Global Marketplace Titans

How Alibaba, Amazon, and Mercado Libre Compare

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%.

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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

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Zia Daniell Wigder


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

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