When brands plan to expand internationally, the first question is often, "Which country should we target?"
A better question is, "Which marketplace do customers use the most in that country?"
While Amazon is the leading marketplace in many regions, several countries have strong local platforms that attract more customers than Amazon. Understanding where consumers already shop can help brands choose the right marketplace and accelerate growth.
The United States and Canada are dominated by Amazon, making them ideal entry points for brands already familiar with the Amazon ecosystem. In Mexico, Mercado Libre remains the leading marketplace, although Amazon continues to grow.
Europe
Amazon is the preferred marketplace in the United Kingdom, Germany, France, Italy, and Spain. However, local marketplaces are equally important in certain countries. Bol leads in the Netherlands and Belgium, Allegro dominates Poland, and Galaxus is a popular choice in Switzerland.
Asia
India is primarily driven by Amazon and Flipkart. China is dominated by Taobao and Tmall, where Amazon has little presence. Japan continues to be a strong Amazon market, while South Korea is led by Coupang. Across Southeast Asia, Shopee is the marketplace of choice in Singapore, Malaysia, Thailand, Vietnam, Indonesia, and the Philippines.
Middle East
Amazon is the leading marketplace in the UAE, Saudi Arabia, and Egypt. In Turkey, Trendyol is the dominant e-commerce platform.
Latin America
Mercado Libre is the leading marketplace across much of Latin America, including Brazil, Argentina, Chile, Colombia, and Mexico. For brands entering this region, Mercado Libre is often a higher priority than Amazon.
Oceania and Africa
Amazon leads the Australian market, while Trade Me is the most popular marketplace in New Zealand. In South Africa, Takealot is the country's largest e-commerce platform.
Key Takeaway
There is no single marketplace that dominates every country.
Amazon is the preferred platform across North America, much of Europe, Japan, Australia, and parts of the Middle East. Mercado Libre leads Latin America. Shopee dominates Southeast Asia. Taobao and Tmall are the clear leaders in China, while Coupang is the marketplace of choice in South Korea.
Before expanding into a new country, don't just choose the market—choose the marketplace. Selling where customers already shop is often the fastest path to international growth.
Aishwarya Ojha
Aishwary Ojha is a skilled professional with a strong track record in understanding and solving complex business challenges. With extensive experience working alongside founders and top executives, Aishwary brings a holistic perspective to problem-solving. Specializing in marketplace growth (Amazon, Flipkart, Meesho, First Cry) he excels in digital marketing, brand strategy, and e-commerce management, driving business growth through a blend of organic & inorganic innovative campaigns and effective leadership.
