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?

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%.