vinted) and from regional champions with their own delivery and payment networks (Mercado Libre, Shopee). Take rates keep rising almost everywhere, mostly because sellers pay more for ads. The companies that grew slowest were older Western marketplaces in mature categories, such as Etsy and the freelance platforms.

Amazon

Amazon is the biggest marketplace outside China. It does not publish third-party GMV. What it does publish is "third-party seller services" revenue: the commissions, fulfillment and shipping fees it charges independent sellers. That line reached $52.8 billion in the fourth quarter of 2025, up 11% from a year earlier. Adding up the four quarters in Amazon's release gives about $172 billion for the year, which is our sum, not a figure Amazon states. Ad revenue, most of it paid by sellers, grew 22% in 2025. Amazon's total net sales were $716.9 billion²⁹.

The fee structure for a US seller has not changed in shape. A Professional plan costs $39.99 a month (or $0.99 per item sold on the Individual plan). On top of that comes a referral fee by category: 8% for computers, 15% for home and kitchen, 5% to 17% for clothing depending on price. Fulfillment by Amazon and advertising are charged separately³⁹. For most sellers, fulfillment and ads now cost more than the referral fee.

The biggest change in 2025-2026 was AI: the Rufus shopping assistant and the Buy for Me agent, covered in "AI agents started to shop" above²⁹.

Alibaba

Alibaba is still China's largest marketplace group, though its growth has slowed. In the year to March 2026, group revenue was RMB1,023.7 billion (US$148.4 billion), up 3%. Excluding the Sun Art and Intime retail chains it sold, growth was 11%. Taobao and Tmall now report together as Alibaba China E-commerce Group. Its customer management revenue (the ad and commission fees merchants pay) was RMB343.9 billion, up 5%, or 7% on a like-for-like basis³⁰.

Abroad, the International Digital Commerce group covers AliExpress, Trendyol in Turkey, Lazada and Daraz in South and Southeast Asia, and the B2B site Alibaba.com. It earned RMB144.2 billion (US$20.9 billion), up 9%. AliExpress drove the growth, partly offset by lower Lazada revenue. The group's adjusted loss shrank from RMB15.1 billion to RMB2.1 billion. Alibaba also sold Trendyol's local consumer services business during the year³⁰.

The biggest new bets are quick commerce and AI shopping, covered in "China's giants traded profit for delivery speed" and "AI agents started to shop" above³⁰.

PDD Holdings (Pinduoduo and Temu)

PDD owns Pinduoduo, China's discount marketplace, and Temu, which sells worldwide. Revenue for 2025 was RMB431.8 billion (US$61.8 billion), up 10%. Transaction services revenue, which includes Temu, rose 9% to RMB214.1 billion. Net income attributable to shareholders fell 12% to RMB99.4 billion³⁸. The company does not report Temu on its own.

Temu moved its US business to local sellers after the US ended duty-free parcels, and the EU fined it €200 million under the Digital Services Act in May 2026 (see "Ten things that changed in 2025-2026" above)^18,20. For a newcomer, Temu now works much like a conventional marketplace in the US, open to local sellers who hold their own stock.

ByteDance (Douyin and TikTok Shop)

ByteDance runs Douyin in China and TikTok Shop abroad, and does not publish sales figures for either. According to estimates by the research firm Momentum Works, TikTok Shop's GMV was about $64.3 billion in 2025, up 94%, across 16 markets. Southeast Asia accounted for $45.6 billion and the US for $15.1 billion, up 68% from $9 billion in 2024³. In Indonesia, TikTok took a majority stake in Tokopedia and merged the two shops²⁴.

TikTok Shop is a different kind of marketplace. Buyers come for videos and livestreams, not search, and creators earn a commission for each sale they drive. For sellers, this means the cost of a sale is the platform's commission plus the creator's cut plus ads. Its US future was settled in January 2026, when a US joint venture took over the app (see "TikTok Shop doubled and kept its US business" above). Its CEO is Adam Presser, formerly TikTok's head of operations and trust and safety²².

Sea (Shopee)

Shopee is the largest marketplace in Southeast Asia and Taiwan, and it is growing fast in Brazil. In 2025 Shopee's GMV was $127.4 billion, up 26.8%¹⁰. In the fourth quarter alone it was $36.7 billion, up 28.6%, on 4 billion orders. Sea's revenue for the year rose 36.4% to $22.9 billion, and net profit rose from $448 million to $1.6 billion. Management aims to grow Shopee's GMV by about 25% in 2026²⁵.

The threat to Shopee is TikTok Shop, not Lazada (see "Southeast Asia became a two-horse race" above). Shopee's answer has been the same as Mercado Libre's: its own delivery network, its own wallet and credit (SeaMoney), and more ads. For a seller in the region, being on both Shopee and TikTok Shop is now the default.

Mercado Libre

Mercado Libre is Latin America's largest marketplace and one of the fastest-growing big marketplaces anywhere. In 2025 its GMV reached $65 billion, up 26%, and net revenue rose 39% to $28.9 billion. In the fourth quarter alone, GMV was about $19.9 billion, up 37%. More than 120 million people bought on the platform during the year¹³.

Revenue grows faster than GMV because Mercado Libre earns from more than commissions: it also runs Mercado Pago (payments and consumer loans), Mercado Envios (shipping) and an ads business. In Brazil, it lowered the minimum order value for free shipping. The company credits that move for a 45% rise in items sold in Brazil in the fourth quarter. The cost showed up in margins: fourth-quarter earnings per share missed analyst estimates⁴².

eBay

eBay is now mostly a marketplace for used goods, collectibles and parts. In 2025 its GMV was $79.6 billion, up 7%, and revenue was $11.1 billion, up 8%. Dividing one by the other gives a take rate of about 14% (our calculation). In 2025 it bought Tise, a Norwegian resale app, and agreed to buy Depop from Etsy¹².

The Depop deal closed on July 30, 2026, and with Depop included, third-quarter 2026 GMV rose 15% to $23.2 billion (see "Resale consolidated around eBay and Vinted" above, and the Americas section)⁶. eBay is betting on second-hand fashion, collectibles and live shopping, and on AI listing tools that write a listing from a photo.

Western Europe and the Nordics

Amazon is the biggest marketplace in most of Western Europe. On its German, French, Spanish and Italian sites it charges the same €39 a month Professional plan and says most referral fees fall between 8% and 15%^43,44. A referral fee is the share of each sale the platform keeps. Germany is its largest European market by far: Amazon.de booked about €15.0 billion of online sales in Germany in 2024, close to a fifth of what the country's top 1,000 web shops took in⁴⁵. Amazon opened its newest local store in Ireland in March 2025⁴⁶.

The challengers are mostly owned by local retail groups that opened their sites to outside sellers. Otto belongs to the Otto Group, Kaufland to the Schwarz group, Bol to Ahold Delhaize, Worten to Sonae, Cdiscount to Casino and Galaxus to Migros. The winners in second-hand goods are different. Vinted, from Lithuania, crossed €1 billion in revenue in 2025⁴⁷. The old classifieds groups are turning their free listing sites into transaction businesses: Adevinta (Leboncoin, Kleinanzeigen, Marktplaats), Vend in the Nordics (Finn, Blocket, DBA, Tori) and Naver's Wallapop in Spain. They earn fees when buyers pay and ship through the app.

Two shifts stand out from 2025 and 2026. First, the EU ended duty-free entry for low-value imports. From July 1, 2026, parcels worth under €150 pay a flat €3 duty per item category, until a permanent system replaces it, planned for July 2028⁴⁸. Temu, Shein and AliExpress were already losing visitors in France before the duty started⁴⁹. Second, platforms now have to collect and check more data on sellers and hosts. That covers EU Digital Services Act seller checks, which FINN has started early⁵⁰, and the EU short-term rental rules that took effect on May 20, 2026⁵¹. Classifieds sites that take no part in the sale are covered in our companion report, State of Classifieds 2026.

Notes on the table: Airbnb and Booking.com operate in every country in the table. France is the only country here where we found a published ranking of the two (Fevad, below). "Treatwell" marks countries where the salon booking marketplace runs a local site⁶⁵. In Ireland, Luxembourg, Finland, Iceland, Cyprus and Malta the goods leaders come only from Semrush traffic estimates. We found no published ranking of marketplaces there, so most other cells are left blank.

United Kingdom

Amazon.co.uk charges £25 a month (before VAT) on its Professional plan, or £0.75 per item on the Individual plan. Referral fees run from 7% on computers and consumer electronics to 15% on books, toys and "everything else," and up to 20% on cheaper jewelry. Amazon says most fall between 8% and 15%⁵².

eBay is the main alternative, and it has spent two years reshaping its UK model. It dropped selling fees for private sellers in most categories. In February 2025 it started charging buyers a "Buyer Protection Fee" on private sellers' items instead. On July 17, 2025 it changed the formula: a flat fee of up to £0.10 per item, plus 7% of the price up to £20, 4% from £20 to £300 and 2% from £300 to £4,000. In the same period, private sellers were paid only after delivery. eBay's UK net revenue fell to $331 million in the first quarter of 2025, from $390 million a year earlier⁶⁶. The new eBay model resembles Vinted's, where sellers pay nothing and buyers pay a protection fee (see "Vinted across Europe").

TikTok Shop has grown fastest. One estimate puts its 2025 GMV in Europe at €4.07 billion, with about 65% of that from the UK. By June 2026 it ran in ten European markets after launching in Austria, Belgium, the Netherlands and Poland⁶⁷.

What a newcomer should know: the UK is outside the EU's new €3 parcel duty and its Digital Services Act. Selling in the UK and the EU means two sets of tax and compliance rules.

Germany, Austria and Switzerland

Germany has the clearest three-way contest between marketplaces.

• Amazon.de leads by a wide margin. Analysts cited by the EHI study say more than half of the products it sells come from third-party sellers⁴⁵.
• Otto is the clear number two. In its 2025/26 financial year, Otto's platform GMV reached about €7.5 billion, up 6%. Its marketplace made up about 40% of that and grew 9%. Otto has about 6,100 partner sellers and 12.6 million active customers, and its retail media business grew 49%⁶⁸. The marketplace opened in 2020. Two years ago it made up about a third of Otto's platform sales⁶⁹. Otto sells itself as a curated, trusted platform rather than a price leader⁴⁵.
• Kaufland Global Marketplace is the one expanding abroad. After Germany it opened in Czechia, Slovakia, Poland, Austria, France and Italy, with Spain and the Netherlands next. Its GMV rose 11.9% across all countries in financial 2025, and its international business grew 124%. It has about 5,000 sellers each in France and Italy⁷⁰.
• Temu reached €3.4 billion of GMV in Germany in 2024, up 285%, which put it among the top five marketplaces there⁴⁵.

In second-hand goods, Kleinanzeigen (formerly eBay Kleinanzeigen) is the main German classifieds site with a payment layer. eBay sold it to Adevinta for $2.5 billion in cash and a 44% stake in Adevinta. A Permira and Blackstone consortium later took Adevinta private⁷¹. Its transaction side, "Sicher bezahlen," is free for private sellers. The buyer pays €0.50 plus 4.5% of the price, and Hermes parcel-shop shipping costs €0.99 through 2026 while a promotional quota lasts⁷². Klarna was added as a payment option in July 2026⁷³. Vinted called 2025 a turnaround year in Germany after heavy investment there⁵.

Austria is served mostly by Amazon.de, with Kaufland's local marketplace since 2024. In Switzerland, Galaxus (Digitec Galaxus, 70% owned by Migros) has let outside retailers sell since 2016. It has also sold in Germany since 2018, Austria since 2021 and France, Italy, Belgium and the Netherlands since 2023⁷⁴.

France

France has the most varied set of marketplaces in Europe. Fevad, the e-commerce trade body, ranks sites by the share of online buyers who ordered from them in the past year. In its 2025 ranking, Amazon led almost every category: 47% of buyers of books and other cultural goods, 34% in electronics and 33% in DIY. In fashion, Amazon (22.6%) was barely ahead of Vinted (21.4%) and Shein (17.3%). Cdiscount took 15% in electronics and 12.8% in home goods. In travel, Booking.com reached 29.8% of buyers and Airbnb 26.4%⁷⁵. By audience in the second quarter of 2026, Amazon had about 41.2 million unique visitors a month and Leboncoin 32.1 million. Temu followed with 21.3 million, down 3.1 million, and Vinted entered the top five with 20.1 million⁴⁹.

• Cdiscount (Casino group) is turning into a marketplace. In 2024 outside sellers sold €1.44 billion on it, 65.4% of its product GMV, up from 60.0% in 2023. Total GMV fell 5% to €2.67 billion⁷⁶. Its 2025 revenue was about €1 billion, down 0.7%. It has about 14,000 sellers and 50 million products⁷⁷.
• Leboncoin (Adevinta) calls itself France's second e-commerce player after Amazon. Nearly 133 million items changed hands on it in 2023, and PayPal was added to its secure payment and delivery service in early 2025⁷⁸. Only its paid shipping side counts as a marketplace in this report.
• Back Market, the Paris-based refurbished electronics marketplace, reported more than €3.5 billion of GMV in 2025, up 32%. It reached EBITDA profit worldwide, with a 35% EBITDA margin in France⁷⁹. It works in 17 countries⁸⁰.
• ManoMano, the DIY and garden marketplace, did about €1 billion of business volume in 2024 across France, Spain, Italy, Germany, the UK and Belgium. It has more than 5,000 sellers and about 550 staff. Its founders handed day-to-day control to a new CEO, Loïc Derrien, in April 2026, with a brief to grow B2B sales⁸¹.

Benelux

Bol, owned by Ahold Delhaize, is the Dutch and Belgian leader. In 2025 its trading volume (its own sales plus partner sales) rose 8.4% to €6.3 billion. Its own net sales rose 8.6% to €3.4 billion, EBITDA rose 12.2% to €207 million, and partner sales doubled in the fourth quarter⁸². Sellers pay no subscription. Bol takes a commission as a percentage of the price, which depends on the product type (5% to 12.5% in kitchenware, for example), plus a fixed fee per item⁸³. Amazon has had a full Dutch store since March 2020 and a Belgian one since October 2022⁸⁴.

Marktplaats is the Dutch classifieds leader. It became part of Adevinta when Adevinta bought eBay Classifieds Group in June 2021⁸⁵. Its transaction layer bundles "Direct Kopen" (buy now), payment through Marktplaats, shipping through Marktplaats and buyer protection. Payments and buyer protection run with the payment firm Online Payment Platform (OPP), and shipping with carriers such as PostNL, DHL and Brenger⁸⁶. Vinted runs its own carrier, Vinted Go, in Belgium and the Netherlands⁵. TikTok Shop launched in both countries in June 2026⁶⁷. Kaufland was due to open in the Netherlands as well⁷⁰.

Spain and Portugal

Amazon.es leads Spain's goods market on the same EU fee card (€39 a month plus mostly 8% to 15%)⁵⁷. Amazon says more than 17,000 Spanish small and mid-sized firms sell on it, that independent sellers make up more than 60% of its sales, and that those firms exported more than €1.2 billion a year⁸⁷.

Wallapop is the Spanish second-hand leader and now has a new owner. Naver, Korea's largest internet group, bought the 70.5% it did not already own for about €377 million, valuing Wallapop at about €600 million. Spain's competition authority cleared the deal on January 14, 2026. Wallapop connects about 19 million people, and its revenue passed €100 million in 2024, when it became profitable in Spain⁸⁸. It reports more than 21 million monthly users across Spain, Italy and Portugal⁸⁹.

Wallapop's model has moved from free listings to paid transactions. Private sellers pay no commission. On shipped orders the buyer pays the shipping and a mandatory "Wallapop Protect" fee, whose rate Wallapop no longer publishes⁹⁰. Professional sellers can pay for a PRO plan. Spanish tech press expects Naver to add seller fees over time, as its Poshmark sellers already pay, but no such change had been announced by February 2026⁹¹.

Worten, the electronics chain owned by Portugal's Sonae, runs Portugal's main local marketplace. Worten's sales rose 7.5% to €1.5 billion in 2025⁹². On July 31, 2026, though, it stopped selling online in mainland Spain. It told its outside marketplace sellers and kept only Portugal and the Canary Islands⁹³. Vinted Go now runs in Spain and Portugal too⁴⁷.

Italy, Greece, Cyprus and Malta

Amazon.it is Italy's leading goods marketplace on the EU fee card, with a minimum referral fee of €0.30 in most categories⁵⁸. Amazon says Italian small firms sold more than €4 billion on it in 2025, about €10 million a day. More than €1 billion of that came from buyers abroad, and over 40% came from firms in the South and the islands⁹⁴. Kaufland opened its Italian marketplace in 2025 and has about 5,000 sellers there⁷⁰. In second-hand goods, Vinted and Wallapop (which counts Italy among its three markets) compete for shipped sales.

Since 2025, Italy has required a national identification code (CIN) on every short-term rental listing, ahead of the EU rules⁵¹.

Greece has a strong local champion. Skroutz began as a price comparison site in 2005 and is now a marketplace. Semrush ranked skroutz.gr the most visited retail site in Greece in September 2026, with an estimated 41 million visits that month, down 18% from a year earlier⁵⁹. We could not find a current Skroutz fee page. For Cyprus and Malta the table relies only on Semrush traffic estimates.

The Nordics

Marketplaces are still a small part of Nordic online retail. CDON Group says they account for about 5% to 10% of Nordic e-commerce, against close to half worldwide⁹⁵.

• CDON and Fyndiq (Sweden, listed in Stockholm) are the region's main general goods marketplaces. In the third quarter of 2026, group GMV grew 18% to SEK 568 million (CDON up 21%, Fyndiq up 11%). The group has more than 3 million active customers and is winding down its own-stock sales⁹⁶. Amazon.se has been open since October 2020⁸⁴.
• Tradera is Sweden's auction and fixed-price marketplace. eBay bought it in 2006, it passed to PayPal in 2015, and its management bought it back in 2021⁹⁷. Tradera Marketplace AB booked revenue of SEK 626 million in 2025, up from SEK 540 million⁹⁸. Tradera called 2025 its strongest year ever and named a new CEO, Erik Grohman. Sales from Swedish sellers to buyers abroad rose 40% in 2025, and in May 2026 it opened an API for AI shopping agents⁹⁹.
• Vend is the new name, since May 2025, of Schibsted's marketplaces business. The media arm was split off and kept the Schibsted name¹⁰⁰. It owns FINN (Norway), Blocket (Sweden), DBA and Bilbasen (Denmark), and Tori and Oikotie (Finland)¹⁰¹. In the third quarter of 2026 its Recommerce unit (the second-hand goods sites) handled a record 1.9 million transactions, up 31%¹⁰². Transaction revenue grew 19% to NOK 151 million, more than twice that unit's listing revenue (NOK 63 million). In Norway, extra marketing and shipping incentives on FINN lifted the GMV of paid-and-shipped sales by 28%. The unit still lost NOK 43 million before interest, tax, depreciation and amortization, an EBITDA margin of -18%¹⁰³. Blocket moved to a new shared platform in autumn 2025, and analysts said it drew criticism for missing features¹⁰⁴.

What a newcomer should know: Nordic shoppers already buy second-hand through Vend's sites and Tradera. Those platforms are paying to win shipped sales, so a new generalist will meet subsidized competitors.

Vinted across Europe

Vinted is the fastest-growing large marketplace founded in Europe. Its 2025 results are in "Resale consolidated around eBay and Vinted" above. It first turned a profit in 2024. It works in 26 countries, adding Latvia, Estonia and Slovenia in 2025. It launched a Vinted Pay wallet⁴⁷, and in April 2026 a secondary share sale led by EQT valued it at €8 billion¹⁰⁵. In January 2026 it started in the US, beginning with New York¹⁰⁶.

Its model sets the price for European resale. Sellers pay nothing, and buyers pay a protection fee, often about 5% plus €0.70, on top of shipping⁹⁰. Vinted Go, its own carrier with more than 500,000 pick-up points, cuts shipping costs in Belgium, France, the Netherlands, Portugal and Spain. Vinted has also moved beyond women's and kids' clothing into sporting goods and collectibles⁵. In France, Vinted now ranks among the top five e-commerce sites by audience, and it appears in the top ten for electronics, toys and sports buyers⁷⁵. Our teardown of how Vinted got its first sellers covers its early years.

Services and stays across Europe

Trades. In the UK, Checkatrade (owned by Brookfield since it bought HomeServe in 2022) earns from membership fees paid by tradespeople, not from commission. In May 2026 it added Checkatrade Express, an online booking service for small jobs such as oven cleaning or gutter clearing, with an upfront price and payment through Checkatrade¹⁰⁷. MyBuilder, where homeowners post jobs for tradespeople to bid on, has been part of HomeAdvisor (now Angi) since 2017¹⁰⁸. The same group owns Werkspot in the Netherlands (with an Italian arm, Instapro), Travaux.com in France and MyHammer in Germany and Austria. Angi's group revenue was about $1.03 billion in 2025, 12% of it from outside the US¹⁰⁹.

Beauty. Treatwell lists more than 75,000 salon partners and runs local sites in 13 countries⁶⁵. Its model shows how services marketplaces now charge. Salons pay a monthly software fee (£9.99 to £59 in the UK). Treatwell takes 35% plus VAT on a new client's first booking from the marketplace and 0% on repeat clients and on bookings made through the salon's own channels¹¹⁰.

Freelance. Malt is the French-born freelance marketplace, also active in Belgium and the Netherlands. In early 2022 it claimed 300,000 freelancers and took a 10% commission on each job¹¹¹. We could not open a newer source for its size or fees. See also our guide to freelance services marketplaces.

Stays. Regulation is shrinking the supply of short-term rentals in the big cities.

• Spain: The consumer ministry ordered Airbnb to remove 65,935 entire-home listings that lacked valid license numbers or did not say whether the host was a company. A Madrid court backed the first 5,800 removals in May 2025¹¹².
• Barcelona: The city will not renew its roughly 10,000 tourist-apartment licenses, which expire by November 2028. Spain's Constitutional Court upheld the ban in March 2025¹¹³.
• Amsterdam: Hosts may rent out their home for at most 30 nights a year, to no more than four guests. Since April 2026 the cap is 15 nights in the busiest central neighborhoods, and the city has said a temporary rental stop could follow where nuisance stays high^114,115.
• EU-wide: Since May 20, 2026, Airbnb, Booking.com and Vrbo must show hosts' registration numbers where a country has a registration scheme. They must spot-check those numbers and send monthly activity data to authorities. Removal orders must be carried out within 10 working days⁵¹.

Gaps

• Online electronics in mainland Spain. Worten, the Iberian electronics marketplace, stopped selling online in mainland Spain on July 31, 2026, leaving its outside sellers there without the channel⁹³.
• Nordic marketplaces are still young. CDON says marketplaces account for only 5% to 10% of Nordic e-commerce, against close to half worldwide⁹⁵.
• Nordic resale is subsidized but loses money. Vend's Recommerce unit lost NOK 43 million in the third quarter of 2026 while paying for shipping discounts¹⁰². Blocket's new platform was criticized for missing features¹⁰⁴.
• DIY and home improvement in France. ManoMano, the DIY specialist, is at about €1 billion of business volume, has about 550 staff and got a new CEO in April 2026 with a turnaround brief⁸¹.
• Cheap imports after the €3 duty. Temu lost 3.1 million monthly visitors in France in the second quarter of 2026, and Shein and AliExpress also fell⁴⁹. From July 2026 every low-value parcel from outside the EU pays at least €3 per item category, which helps EU-based sellers and marketplaces in low-price categories⁴⁸.
• Tourist rentals in Barcelona and Spain. About 10,000 Barcelona licenses end by November 2028, and Spain is removing tens of thousands of unlicensed listings. That leaves room for hotel-like and mid-term rental marketplaces that fit the rules¹¹³.
• Small markets without a local leader. Ireland got its first local Amazon store only in March 2025⁴⁶. We found no published ranking of marketplaces in Luxembourg, Iceland, Cyprus or Malta.

Eastern Europe, Russia, Turkey and Central Asia

This region has local champions, not one global group. Allegro leads Poland and is moving into its southern neighbors. eMAG, part of the Prosus portfolio, leads Romania and Bulgaria¹¹⁶. Rozetka leads Ukraine. Wildberries and Ozon split Russia and carry their model into the former Soviet republics. Trendyol, which is majority owned by Alibaba, leads Turkey¹¹⁷. Kaspi.kz leads Kazakhstan and now controls Turkey's Hepsiburada. Amazon matters only in Poland and Turkey, and even there it trails: it is fifth by reach in Poland and third among Turkish marketplaces.

The money is very concentrated in Russia. Wildberries & Russ (RWB) reported more than 6.1 trillion rubles of GMV in 2025¹⁶. Ozon reported 4.16 trillion rubles¹⁷. In Similarweb's worldwide ranking of shopping sites for September 2026, ozon.ru was fourth and avito.ru fourteenth. These are traffic estimates¹¹⁸.

Three things changed in 2025 and 2026. Chinese apps grew fast: Temu passed Allegro in Polish reach, while Turkey closed its door to duty-free parcels and Temu there now sells only local stock. Allegro tidied up its Mall Group purchase: it folded Mall.cz into Allegro.cz and sold its Slovenian and Croatian shops. And Russia passed its first law on platforms, which took effect on October 1, 2026. Classifieds leaders such as OLX, Avito, KupujemProdajem and 999.md are covered in our State of Classifieds 2026 report; here they appear only for their paid delivery side.

Notes on the table: ranks for Hungary, Romania, Bulgaria, Turkey, Georgia, Azerbaijan, the Baltics and Serbia come from Similarweb's September 2026 traffic estimates, quoted in the sub-sections below. Most leaders in this region do not publish one fee page that we could open; their fees vary by category, so we left those cells blank.

Poland: Allegro, Temu and Amazon

Allegro is Poland's biggest marketplace and the largest Central European e-commerce group listed on a stock exchange. In the second quarter of 2026 its Polish GMV was PLN 18.5 billion, up 12.0% from a year earlier, and group GMV was PLN 19.6 billion, up 14.4%¹²⁹. Polish revenue was PLN 3.17 billion in the quarter, about 17% of GMV, because Allegro earns money not only from commissions but also from ads, delivery charges and its Smart! delivery subscription. In July 2026 Allegro also said it would start buying back its own shares on the Warsaw stock exchange¹³⁰.

The challenger is Temu. In Gemius/PBI's Mediapanel survey for March 2026, Temu reached 19.1 million Polish internet users and Allegro 18.5 million. AliExpress had 9.6 million, Shein 8.3 million and Amazon 7.7 million¹³¹. Temu first passed Allegro in this survey in March 2025. Reach counts people who visited, not buyers, and Allegro still sells far more. Allegro's chief executive said in July 2026 that he saw "a visible weakening of visits growth at some of our competitors"¹³⁰.

Amazon is only fifth by reach in Poland, behind Allegro and three Chinese apps. For a newcomer, Poland is crowded in general goods. The openings are in niches where Allegro is a catalog but not a community, such as collectibles, used equipment and local services.

Czech Republic and Slovakia: Allegro absorbs Mall

Allegro owns Mall Group, the Czech e-commerce group, and in 2025 it stopped running Mall.cz as a separate shop. From March 31, 2025, Mall became a seller inside Allegro.cz, with the same stock, local warehouses and returns. The move was part of putting all the group's shops on one shared software platform¹³². Allegro also runs Allegro.sk in Slovakia.

The strategy is working. Allegro's International segment, which covers the Czech Republic, Slovakia and Hungary, grew GMV by 82.4% to PLN 1.06 billion in the second quarter of 2026. It still lost PLN 122.8 million in adjusted EBITDA in that quarter¹²⁹. Allegro's stated goal is to become the first-choice marketplace in these three countries¹³⁰.

The Czech market is harder than Poland because Alza, a strong local retailer, and Heureka, a price comparison site, already shape how people shop. In Similarweb's September 2026 data, Allegro.cz was the 28th most visited site in the Czech Republic, and its closest competitors by audience overlap were Alza, Heureka, Zboží.cz and Kaufland.cz. These are traffic estimates¹³³. Vinted is the top fashion site in both countries^134,135.

Hungary and Romania: eMAG meets Allegro and Trendyol

eMAG is the region's other big marketplace group. It started in Romania and also runs in Bulgaria and Hungary. Its Hungarian site also serves buyers in Austria, Croatia, the Czech Republic, Slovakia and Slovenia¹³⁶. eMAG sells its own stock and lets outside sellers list beside it. It also runs Genius, a delivery subscription, and Sameday, a courier with its own easybox parcel lockers. eMAG's sales in Romania were RON 10.6 billion in 2025, up 4%¹³⁷. In September 2026 emag.ro ranked first in Similarweb's Romanian marketplace category, an estimate¹³⁸.

Hungary is where the two groups meet. Allegro opened Allegro.hu in October 2024¹³⁹. Two years later, Similarweb ranked allegro.hu first among Hungarian marketplaces and emag.hu third, again as traffic estimates^140,141.

In Romania the newcomer is Trendyol. It says it had more than 12,000 active Romanian sellers in 2026, about four times more than a year earlier, and 4 million active buyers across Central and Eastern Europe. Romanian sellers make about 65% of its sales in Romania, and about 4,000 of them also sell in Greece and Bulgaria through the platform¹⁴². Vinted is the top fashion site in both Romania and Hungary^143,144.

The Balkans

No one group leads the Balkans, and the regional players are pulling back. In January 2026 Allegro agreed to sell Mimovrste (Slovenia) and Mall.hr (Croatia) to Mutares, a German investor that buys companies to turn them around. In the nine months to September 2025 these shops had GMV of PLN 387.1 million, down 6.7%, and an adjusted EBITDA loss of PLN 23.8 million¹⁴⁵. The sale closed on February 27, 2026¹⁴⁶. Mimovrste was still the 24th most visited site in Slovenia in September 2026¹⁴⁷.

Bulgaria is eMAG territory: emag.bg ranked first in Similarweb's Bulgarian marketplace category in September 2026, ahead of Technopolis, OLX.bg and Ozone.bg in audience overlap¹⁴⁸. Trendyol is coming in from the north: about 4,000 Romanian sellers on Trendyol also sell to Bulgaria and Greece, and they make about 35% of its sales volume in those two countries¹⁴².

In Serbia the main local marketplace is Ananas, founded in Belgrade in 2020. It was the 55th most visited site in Serbia in September 2026, and its closest rivals by audience overlap were electronics shops and the classifieds site KupujemProdajem¹⁴⁹. We found no transactional marketplace that clearly leads in Bosnia and Herzegovina, North Macedonia or Albania. Vinted reached Slovenia in 2025 and is the top fashion site in Croatia^150,151.

The Baltics

The Baltics are small, but one of Europe's biggest marketplace stories comes from there. Vinted, based in Vilnius, is covered in "Resale consolidated around eBay and Vinted" above. In 2025 it opened in Latvia and Estonia, so it now covers all three Baltic states¹⁵⁰. In April 2026 a €880 million secondary share sale led by EQT valued it at €8 billion¹⁰⁵. Its members can use more than 500,000 pickup and drop-off points across Europe¹⁵⁰. We tell the story of its start in how Vinted got its first sellers.

For new goods, the leader is Pigu, a company based in Vilnius. Its home site is pigu.lt, and it also runs kaup24.ee in Estonia¹⁵². In September 2026 pigu.lt was the 30th most visited site in Lithuania, with Senukai and Varle as its nearest rivals. In Latvia, 220.lv ranked 25th. Its closest rivals by audience overlap were 1a.lv and the price comparison site Salidzini.lv. These are Similarweb estimates^153,154.

Ukraine: Rozetka, Prom, Epicentr and OLX delivery

Ukraine's online shopping kept growing through the war. The Rozetka-Evo group runs Rozetka, Prom, Shafa (second-hand fashion), Bigl and Kabanchik (local services), plus the RozetkaPay payments service. It reported turnover of about UAH 112.4 billion in 2025, up 9%. Rozetka was founded in 2005 by Iryna and Vladyslav Chechotkin, and Horizon Capital has co-owned it since 2015. Rozetka has been hit directly more than 20 times since 2022. In October 2025 it launched Smart, a UAH 50 a month free delivery plan that works on both Rozetka and Prom; it had more than 350,000 members at the start of 2026¹⁵⁵. An analysis by YouControl.Market found that two Rozetka group companies took 76% of the revenue of Ukraine's ten biggest online retailers in the first nine months of 2025¹⁵⁶.

Rozetka mixes its own stock with outside sellers. Prom is the marketplace for small and medium firms that want their own shop page. In September 2026 Similarweb ranked rozetka.com.ua first and prom.ua second among Ukrainian marketplaces, as traffic estimates^157,158.

Epicentr, the home improvement chain, runs the third big marketplace. It charges 5% to 25% of the sale price by category, only on completed orders, plus a UAH 120 monthly fee, and does not allow dropshipping¹⁵⁹.

OLX Ukraine, mainly a classifieds site, has built a paid delivery side. Buyers pay through OLX's Safe Deal and pick up through Nova Poshta. Since March 2024, Ukrainians in Poland can order items worth up to UAH 1,800 to a Nova Post branch in Poland¹⁶⁰. In October 2025 Ukrposhta added cash on delivery for OLX orders, with free delivery on items from UAH 100 and up to 20 kg¹⁶¹.

Russia: Wildberries, Ozon, Yandex Market and Avito

Russian online shopping is mostly marketplace shopping. Data Insight estimates that marketplaces took 81% of online orders and 62% of online sales in 2025. Russians placed about 8.3 billion online orders, up 24%, the slowest growth in eight years¹⁶². The three biggest marketplaces sold 8.3 trillion rubles of goods by Data Insight's estimate, or 8.59 trillion by Infoline's¹⁶³.

Wildberries & Russ. Wildberries merged with the outdoor advertising group Russ in 2024 to form RWB. Co-founder Vladislav Bakalchuk, the ex-husband of chief executive Tatyana Kim, opposed the deal and asked Chechen leader Ramzan Kadyrov for help¹⁶⁴. The dispute included a shootout outside the company's Moscow office in 2024¹⁶⁵. RWB reported GMV above 6.1 trillion rubles in 2025, up 49%, and net profit of 175 billion rubles¹⁶. 2026 has been harder. The Bell, an independent outlet, reported in August 2026 that Ukrainian drone strikes on Wildberries warehouses could cost it more than 100 billion rubles, that sellers' losses were estimated at 215 to 280 billion rubles, and that the company could stay unprofitable for years¹⁶⁶.

Ozon. Ozon's GMV, including services, was 4.16 trillion rubles in 2025, up 45%, with 65.1 million active buyers and 2.48 billion orders. It made a net profit in the last three quarters of 2025 and expects GMV growth of 25% to 30% in 2026¹⁷.

Yandex Market. Yandex reports Market together with its grocery and food delivery services. That e-commerce GMV was RUB 275.7 billion in the second quarter of 2025, up 26%¹⁶⁷. The same report says Yandex Travel is Russia's leading online travel agency, with a 30% share of bookings.

Avito. Avito is a classifieds site, but its delivery side is a real marketplace: the buyer pays through Avito and the parcel goes to a pickup point. Avito says the volume of goods bought with delivery grew 30% in 2025¹⁶⁸. In April 2025 the state-owned Rosselkhozbank bought 50% of Avito from Ivan Tavrin's Kismet Capital¹⁶⁵.

The platform law. Federal Law 289-FZ on the platform economy, dated July 31, 2025, came into force on October 1, 2026. It creates a state register of large platforms, including foreign ones with at least 100,000 daily visitors from Russia. Platforms must publish how they rank sellers, cannot block seller accounts as freely as before, must give 15 or 45 days' notice of contract changes, and must offer pre-trial dispute handling. Sellers can refuse discounts the platform starts¹⁶⁹.

Turkey: Trendyol, Hepsiburada, Amazon and n11

Turkey's e-commerce volume was 4.57 trillion lira in 2025, up 52.2% in lira terms, or about $115.5 billion. About 634,000 businesses sold online¹⁷⁰. High inflation makes lira growth look bigger than it is.

Trendyol is the leader. It was founded in Istanbul in 2010¹⁷¹. Alibaba, which invested in 2018 and 2021, holds a majority stake, reported at about 70%¹⁷², and reports Trendyol inside its international commerce business¹¹⁷. It reports about 250,000 sellers and 40 million customers. Its 2025 GMV is about $14 billion by ECDB's estimate, not a company figure. In 2025 Uber agreed to buy 85% of Trendyol Go, its food and grocery delivery arm, for $700 million¹⁷³. Trendyol also sells in Azerbaijan, through a 2023 partnership with PASHA Holding¹⁷⁴, and in the Gulf states¹⁷². Its commissions vary by category, and we could not open an official public fee table.

Hepsiburada is second. Kazakhstan's Kaspi.kz bought control, completing the deal on January 29, 2025¹⁷⁵. In 2025 Hepsiburada had GMV of TRY 257.5 billion after inflation adjustment, up 4.3%, 11.8 million active customers and about 102,000 active merchants; outside sellers made 68.4% of GMV. It lost TRY 5.7 billion¹⁷⁶. Kaspi aims to bring the Turkish unit to EBITDA breakeven in 2026¹⁷⁷.

Amazon.com.tr and n11. In September 2026 Similarweb ranked trendyol.com first and amazon.com.tr third among Turkish marketplaces. n11, the older third player, ranked 58th among all sites in Turkey. These are traffic estimates^178,179,180.

Temu. Turkey required foreign marketplaces to register a local company, and Temu opened an Istanbul office in June 2025¹⁸¹. In January 2026 the Competition Authority inspected that office, and Temu stopped cross-border sales; it now shows only goods from local sellers¹⁸². From February 6, 2026, every incoming parcel goes through full import procedures. The duty-free limit had already fallen from €150 to €30 in August 2024. Shein suspended sales in Turkey¹⁸³.

For services, Armut is the main marketplace for cleaners, movers and handymen¹⁸⁴. In resale, Dolap and Gardrops compete for second-hand fashion¹⁸⁵.

The Caucasus

Wildberries is the common thread. RWB operates in Armenia, Georgia, Kazakhstan, Kyrgyzstan, Tajikistan and Uzbekistan among other former Soviet states¹⁸⁶. In Armenia, wildberries.am was the 23rd most visited site in September 2026, and Ozon also has a local site¹⁸⁷. Sales of Uzbek goods on Wildberries to Armenian buyers rose almost sixfold in 2025¹⁸⁸.

Georgia has local players but no dominant one. Mymarket.ge ranked 30th among all Georgian sites and Extra.ge 94th in September 2026^189,190. In Azerbaijan, Umico was the 11th most visited site, with Birmarket as its closest match¹⁹¹. Trendyol says it had about 2 million Azerbaijani customers by October 2024 and opened a Baku office¹⁷⁴.

Central Asia: Kaspi, Uzum and the Russian giants

Kazakhstan belongs to Kaspi.kz, a payments app, marketplace and bank in one. Its Marketplace segment had GMV of KZT 6.7 trillion in 2025, up 11%, or 19% without smartphones, and a take rate of 10.5%. The narrower e-commerce part, which includes delivery and e-grocery, had GMV of KZT 3.2 trillion and a take rate of 12.7%¹⁹². Kaspi expects about 20% GMV growth in 2026¹⁷⁷. On the web, Ozon, Halyk Market, Sulpak and OLX are the sites whose audiences overlap most with kaspi.kz¹⁹³.

Uzbekistan has Uzum, a local group with a marketplace, a digital bank, buy-now-pay-later and express delivery. Uzum says it has more than 18,000 sellers and about 20 million monthly users across its services, and calls itself the first Uzbek IT company valued at $2.3 billion¹⁹⁴. Wildberries is the main rival. Sales of Uzbek-made goods on Wildberries grew from about $418 million in 2023 to nearly $1.4 billion in 2025¹⁹⁵. Since late 2025 a Wildberries subsidiary has managed the state's stake in UzPost, the postal operator, under a one-year trust agreement, and Wildberries-linked members hold five of nine seats on its supervisory board, although the state assets agency calls it only a cooperation deal¹⁹⁶.

Kyrgyzstan is served by the same two Russian groups. Ozon says its Kyrgyz turnover grew 1.5 times in 2025 and its buyers there by 50%. It runs a sorting center in Bishkek and a pickup point at the Dordoy bazaar¹⁹⁷. For sellers, the Russian platforms are a way to export: Uzbek and Kyrgyz producers list once and sell into Russia, Belarus and the rest of the region.

Gaps

• The Western Balkans. We found no transactional marketplace that clearly leads in Bosnia and Herzegovina, North Macedonia or Albania, and the biggest regional group just sold its Slovenian and Croatian shops after their GMV fell 6.7%¹⁴⁵.
• Moldova. The country's third most visited site is 999.md, a classifieds board, which suggests most person-to-person sales still happen with no platform payment or delivery¹⁹⁸.
• Russian sellers after the Wildberries strikes. The Bell reports that sellers lost an estimated 215 to 280 billion rubles in warehouse strikes and are moving to other platforms, which opens room for niche and regional marketplaces¹⁶⁶.
• Turkish cross-border buyers. With duty-free imports gone and Temu limited to local stock, Turkish shoppers lost their cheapest channel, and local sellers of low-priced goods have an opening¹⁸³.
• Georgia. No site dominates: the biggest local marketplace, Mymarket.ge, ranked only 30th among Georgian sites in September 2026¹⁸⁹.
• Local services outside Russia, Turkey, Poland and Ukraine. We found no services marketplace that clearly leads in the Czech Republic, Hungary, Romania, the Baltics or Central Asia. In Turkey, Similarweb estimates the leader Armut's annual revenue at only $5 million to $10 million, so even there the category is small¹⁸⁴.

North and Latin America

Two companies set the terms for online selling in the Americas. In the north it is Amazon, where outside merchants still sell most of the units, although their share has slipped for two quarters in a row: third-party sellers made up 60% of paid units in the first quarter of 2026, down from a peak of 62%¹⁹⁹. In the south it is Mercado Libre. It was founded in Buenos Aires in 1999, has its head office in Montevideo, and lists 18 Latin American countries where it operates²⁰⁰. In the second quarter of 2026 it reported $21.9 billion of GMV, up 44% in dollars, and 89 million unique buyers²⁰¹.

Three things changed the region in 2025 and 2026. First, trade policy. The United States ended duty-free entry for low-value parcels, first from China and then from every country, and the courts and new rules have kept it ended into 2026²⁰². Mexico raised the tax on courier parcels from countries with no trade deal to 33.5%²⁰³, then put tariffs of 5% to 50% on 1,463 products from January 2026²⁰⁴. Brazil went the other way: in May 2026, months before its election, it dropped the federal tax on small foreign orders known as the "taxa das blusinhas"²⁰⁵.

Second, ownership. eBay bought Depop from Etsy, agreeing a price of about $1.2 billion in February and paying $1.4 billion in cash, after a preliminary adjustment, when the deal closed on July 30, 2026²⁰⁶. Angi left IAC and became an independent listed company in March 2025²⁰⁷. Third, social and live commerce. TikTok Shop's US GMV roughly doubled to an estimated $11.8 billion in the first half of 2026²⁰⁸, and eBay says its live shopping product is growing at triple-digit rates²⁰⁶.

Classifieds sites without checkout, such as Craigslist, Kijiji, OLX and the Latin American car and property portals, are covered in our companion report, State of Classifieds 2026.

"Listed" means the country is on Mercado Libre's list of countries where it operates²⁰⁰. It is not a measured market share. For most of Central America and the Caribbean we found no published GMV, traffic or share figures for any marketplace, so those cells stay empty.

United States: Amazon and Walmart

Amazon is still the default marketplace for American sellers, but its mix is shifting. Third-party sellers accounted for 62% of paid units at the peak in late 2024 and 60% in the first quarter of 2026. That is the first fall over two quarters in a row since Amazon began reporting the figure in 2004. Marketplace Pulse links the change mainly to grocery, which Amazon fills from its own stock. Third-party seller services were 22.9% of Amazon's net sales in that quarter and still grew 12% at constant currency¹⁹⁹. So outside sellers are still growing; Amazon's own retail is simply growing faster. A seller pays $39.99 a month for the Professional plan, or $0.99 per item on the Individual plan, plus a referral fee that falls between 8% and 15% in many categories. Some categories cost more, up to 45% for Amazon device accessories³⁹.

Walmart is the fastest-growing challenger. Its US third-party marketplace grew nearly 50% year over year in the quarter to April 2026, the fastest pace in years, and Marketplace Pulse counts about 200,000 active sellers²¹⁷. Units shipped same-day or next-day through Walmart Fulfillment Services grew almost 150% in that quarter. For a newcomer, Walmart has far fewer sellers per category than Amazon, but it expects fast delivery and approves sellers more strictly.

United States: eBay and Etsy

eBay has become a collectibles, refurbished-goods and resale company, and in 2026 it bought its way back into growth. Third-quarter 2026 GMV was $23.2 billion, up 15%, and revenue was $3.2 billion. US GMV jumped 27% to $12.5 billion, partly because Depop's sales now count in eBay's totals. Active buyers reached 147 million including Depop and the Norwegian app Tise, or 136 million (up 1%) without them²⁰⁶. eBay Live, its live video shopping feature, runs at a multibillion-dollar yearly rate. eBay expects $91.5 billion to $91.9 billion of GMV for all of 2026. Revenue divided by GMV gives a take rate of roughly 14%. That is our own calculation, not a number eBay reports. For background, see our eBay history, the marketplace that started it all.

Etsy is now smaller and more focused. It sold the music gear site Reverb in June 2025 and Depop in July 2026, and it booked an $839.7 million gain on the Depop sale. In the third quarter of 2026, Etsy marketplace GMS (gross merchandise sales) was $2.65 billion, up 8.8%, and revenue was $692.5 million. Its take rate rose to 26.2%, among the highest of any goods marketplace, because Etsy now earns more from ads, payments and fees for each sale. Active buyers grew only 1%, to about 88 million⁸. Depop's GMS in the quarter was $199.8 million, but that covers only the part of the quarter before the sale, so it cannot be compared with earlier quarters.

United States: Temu, Shein and TikTok Shop after de minimis

The end of the de minimis exemption (see "The US closed the de minimis door" above) hit Temu and Shein hardest. When it ended for China and Hong Kong on May 2, 2025, Temu stopped shipping orders straight from China and moved to locally based sellers. Its Local Seller Program had started in early 2024 and ran in 37 markets by April 2026²¹⁸. Shein raised its US prices across its catalog in late April 2025, by about 10% for a sample basket and far more on some items, while Temu shifted to shipping goods in bulk to US warehouses²¹⁹. In the weeks after the China change, Temu's daily US users were reported to have fallen 58%²²⁰.

The suspension later covered all countries and outlasted the Supreme Court's February 2026 ruling that struck down tariffs imposed under the emergency powers law (IEEPA). A new executive order kept the suspension in place, and CBP confirmed on February 23, 2026 that it still applied to every country²⁰². The practical lesson for anyone starting a cross-border marketplace into the US: assume every parcel pays duty, and plan for stock held inside the country.

TikTok Shop gained the most. Momentum Works and Tabcut estimate its US GMV at $11.8 billion in the first half of 2026, up 103%, which made the US its largest market again²⁰⁸. TikTok Shop opened to US shoppers in September 2023²²¹, and eMarketer estimated that about 53 million Americans bought something on TikTok in 2025²²².

United States: Facebook Marketplace and resale

Facebook Marketplace is the largest local second-hand venue in the country, but most of its sales happen in person, outside the platform. It charges no listing fee and takes 10% of sales that use its shipping service. In January 2025, selected eBay listings began to appear on Marketplace in the US, Germany and France, and checkout happens on eBay²²³. For more on the model, see our Facebook Marketplace case study.

The resale apps went through a hard reset on fees:

• Mercari US removed seller fees in 2024 and moved the cost to buyers. The change drew complaints, and the company cut 45% of its US staff. In January 2025 it split fees between buyers and sellers again. US GMV recovered to $810 million in the year to June 2026, up 11%, but that is still about 20% below the $1.015 billion of fiscal 2023. Jeff LeBeau became US chief executive on July 1, 2026²⁷.
• Poshmark, owned by South Korea's Naver, dropped its flat 20% commission in October 2024. It now charges 5.99% plus a fixed $1 to $3 per order²²⁴.
• ThredUp, which takes in clothes and resells them itself, had revenue of $90.8 million in the second quarter of 2026, up 17%, and a record 1.77 million active buyers²²⁵.
• The RealReal, a luxury consignment site, had GMV of $642 million in the third quarter of 2026, up 23%, with a 36.8% take rate and 1.15 million active buyers²²⁶.

Put together, resale is growing again where the platform handles authentication or logistics. Pure peer-to-peer apps are fighting for the same casual sellers that Facebook serves for free.

United States: local services and freelancers

Home services is the weakest corner of the US marketplace economy in 2026. Angi's second-quarter revenue fell 10.9% to $248 million. US service requests fell 6%, leads fell 13%, and network revenue fell 34%. Angi wrote down $235 million of goodwill and brand value, withdrew guidance, and expects growth to return sometime in 2027. Management said demand had moved from large jobs such as roofing and HVAC, where it has the most pros, to small jobs, where it has fewer²²⁷. Thumbtack, which is private, was reported to have about $400 million of revenue for 2024²²⁸. It has about 300,000 local pros and has built an app inside ChatGPT rather than relying only on search ads²²⁹. Taskrabbit, owned by an IKEA affiliate since 2017, bought the moving service Dolly in November 2024²³⁰. IKEA now puts Taskrabbit booking into its checkout²³¹.

The freelance platforms are cutting staff because of AI. Upwork announced a 24% workforce cut on May 7, 2026, after a first quarter with flat GSV (gross services volume) and 3% fewer active clients²³². That came after a 21% cut in October 2024. Since May 2025, Upwork has charged freelancers a fee fixed for each new contract at between 0% and 15% of earnings, set by supply and demand for that kind of work²³³. Fiverr cut about 30% of its staff in September 2025 (see "AI shrank the low end of freelance work" above)²³⁴. Our guide to freelance services marketplaces covers the main models.

United States: stays and New York's Local Law 18

Airbnb grew gross booking value 16% to $27.2 billion in the second quarter of 2026, with revenue of $3.6 billion and nights booked up 10%²³⁵. It is moving every host to a single fee taken from the payout: 15.5% for most hosts and 16% in Brazil and Mexico. The older split fee charged hosts 3% and guests a separate service fee²³⁶. Vrbo, the main rival for whole homes, belongs to Expedia Group, which does not report Vrbo's results separately²³⁷.

New York City shows how far local rules can shrink the market. Under Local Law 18, hosts must register with the city, platforms may not book unregistered units, and whole-home stays under 30 days are in effect banned unless the host is present. About 23,000 listings were active before enforcement began in 2023. By June 2026 the city counted about 3,500 registered hosts, roughly 15% of that number. Airbnb asked for a pause during the 2026 World Cup, and the City Council speaker turned it down²³⁸.

Canada

Canada uses the American platforms, but its customs rules favor Chinese apps more than US rules do. Amazon.ca is the most visited shopping site and Temu is second. In an August 2025 Omnisend survey, 52% of Canadians had bought on Temu in the past year (up from 39%), 38% on Shein and 30% on AliExpress. Some 60% had used at least one Chinese marketplace²³⁹.

Canada did not copy the US change. Courier parcels from outside North America still enter free of duty and tax up to CAD 20. Parcels from the US or Mexico enter free up to CAD 40 and pay tax only up to CAD 150. A vendor review found no government plan as of mid-2026 to remove these thresholds²⁴⁰. American sellers have learned to treat Canada as a separate marketplace. Walmart has expanded tools from its US marketplace into Canada and Mexico²¹⁷. Taskrabbit runs in Canada²⁴¹, and Poshmark planned to bring its new lower fees to Canada after the US²²⁴. In the sources we checked, no Canadian-owned goods marketplace appears among the leaders.

Mexico: Mercado Libre, Amazon and the tariff wall

Mexico is a two-player market. Mexico's competition authority, Cofece, found that Mercado Libre and Amazon together held about 85% of the marketplace market on the seller side and 61% on the buyer side. In September 2025 it closed its study without remedies because its commissioners could not agree²⁴². Mercado Libre's Mexican GMV grew 42% in dollars and 26% at constant currency in the second quarter of 2026²⁰¹. A seller pays 8% to 17% on a Clásica listing or 11% to 21.5% on a Premium listing, plus a fixed fee on items under MXN 299, and a new 2.5% income tax withholding applies from 2026²¹¹.

The Chinese platforms now face two barriers. From August 2025, parcels sent by courier from countries without a trade agreement with Mexico, mainly China, pay a 33.5% global tax instead of 19%. US and Canadian goods that meet USMCA origin rules are exempt²⁰³. From January 1, 2026, tariffs of 5% to 50% apply to 1,463 products from Asian countries without a trade deal, approved in the Senate by 76 votes to 5²⁰⁴. Temu runs its Local Seller Program in Mexico²¹⁸, and Shein has planned a Mexican warehouse since 2023²⁴³. Both are betting that goods stocked inside Mexico will escape the new duties.

The department stores have opened their own marketplaces. Coppel describes its marketplace as a digital shopping center where outside sellers can use Coppel's customers, credit and free shipping²⁴⁴. Coppel does not publish marketplace GMV, and we could not verify current figures for Liverpool's marketplace. Falabella's Linio, once Mexico's third horizontal marketplace, shut down in Mexico on April 8, 2024²⁴⁵, and Shopee ended its local Mexican operation in 2022 and kept only cross-border sales²⁴⁶.

Central America and the Caribbean

This is the least documented part of the region. Mercado Libre lists Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, Panama and the Dominican Republic among its countries²⁰⁰, but it publishes no figures for them. Its results cover Brazil, Mexico and Argentina in detail²⁰¹. Earlier regional attempts did not last: Falabella closed Linio in Panama and Ecuador in January 2019²⁴⁷.

For Puerto Rico and Jamaica we found only traffic estimates, and for Cuba and the rest of the Caribbean no published market share, GMV or traffic figure for any goods marketplace, so the table leaves most of those cells empty instead of guessing. In these small markets, local buying and selling is usually done through classifieds and social media groups rather than a platform with checkout (see the classifieds report). For a founder, the open question is not demand but payments and delivery. Small order volumes, many currencies and costly island shipping are the likely reasons the big platforms have stayed away.

Colombia and the Andes

From Colombia to Bolivia, the pattern is Mercado Libre plus the Chilean department store groups. Mercado Libre lists Colombia, Venezuela, Ecuador, Peru and Bolivia as countries where it operates²⁰⁰. Falabella runs department stores in Colombia and Peru (as well as Chile), and its falabella.com site, Linio and Sodimac have hosted outside sellers since at least 2020²⁴⁷. Asian challengers have mostly stayed cross-border here. Shopee opened local operations in Colombia and Chile in 2021, cut them back to cross-border sales in September 2022²⁴⁶, and stopped taking orders in both countries altogether on October 30, 2025²⁴⁸.

None of the Andean countries has published reliable marketplace share data that we could verify, and Mercado Libre does not break them out in its results. A newcomer should expect payments and delivery to be the main hurdles. Mercado Pago and Mercado Envíos give Mercado Libre an advantage that a pure listings site cannot match.

Chile and Argentina

Chile is where Falabella, the region's largest department store chain, runs its marketplace on home ground²⁴⁷, alongside Mercado Libre. Shopee closed its local operation there in 2022 and stopped selling into Chile entirely on October 30, 2025, a week after Chile began charging VAT on purchases from foreign platforms²⁴⁹.

Argentina is Mercado Libre's founding market and has become one of its fastest-growing again. GMV grew 38% at constant currency in the second quarter of 2026 despite weak consumer spending, although only 13% in dollars because of the peso²⁰¹. Asian platforms are coming back: Shopee returned for Black Friday in November 2025, selling to Argentines from abroad, three years after leaving²⁵⁰. Uruguay, where Mercado Libre has its head office, and Paraguay are both on its country list²⁰⁰, but neither has a published marketplace share figure.

Brazil

Brazil is the region's largest and most contested marketplace market. Mercado Livre (the Portuguese brand) grew Brazilian GMV 57% in dollars and 39% at constant currency in the second quarter of 2026, and items sold in Brazil rose 56%. The company credits a lower free-shipping threshold, and says cheap, slow shipments now make a profit in half of the R$19 to R$79 price bands²⁰¹. Its credit book, which passed $16 billion, gives it a lending business that marketplace rivals in Brazil would have to build from scratch²⁰¹.

Shopee, owned by Singapore's Sea, is the main challenger. It entered Brazil in 2019, its first Latin American market, and by 2023 had more than three million local merchants, who made over 90% of its Brazilian sales²⁵¹. The local retailers have marketplaces too. Magalu opened its marketplace to about 200 outside companies in 2016 and later bought Netshoes (2019) and KaBuM! (2021)²⁵². Americanas, once a leading online mall, filed for court protection in January 2023 after revealing about R$20 billion of accounting irregularities. In March 2025, federal prosecutors charged 13 former executives and staff over the fraud²⁵³, and in October 2026 a federal court in Rio de Janeiro made 12 of them defendants²⁵⁴.

The 'taxa das blusinhas'. From August 1, 2024, foreign orders up to US$50 paid a new 20% federal import tax on top of the state ICMS tax. Before that, the Remessa Conforme program had exempted such orders from federal tax if the platform registered with the tax office. A provisional measure published on May 12, 2026 cut the import tax on these orders to zero for platforms in Remessa Conforme, with immediate effect²⁰⁵. Congress approved it in September, also cutting the rate on orders up to US$3,000 from 60% to 30%, and the repeal was signed into law on September 10, 2026. The state ICMS tax still applies²⁵⁵. The repeal helps Shein, which opened a marketplace for third-party sellers in Brazil in 2022²⁴³, and other cross-border apps such as Temu and AliExpress. Brazilian sellers on Mercado Livre and Shopee lose some of their price advantage.

Niche players. Enjoei, a listed fashion resale app, bought the handmade marketplace Elo7 from Etsy in 2023. On May 11, 2026 it told the market that its board had approved shutting Elo7 down: the site stopped taking new orders, after Elo7's net revenue fell 39.5% in the fourth quarter of 2025²⁵⁶. GetNinjas, listed on B3 since its May 2021 IPO, connects clients with providers in more than 500 types of service²⁵⁷. On Airbnb, Brazilian hosts pay a 16% single fee²³⁶.

Gaps

• Handmade in Brazil. Enjoei announced on May 11, 2026 that it was closing Elo7, the country's best-known handmade marketplace, which Etsy had sold off in 2023, so Brazilian makers have lost their main dedicated venue²⁵⁶.
• US home services. The category leader is shrinking: Angi's US service requests fell 6% and revenue 10.9% in the second quarter of 2026, and its own pros are thinnest in the small jobs that homeowners now want²²⁷.
• Mexico beyond the duopoly. Mercado Libre and Amazon hold about 85% of the seller side, Linio has left, and Cofece took no action, so vertical marketplaces (parts, equipment, handmade, B2B) face two giants but no third horizontal rival²⁴².
• Local stock for Mexico's cross-border shoppers. Tariffs of up to 50% on 1,463 products since January 2026 make goods already inside Mexico cheaper than direct imports, which favors marketplaces built on local inventory²⁰⁴.
• Chile and Colombia without Shopee. Shopee closed its local operations in both countries in 2022 and stopped selling there altogether in October 2025, leaving local sellers with Mercado Libre and the department store marketplaces²⁴⁸.
• Central America and the Caribbean. No marketplace publishes GMV or share for any of these countries, and Falabella closed Linio in Panama and Ecuador in 2019, so local selling still runs mostly through classifieds and social media²⁴⁷.
• US peer-to-peer resale. Mercari US GMV is still about 20% below its 2023 level after two fee overhauls and a 45% staff cut, which leaves room for niche resale apps with authentication or local pickup²⁷.
• New York City stays. Only about 3,500 hosts are registered against roughly 23,000 listings before the law, so legal shared-home stays, and stays of 30 days or more that fall outside the rule, are a small, underserved niche²³⁸.

Middle East and Africa

The Middle East and Africa hold two very different markets. In the Gulf, people are rich, nearly everyone shops on a phone, and two big players fight for each sale: Amazon, which bought Souq.com in 2017 and renamed it Amazon.ae, Amazon.sa and Amazon.eg between 2019 and 2021²⁵⁸, and Noon, which is 50% owned by Saudi Arabia's Public Investment Fund (PIF), with investors led by founder Mohamed Alabbar holding the rest²⁵⁹. In most of Africa, online shopping is still small. Jumia is the only pan-African marketplace for goods. It has spent 2024 to 2026 getting smaller so it can turn a profit: it now runs in eight countries, down from 14²⁶⁰.

The big change in 2025-2026 is the Chinese cross-border apps. Temu, owned by PDD Holdings, is now the most-visited retail site in South Africa, Nigeria and Morocco, and second in Saudi Arabia, the UAE and Egypt. These are Semrush estimates for September 2026^261,262,263. AliExpress (Alibaba) is the most-visited retail site in a long list of smaller markets, from Israel to Algeria, Oman and Angola. Local players answer in three ways. Some cut prices and open sourcing offices in China, as Jumia has done. Some sell subscriptions: Amazon brought Prime to South Africa in June 2026, and Takealot answered with TakealotMore. Some push for rules: Gulf retailers have asked for "fair market regulation" of the Chinese apps²⁶⁴.

Some notes on the table. Traffic figures come from Semrush's public "top websites" pages and are monthly visit estimates for September 2026. In the "Stays" column, Booking.com is the most-visited travel site in most of these countries, but that traffic includes hotels as well as private homes. Classifieds sites that take no part in the sale, such as Dubizzle, OpenSooq, Haraj, Divar and Jiji, are covered in our State of Classifieds 2026 report. They appear here only where they shape the market.

The Gulf: Amazon, Noon and the Chinese apps

Amazon leads the two biggest Gulf markets. Semrush estimates that Amazon.sa had about 13.9 million visits in Saudi Arabia in September 2026, ahead of Temu (12.8 million), Shein (9.3 million) and Noon (8.6 million)²⁶³. In the UAE, Amazon.ae had about 9.7 million visits, against 6.3 million for Temu and 3.3 million for Noon²⁶⁸. Amazon charges a referral fee (its commission) as a share of the total price, including shipping. The rate depends on the category. It has also offered a limited-time deal with no monthly subscription fee for sellers in the UAE and Saudi Arabia²⁶⁹.

Noon is the regional challenger. It runs in the UAE, Saudi Arabia and Egypt. Its GMV was estimated at $5 billion to $6 billion in 2024. In September 2025, Alabbar said Noon was "almost" profitable and planned to list its shares in both the UAE and Saudi Arabia within two years²⁷⁰. In December 2025, it raised $500 million from PIF and Alabbar. That brought its total funding to $2.7 billion, at a valuation close to $10 billion²⁵⁹. Fresh-food and quick delivery won Noon grocery share but hurt its margins²⁷⁰. Noon also owns Namshi, the Dubai fashion site, which it bought from Emaar for $335.2 million in February 2023²⁷¹. In the smaller Gulf states, Noon is the most-visited retail site in Kuwait and second in Qatar, behind AliExpress^272,273.

The cross-border apps came in 2023. Temu launched in the UAE in September 2023. By January 2026, it had opened a local-seller program there for UAE companies with stock in the country²⁷⁴. Trendyol, which is about 70% owned by Alibaba, opened warehouses in Saudi Arabia and the UAE to serve Gulf buyers¹⁷². In April 2025, Shein started a semi-managed model for its Middle East platform, which opens it to outside cross-border merchants²⁷⁵. Redseer reports that Amazon and Noon pushed their own "Global Store" offers in early 2025 to fight back. It also says Shein now ships much of its Gulf volume from a UAE warehouse²⁷⁶. In February 2026, Mohammed Alshaya, chairman of the Alshaya retail group, said Shein and Temu take advantage of loose rules. He said they hire no local staff and pay no municipal fees or zakat (the Islamic levy). He asked for regulation rather than a ban²⁶⁴.

Saudi rules matter to every seller there. The 2019 E-commerce Law makes online stores show their name, address and commercial registration number. They must show the full price with taxes before checkout and issue an invoice. Buyers can return unused goods within seven days. Breaking the law can bring a fine of up to SAR 1 million or a blocked store²⁷⁷. Since October 6, 2024, individuals who buy from online stores pay a flat SAR 15 customs fee on each shipment worth less than SAR 1,000²⁷⁸.

Food delivery is outside this report. Still, the biggest marketplace app in several Gulf states is a delivery app: Talabat, majority owned by Delivery Hero and listed in Dubai since December 2024, runs in Kuwait, Bahrain, the UAE, Oman, Qatar, Jordan, Egypt and Iraq²⁷⁹. Careem, the super app, is its main rival. For home services, Justlife takes bookings for cleaning, salon and pest control work in Dubai, Abu Dhabi, Sharjah, Ajman, Riyadh and Jeddah. Its site does not make clear whether its workers are staff or independent providers²⁸⁰. In Saudi short-term rentals, Gathern is a local platform licensed by the Ministry of Tourism. It lists chalets, apartments and farms in more than 180 cities²⁸¹. Booking.com is still the most-visited travel site in the kingdom²⁸².

Jordan, Lebanon and Iraq

No local marketplace for goods leads in the Levant or Iraq. In Jordan, Shein (about 1.2 million visits) and Temu (about 0.9 million) are the top two retail sites, followed by the classifieds site OpenSooq²⁸³. Iraq's top retail site is OpenSooq, with about 3.7 million visits. Next come AliExpress, eBay and local players such as Elryan (an electronics store) and Miswag²⁸⁴. Lebanon's market is tiny and split: AliExpress leads with about 140,000 visits, and Ishtari is the biggest local name²⁸⁵. In all three, much of the trade still runs through classifieds and social media, not through a platform that handles payment.

Israel

Israel is a rich, online-heavy country with no local Amazon and no dominant domestic marketplace. The top retail site is AliExpress, with about 12.6 million visits in September 2026. Next come KSP, a local electronics retailer (8.3 million), and Temu (8.3 million). Shein, eBay and the price-comparison site Zap are further down²⁸⁶. In other words, Israelis buy third-party goods mostly from Chinese and US platforms, and local retailers sell their own stock. Israel's big marketplace company works abroad: Fiverr, the freelance services marketplace based in Tel Aviv, reported 2025 revenue of $431 million and net income of $21 million²⁸⁷, and launched AI tools under the "Fiverr Go" name in 2025. For stays, Booking.com is the most-visited travel site and Airbnb is fourth²⁸⁸. A newcomer should note the gap: Israeli shoppers are used to cross-border delivery, and local sellers have no common marketplace to sell through.

Iran

Sanctions keep Amazon, AliExpress and Temu out of Iran, so its marketplaces are home-grown. Digikala, founded in Tehran in 2006, became a marketplace in 2014. By 2021, it had about 160,000 sellers offering more than 4 million products. In 2018, it moved to a pay-per-sale commission. Its co-founders and the IIIC European fund have been reported to own about a third each, but we could not confirm its current ownership in a filing²⁸⁹. Divar is the main classifieds app. Its latest annual report counts more than 139.7 million new ads and about 53 million users a year. Users must register with an Iranian national ID and pay to post more than three ads²⁹⁰. We could not verify how much of Divar's business involves payments or delivery. From what we could confirm, its money comes from listing fees, not commissions.

Iran's online businesses had a very hard 2025-2026. Internet access was cut during the war with Israel in June 2025. A near-total blackout began on January 8, 2026, after mass protests. A second one started after the US and Israeli strikes of February 28, 2026, and international access was only partly restored on May 26, after 88 days²⁹¹. No reliable GMV figures have been published for Digikala for this period.

Egypt

Egypt is the only big market where all three regional leaders compete. Amazon.eg, which replaced Souq.com in September 2021²⁵⁸, is far ahead. Semrush estimates it had about 16.2 million visits in September 2026, against 6.9 million for Temu, 5.9 million for Noon and 2.7 million for Jumia²⁹². Jumia says its Egyptian business is recovering steadily, but it does not publish country figures²⁹³. Local phone and electronics retailers, such as Dream 2000, B.TECH and 2B, also rank in the top 15. They sell their own stock. Home services are booked through apps such as FilKhedma, which sends vetted cleaners and technicians to homes²⁹⁴. Booking.com gets about 5.5 times Airbnb's traffic among Egyptian travel sites²⁹⁵.

North Africa: Morocco, Algeria and Tunisia

Jumia has pulled back in the Maghreb. It left Tunisia at the end of 2024²⁹⁶. It stopped operating in Algeria in February 2026, after 14 years. Algeria made up only about 2% of its 2025 GMV²⁹⁷. Morocco is now its only North African market besides Egypt. Jumia runs a warehouse in Casablanca²⁹⁸.

Cross-border apps have moved into the space. In Morocco, Temu is the most-visited retail site, with about 4.0 million visits, ahead of AliExpress (1.8 million) and Jumia (1.7 million)²⁹⁹. In Algeria, AliExpress leads with about 12.5 million visits, and Temu has 5.8 million³⁰⁰. Analysts quoted at Jumia's exit pointed to import limits and a cash-heavy economy²⁹⁷. Tunisia is the opposite case. Its top retail sites are local electronics shops: Mytek (1.2 million), Tunisianet (1.0 million) and Spacenet. AliExpress is fifth, and no third-party marketplace leads³⁰¹.

Jumia's 2025-2026 restructuring

Jumia, listed on the New York Stock Exchange, has spent two years shrinking toward profit. It left South Africa (where it ran the fashion site Zando) and Tunisia in late 2024. Together they were about 3% of GMV, and about 110 jobs were cut²⁹⁶. Algeria followed in February 2026. Jumia now operates in Egypt, Ghana, Côte d'Ivoire, Kenya, Morocco, Nigeria, Senegal and Uganda. It has dropped grocery and food delivery and grown its sourcing team in China³⁰². Its headcount fell from 4,318 at the end of 2022 to about 1,980 in March 2026. In May 2026, it said it would cut about 200 more jobs, mostly by using AI. It also moved its senior executives from Dubai to Africa²⁶⁰.

The numbers are improving. In 2025, GMV rose 14% to $818.6 million and revenue rose 13% to $188.9 million. The pre-tax loss fell to $60.1 million from $97.6 million⁴¹. In the second quarter of 2026, GMV was $216.3 million, up 20%, and marketplace revenue grew 34% to $28.8 million. Advertising revenue rose 88% to $3.5 million, and 26% of sellers now buy ads. Items sold by international sellers, mostly Chinese, almost doubled. The adjusted EBITDA loss (operating loss before depreciation and one-off items) narrowed to $8.7 million. Jumia raised $50 million, $25 million of it from the World Bank's International Finance Corporation, and still targets break-even in the fourth quarter of 2026. It also cut its full-year GMV growth forecast to 20% to 30%, citing phone supply problems and weak demand in Côte d'Ivoire after cocoa prices fell²⁹³. On Temu and Shein, CEO Francis Dufay said: "We can actually fight against those platforms in our markets."³⁰² Its edge is payment on delivery and its own delivery network. Its third-quarter 2026 results were not yet out in early November 2026.

Jumia charges sellers a commission per category plus per-order fees. Its Senegal fee page gives examples of 20% for a fashion item and 8% for a computer. It adds a shipping contribution and storage fees for goods kept in its warehouses, and fees are charged only when an order is delivered³⁰³.

Nigeria

Nigeria is Jumia's best market. GMV there rose 36% in the second quarter of 2026, helped by easing inflation and a steadier naira^293,302. On web traffic, though, Temu now leads. Semrush estimates Temu had about 8.1 million visits in September 2026, against 3.6 million for Jumia, 1.5 million for AliExpress and 0.6 million for Konga. Temu was the only shopping site among Nigeria's top 20 websites overall^262,304.

Konga, the local rival, has been owned by the computer maker Zinox since 2018. Zinox merged it with its Yudala retail chain. Konga runs a third-party marketplace, its own retail and the Konga Express delivery service³⁰⁵. Jiji is the classifieds leader. Its listings are free, and it makes money from premium placement and seller services. In 2026, it reported more than 90 million annual users across its markets, and in May 2026 it bought Bikroy in Bangladesh, its first deal outside Africa³⁰⁶. Jiji does not take payment or a commission, so it is a classifieds site, not a marketplace in this report's sense. For stays, Booking.com is the most-visited lodging platform, ranked third among travel sites, and Airbnb is tenth³⁰⁷.

Ghana and francophone West Africa

West Africa outside Nigeria is small online. In Ghana, the top retail site is Jiji, with about 507,000 visits. AliExpress, Temu and Jumia follow, each with 200,000 to 420,000³⁰⁸. Jumia said Ghana had another strong quarter in mid-2026²⁹³. Côte d'Ivoire is the one market where Jumia clearly leads, with about 403,000 visits, more than twice AliExpress³⁰⁹. Even there, the fall in cocoa prices hurt demand in 2026²⁹³. In Senegal, AliExpress (about 272,000 visits) is ahead of Jumia (185,000). French sites such as Amazon.fr also rank high³¹⁰. Jumia left Cameroon in 2019³¹¹. Today, Cameroon's top retail site is the local electronics seller Glotelho, with only about 69,000 visits³¹².

Kenya and East Africa

Kenya is one of the few markets where Jumia still leads on traffic. It is the most-visited retail site there, with about 3.8 million visits. AliExpress has 2.9 million and Kilimall, a rival marketplace, 1.1 million. Temu is far behind in Kenya, with about 360,000 visits³¹³. Jumia's East African footprint has shrunk over the years. It stopped e-commerce in Tanzania in 2019 and suspended food delivery in Rwanda the same year³¹¹. By the end of December 2023 it had closed its Jumia Food delivery business in all markets²⁹⁸. In Uganda, it is second behind Jiji³¹⁴. Tanzania, Ethiopia and Rwanda have no local marketplace in their top ten retail sites. AliExpress, eBay and Amazon's foreign stores lead, with small audiences^315,316,317.

Copia is the warning story. It was Kenya's agent-based e-commerce startup for rural shoppers. It worked through more than 50,000 small shopkeepers who took orders in person, by phone or by USSD (text menus on basic phones). It raised more than $120 million, but in 2023 it closed its Uganda business and cut at least 700 jobs³¹⁸. In May 2024 its parent, Copia Global, went into administration, with KPMG's Makenzi Muthusi and Julius Ngonga named administrators³¹⁹. On September 17, 2026, the High Court in Nairobi ordered Copia Kenya liquidated, with the same two as liquidators³²⁰. For anyone building in rural Africa, the lesson is the same as Jumia's: delivery and agent costs can outrun thin order values.

South Africa

South Africa has the most crowded market on the continent. Takealot has been effectively 96% owned by Naspers since 2018³²¹. In the year to March 2026, the group's revenue rose 18% to R17.7 billion, and it made its first full-year trading profit in 15 years, R171 million³²². Its fulfillment service now stores and ships goods for outside sellers and retailers. Subscribers to TakealotMore drove 21% of group GMV in the first half³²³. One study cited by WeeTracker found that Takealot's market share fell from 35% in 2020 to 24% in 2025³²⁴.

Amazon.co.za launched in May 2024. During Black Friday 2025, it had the third-highest transaction value among FNB and Discovery Bank customers, behind Takealot and Checkers Sixty60³²⁴. Prime launched on June 3, 2026, at R59 a month or R399 a year, with a first Prime Day on June 23-29³²⁵. To win sellers, Amazon charges R1 a month for a Professional account (normally R400) until March 31, 2027³²⁶. It also offers a 5% flat referral fee across all categories³²⁷.

The biggest audience, though, belongs to Temu. Temu launched in South Africa in January 2024³²⁸. By September 2026, it had about 22.4 million visits, against 8.5 million for Takealot and 7.7 million for Shein. Amazon.co.za was not in the top 12²⁶¹. Temu and Shein together are reported to hold 37.1% of South Africa's online market for clothing, textiles and footwear²⁹⁷. Two local retailers have opened their sites to other sellers or brands. Makro, owned by Walmart's Massmart, runs a marketplace that held seller sessions in June 2026³²⁹. Bash, launched by TFG in 2023, sells more than 15 of the group's store brands. In the year to March 2026, online made up 8.2% of TFG's African sales, and 10% in the last quarter, with Bash driving 49.2% online growth; across the whole group, including the UK and Australia, online was 14.8% of retail sales³³⁰. Bash had about 5.1 million visits, and Makro 3.3 million²⁶¹.

For services, SweepSouth books cleaning, gardening and dog walking with vetted "SweepStars." Its site says it has helped more than 200,000 homes³³¹. For stays, Booking.com leads, and Airbnb's local and .com sites rank fourth and seventh among travel sites. The local site LekkeSlaap is eighth³³². Takealot also reaches nearby countries: it is in the top ten retail sites in Zimbabwe and Zambia^333,334.

Southern Africa beyond South Africa: Zambia, Zimbabwe and Angola

None of these three countries has a local marketplace with a large audience. In Zambia, eBay and AliExpress lead with about 60,000 visits each³³⁴. In Zimbabwe, AliExpress leads, and ABC Auctions is the only local site in the top ten³³³. Portuguese-speaking Angola shops from AliExpress and from Brazil and Portugal: Shopee Brazil, Mercado Livre Brazil, Worten and OLX Portugal all rank in its top ten³³⁵.

Gaps

• Israel has no domestic marketplace for goods. The top retail sites are AliExpress, the local retailer KSP and Temu, and no Israeli platform pools third-party sellers²⁸⁶.
• Algeria and Tunisia have no marketplace leader since Jumia left. Algerians shop on AliExpress and Temu, and Tunisia's top sites are single electronics retailers^300,301.
• Iraq and Jordan trade through classifieds. OpenSooq is Iraq's top retail site and third in Jordan, with no local platform that takes payment ahead of it^283,284.
• Tanzania, Ethiopia and Rwanda have no local marketplace in their top ten retail sites. Foreign sites with small audiences lead, and Jumia left Tanzania in 2019^311,315.
• Rural East Africa remains unserved after Copia's retreat. Copia's agent network closed in Uganda and cut at least 700 jobs in 2023³¹⁸, went into administration in 2024 and was ordered liquidated in Kenya in September 2026³²⁰.
• South African sellers are unhappy with Takealot's competition. In April 2026, TechCabal reported that Takealot had brought in more international sellers, including Chinese merchants, to compete with Temu and Shein on price, and that local sellers felt squeezed by foreign sellers who undercut them and in some cases copied locally made products³³⁶.
• Home services have no clear leader outside the Gulf, Egypt and South Africa. We found no marketplace for trades or home services that leads in Nigeria or Kenya, despite their large urban populations²⁶².
• Gulf sellers want local rules for cross-border apps. Alshaya's call for fairer rules points to an opening for local platforms that hire and stock goods in the region²⁶⁴.

Asia and the Pacific

Asia holds the largest online marketplaces in the world, and the region's money flows through a few groups. Alibaba owns Taobao, Tmall, the Idle Fish (Xianyu) resale app, AliExpress, Lazada in Southeast Asia and Daraz in South Asia³³⁷. PDD Holdings runs Pinduoduo in China and Temu abroad. Sea Limited's Shopee is the largest platform across Southeast Asia, Taiwan and Brazil, and it sold US$127.4 billion of goods in 2025, up 26.8%¹⁰. ByteDance sells through Douyin in China and TikTok Shop elsewhere. Amazon is strong in Japan, India and Australia, Walmart controls Flipkart in India, and Coupang leads South Korea.

The big story of 2025 was in China, where Alibaba, Meituan and JD.com spent heavily on subsidies to win "instant retail": groceries, meals and everyday goods delivered within an hour. Meituan expects a net loss of 23.3 to 24.3 billion yuan for 2025, after a 35.8 billion yuan profit in 2024³³⁸. In South Korea, a data breach exposed about 33.7 million Coupang accounts, and the national privacy regulator answered with a record fine³³⁹. India listed two marketplace companies, Urban Company and Meesho. Australia lost Catch, Wesfarmers' online marketplace. New Zealand's Trade Me stopped charging casual sellers.

Classifieds sites that take no part in the sale (Karrot in Korea, Carousell's free listings, OLX-style sites) are covered in our companion report, State of Classifieds 2026.

The order inside each cell is a best reading of the sources below, not a published ranking, except where a figure is given in the text. For Southeast Asian countries, Shopee's lead is regional; country-level rankings for 2025-2026 were not found.

China: Taobao, Tmall, Pinduoduo, JD, Douyin and Xianyu

Alibaba's Taobao and Tmall are still the reference marketplaces in China, but they share the market with PDD's Pinduoduo, JD.com and ByteDance's Douyin. Alibaba earns most of its marketplace money from "customer management revenue": ads and commissions paid by merchants. In September 2024 it added a 0.6% software service fee on Taobao and Tmall sales, the same level PDD, JD and ByteDance already charged³⁴⁰. That fee lifted growth for a year. In the December 2025 quarter, customer management revenue grew only 1% to 102.7 billion yuan, which Alibaba blamed on weaker transactions and the end of the fee's boost. Its 88VIP paid membership passed 59 million³⁵⁸.

Pinduoduo, the low-price marketplace, grew more slowly in 2025. PDD's revenue rose 9% to 108.28 billion yuan in the September 2025 quarter, and its co-CEO pointed to spending on merchant support as competition stayed fierce³⁵⁹. PDD does not report Pinduoduo and Temu separately.

Douyin is the fastest-growing rival. Its e-commerce GMV was reported at about 3.5 trillion yuan in 2024, up roughly 30%, and its "shelf" store pages (search and browse, not live video) now make up about half of sales³⁶⁰. ByteDance does not publish this figure, so treat it as an estimate.

Xianyu (Idle Fish) is Alibaba's second-hand app and the country's main resale marketplace. It began charging sellers in 2024: 0.6% per order, capped at 60 yuan, and 1% above 10 orders and 10,000 yuan of sales a month³⁶¹. For stays, Tujia is the best-known local platform, and it worked to sign up hosts after Airbnb left the domestic Chinese market in 2022³⁶².

What a newcomer should know: Chinese marketplaces charge low commissions but earn through ads, and they compete on subsidies. A horizontal newcomer has little room. Niche resale, services and cross-border selling are more open.

China's 2025 instant-retail war

The fight started when JD.com entered food delivery in February 2025. Alibaba answered by turning Ele.me into Taobao Instant Commerce and announcing a 50 billion yuan subsidy plan in July. The market regulator, SAMR, summoned the three companies in May and again in July³³⁸. The Paper estimated that Meituan, Alibaba and JD spent nearly 80 billion yuan on subsidies and marketing in 2025. Meituan lost 16 billion yuan in the third quarter alone. A Fudan University study of more than 40,000 cases found that the subsidies brought merchants more orders but no more income, because they ate into dine-in sales³⁶³.

The bill was large for everyone. Meituan's core local commerce unit went from a 52.4 billion yuan profit in 2024 to a 6.8 billion yuan loss in 2025. Caixin put 2025 shares at 55-58% for Meituan, 35-37% for Taobao Instant Commerce and 5-8% for JD³³⁸. JD's "new businesses" segment, which includes food delivery, lost 46.6 billion yuan in 2025 on 49.3 billion yuan of revenue³⁶⁴. Alibaba's quick commerce revenue grew 56% to 20.8 billion yuan in the December 2025 quarter, and in January 2026 the service was built into Alibaba's Qwen AI app³⁵⁸.

Meituan is mainly a delivery and local-services app, so this report names it only as China's largest local-services platform. The lesson for marketplaces is wider: in China, instant delivery is now part of the shopping app, and a platform without it struggles to keep daily users. In February 2026 SAMR issued new antitrust compliance guidelines for internet platforms³³⁸.

Japan: Amazon, Rakuten, Yahoo Shopping, Mercari and Coconala

Japan has three large goods marketplaces. Amazon's Japan sales were US$30.69 billion in 2025, up 12% in dollars, or about 4.6 trillion yen³⁶⁵. That figure mixes Amazon's own retail sales and fees from third-party sellers, so it is not GMV. Professional sellers on Amazon.co.jp pay ¥4,900 a month and, in most categories, a 5% to 15.4% referral fee³⁴¹.

Rakuten reports GMV directly. Its domestic e-commerce gross merchandise sales, which include Rakuten Ichiba and Rakuten Travel, reached 6.35 trillion yen in 2025, up 3.9%¹⁴. Rakuten Ichiba is a mall model: merchants pay a monthly plan, from about ¥25,000, plus a system fee on each sale³⁶⁶. Rakuten Travel is Japan's main local stays platform, and its bookings are counted inside that 6.35 trillion yen.

Yahoo Shopping belongs to LY Corporation, the SoftBank and Naver venture that also runs LINE and PayPay. Its domestic shopping value grew 13.1% in the quarter to September 2025, helped by a rush of "hometown tax" donations before reward points on them ended³⁶⁷. Rakuten also credited that rush¹⁴.

Mercari is Japan's resale leader, with more than 23 million monthly users. Its cross-border sales to foreign buyers grew more than fifteenfold in three years to over 90 billion yen a year. In June 2026 it launched a Mercari Japan app for US buyers, after Taiwan and Hong Kong in September 2025³⁶⁸. At home, growth slowed to 2% in the June 2025 quarter³⁶⁹, then picked up: marketplace GMV grew about 15% to roughly ¥1.29 trillion in the year to June 2026²⁶.

For services, Coconala is Japan's main skills marketplace. It takes 22% of each sale for most services, a rate set in 2021³⁷⁰. Its sales rose 42.8% in the year to August 2025, but operating profit fell 16%³⁷¹.

South Korea: Coupang, Naver, Gmarket-AliExpress, Temu and Karrot

Coupang dominates Korean e-commerce. In August 2025 its app had 34.2 million monthly users, against 9.2 million for AliExpress, 8.1 million for Temu and 4.3 million for Naver's shopping app, according to WiseApp Retail data. Gmarket, 11st and Lotte On each lost hundreds of billions of won in 2024³⁷². Coupang Inc. reported US$34.5 billion of revenue in 2025, up 14%, with 24.6 million active product-commerce customers in the fourth quarter. Its marketplace and its own Rocket Delivery retail are reported together³⁷³.

The 2025 data breach was the year's defining event. A former employee took names, phone numbers, addresses and some order histories from about 33.7 million accounts. The access began on June 24, 2025, and was found on November 18. Coupang promised 1.685 trillion won (about US$1.17 billion) in vouchers, issued from January 15, 2026³⁷⁴. CEO Park Dae-jun resigned on December 10, 2025³⁷⁵. In June 2026 the Personal Information Protection Commission fined Coupang 624.7 billion won (about US$409 million), nearly five times the previous record. Coupang said it regretted the decision and expects the facts to be settled in legal proceedings³³⁹.

Naver is the second force. It launched the Naver Plus Store app in March 2025 and replaced its old 2% referral fee with sales commissions of 0.91% to 3.64%: 2.73% for a Smart Store sale made inside Plus Store, 0.91% when the seller brought the buyer in³⁷⁶.

The Chinese platforms are consolidating. In September 2025 the Korea Fair Trade Commission approved a 50:50 venture between Shinsegae and Alibaba that holds Gmarket and AliExpress Korea, on condition that Korean customer data stays separate. Gmarket and Auction bring about 600,000 sellers³⁷⁷.

Karrot (Danggeun) is Korea's neighborhood resale app, with more than 21 million monthly users. Its revenue rose 43% to 270.7 billion won in 2025, with an operating profit of 14.6 billion won³⁷⁸. Most deals are cash or Karrot Pay meet-ups, so it sits closer to classifieds than to a full marketplace.

Taiwan and Hong Kong

Sea, its owner, says Shopee is the largest e-commerce platform in Taiwan³⁷⁹. Momo, controlled by the Fubon group through Taiwan Mobile, was the largest direct-to-consumer online retailer in 2024. It sells mostly its own stock, so it is a retailer more than a marketplace³⁸⁰. Coupang is the new entrant. It said higher losses in its "developing offerings" in 2025, US$995 million against US$631 million in 2024, came partly from investing in Taiwan³⁷³. Mercari opened its cross-border app to Taiwan and Hong Kong buyers in September 2025³⁶⁸. Carousell, the Singapore-based resale and classifieds app, also serves Taiwan and Hong Kong³⁸¹.

In Hong Kong, HKTVmall is the largest local platform. About 71.5% of its GMV comes from merchant concessionaire sales (third-party sellers) and 28.5% from its own stock. Its Hong Kong GMV on order intake rose 5.8% to HK$4.23 billion in the first half of 2026. The company says mainland platforms are using their supply-chain advantages to compete on price. The number of merchants and suppliers on HKTVmall fell from about 6,400 to about 6,000 over the year³⁸².

What a newcomer should know: both markets are small and rich, and close to China's supply chains. Local platforms win on fast delivery and trust, not on price.

India: Flipkart, Amazon, Meesho, quick commerce and Urban Company

India has two foreign-owned leaders and a fast-growing local challenger. Walmart owned about 85% of Flipkart at its last disclosure³⁸³. Flipkart India, its wholesale arm, reported revenue of about ₹82,787 crore and a net loss of about ₹5,189 crore in the year to March 2025³⁸⁴. In March 2026 Flipkart completed moving its holding company from Singapore to India, and it aims to list in Mumbai before March 2027³⁸⁵. A 2023 AllianceBernstein estimate put its share of Indian e-commerce at 48%³⁸⁶. Amazon.in is the other large marketplace.

The FDI (foreign direct investment) rules shape how they work. Foreign-owned companies may run a marketplace, but may not own the inventory they sell to consumers. Eternal, the owner of quick-commerce leader Blinkit, explained the stakes in 2025: once it became an "Indian Owned and Controlled Company," it gained the option to own stock in quick commerce, not only run a marketplace. Blinkit had 1,301 dark stores (small delivery warehouses) by March 2025, after adding 294 in one quarter³⁸⁷. Flipkart has answered with its own quick-commerce service, Flipkart Minutes, launched in August 2024, which passed 800 dark stores by April 2026³⁸⁸. Quick commerce now competes directly with the big marketplaces for daily shopping.

Meesho, a low-price marketplace for fashion, home and beauty goods, listed on the NSE and BSE on December 10, 2025 after a ₹5,421 crore (about US$600 million) IPO³⁸⁹. It had about 284 million annual transacting users in the quarter to September 2026, up 21%³⁹⁰, and is scaling up its own logistics network, Valmo³⁹¹.

Urban Company, India's best-known home-services marketplace (cleaning, beauty, repairs), listed on September 17, 2025. Its shares opened at ₹162.25, about 58% above the ₹103 issue price³⁹². It also operates in the UAE and Singapore, and in Saudi Arabia through a joint venture³⁹³.

What a newcomer should know: a foreign-backed marketplace must stay a pure marketplace. Local capital gives more freedom, which is one reason Eternal changed its status.

Pakistan, Bangladesh, Sri Lanka, Nepal and Myanmar: Daraz

Daraz is the shared leader across South Asia's smaller markets. It runs country sites for Pakistan, Bangladesh, Sri Lanka, Nepal and Myanmar, and supports cash on delivery, cards, local wallets such as JazzCash and Easy Pay, its own Daraz Wallet and installment plans³⁹⁴. Alibaba lists Daraz among its businesses next to Lazada and Trendyol³³⁷.

We could not find recent published GMV, user counts or fee schedules for Daraz, so the table leaves those cells blank. Cash on delivery remains a key payment option, which tells a newcomer two things. Returns and failed deliveries are costly. A seller-trust system matters as much as the catalog.

Southeast Asia: Shopee, Lazada, TikTok Shop-Tokopedia and Carousell

Shopee had its third profitable year in a row in 2025. GMV reached US$127.4 billion, orders 13.9 billion and revenue US$16.6 billion. Marketplace revenue (fees, ads and services) was US$14.5 billion, and adjusted EBITDA was US$880.6 million against US$155.8 million a year earlier. Sea does not split these figures by country, and Brazil is included¹⁰. Revenue divided by GMV gives a rough take rate of about 13%. That is our own calculation, not a company figure, and it includes some non-fee revenue.

Lazada, Alibaba's regional platform, operates in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, but not in Cambodia, Laos, Myanmar, Brunei or East Timor³⁹⁵. Since August 2025 it has run an invite-only program that lets Tmall merchants sell into five Southeast Asian markets. They ship to a warehouse in China, and Lazada handles customs, delivery and local-language service³⁹⁶.

TikTok Shop is the third force across the region. Indonesia shows how regulation can reshape a market. In late 2023 Jakarta banned direct transactions on social media platforms, and TikTok closed its Indonesian shop in October 2023³⁹⁷. TikTok returned by taking 75.01% of a merged TikTok Shop-Tokopedia business. GoTo kept 24.99%, and TikTok committed US$1.5 billion over time³⁹⁸.

Temu is largely absent from the two biggest markets. Indonesia asked Apple and Google to block the app in October 2024 to protect small merchants, before Temu had launched there³⁹⁹. Vietnam's trade ministry suspended Temu in December 2024 after it missed a deadline to register as an e-commerce business⁴⁰⁰.

Carousell, the Singapore resale and classifieds app, also covers Malaysia, Indonesia and the Philippines. It offers held payments through Carousell Protection³⁸¹ and opened its first own-brand store, Carousell Luxury, for pre-owned bags on Orchard Road in Singapore in September 2025⁴⁰¹.

What a newcomer should know: Shopee, Lazada and TikTok Shop compete on free shipping, vouchers and video. A newcomer has better odds in a vertical (cars, luxury, B2B, services) or in a market the big three skip.

Australia: Amazon, eBay, Temu, Catch, Airtasker and hipages

Amazon Australia charges most sellers a 6% to 15% referral fee, plus A$49.95 a month for the Professional plan³⁵⁴. eBay Australia, the long-standing marketplace, made selling free for Australia-based sellers with up to A$25,000 of sales in the past 12 months. Sellers outside that rule pay 13.4% up to A$4,000 plus A$0.30 per order. From November 3, 2026, free-selling accounts are paid into an eBay balance⁴⁰².

Temu was Australia's most downloaded app on Apple's App Store in 2024. In July 2025 it opened its local seller program to any Australian business with stock held locally⁴⁰³. The pressure from cheap imports and Amazon was felt at home. Wesfarmers announced on January 21, 2025, that Catch, the marketplace it bought in 2019, would stop trading as a standalone business in the April-June quarter of 2025, with its warehouses passing to Kmart Group⁴⁰⁴.

For local services, Airtasker (ASX: ART) is the best-known task marketplace. It runs in Australia, the UK and the US, and in the January-March 2026 quarter its Australian GMV rose 17.8% to A$56.7 million⁴⁰⁵. Taskers pay a service fee on each completed job⁴⁰⁶. hipages is its main rival in trades. We could not open a current source for its model or figures.

New Zealand: Trade Me and Temu

Trade Me has been owned by Apax Partners since 2019⁴⁰⁷. Its story is told in How Trade Me got its first sellers. In March 2026 it dropped the 7.9% success fee for casual sellers. Buyers now pay a small service fee instead: 99c on items from $20.01 to $100, $1.99 up to $250 and $4.99 above. Trade Me said "fees are becoming more of a barrier to selling", and a Massey University expert linked the move to Facebook Marketplace³⁵⁶. In June 2025 Trade Me took a 50% stake in Stuff Digital, publisher of stuff.co.nz, and Stuff's property section moves to the Trade Me Property brand⁴⁰⁸.

Temu also sells into New Zealand, but we did not find published user or sales figures for 2025-2026.

Fiji and the Pacific islands

We did not find a published source naming a leading marketplace in Fiji, Papua New Guinea, Samoa, Tonga or other Pacific islands. The Fiji row relies only on very small Semrush traffic estimates. Regional platforms such as Shopee, Lazada and Daraz do not list these countries among their markets^394,395. Small populations, costly shipping and limited card payments make it hard for any single platform to lead.

Gaps

• Cambodia, Laos and Myanmar. Lazada does not operate in Cambodia, Laos or Myanmar, and none of them is among Shopee's markets, so the region's two biggest platforms skip them^379,395.
• Korean shoppers after the Coupang breach. The leader lost the data of about two-thirds of the population, and its shares had fallen about 35% in 2026 by mid-June. That is an opening for trusted vertical and local platforms³³⁹.
• Korea's second tier. Gmarket, 11st and Lotte On each lost hundreds of billions of won in 2024. Outside Coupang and Naver, Korean marketplaces are weak³⁷².
• New Zealand casual selling. Trade Me scrapped seller fees because Facebook Marketplace was taking casual sellers. Much second-hand trade still happens in Facebook, outside any protected checkout³⁵⁶.
• Australian general marketplace after Catch. The closure of Wesfarmers' Catch in 2025 left Amazon, eBay and Temu as the main multi-category options, with no large locally owned one⁴⁰⁴.
• Hong Kong local merchants. HKTVmall's merchant count fell from about 6,400 to 6,000 in a year as mainland platforms cut prices. Local sellers need channels that do not compete with Shenzhen on price³⁸².
• Japanese resale outside Mercari. Mercari leads almost alone, and its domestic growth fell to 2% in mid-2025 before recovering. Categories it serves poorly (cars, equipment, collectibles, local pickup) are open³⁶⁹.
• Chinese merchants squeezed by subsidies. A Fudan University study found the 2025 delivery subsidies brought merchants more orders but no more income. Tools that help merchants sell direct are in demand³⁶³.

The leaders by category

General marketplaces such as Amazon, Mercado Libre and Shopee win on selection and delivery. Vertical marketplaces, which serve one category, win on trust instead: they authenticate a handbag, inspect a phone, check a car or vet a plumber. They also often charge a much higher take rate than general marketplaces. Etsy kept 24.2% of gross merchandise sales in 2025 when ads and services are counted⁴⁰⁹. The RealReal's revenue was about a third of its GMV⁴¹⁰. A general marketplace usually takes 8% to 15%.

The big story of 2025-2026 is consolidation and listings. Etsy sold Depop to eBay, and the deal closed in July 2026⁴¹¹. StubHub listed on the New York Stock Exchange in September 2025⁴¹². Urban Company had India's most subscribed IPO of the year⁴¹³. The weaker players left: Getaround shut its US business in February 2025⁴¹⁴, and Fiverr cut about 250 jobs to rebuild itself around AI³².

The table below gives one row per category. Take rates are the headline fee or, where marked, revenue divided by GMV from the company's own results. A dash means we could not find a current, sourced figure.

Fashion resale

Vinted is the largest fashion resale marketplace by GMV, with €10.8 billion of goods sold in 2025⁵ (see "Resale consolidated around eBay and Vinted" above). Its model is unusual: sellers pay no commission, and the buyer pays a protection fee plus shipping. That is why revenue is only about 10% of GMV. We told the story of how it found its first sellers in how Vinted got its first sellers.

In the US, the field changed hands. Etsy agreed in February 2026 to sell Depop to eBay for about $1.2 billion in cash, less than the roughly $1.6 billion Etsy paid in 2021⁴¹⁵. Depop sold about $1 billion of goods in 2025, with US sales up nearly 60%, according to eBay. The deal closed on July 30, 2026, with eBay paying $1.4 billion in cash after a preliminary price adjustment⁶. Depop keeps its brand and app⁴¹¹.

ThredUp is a different model: it takes in clothes, photographs and prices them, and sells them itself. Revenue rose 20% to $310.8 million in 2025, and active buyers grew 30% to 1.65 million⁴¹⁶. Poshmark, owned by South Korea's Naver since 2023, did not publish 2025 figures we could verify. For a newcomer, the lesson is that the buyer, not the seller, is now often the one who pays the fee.

Luxury resale

Luxury resale needs authentication, and that makes it expensive to run. The RealReal, which sells on consignment, had a record year: GMV of $2.13 billion in 2025, up 16%, and revenue of $693 million⁴¹⁰. Revenue divided by GMV is about 32%, which shows how much of each sale goes to the platform when it inspects, stores and ships every item. It expects GMV of $2.39 to $2.45 billion in 2026.

Vestiaire Collective, based in Paris, is a peer-to-peer marketplace with authentication. It had about €200 million in revenue and just under €1 billion in GMV in 2024⁴¹⁷. It has never made an annual profit. Bernard Osta, the former finance chief, became CEO in October 2025 and targets a first profitable year in 2026. The US is about 20% of revenue, and Osta sees it as the main source of growth.

Rebag, a New York reseller of handbags, buys bags outright and resells them. We found no 2025 figures for it. The main point for this category: two models compete. Consignment (The RealReal) controls quality but carries large costs. Peer-to-peer with authentication (Vestiaire) is lighter but has struggled to make money.

Refurbished electronics

Refurbished phones and laptops are one of Europe's strongest marketplace categories. Back Market, founded in Paris, connects professional refurbishers with buyers and adds a warranty. Its GMV passed €3.5 billion in 2025, up 32%, and the company says it is now profitable worldwide⁷⁹. Germany grew 58%, and France, its largest market, reached a 35% EBITDA margin (earnings before interest, tax, depreciation and amortization, as a share of revenue). Back Market reported 17 million customers in 17 markets, with the US as its second-largest market⁴¹⁸.

Refurbed, from Vienna, is the main challenger. It raised €50 million in October 2025, said its sales grew about 40% that year, and reported double-digit EBITDA margins⁴¹⁹. It aimed for close to €1 billion of GMV in 2025.

Swappie, from Helsinki, is not a marketplace: it buys, refurbishes and sells iPhones itself⁴²⁰. It competes for the same buyers. The category shows that a marketplace can win against retailers when it adds a guarantee that individual sellers cannot give.

Handmade and vintage

Etsy is still the global leader by far, but it is shrinking at its core. Etsy marketplace GMS (gross merchandise sales) was $10.46 billion in 2025, down 4%, and the group had 5.6 million active sellers on Etsy⁴⁰⁹. Group revenue was $2.88 billion, and the take rate rose to 24.2% from 22.3%, mostly because of more ads. Active buyers on the Etsy marketplace fell 3.4% to 86.5 million⁴²¹. Etsy also sold Reverb, its music gear marketplace, in June 2025.

Local alternatives stay small. Folksy, in the UK, has more than 10,000 makers. It charges 6% plus VAT on each sale, plus 15p per listing or a £7.50 monthly plan⁴²². In Japan, Creema says it runs the country's largest handmade marketplace; its yearly revenue was flat at about ¥2.5 billion⁴²³. Its rival minne did not publish figures we could verify. Sellers who feel squeezed by Etsy's ads and fees are the opening here, but no rival has yet reached a large audience.

Collectibles, cards and sneakers

Trading cards were the fastest-growing big category in online resale in 2025. eBay sold $79.6 billion of goods in 2025¹², and collectibles were its largest source of growth in the fourth quarter⁴¹⁵. It also owns TCGplayer and the auction house Goldin. Its AI card scanner was used on more than 15 million cards. Management expects Pokémon sales to slow in 2026.

Live shopping is the new channel. Whatnot, where sellers sell cards, toys and clothes on live video, reported more than $8 billion of live GMV in 2025. It raised $545 million at a $20 billion valuation in 2026 and claims nearly 60% of live shopping in North America and Europe⁴²⁴.

Courtyard, a newer player, stores graded cards in a vault and sells digital claims on them. It raised a $30 million Series A led by Forerunner Ventures, says monthly GMV grew from $50,000 to $50 million, and charges 0% marketplace fees⁴²⁵. StockX, which authenticates sneakers, said nearly 200 brands set sales records on its site in 2025, and Pop Mart passed Lego as its top collectibles brand⁴²⁶. StockX and its rival GOAT do not publish GMV.

Tickets

StubHub, which merged with Viagogo in 2020, runs its marketplace under both brands⁴²⁷. It is the largest ticket resale marketplace. It priced its IPO at $23.50 a share in September 2025 and raised about $800 million, but the shares closed 6.4% lower on the first day⁴¹². For 2025, it reported $9.2 billion of GMS, up 6% (18% without Taylor Swift's Eras Tour in the prior year), and revenue of $1.7 billion, equal to 19% of GMS⁴²⁸.

Rules on fees are the big change. The US Federal Trade Commission's rule on unfair or deceptive fees took effect on May 12, 2025. It forces ticket sellers to show the full price, fees included. In April 2026 StubHub agreed to pay $10 million to settle charges that it hid mandatory fees in the first days after the rule took effect⁴²⁹. SeatGeek, which sells both primary and resale tickets, remains private. For a newcomer, tickets are a hard market: supply is controlled by venues, teams and Ticketmaster, and fee rules keep getting stricter.

Cars sold online

Most online car sellers are dealers, not marketplaces: they buy cars, recondition them and sell their own stock. Carvana is the biggest. It sold a record 596,641 cars to consumers in 2025, up 43%, on revenue of $20.3 billion, and made $1.9 billion of net income⁴³⁰. In Europe, Auto1 sold 842,271 cars in 2025. Most went to dealers through its AUTO1.com trade platform, and 101,539 went to consumers through Autohero⁴³¹.

The UK shows the risk. Cazoo, once worth more than £5 billion, entered administration in May 2024 after cutting more than 700 jobs and trying to turn into a listings site⁴³².

The true marketplaces in this category are enthusiast auction sites, which take a fee from the buyer. Bring a Trailer sold more than $1.7 billion of vehicles in 2025, its fourth year above $1 billion, from 49,486 listings with an 81% sell-through rate⁴³³. Its curation model is covered in Bring a Trailer: curation to marketplace. In February 2025 its rival Cars & Bids raised its buyer fee from 4.5% to 5%, with the cap going from $4,500 to $7,500, to match Bring a Trailer⁴³⁴.

Freelance

AI is splitting freelance marketplaces into winners and losers. Upwork had more than $4 billion of GSV (gross services volume, what clients spent) in 2025 and revenue of $788 million, a take rate of about 20%, and its AI-related work grew more than 50% (see "AI shrank the low end of freelance work" above)⁴³⁵. Upwork had 785,000 active clients at year-end.

Fiverr, built on small fixed-price "gigs" such as logos and translations, is more exposed. Its revenue rose 10% to about $430 million in 2025, but revenue from its marketplace fell 2%, and active buyers dropped from 3.6 million to 3.1 million⁴³⁶. It expects revenue to fall in 2026. It cut about 250 jobs in September 2025 to rebuild itself around AI³².

In Europe, Malt leads, with France as its home market and Germany as its second. It reported about €800 million of activity in 2024, up 30%, and aimed to pass €1 billion and turn a group profit in 2025⁴³⁷. Toptal sells pre-screened talent to companies. Contra charges freelancers no commission. Instead it charges clients a $19 contract fee and sells a $29 monthly Pro plan⁴³⁸. We compare the main platforms in online marketplaces for freelance services.

Home and local services

Home services rarely have one global leader. Each country has its own. In the US, Angi became a separate public company on March 31, 2025, when IAC spun off its whole stake⁴³⁹. Its revenue had fallen almost 13% over the previous twelve months. It hoped to grow again in 2026, but in August 2026 it withdrew its guidance and pushed the return to growth to 2027²²⁷. Thumbtack, its private rival, was valued at $3.2 billion in 2021. Fast Company reported revenue of about $400 million for 2024²²⁸ and, citing chief executive Marco Zappacosta, nearly $500 million for 2025⁴⁴⁰. It was an early partner of OpenAI's Operator agent in January 2025 and announced an app inside ChatGPT in October 2025²²⁹.

In the UK, Checkatrade, owned by HomeServe and so by Brookfield, sells memberships to tradespeople, and in May 2026 it added fixed-price bookings for small jobs (see the Western Europe section)¹⁰⁷. In India, Urban Company trains and books beauticians, cleaners and repair workers. Its ₹1,900 crore IPO was subscribed 103.6 times, and the shares opened about 58% above the offer price on September 17, 2025⁴¹³.

For small tasks, IKEA's group has owned Taskrabbit since 2017. It works across the US and in Canada, the UK, France, Germany, Spain, Italy and Portugal²⁴¹. Airtasker, listed in Australia, uses a bidding model and also runs in the UK and the US⁴⁰⁵. The models differ widely: Angi and Thumbtack sell leads, Checkatrade sells memberships, and Urban Company and Taskrabbit take a commission on each booked job.

Pet care and child care

Care is a trust business, and it grows slowly. Rover, the leading pet-sitting and dog-walking marketplace in the US and Western Europe, was taken private by Blackstone for $2.3 billion in a deal that closed in February 2024⁴⁴¹. It historically kept about 20% of bookings. In 2024 it bought Cat in a Flat, a London cat-sitting marketplace.

Care.com, the largest marketplace for babysitters, nannies and elder carers, makes money from paid memberships for families and from benefits sold to employers. IAC paid $500 million for it in 2020. In August 2024, it agreed to pay $8.5 million in refunds to settle FTC claims that it misled caregivers about jobs and pay, and made it hard for families to cancel. In March 2026 IAC agreed to sell it to an affiliate of Pacific Avenue Capital Partners for about $320 million in cash⁴⁴², and the deal closed on March 18⁴⁴³. The drop in value shows how hard it is to turn child care matching into a big business.

Stays and experiences

Airbnb and Booking.com share the global short-stay market. Airbnb's revenue was $12.2 billion in 2025, with about 42% from North America and 39% from Europe, the Middle East and Africa⁴⁴⁴. In the fourth quarter its gross booking value grew 16%, its fastest rate in more than two years. Almost half of bookings for its relaunched Experiences did not come with a stay⁴⁴⁵. In May 2025 it also added Services, such as chefs and photographers.

Booking Holdings, which owns Booking.com and Agoda, earned $26.9 billion of revenue in 2025, mainly from commissions⁴⁴⁶. That includes hotels and private homes. Vrbo, owned by Expedia, focuses on whole homes for families.

Outdoor stays are a growing niche. Hipcamp lists campsites, RV spots and glamping on private land in the US, Canada, the UK, Europe, Australia and New Zealand. In May 2025 it doubled its US inventory to more than 500,000 campsites by adding RV resorts, state parks and other public campgrounds⁴⁴⁷.

Equipment and peer-to-peer rental

Peer-to-peer rental, where owners rent out their own cars, tools or cameras, has proved hard to run. Insurance costs a lot, and each item is rented only a few times a year. Turo is the clear leader in car sharing. It had $879.7 million of revenue in 2023 and operates in the US, Canada, the UK, Australia and France⁴⁴⁸. It first filed to go public in January 2022 but withdrew the filing in February 2025 without listing⁴⁴⁹.

Getaround, its main rival, decided on February 7, 2025 to wind down its US business⁴¹⁴. It sold its European business to the Danish firm GoMore for about €31.5 million, effective April 30, 2026⁴⁵⁰. Its stockholders then approved dissolving the company, and it filed for dissolution on July 29, 2026⁴⁵¹. Fat Llama, the UK's largest peer-to-peer rental site for cameras and gear, was bought in 2022 by Hygglo of Stockholm. Fat Llama's site now redirects to Hygglo, which calls itself Europe's largest peer-to-peer rental platform⁴⁵².

B2B

The largest B2B marketplaces charge suppliers for memberships rather than taking a cut of each order. Alibaba.com links mostly Chinese manufacturers with buyers worldwide. Sellers buy annual memberships to reach buyers and send quotes, and in the year to March 2026 Alibaba released Accio, an AI sourcing engine, and Accio Work, an agent platform for small businesses¹¹⁷. Its site says more than 50 million buyers source from its verified suppliers⁴⁵³. In India, IndiaMART started as a directory and grew into the leading B2B marketplace. KPMG estimated its share at about 60% in 2019⁴⁵⁴. In June 2026 it had 8.8 million supplier storefronts, but only about 218,000 suppliers paid for a subscription⁴⁵⁵.

Wholesale marketplaces for independent shops take a commission instead. Faire, based in San Francisco, says 100,000 brands sell to retailers in 70,000 cities on its platform⁴⁵⁶. Ankorstore is its European counterpart. In office and industrial supplies, Germany's Unite (formerly Mercateo) runs a procurement marketplace for companies and public bodies in about a dozen European countries. Its customers include BMW and Zalando⁴⁵⁷. B2B buyers want contract prices, invoices and links to their ERP (enterprise resource planning) software, so a B2B marketplace has to build more than a consumer one does.

Digital goods and creators

Digital goods have no shipping and no stock, so fees are high and the field is crowded. Envato, from Australia, sells templates, stock media and fonts, mostly through its Envato Elements subscription. Shutterstock bought it for $245 million in cash in July 2024, adding about 650,000 subscribers⁴⁵⁸. Shutterstock's planned merger with Getty Images was called off on July 7, 2026, after the UK Competition and Markets Authority said it could go ahead only if Shutterstock's whole editorial business was sold⁴⁵⁹.

Gumroad lets creators sell e-books, courses and files to their own audience. It charges 10% plus $0.50 on direct sales and 30% on sales through its Discover marketplace. Since January 1, 2025 it has acted as merchant of record, so it collects and pays sales tax for its sellers⁴⁶⁰. Creative Market, owned through Dribbble by Tiny, sells fonts, templates and mockups, and offers buyers a discount membership⁴⁶¹. AI image tools now compete with stock media and templates directly, so subscription bundles are replacing single-item sales.

Gaps by category

• Peer-to-peer car sharing in the US. Turo has no national rival since Getaround ended US operations in February 2025 and dissolved the company in July 2026⁴⁵¹.
• Online used-car buying in the UK. No transactional player has filled Cazoo's place since it entered administration in May 2024⁴³².
• Handmade outside Etsy. Etsy's marketplace GMS fell 4% in 2025⁴⁰⁹, yet the UK's Folksy has only about 10,000 makers⁴²².
• AI-era freelance. Fiverr lost about half a million active buyers in 2025⁴³⁶, while AI-related work on Upwork grew more than 50%⁴³⁵. Niche marketplaces for AI building and checking AI output have room.
• Peer-to-peer luxury resale. Vestiaire Collective has not yet made an annual profit, and the US is only about a fifth of its revenue⁴¹⁷.
• Child and elder care matching. Care.com was sold for about $320 million in March 2026, against the $500 million IAC paid in 2020, after an FTC settlement in 2024⁴⁴².
• Live shopping outside North America and Europe. Whatnot's claimed 60% share covers only those two regions⁴²⁴.

Where no marketplace leads: 20 openings for 2026

Most big countries in this report have a strong marketplace for goods, and often two. Some places and categories do not, and those are where a new marketplace has the best odds. These are the openings our research found, grouped by kind. "Opening" does not mean easy: Amazon, Temu and Facebook Marketplace reach almost everywhere, and a new marketplace has to be clearly better for one group of buyers and sellers.

Countries and regions without a local leader

1. The Western Balkans. We found no transactional marketplace that clearly leads in Bosnia and Herzegovina, North Macedonia or Albania, and Allegro has just sold its Slovenian and Croatian shops after their sales fell 6.7%¹⁴⁵.
2. Israel. The top retail sites are AliExpress, the electronics retailer KSP and Temu. No Israeli platform pools third-party sellers at scale²⁸⁶.
3. Algeria and Tunisia. Since Jumia left, Algerians buy mainly on AliExpress and Temu, and Tunisia's top retail sites are single electronics shops^300,301.
4. Iraq and Jordan. OpenSooq, a classifieds site, is Iraq's top retail site and third in Jordan. No local platform that takes the payment ranks above it^283,284.
5. Tanzania, Ethiopia and Rwanda. None has a local marketplace among its ten biggest retail sites; small foreign sites lead³¹⁵.
6. Georgia and Moldova. Georgia's biggest local marketplace, Mymarket.ge, ranks only 30th among the country's websites, and in Moldova most person-to-person trade still runs through the classifieds board 999.md^189,198.
7. Central America and the Caribbean. No marketplace publishes sales or share for any of these countries, and local selling still runs mostly through classifieds and social media (see the Americas section).

Leaders that are weak, shrinking or under pressure

8. Korea outside Coupang and Naver. Coupang lost the data of about two-thirds of the population and was fined a record amount³³⁹, while Gmarket, 11st and Lotte On each lost hundreds of billions of won in 2024³⁷².
9. US home services. Angi, the category leader, saw its US service requests fall 6% and revenue 10.9% in the second quarter of 2026²²⁷.
10. Russian sellers after the Wildberries strikes. Sellers lost an estimated 215 to 280 billion rubles when warehouses were hit, and some are moving to other platforms¹⁶⁶.
11. Hong Kong's local merchants. HKTVmall's merchant count fell from about 6,400 to 6,000 in a year as mainland platforms cut prices³⁸².
12. US peer-to-peer resale. Mercari's US sales are still about 20% below their 2023 level after two fee overhauls and deep staff cuts²⁷.
13. Nordic marketplaces. CDON says marketplaces are only 5% to 10% of Nordic e-commerce, against close to half worldwide⁹⁵.

Categories that are open even where the general leaders are strong

14. Local stock where cross-border parcels cost more. The EU's €3 duty, Mexico's tariffs of up to 50% on 1,463 products and Turkey's end of duty-free imports all make goods already in the country cheaper than direct imports^183,204.
15. Handmade outside Etsy. Etsy's own marketplace sales fell 4% in 2025⁴⁰⁹, and Brazil lost Elo7, its main handmade marketplace, in May 2026 (see the Americas section).
16. Specialist freelance work. Fiverr lost about half a million active buyers in 2025⁴³⁶, while AI-related work on Upwork grew more than 50%³⁵. Buyers want vetted specialists, not cheap tasks.
17. Online used-car buying in the UK. No transactional player has filled the place Cazoo left when it went into administration in May 2024⁴³².
18. Home services in Nigeria and Kenya. We found no trades or home services marketplace that leads in either country, despite their large cities²⁶².
19. Rentals that fit the new rules. About 10,000 Barcelona tourist licenses end by November 2028, and Spain is removing tens of thousands of unlicensed listings¹¹³. In New York only about 3,500 hosts are registered, against roughly 23,000 listings before the law²³⁸. Mid-term rentals and licensed stays are underserved.
20. Live shopping outside North America and Europe. Whatnot's claimed 60% share of live shopping covers only those two regions⁴²⁴.

What this means if you are starting a marketplace

The groups in this report spend billions on delivery networks, payments and ads. A new marketplace cannot match that, and it does not need to. The report points to four places where small marketplaces win.

Start with a group of sellers the giants serve badly. Amazon, Shopee and Mercado Libre are built for shipped, standard goods with a barcode. Livestock, machinery, local services, handmade work, rentals and anything that needs inspection, a visit or a conversation fit them poorly. The fastest-growing big marketplaces of 2025 were the ones built for one kind of buyer, such as Vinted for second-hand clothes, and the vertical marketplace model is still the usual way in.

Charge less than the giants, and say so. On the biggest platforms, a seller's real cost (commission plus payment, shipping and ads) often passes 30% of the sale price, and take rates are still rising (see "Ads became the profit engine" above). A marketplace with a simple, lower fee, or a monthly plan instead of a commission, has a clear pitch to sellers who feel squeezed. Our comparison of marketplace commission rates shows where the big ones stand.

Be local where cross-border buying got more expensive. The end of duty-free parcels in the US and the EU, and new tariffs in Mexico and Turkey, removed part of the price advantage of sellers shipping from China. A marketplace of local sellers with local stock and fast delivery has a better case in 2026 than it had in 2024.

Make trust and payment part of the product. Buyers move from Facebook groups and classifieds to marketplaces mainly because the platform holds the money and stands behind the sale. Held payments, verified sellers, reviews and a clear way to settle disputes are what a small marketplace can offer from day one.

If you want to build one, Yclas is the marketplace software we make. You can build a marketplace website with seller accounts, online payments, commissions or seller plans and reviews, and read our guide to the five marketplace business models to choose how you will charge.

Questions people ask about marketplaces in 2026

What is the biggest online marketplace in the world? By the value of goods sold, the Chinese marketplaces Taobao and Tmall (Alibaba) and Pinduoduo, and Amazon worldwide, though none of them publishes a GMV figure. Among marketplaces that do publish one, Booking.com and Airbnb are the biggest for stays, eBay ($79.6 billion in 2025) and Mercado Libre ($65 billion) for goods outside China, and TikTok Shop is the fastest growing.

What is the difference between a marketplace and a classifieds site? A classifieds site carries ads and leaves the sale to the buyer and seller, who usually meet or arrange payment themselves. A marketplace takes part in the sale: it takes the payment, often handles shipping or booking, and keeps a commission. Many classifieds sites, such as Leboncoin, Wallapop and OLX, now offer paid shipping and held payments, so the line is blurring. Our State of Classifieds 2026 covers the classifieds side.

How much commission do marketplaces take? Headline commissions run from about 5% to 20% of the sale price for goods, depending on the platform and category. Amazon's US referral fees are mostly 8% to 15%, plus $39.99 a month for a Professional plan³⁹. Freelance platforms keep more: Fiverr's take rate was 27.7% in the fourth quarter of 2025. Ads, payment processing and fulfillment usually come on top.

Is Temu still growing after the US ended duty-free parcels? Temu changed its US model in 2025: it now relies on US-based sellers who hold stock in the country¹⁸. In Europe it was fined €200 million under the Digital Services Act, and the EU's €3 duty applies from July 2026. Its parent PDD still grew revenue 10% in 2025, but does not report Temu on its own.

Will this report be updated? Yes, every year, at this same address, alongside our State of Classifieds. If you run a marketplace and think we have your country wrong, tell us through the chat on this page and we will check it for the next edition.

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30. Alibaba Group, May 2026 · https://www.sec.gov/Archives/edgar/data/0001577552/000110465926060224/tm2614494d1_ex99-1.htm
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405. Airtasker, April 2026 · https://investors.airtasker.com/activity-updates/PK1kBe-airtasker-3q26-au-gmv-up-17-8-as-growth-accelerates-globally
406. Wikipedia, November 2026 · https://en.wikipedia.org/wiki/Airtasker
407. Wikipedia, November 2026 · https://en.wikipedia.org/wiki/Trade_Me
408. RNZ, June 2025 · https://www.rnz.co.nz/news/business/562918/trade-me-to-buy-50-percent-of-stuff-digital
409. Etsy Form 10-K, February 2026 · https://www.sec.gov/Archives/edgar/data/1370637/000137063726000019/etsy-20251231.htm
410. FashionUnited, February 2026 · https://fashionunited.uk/news/business/the-realreal-achieves-record-2-billion-dollar-gmv-amid-luxury-resale-surge/2026022786535
411. Depop, July 2026 · https://news.depop.com/ebay-completes-acquisition-of-depop/
412. Bloomberg Law, September 2025 · https://news.bloomberglaw.com/capital-markets/ticket-platform-stubhub-opens-7-9-higher-after-800-million-ipo
413. Outlook Business, September 2025 · https://www.outlookbusiness.com/markets/urban-company-makes-bumper-entry-shares-list-at-58-premium
414. Getaround 8-K, February 2025 · https://www.sec.gov/Archives/edgar/data/1839608/000095017025018225/getr-20250207.htm
415. eBay Q4 2025 earnings call via MarketBeat, February 2026 · https://www.marketbeat.com/earnings/reports/2026-2-18-ebay-inc-stock/
416. FashionUnited, March 2026 · https://fashionunited.com/news/business/thredup-reports-20-percent-revenue-growth-for-full-year-2025/2026030370893
417. FashionUnited, February 2026 · https://fashionunited.uk/news/business/vestiaire-collective-eyes-profitability-in-2026-ahead-of-us-expansion-push/2026020586149
418. Back Market, September 2025 · https://www.backmarket.com/en-us/c/press-release/2025-business-growth
419. TechCentral.ie, October 2025 · https://www.techcentral.ie/refurbed-raises-e50m-for-next-phase-of-european-expansion/
420. Swappie, November 2026 · https://swappie.com/en/about-us/
421. Inside Retail US, February 2026 · https://insideretail.us/etsy-vows-sustained-growth-after-revenue-lift/
422. Folksy, 2026 · https://folksy.com/selling
423. Simply Wall St, April 2025 · https://simplywall.st/stocks/jp/retail/tse-4017/creema-shares/news/creema-full-year-2025-earnings-eps-jp1529-vs-jp1174-in-fy-20
424. Value Added Resource, August 2026 · https://valueaddedresource.net/whatnot-20-billion-valuation/
425. Courtyard, July 2025 · https://courtyard.io/blog/post/courtyard-io-raises-30-million-series-a-to-reimagine-collecting-71e8c1e9ef05
426. SGB Media, January 2026 · https://sgbonline.com/stockx-2025-big-facts/
427. StubHub 10-K, March 2026 · https://www.sec.gov/Archives/edgar/data/1337634/000162828026014844/stub-20251231.htm
428. StubHub, March 2026 · https://s204.q4cdn.com/138970181/files/doc_financials/2025/q4/FY2025-StubHub-Earnings-Release-FINAL.pdf
429. FTC, April 2026 · https://www.ftc.gov/news-events/news/press-releases/2026/04/stubhub-refunding-10-million-fees-consumers-after-deceptive-ticket-pricing
430. Carvana, February 2026 · https://investors.carvana.com/~/media/Files/C/Carvana-IR/documents/cvna-earnings-release-q4-2025.pdf
431. AUTO1 Group, February 2026 · http://www.auto1-group.com/press/pressrelease/auto1-group-achieves-record-breaking-2025-results/
432. City AM, May 2024 · https://www.cityam.com/cazoo-formally-enters-administration-as-parent-company-prepares-for-liquidation/
433. The Shop, February 2026 · https://theshopmag.com/news/bring-a-trailer-record-growth-2025/
434. The Autopian, February 2025 · https://theautopian.com/cars-bids-raises-its-buyer-fees-post-layoffs-to-match-bring-a-trailer
435. Yahoo Finance, February 2026 · https://finance.yahoo.com/news/upwork-q4-earnings-call-highlights-233621453.html
436. CTech, February 2026 · https://www.calcalistech.com/ctechnews/article/mn2tssfnm
437. Maddyness, March 2025 · https://www.maddyness.com/2025/03/10/malt-vise-la-rentabilite-globale-et-le-milliard-deuros-de-revenus-en-2025/
438. Contra, 2026 · https://contra.com/commission-free
439. Investing.com, April 2025 · https://ng.investing.com/news/company-news/iac-completes-spinoff-of-home-services-platform-angi-93CH-1843717
440. Fast Company, April 2026 · https://www.fastcompany.com/91534514/thumbtacks-new-ai-wants-to-diagnose-your-leaky-eiling
441. Wikipedia, 2026 · https://en.wikipedia.org/wiki/Rover.com
442. Latham & Watkins, March 2026 · https://www.lw.com/en/news/2026/03/latham-watkins-advises-iac-on-sale-of-care
443. Pacific Avenue Capital Partners, March 2026 · https://pacificavenuecapital.com/?p=1393
444. Airbnb 10-K, February 2026 · https://www.sec.gov/Archives/edgar/data/1559720/000155972026000004/abnb-20251231.htm
445. Airbnb, February 2026 · https://news.airbnb.com/airbnb-q4-2025-financial-results/
446. Booking Holdings 10-K, February 2026 · https://www.sec.gov/Archives/edgar/data/1075531/000107553126000009/bkng-20251231.htm
447. RV PRO, May 2025 · https://rv-pro.com/news/hipcamp-launches-expansion-to-grow-campground-bookings/
448. Turo S-1/A, November 2024 · https://www.sec.gov/Archives/edgar/data/1514587/000162828024047889/turoinc-sx1a12.htm
449. Turo, February 2025 · https://www.sec.gov/Archives/edgar/data/1514587/000162828025005472/turo-formrw.htm
450. Getaround 8-K, June 2026 · https://www.sec.gov/Archives/edgar/data/1839608/000119312526263769/d62341d8k.htm
451. Getaround 8-K, August 2026 · https://www.sec.gov/Archives/edgar/data/1839608/000119312526332893/d155130d8k.htm
452. Hygglo, 2026 · https://hygglo.com/about-us
453. Alibaba.com, November 2026 · https://www.alibaba.com/
454. Wikipedia, 2025 · https://en.wikipedia.org/wiki/IndiaMART
455. Kotak Neo, July 2026 · https://www.kotakneo.com/news/stocks/indiamart-q1-fy27-results-revenue-up-11-percent/
456. Faire, 2026 · https://www.faire.com/about
457. Unite, 2026 · https://unite.eu/
458. Wikipedia, 2026 · https://en.wikipedia.org/wiki/Shutterstock
459. Getty Images 10-Q, August 2026 · https://www.sec.gov/Archives/edgar/data/1898496/000162828026055246/gety-20260630.htm
460. Gumroad, 2026 · https://gumroad.com/pricing
461. Wikipedia, 2025 · https://en.wikipedia.org/wiki/Creative_Market