Beyond Amazon: Top 20 Marketplaces to Expand Globally in 2026
Published:
January 23, 2026
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When brands or retailers start selling on online marketplaces, they open many opportunities to expand their reach and engage new users globally. As e-commerce gains market share, organic expansion seems very attractive. Looking ahead to 2025, global retail e-commerce sales are estimated to reach $7.4 trillion, up 20% from 2020. The US ecommerce platform remains one of the fastest-growing marketplaces, with online sales forecast to reach nearly $1.3 trillion in 2025, driven by robust mobile shopping growth and major marketplace expansion. There are various strategic advantages to selling on online marketplaces, such as brand exposure, high GMV, and better ROI(Return on Investment). In this blog, we will explore the 20 best online marketplaces on which you can bet to expand globally in 2026. Let’s dive in and discover the possibilities for your brand.
It is easy to imagine taking charge of the market by selling through large, multi-marketplace integrations. But in reality, this strategy is a hypothesis that overlooks many significant sales opportunities. So, we at WebBee look at how brands or retailers continuously achieve best-selling results when they connect the same global names such as Amazon, eBay, Walmart, & more, with niche marketplaces & local players for unique product categories or user types. This approach will help your brand reach users who prefer local marketplaces and can benefit from better ROI.
But Amazon is undoubtedly the most famous marketplace globally, capturing a strong 37.8% of online sales. Still, marketplaces such as JD.com and Tmall are filling the gap and showcasing a high presence in China. Modern sales models like TikTok Shop, Temu, Shein & other sales platforms are also gaining popularity slowly and are expected to grow at a rate of 31% per year. So, opportunities like these cannot be neglected just for the sake of simplicity. Once you understand how unsupportable a manual marketplace can be, the importance of automation becomes very clear. It is not only about saving time, but also about eliminating the conflicts that slow down your sales and increase operational costs.
Now that you have understood that automation can help you smooth your operations and unlock new opportunities, let’s explore 20 of the best online marketplaces worldwide to find the channels that showcase your brand's maximum potential.
eBay became famous as a user-to-user auction site, but since then it has grown into a fully grown marketplace with a complete range of brands, sellers, & retailers. The 1st item they sold on eBay was a broken laser pointer, which eBay’s founder listed. But today, over 187 million users are using eBay to purchase goods from 1.5 billion listings. Product types range from raw materials to real estate worth millions of dollars.
Areas Covered: Global
Product Categories: Broad focus, various categories.
Monthly visitors: 1210 million
Amazon was founded in 1994 as an online bookseller, but it has grown into a comprehensive online marketplace. Amazon allows users to access products globally across different categories, which are sold either by Amazon or 3rd-party marketplaces. With the company's growing popularity, the scope of services also expanded, including Alexa, Amazon Web Services, Food market, Twitch, & more.
Areas Covered: Global
Product Categories: Broad focus, various categories.
Monthly Visitors: 4790 million
Founded in 2015 in Singapore, Shopee is a mobile-first channel. Initially, it was a C2C platform that has since expanded into a B2C platform serving multiple markets in Southeast Asia. Shopee also expanded into Latin America, giving local competitors such as Mercado a run for their money.
Areas Captured: Southeast Asia
Product Categories: Broad focus, various categories.
Monthly Visitors: 559.59 million
Rakuten is a Japan-based marketplace with a strong global presence. It took over US Buy.com in 2010. And over the years, Rakuten has grown into an extensive, integrated online business, encompassing its marketplace, Viber messaging app, & TV streaming services.
Areas Captured: Global
Product Categories: Broad focus, various categories.
Monthly Users: 563.37 million
Etsy is a niche ecommerce platform for vintage & handmade items. Sellers are mainly small businesses that make handmade products across various categories. Founded in the USA in 2005, Etsy now operates in 27 markets consisting of Europe, Australia, & North America. It might be that many brands are not interested in their business from a profit standpoint, but Etsy's growth shows that users want a close connection with the company they are buying from.
Areas Covered: Global
Product Types: Arts, Crafts, & Gifts.
Monthly Users: 447.31 million
AliExpress, founded in 2010, is a more graceful form of the B2B acquisition platform Alibaba, simplifying access to small quantities from B2B businesses mainly in China. Then it has built an eBay-like B2C platform that allows companies to sell to consumers worldwide.
Areas Covered: Global
Product Categories: Broad focus, various categories.
Monthly Visitors: 525.45 million
Mercado is a famous marketplace in Latin America, engaging over 148 million consumers. This company was founded in the USA and provides various payment gateways & financial services across almost every product category.
Areas Covered: Latin America
Product Categories: Broad focus, various categories.
Monthly Users: 362.90 million
Launched by Sam Walton & his brother Bud in 1962, Walmart began as a large-volume, low-margin company that grew market share through high competition. Walmart Marketplace (US & Canada) has made a smart move into e-commerce by opening its own store in 2000, offering its own products. The Walmart marketplace launched in 2009 and began growing after 2016.
Areas Covered: North America
Product Categories: Broad focus, various categories.
Monthly Visitors: 407.61 million
Ozon follows the same path as Amazon. Established in 1998 as an online bookshop, Ozon expanded into a broader marketplace, which is now known as' The Amazon of Russia. Due to Russia's capture of Ukraine, many global brands have stopped selling their products in Russia. Now, this gap is filled by Chinese brands and retailers.
Areas Covered: Russia
Product Categories: Broad focus, various categories.
Monthly Active users: 316 million
This Russian marketplace was established in 2004. From there, it has emerged as Russia's biggest marketplace. Due to the ongoing political situation & instability of the Ruble's instability, this marketplace has become unappealing from a business and moral perspective for the time being.
Regions Captured: Uzbekistan, Russia, Belarus, Armenia, & Kazakhstan.
Product Categories: Broad focus, various categories.
Monthly Visitors: 342.85 million
This platform is based in China and is forecast to scale faster than its competitors, with an anticipated 17.6% growth rate in 2024, surpassing rivals such as Alibaba and JD.com. Lately, it was removed from the Google Play Store due to containing spyware & malware. The company's response was to quickly remove the engineers who developed this app and shift them to their sister company, Temu.
Areas Covered: China
Product Categories: Broad focus, various categories.
Monthly Visitors: 227.66 million
Taobao, the most visited site worldwide, has 895 million monthly consumers. Mainly focusing on C2C deals, Taobao also highlights business sellers. It is part of Alibaba Group.
Areas Covered: China
Product Categories: Broad focus, various categories.
Monthly Visitors: 303.43 million
Allegro is the most significant home-grown e-commerce marketplace player & Poland's number one shopping platform. Approximately 20 million consumers purchase products each month from this platform, choosing over 320 offers.
Areas Covered: Poland & 5 other European markets
Product Categories: Broad focus, various categories.
Monthly Visitors: 198.62 million
Lazada, one of the most significant online marketplaces in Southeast Asia, serves 160 million users. Located in Singapore, over 1 million sellers list their products in 6 core markets. By 2030, they desire to expand their user base to 300 million.
Areas Captured: Southeast Asia
Product Categories: Broad focus, various categories.
Monthly Visitors: 211.72 million
A longtime match of the American strip mall, Target became a popular online seller with a limited-access marketplace for businesses. In reality, each item category is available.
Areas Covered: USA, Australia
Product Categories: Broad focus, various categories.
Monthly Users: 158.40 million
Flipkart was established as an e-book seller in 2007. Due to organic growth, the enterprise has become a commanding player in the fastest-growing Indian marketplace. Walmart has a majority shareholder in Flipkart, overbidding Amazon in 2018.
Areas Covered: India
Product Categories: Broad focus, various categories.
Monthly Visitors: 161.10 million
JD.com is the largest B2C marketplace in China, and it is competing fiercely with Tmall to rank at the top. During the pandemic, JD.com used robots and delivery drones to ensure users could access essential supplies.
Areas Covered: China
Product Categories: Broad focus, various categories.
Monthly Visitors: 143.36 million
Zalando is the number 1 destination for fashion, serving over 50 million users across Europe. Since 2010, the company has grown in other parts of Europe, including the rapidly expanding Eastern European markets.
Areas Covered: Europe
Product Categories: Fashion
Monthly Visitors: 149.32 million
Mercari is a central Japanese online marketplace launched in 2013 and now based in the USA. The focus is mainly on C2C deals, with the concept that consumers can easily streamline by quickly listing & Global Selling through the app, and utilizing simplified integrated shipping choices.
Areas Covered: Japan, USA, UK.
Product Categories: Broad focus, various categories.
Monthly Visitors: 125.55 million
Trendyol, Turkey’s largest e-commerce platform, delivers over 1 million packages to users in a day. A wider variety of goods is available, including a robust fashion section. It provides an integrated e-commerce experience to users, who can utilize its superapp for the marketplace, payment services, grocery, & more.
Areas Covered: Turkey
Product Categories: Broad focus, various categories.
Monthly Visitors: 138.10 million
By selling your products to new users worldwide through online ecommerce platforms, you can showcase your brand to new markets, increase your sales, & add flexibility to your sales model. A multichannel strategy is best if you want to become successful. Like this, you can target every unique market with the right mix of global, niche, & local marketplaces and channels that offer better profit margins and less competition. It might seem challenging, but you can achieve this task with the right abilities & guidance on your part. As it is the best approach to begin after knowing what all challenges will be there and how to overcome them.
We built the WebBee Global marketplace integration platform to make it easy for brands, sellers, B2B and retailers to expand online sales and take advantage of multi-channel selling. It provides e-commerce sellers with everything that they require to handle sales across multiple platforms, regions, & fulfillment locations. WebBee removes all the challenges of global marketplaces by automating operations and streamlining processes with the best tech stack for e-commerce marketplace management. To ease the standard for market expansion, we have a vast global network of partners who can provide guidance, logistics & fulfillment services, or any other support required to fill the gaps to your prosperous future.
