Leading e-commerce and shopping websites worldwide 2023, based on visit share

Amazon's global platform 'amazon.com' was the most popular e-commerce and shopping website worldwide, accounting for more than 14 percent of desktop visits to sites in this category in December 2023. Second place went to ebay.com with roughly three percent.

Amazon leads the way

There is no denying the dominance of Amazon in the e-commerce industry. By 2026, Amazon's worldwide net sales are estimated to exceed one trillion U.S. dollars. In 2022, amazon.com garnered over three billion monthly visitors, maintaining its spot as the most popular retail website worldwide. As of May 2022, the leading social media traffic referrers to amazon.com were YouTube (52 percent), Facebook (20 percent), and WhatsApp (18 percent).

Online shopping

Amazon’s strong position is also due to shoppers’ preference for online marketplaces. As of April 2022, over one-third of online consumers opted for online marketplaces over all other digital channels. This category of platforms was also ranked as the e-commerce channel delivering the best customer experience in 2022. According to shoppers worldwide, the three most important changes that could make their digital shopping experience better were faster delivery (13 percent), free returns (eight percent), and more convenient shipping conditions (six percent).