Top 10 Largest eCommerce Websites in the World 2024

The e-commerce industry has seen tremendous growth over the past few years and is expected to reach unprecedented heights by 2024. The global e-commerce market is projected to surpass $6 trillion in sales. A small number of giant ecommerce websites have come to dominate the industry through strategic expansions and innovations. This article aims to reveal the Top 10 Largest eCommerce Websites based on revenue and traffic projections for 2024. It will take an in-depth look at each platform and how they have risen to the top.

What are eCommerce Sites?

eCommerce sites, also known as online stores or electronic commerce websites, are online platforms that allow consumers to buy products and services directly from a seller over the Internet.

Here are some key things to know about eCommerce sites:

  1. Product listings: eCommerce sites display various products for sale in categories like clothing, electronics, books, home goods, toys, etc. Products are organized into catalogs and searchable by consumers.
  2. Shopping carts: Visitors can add products they want to purchase to an online “shopping cart.” This tracks items selected until checkout.
  3. Checkout process: Checkout involves entering contact/shipping details, payment info, taxes/fees calculation, and order confirmation upon completion of purchase.
  4. Payment options: Common payment methods supported include credit/debit cards, PayPal, buy now pay later services, and direct bank transfers in some regions.
  5. Order fulfillment: The seller then packages and ships the order to the customer’s address, either handling it themselves or outsourcing logistics.
  6. Online store builders: Many platforms like Shopify, WooCommerce, and BigCommerce offer tools for anyone to easily create an online storefront.
  7. Marketplaces vs standalone stores: Some sites like Amazon act as marketplaces, while others like brand websites are standalone stores representing a single seller.
  8. Site features: In addition to e-commerce, sites may offer reviews, recommendation engines, wishlists, loyalty programs, and related product/service content.

So in summary, eCommerce sites provide the digital infrastructure for online purchasing between buyers and sellers across the internet. They have revolutionized how goods and services are accessed globally.

Top 10 Largest eCommerce Websites in the World 2024

1. Amazon

The Top 10 Largest eCommerce Websites in the World 2024

Amazon has maintained its stronghold as the largest ecommerce website worldwide for many years. In 2024, Amazon is projected to generate over $600 billion in total sales. The retail behemoth offers virtually every product category on its e-commerce and has spent billions developing logistics infrastructure. It also owns other profitable subsidiaries like Amazon Web Services. Amazon’s continued focus on one-day and same-day delivery will help cement its top position through 2024.

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Amazon pros:

  • Huge product selection
  • Fast shipping including Prime options
  • Large customer base and brand recognition
  • Powerful fulfillment infrastructure

Amazon cons:

  • High seller fees and strict policies
  • Dominance makes it hard for competitors
  • Potential counterfeit issues due to large third-party seller base

2. Alibaba

The Top 10 Largest eCommerce Websites in the World 2024

Alibaba is the largest e-commerce platform in China and the second largest globally. It had a gross merchandise volume of over $850 billion in 2021 and is expected to surpass $1 trillion by 2024. Alibaba owns several subsidiaries including Taobao, Tmall, and AliExpress that expand its reach domestically and internationally. Its robust logistics network and payment systems like Alipay also provide advantages over competitors. Alibaba is set to retain the number two spot on this list through innovative new strategies.

Alibaba pros:

  • Massive China and international reach
  • robust logistics and payment platforms
  • Large B2B and international wholesale opportunities

Alibaba cons:

  • China-centric which limits some global buyers
  • A complex platform for foreign sellers
  • Potential IP protection and quality control issues

3. has emerged as a strong competitor to Alibaba in China with a projected annual revenue of $150 billion by 2024. The company has invested heavily in logistics infrastructure like warehouses and delivery personnel. It now boasts same-day and next-day delivery capabilities in numerous Chinese cities. also provides consumers with value-added services like content streaming. Its steady expansion into new product categories and geographic regions will cement its position as the third-largest e-commerce platform globally. pros:

  • Wide selection, especially for Chinese consumers
  • Fast-growing fulfillment network within China
  • Strong mobile and content-driven experience cons:

  • Younger platform with less brand recognition globally
  • Reliant on the Chinese market currently
  • Fierce competition from Alibaba

4. Walmart

Walmart has rapidly grown its e-commerce segment, which is expected to reach over $80 billion in annual revenue by 2024. The retail giant leverages its extensive network of physical stores and fleet of trucks as fulfillment centers. It offers consumers convenience through initiatives like order online and pickup in-store. Walmart also owns other e-commerce assets like Flipkart in India that supplement its revenues. Investments in AI, VR and personalized services will help Worderingt retain its leadership position as the fourth-largest e-commerce website in 2024.

Walmart pros:

  • Huge pre-existing stores & supply chain infrastructure
  • Simple shopping experiences targeting value seekers
  • Broad product assortment fourth-largest, fashion, etc.
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Walmart cons:

  • Known more for low prices than differentiated experience
  • Mass market focus limits appeal to some customer segments
  • Slower tech adoption vs pure-play e-commerce rivals

5. Apple

While not primarily an e-commerce company, Apple has emerged as one of the largest digital goods retailers globally. Its App Store and other digital mature plays generated estimated revenues of over $50 billion in 2021. Revenues are projected to grow as iPhone and iPad sales remain strong globally. Additionally, Apple has expanded into new service categories like streaming that drive further transactions. Apple’s obsessive focus on customer experience will help it maintain the number five spot among the largest e-commerce websites in 2024.

Apple pros:

  • Strong brands and hardware ecosystem driving traffic
  • Seamless experiences across devices
  • Large, affluent, and loyal customer base

Apple cons:

  • Reliant on new hardware/software releases and upgrades
  • Narrower digital goods focus vs broader retailers
  • Fewer third-party seller opportunities vs marketplaces

6. eBay

eBay connects individuals and businesses to buy and sell items globally through online marketplaces. In 2024, eBay is projected to generate annual revenues of $10 billion, retaining its position as the sixth-largest e-commerce website. Despite facing competition, eBay has maintained robust traffic through initiatives enhancing trust in transactions. New features facilitating cross-border trade and mobile optimization will boost growth through 2024 as eBay adapts its peer-to-peer model for the future.

eBay pros:

  • Very large marketplace with billions of listings
  • Established trust in auction/fixed-price transactions
  • Global presence penetrating niche audience segments

eBay cons:

  • Seen as more cluttered than streamlined stores
  • Struggles to attract newer, less experienced digital natives
  • The marketplace model limits control vs first-party sales

7. Rakuten

Rakuten is a dominant e-commerce conglomerate in Japan with operations spanning retail, travel, fintech, and more. Through subsidiaries like Rakuten E-Sports and Rakuten Viber, the company is gaining global reach as well. Rakuten Retail is expected to surpass $9 billion in annual revenues by 2024 through continuous expansions into new verticals. The company’s integrated loyalty program and financial services reach many consumers, cementing its ranking among the top 10 ecommerce websites.

Rakuten pros:

  • Large Japan and growing international presence
  • Integrated services boost super-app ecosystem stickiness
  • A diverse portfolio spanning retail, travel, and e-commerce

Rakuten cons:

  • More complex portfolio vs focused e-commerce rivals
  • International ambitions still developing scale
  • Japan’s reliance currently outweighs global footprints

8. Costco

Costco is a membership-only warehouse club known for bulk-buying discounted retail goods. While sales from its physical stores remain substantial, Costco has also nurtured a steadily growing e-commerce presence projected to reach $15 billion annually by 2024. This includes an omnichannel pickup/delivery model providing convenience to loyal customers. Costco’s private-label products and treasure-hunt shopping experience translate well online, cementing its rank among the e-commerce industry elite.

Costco pros:

  • Strong brand loyalty through the membership model
  • Bulk purchases meet the needs of small business buyers
  • Maintains affordable prices through efficiencies
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Costco cons:

  • The warehouse club model limits the impulse/frequency of visits
  • Smaller assortments vs superstores like Walmart
  • Limited reach for customers without bulk purchasing needs

9. Otto

Otto is the largest ecommerce platform in Germany with plans to grow internationally as well. With anticipated annual revenues crossing €9 billion by 2024 through domestic and foreign website operations, Otto Group will place among the top 10 global e-commerce websites. It maintains competitive pricing, a wide selection, and logistics leadership. Acquisitions are expanding Otto’s extensive product portfolio. Strategic investments in emerging technologies will support continued growth through 2024 and beyond.

Otto pros:

  • Germany’s largest e-commerce presence by far
  • Diverse owned & third party brands and services
  • New verticals like engineering and AI expand value

Otto cons:

  • Size is still concentrated in German-speaking markets
  • Faces competition as the market saturates in the core region
  • Yet to achieve the scale of global retail powerhouses

10. Zalando

Zalando is Europe’s leading online fashion platform to establish fashion commerce globally. Retail revenues are projected to cross €15 billion annually in 2024, securing Zalando’s position within the top 10 ecommerce websites worldwide. Its recommendations technology helps shoppers discover new styles. Zalando also finances retailers through business solutions, strengthening industry relationships. As private labels scale and new markets open, Zalando appears poised to rise higher on the global ecommerce leaderboard in the coming years.

Zalando pros:

  • Dominant fashion destination in Europe
  • Data-powered personalization improving engagement
  • Expanding beyond apparel into beauty/accessories

Zalando cons:

  • Reliance on discretionary fashion spending makes it cyclical
  • Competing against major marketplaces and brands online
  • Large logistics costs weigh on profitability margins


Frequently Asked Questions

What are some key factors influencing the growth of the top e-commerce websites?

Major factors influencing growth include investments in areas like AI-powered logistics, same-day delivery infrastructure, localized assortments, mobile optimization, financial services integration, content & entertainment hubs, expanded geographic footprints, and strategic acquisitions.

How much will global e-commerce sales grow by 2024?

Global ecommerce sales are projected to surpass $6 trillion in 2024 according to various estimates, representing over 15% annual growth from 2021 levels. The introduction of 5G networks, the proliferation of online payment options, and growing consumer adoption in developing regions will fuel this expansion.

Which eCommerce category is growing the fastest?

According to research, the fastest growing e-commerce category is expected to be online groceries and food/beverage delivery, projected to nearly double in sales value globally by 2024 versus 2021 levels. This reflects convenience demands driven by the pandemic.

What strategies are top eCommerce sites employing for international growth?

Localization of languages/currencies, tailored product assortments, acquisition of regional players, fulfillment center build-outs, cross-border shipping subsidies, and executive localization are some strategies leveraged for accelerating international expansion through 2024 and beyond.

How is the retail apocalypse impacting e-commerce?

The store closures and bankruptcies resulting from the retail apocalypse are fueling e-commerce migrations. Top platforms are acquiring customers and real estate assets from struggling retailers at lower costs, accelerating their already dominant positions in the process.



This forecast of the top 10 largest e-commerce websites in the world for 2024 revealed their projected sizes, growth drivers as well as strategies sustaining leadership. Continuous technological innovations, expansion into new verticals, and strategic acquisitions will help these elite players widen their dominance in global e-commerce. Younger platforms are also rising rapidly by catering services to next-generation shoppers. The future remains wide open for disruption as e-commerce eats up an ever greater share of retail worldwide.


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