Global Marketplace Titans

How Alibaba, Amazon, and Mercado Libre Compare

Report by Zia Daniell Wigder  | Dec 15, 2022
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Table of Contents
Executive Summary
Alibaba, Amazon, and Mercado Libre dominate different regions of the world.
Each marketplace’s size reflects the region it operates in.
All 3 players must constantly innovate to maintain high market share.
Alibaba, Amazon, and Mercado Libre tell a tale of 3 growth patterns.
The 3 marketplaces share many similarities.
Retail media fuels growth and profitability for all but at different maturity levels.
Each marketplace dominates in a distinct way.
What do you need to know now about the 3 dominant players?
Sources
Media Gallery
About This Report
Alibaba, Amazon, and Mercado Libre dominate retail ecommerce in different parts of the world. Here’s a look at how these marketplaces stack up, in seven charts and graphics.
Topics
Retail Ecommerce Sales
Latin America
China
US
Table of Contents
Executive Summary
Alibaba, Amazon, and Mercado Libre dominate different regions of the world.
Each marketplace’s size reflects the region it operates in.
All 3 players must constantly innovate to maintain high market share.
Alibaba, Amazon, and Mercado Libre tell a tale of 3 growth patterns.
The 3 marketplaces share many similarities.
Retail media fuels growth and profitability for all but at different maturity levels.
Each marketplace dominates in a distinct way.
What do you need to know now about the 3 dominant players?
Sources
Media Gallery

Executive Summary

Three global marketplaces dominate retail ecommerce in different regions of the world: Alibaba in China, Amazon in North America and Western Europe, and Mercado Libre in Latin America. The three share similarities but diverge in scale, growth rates, and retail media businesses. This report helps quantify the global ecommerce opportunity and highlight differences between key players.

Key Question: How do these marketplaces stack up in terms of their size, reach, and growth outlook, and what offerings do they have for brands?

Alibaba, Amazon and Mercado Libre Market Share by Key Country and Region, 2019-2023, 2019-2023 (% of total retail ecommerce sales)
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KEY STAT: By 2023, Alibaba and Amazon will have similar market shares in their respective home markets. Mercado Libre’s market share in all of Latin America will be just under 21% this year, but the share in its largest market, Brazil, will exceed 30%.

Here’s what’s in the full report

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7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Alibaba, Amazon, and Mercado Libre dominate different regions of the world.
  3. Each marketplace’s size reflects the region it operates in.
  4. All 3 players must constantly innovate to maintain high market share.
  1. Alibaba, Amazon, and Mercado Libre tell a tale of 3 growth patterns.
  2. The 3 marketplaces share many similarities.
  3. Retail media fuels growth and profitability for all but at different maturity levels.
  4. Each marketplace dominates in a distinct way.
  1. What do you need to know now about the 3 dominant players?
  2. Sources
  3. Media Gallery

Charts in This Report

Alibaba, Amazon and Mercado Libre Market Share by Key Country and Region, 2019-2023, 2019-2023 (% of total retail ecommerce sales)Retail Ecommerce Sales, by Marketplace, 2019-2023 (billions and % change)
Key Business Areas at Alibaba, Amazon, and Mercado Libre, 2022Marketplace Options for Brands at Alibaba, Amazon and Mercado Libre, 2022
Retail Ecommerce Sales, by Market, Channel Share, and Market Dominance, 2022 (billions and % of total)Alibaba, Amazon, and Mercado Libre Retail Ecommerce Sales, 2022 (billions)
Retail Media Ad Spending for Alibaba, Amazon, and Mercado Libre, 2022

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authors

Zia Daniell Wigder

Contributors

Matteo Ceurvels
Senior Analyst
Man-Chung Cheung
Senior Researcher
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Blake Droesch
Analyst
Andrew Lipsman
Principal Analyst, Retail & Ecommerce
Jennifer Pearson
VP, Research
Shelleen Shum
Senior Director, Forecasting