Top 2000 Global Online Shops: Amazon is Number One


The recently published “Top 2000 Global Online Shops 2012” ranking by Hamburg-based secondary market research specialist ranks the top online shops for different regions and countries of the world. For the first time, data for all regions worldwide is compiled in one unique publication. Besides the global ranking, also offers “Top 1200 Online Shops in Europe 2012” and “Top 350 Online Shops in Asia-Pacific 2012,” including only information about the relevant regions.

Hamburg, Germany, July 27, 2012 –(– The report includes a global ranking and separate rankings of online shops for almost 30 countries and regions of the world. According to the report, Amazon is among the top players worldwide in this area and the German OTTO Group is playing an increasingly important role. Another significant key finding is the high position of product manufacturers such as Apple and IKEA.

Online Shops Ranking based on comprehensive Data Analysis

In addition to the regions North America, Latin America, Europe, Asia-Pacific, Middle East and Africa, the report covers numerous countries in Europe and Asia. A separate ranking is provided for each region, based on traffic data from May 2012; online sales have also been included as a basis for selected rankings. In addition to separate rankings for different countries and regions, a global ranking, based on global traffic data, as well as further global product category rankings, have been compiled. For all online shops, the report lists name, main product category, traffic figures such as unique visitor numbers, and for selected regions and countries online sales. The data was obtained from various secondary sources. Selected rankings were individually compiled by’s experts after extensive research.

Mass Merchants clearly dominate in North and Latin America

According to the “Top 2000 Global Online Shops 2012” ranking by, in North America, generates the highest sales of all online shops, while and are only a distant second and third. In terms of traffic, in May 2012, also came ahead of the competition with 120 million unique visitors. In Latin America, Brazilian mass merchant was the leading online shop with 16 million unique visitors, followed by online shoe store and mass merchants and

European Online Shopping dominated by Amazon

In May 2012, in the UK, came ahead of and was also the most successful online shop in Germany, followed by Among the 10 leading competitors here, there were many other mass merchants, such as and, and took the lead in France. The Austrian market is mostly dominated by German players, with, and generating the highest online sales. In Russia, online supermarket (offering food and other products) generated the highest online sales in 2011 ahead of mass merchant and office supplier In Poland, mass merchant was especially successful regarding online sales, followed by computers/electronics online shops and On the Turkish market for online-shopping, mass merchant was by far the leading competitor in terms of traffic, followed by and In Sweden, local businesses dominated, such as housewares/home furnishings retailer, which has also been very successful in Norway, mass merchant and apparel/accessories online retailer

Mass Merchants also successful in Asia-Pacific Region

In Japan, where the online market is dominated by mass merchants, beat, whose visitor numbers in May 2012 were slightly lower than those of shopping mall Rakuten. In China, the market was also dominated by mass merchants. In 2011, generated the highest trade volume ahead of and In South Korea, the market was mostly dominated by local competitors. In May 2012, in terms of traffic volume, mass merchant came out on top with 13 million unique visitors, ahead of and (both also mass merchants). In India, mass merchants, and took the lead and in Australia, mass merchant had the highest number of unique visitors in May 2012 ahead of mass merchant and apparel/accessories online shop

Online Computers/Electronics Retailers popular in the Middle East and Africa

In May 2012, mass merchant was the most successful online shop in the Middle East in terms of traffic, while online books/music/video seller and online computers/electronics retailer came in second and third place. In Africa (excluding South Africa), mass merchant, computers/electronics online retailer and health/beauty shop were the most successful online shops in May 2012. In South Africa, mass merchant, apparel/accessories online shop and housewares/home furnishings seller were leading in May 2012.

Overall, online retail shows a rather heterogeneous development with a few common trends. Amazon and the OTTO-Group in particular are globally successful and also other generalists dominate at least the regional markets.

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About has been committed to research up-to-date, objective and demand-based data on markets and competitors for top managers from various industries since 2005. Headquartered in Hamburg, Germany, the firm has a strong international focus and is specialized in secondary market research. In addition to offering reports on markets and competitors, also carries out client-specific research. Clients include leading global enterprises from various industries including B2C E-Commerce, electronic payment systems, mail order and direct marketing, logistics, as well as banking and consulting.

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