In November 2024, Google.com was the most popular website worldwide with 136 billion average monthly visits. The online platform has held the top spot as the most popular website since June 2010, when it pulled ahead of Yahoo into first place. Second-ranked YouTube generated more than 72.8 billion monthly visits in the measured period. The internet leaders: search, social, and e-commerce Social networks, search engines, and e-commerce websites shape the online experience as we know it. While Google leads the global online search market by far, YouTube and Facebook have become the world’s most popular websites for user generated content, solidifying Alphabet’s and Meta’s leadership over the online landscape. Meanwhile, websites such as Amazon and eBay generate millions in profits from the sale and distribution of goods, making the e-market sector an integral part of the global retail scene. What is next for online content? Powering social media and websites like Reddit and Wikipedia, user-generated content keeps moving the internet’s engines. However, the rise of generative artificial intelligence will bring significant changes to how online content is produced and handled. ChatGPT is already transforming how online search is performed, and news of Google's 2024 deal for licensing Reddit content to train large language models (LLMs) signal that the internet is likely to go through a new revolution. While AI's impact on the online market might bring both opportunities and challenges, effective content management will remain crucial for profitability on the web.

The website mercadolibre.cl received over ** million individual visitors in Chile during April 2025, with most of the visits coming from desktop devices. The website of Falabella received over ** million visits from mobile devices, and over * million from desktop devices. The website of Mercado Libre in Chile also led in organic visits in the South American country.

Amazon's global platform 'amazon.com' was the most popular e-commerce and shopping website worldwide, accounting for more than ***** percent of desktop visits to sites in this category in April 2024. Second place went to eBay.com with roughly three percent. Amazon leads the way There is no denying the dominance of Amazon in the e-commerce industry. By 2026, Amazon's worldwide net sales are estimated to exceed *** trillion U.S. dollars. In 2022, amazon.com garnered over ***** billion monthly visitors, maintaining its spot as the most popular retail website worldwide. As of April 2024, the leading social media traffic referrers to amazon.com were YouTube, Facebook, and X. Online shopping Amazon’s strong position is also due to shoppers’ preference for online marketplaces. As of April 2024, nearly ********* of online consumers opted for online marketplaces over all other digital channels. This category of platforms was also ranked as the e-commerce channel delivering the best customer experience in 2024. According to shoppers worldwide, the ***** most important changes that could make their digital shopping experience better were faster delivery, free returns, and more convenient shipping conditions.

In November 2024, Google.com was the most popular website worldwide with 136 billion average monthly visits. The online platform has held the top spot as the most popular website since June 2010, when it pulled ahead of Yahoo into first place. Second-ranked YouTube generated more than 72.8 billion monthly visits in the measured period. The internet leaders: search, social, and e-commerce Social networks, search engines, and e-commerce websites shape the online experience as we know it. While Google leads the global online search market by far, YouTube and Facebook have become the world’s most popular websites for user generated content, solidifying Alphabet’s and Meta’s leadership over the online landscape. Meanwhile, websites such as Amazon and eBay generate millions in profits from the sale and distribution of goods, making the e-market sector an integral part of the global retail scene. What is next for online content? Powering social media and websites like Reddit and Wikipedia, user-generated content keeps moving the internet’s engines. However, the rise of generative artificial intelligence will bring significant changes to how online content is produced and handled. ChatGPT is already transforming how online search is performed, and news of Google's 2024 deal for licensing Reddit content to train large language models (LLMs) signal that the internet is likely to go through a new revolution. While AI's impact on the online market might bring both opportunities and challenges, effective content management will remain crucial for profitability on the web.

As of June 2021, Amazon was the most visited e-commerce site in the United States, recording approximately **** billion monthly visits to Amazon.com. eBay ranked second, with more than *** million visits per month, while Walmart came in third, surpassing *** million.

Online retail in a nutshell Online retail in the United States is a multi-billion dollar sector of business-to-consumer transactions where goods and services are sold via the internet. There are several business models at play here with the likes of Walmart, Home Depot, or Target based on brick-and-mortar stores whereas others such as Amazon, eBay, or Etsy are designated online marketplaces. It also includes eBay which allows third-party or private sellers to market their goods.

Online retail sites enable customers to browse through a range of products before placing them into an electronic shopping cart. Unlike their retail counterparts, online retail sites are not bound to a physical location or limited by store opening hours, and as such, have proven themselves immensely convenient for consumers. Apparel & accessories and computers & consumer electronics are some of the most popular e-commerce categories in the United States.

Fast-growing retailers In addition to being the most visited retail site in the United States, Amazon also accounts for the vast majority of e-commerce sales. Over the past few years, Amazon’s retail sales in the United States have grown steadily, however, competition in this space is growing strong. Etsy, followed closely by Walmart and Target, are among the companies that recorded the fastest online retail sales growth in 2021.

In February 2025, jomashop.com ranked as the most visited jewelry and luxury goods website worldwide. That month, the premium site garnered over eight million website visitors. Therealreal.com ranked second, with around seven million visitors, followed by saksfifthavenue.com at about six million.

In November 2024, Google.com was the most popular website worldwide with 136 billion average monthly visits. The online platform has held the top spot as the most popular website since June 2010, when it pulled ahead of Yahoo into first place. Second-ranked YouTube generated more than 72.8 billion monthly visits in the measured period. The internet leaders: search, social, and e-commerce Social networks, search engines, and e-commerce websites shape the online experience as we know it. While Google leads the global online search market by far, YouTube and Facebook have become the world’s most popular websites for user generated content, solidifying Alphabet’s and Meta’s leadership over the online landscape. Meanwhile, websites such as Amazon and eBay generate millions in profits from the sale and distribution of goods, making the e-market sector an integral part of the global retail scene. What is next for online content? Powering social media and websites like Reddit and Wikipedia, user-generated content keeps moving the internet’s engines. However, the rise of generative artificial intelligence will bring significant changes to how online content is produced and handled. ChatGPT is already transforming how online search is performed, and news of Google's 2024 deal for licensing Reddit content to train large language models (LLMs) signal that the internet is likely to go through a new revolution. While AI's impact on the online market might bring both opportunities and challenges, effective content management will remain crucial for profitability on the web.

In November 2024, Google.com held the top spot in India's website rankings, averaging over **** billion monthly visits. YouTube ranked second, with traffic of **** billion visits, while social platforms Instagram.com and Facebook.com followed with *** million and *** million monthly visits each. Internet penetration In the past decade, India has witnessed a remarkable transformation in its digital landscape. This substantial expansion has resulted in extensive digital connectivity, with more than **** of India's *** billion citizens now enjoying internet access. India ranked **** on the Digital Quality of Life Index in 2023, which revealed electronic infrastructure as one of the country’s strengths. YouTube in India As of 2025, India had the world’s largest YouTube user base, figuring over *** million users. The video platform caters to the nation’s tech-savvy denizens as an educational resource and a source of entertainment. Moreover, YouTube has evolved into a dynamic space for digital marketing, especially harnessing the consumer base segment aged below 32 years.

In December 2023, Amazon.com was the leading online shopping website in the United States. During the measured period, the sprawling platform accounted for over 45 percent of desktop traffic in the e-commerce and shopping subcategory. In second place on the list was eBay.com, with 9.22 percent of visitors. Walmart ranked third with a bit less than six percent of web traffic. Why customers browse on Amazon The main reason behind the outstanding online traffic to Amazon is user behavior throughout the customer journey. Amazon serves as a search engine for U.S. consumers, with 73 percent browsing it for inspiration and product discovery. Another 65 percent of U.S. shoppers landed on Amazon to look for products and compare products. In turn, Google is left third in the ranking of most used platforms. Generational differences In the beauty segment, the customer journey is more likely to start on Amazon among senior consumers. In the United States, 44 percent of Baby Boomers started their search of beauty products on the marketplace, while only 35 percent of Gen Z consumers reported doing the same.

In May 2022, the Turkey-based platform Trendyol was the leading e-commerce website in the Middle East region, with over *** million average monthly visits. Hepsiburada, also Turkey based platform, was the second most visited with around ** average monthly visits.

With approximately ***** million visits in April 2024, French online marketplace leboncoin.fr was the most consulted recommerce website in France. Other prominent web stores that consumers used to buy and sell second-hand or reconditioned items included the Lithuanian fashion marketplace Vinted.fr, which recorded **** million visits that same month, and ebay.fr who was the only secondhand marketplace in France to experience an increase in monthly visits in April 2024 compared to the same month in the previous year.

In December 2024, amazon.com ranked as the most visited retail website in Spain. That month, the marketplace garnered over *** million website visitors. aliexpress.com ranked second, with around ** million visitors.

As of March 2025, shopee.sg was the most visited e-commerce retail website in Singapore, with around **** million monthly web visits. Shopee is followed by the Singapore based e-commerce provider Lazada and AliExpress, with about seven million and five million visits, respectively. Shopee - Singapore's favourite e-commerce marketplace Shopee was founded by Sea limited in 2015 and is popular for being the first mobile centric online marketplace in Southeast Asia. The company started out as a marketplace for other retailers to sell their goods over the unified platform with almost no fees for the merchants. Through their risky but successful business strategy, Shopee is now available in almost all Southeast Asian countries and one of the main competitors of Lazada. Lazada - Alibaba in Southeast Asia Lazada was founded by Rocket Internet in 2012 and has set itself the goal of becoming “Southeast Asia’s next Amazon”. After four successful years, the company was sold to Alibaba with a market value of approximately two billion U.S. dollars. Since then, Alibaba has tried to steadily expand its market share. Lazada is now operating in six countries: Indonesia, Malaysia, Singapore, Thailand, Vietnam, and the Philippines.

In the second half 2021, Vinted and Leboncoin recorded the highest user visit time of any e-commerce website in France, averaging 15 and 12 minutes, respectively. Third place was held by the marketplace Amazon on which French users stayed on average of ten minutes.

Mobile phones dominate global digital commerce website visits and contribute to the largest share of online orders. As of the first quarter of 2025, smartphones constituted around ** percent of retail site traffic globally, responsible for generating ** percent of online shopping orders. Marketplace momentum Retail e-commerce has significantly increased globally over the past few years. Currently, the leading countries in retail e-commerce growth, such as the Philippines, have seen an increase of up to ** percent. In 2024, the majority of online purchases worldwide were made on online marketplaces, incurring around a ** percent share of consumer purchases. The top four retail websites for consumers to visit globally were all marketplaces, with the leading website being Amazon.com. Converting clicks When shopping online, website visits often do not end in purchases. This can be due to having second thoughts when online shopping, or simply due to consumers using the platforms to search for products. In 2025, the conversion rate of online shoppers globally was under * percent, with beauty & skincare incurring the highest conversion rate from online purchases. Across the globe, almost ** percent of all retail sales were conducted online. This figure is forecast to increase to at least ** percent by 2027.

The global ranking of the leading online marketplaces for personal care was dominated by Chinese sites in 2024. In that year, Douyin generated approximately 114,683 million U.S. dollars in gross merchandise value (GMV), followed by Tmall, which generated approximately 51,241.3 million U.S. dollars. JD.com came in third, with around 40,529.9 million U.S. dollars in GMV. For an extended ranking or rankings in other product categories, please visit ecommerceDB.com.

In October 2023, preunic.cl emerged as a prominent destination among Chile's top beauty and personal care brand websites, attracting roughly 1.2 million visits. Securing the second position within this selected category was dbs.cl, with 1.1 million visits, followed by dior.cl, shop.dior.cl, and sokobox.cl.

According to a research conducted in July 2019, ibs.it was the most visited e-commerce bookstore website in Italy. As regards the device utilized for accessing the leading websites in this category, it was found that mobile devices were largely preferred than desktop devices. Indeed, almost 88 percent of the visits to ibs.it took place through smartphone or tablet, while only 12.05 percent of the times the website was accessed via desktop devices.

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In recent years, the purchase of cosmetics online has started being very widespread among Italian consumers. According to a research conducted in July 2019 on the leading cosmetics e-commerce websites in Italy, it was established that sephora.it and avon.it were the most visited websites in this category. It was also found that online buyers preferred visiting cosmetics websites via mobile devices, such as smartphones and tables. Indeed, only 7.34 percent of the visits to sephora.it took place via desktop devices.