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8 countries with popular local e-commerce sites

Online shopping is popular in many places around the world.

However, the most popular e-commerce site can vary from country to country.

That is important to know if you are planning on selling your products online to a global audience.

This blog post will look at eight countries where the top online shops are local players specific to that country or region, based on the latest data from Webcertain Search And Social Report 2020.

These online shops are all similar to Amazon and eBay in that they sell a wide range of categories and products.

Argentina and Mexico

These Latin American countries have their own regional e-commerce site, Mercado Libre. Mercado Libre is the top online shop there, above the likes of Amazon and eBay. It has 320 million registered users across Latin America.


In China, it is even more extreme: the online landscape is like a completely different world. The most popular e-commerce sites are Taobao, JD.com and Tmall. These have a combined userbase of 1 billion people. In contrast, Western sites have little to no presence, so you really need to be on these local alternatives if you want to reach a Chinese audience.


Russia is another huge country with an e-commerce landscape that is vastly different to anywhere else. The top online shopping sites are Avito, Wildberries and Yandex.Market. If you think the name Yandex sounds familiar, that is because it is the name of one of the top search engines in Russia.


The most popular e-commerce site in Poland is called Allegro. Allegro has over 20 million registered users and it sells basically everything. With so many different subsections, you will be sure to find one that is perfect for selling your product.


Turkey has a large population and an increasing number of these people are coming online to buy products. The top e-commerce site there is Sahibinden, with 42 million monthly active users.

Belgium and the Netherlands

These neighbouring countries share more than a border. They also share a top e-commerce site, called Bol. Bol sells a wide range of items, from electronics to beauty to everything in between. It has 10 million customers across both countries.

I hope this blog post has given you an interesting insight into how e-commerce differs around the world. For more in-depth information about international digital trends in 38 countries, you can read the Webcertain Search And Social Report here.

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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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