On Italian Tech we have already written a couple of times about Yocabè: is an Italian startup specialized in helping big brands sell more and better on marketplaces such as Zalando, Amazon, Privalia and eBay. Let’s go back to doing it because its founders, Vito Perrone and Lorenzo Ciglioni, they came up with an interesting idea: to create an ecommerce site map, which helps to understand which ones work best and where. A real map but of virtual places, in short.
What we buy (and where in Italy)
By consulting it, a lot of data emerges. In the meantime, on our country: in Italy 79.8% of people buy online, especially clothing and footwear (36%), electronic devices for the home (36%) and books and building articles (23%). The first two places in the ranking of the most used sites are predictably occupied by giants like Amazon and eBay, but it stands out the performance of Zalando, in third place and up 60% over last year. Then? Behind them, among the most loved by Italians, are AliExpress and Manomano, dedicated to art and craftsmanship.
In France, Spain, United Kingdom e Germany the situation is similar to ours, with Amazon and Ebay dominating the field, but in the rest of the world the picture of the situation is more varied.
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In Netherlands, for example, the most used sales site is Bol.com, a local marketplace that is likely to be successful thanks to its breadth of offer, fast shipping and affordable prices. In Scandinavian countries, on the other hand, Blocket is trying to keep up with Amazon: every month it generates over 26 million visits, of which 91.46% from Sweden, 1% from Finland, 0.79% from Norway and 0.87% from Denmark.
There are many local sites also active in Eastern Europe: Allegro, a Polish generalist platform, has 16 million users; Olx receives over 122 million monthly visits from Poland and nearly 54 million from Bulgaria; Emag, another Polish marketplace, attracts an average of 31 million visits per month. Further east still, the little-known Wildberries is the first marketplace in Russia: over 183 million monthly visits.
In the East, the Chinese market is obviously dominated by Alibaba, the giant founded by Jack Ma: the group includes Taobao, an ecommerce platform that is among the 20 most visited sites in the world (over 500 million registered users); Tmall, focused on clothing, personal care, furniture and food (233 million visits per month); Kaola, a marketplace used by many Western luxury brands.
In Japan, to dominate is Rakuten, which brings together an online sales platform, financial services, the largest online bank and one of the most popular streaming services: it has over 87 million customers, while Amazon is used mainly to buy foreign products. In the neighbor South Korea, the most popular marketplace is Coupang, which has over 70 million monthly visits and is famous for fast shipping. Faster than Amazon Prime, even.
Ideally returning to Europe, the online market forIndia is characterized by the presence of Flipkart, a local reality that in 2018 was acquired by the American Walmart: it is a generalist platform that hosts 80 million products and has 75 million registered users. In Middle East, the most popular marketplace is Hepsiburada, which in Turkey attracts over 107 million monthly visits; followed by AliExpress (50 million monthly visits) and Gittigidiyor (over 45 million visits / month). Across the entire region, Amazon is only third, with nearly 30 million visits per month.
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The situation on the other side of the world
Finally, in America Latina over 47% of the population shop online through MercadoLibre, which averages over 280 million monthly visits. In Australia, on the other hand, traffic data points out that eBay is the most popular marketplace (over 63 million monthly visits), Amazon is in second place and in third place is Kmart, a generalist marketplace that offers products for children, toys, objects for home, clothing and sporting goods.