Today we preview research from our latest flagship report, GWI Commerce.

Amazon remains the globally dominant force in the world of online commerce. Outside of China, half of internet users say they visit Amazon at least once a month – a figure which can rise as high as 70% in key markets such as Germany, India and the USA.

Within China, Amazon still has a presence – 3 in 10 are visiting monthly – but these figures are dwarfed by local online commerce platforms. Jack Ma’s Alibaba is the clear leader; three quarters of China’s internet population are visiting each month, while 74% are browsing Taobao and almost 7 in 10 are accessing Tmall. Competitor site posts a lower but still significant figure of 59%.

Outside Asia, however, these Chinese online commerce firms are struggling to make an impact – in the US, only 1 in 20 visit each month, for example. That shows just how much distance they’ll have to cover before being seen as truly global challengers.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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