Given that the number of people shopping online is increasing year after year, the rise of ecommerce cannot be denied. 

But just where do consumers go when shopping online? What are the top online shopping websites?

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Top online shopping websites ranked by traffic

In terms of top ecommerce sites by visitors, AliExpress.com, China’s online retail store sits comfortably in first place. According to the latest figures, the number of visits to the world’s biggest online shop hit 960.4 million in December 2023, just short of one billion. It is also the only ecommerce site on this top 10 list with over 900 million visits in December 2023.

Second on this list ranking top ecommerce sites by visitors is eBay.com. The site received 852.7 million visits and registered the second-highest number of pages per session out of the top 10, with 5.41. 

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Amazon.in, Amazon’s dedicated and localized page for its users in India, is third, with 847.2 million visits. This is followed by Samsung.com. Despite its high number of monthly visits, the bounce rate of Samsung.com was relatively high, at 66.07%. In other words, nearly two out of every three visitors landing on Samsung’s website left after visiting just one page. It also had the lowest number of pages visited per session of the top 10 ecommerce sites. Users on samsung.com viewed an average of 2.29 pages before leaving.

Etsy.com rounds out the five biggest online shops, with a monthly traffic of 651.4 million in December 2023. Together, these five largest online retailers registered a total of 4 billion visits, which made up 60.6% of the total number of monthly visits to the top 10 ecommerce sites in December 2023.

Here are the sixth- to tenth-biggest online shops and their monthly visits in December 2023.

  1. Amazon.co.uk: 649.1 million
  2. Amazon.de: 624.1 million
  3. Walmart.com: 600.1 million
  4. Ozon.ru: 360.4 million
  5. Allegro.pl: 353.6 million

Amazon.de deserves a special mention—at 41.12%, its bounce rate was the lowest on this list of the top 10 ecommerce sites. Its average number of pages visited per session of 5.17 was also one of the highest.

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