19 leading marketplaces in Asia [2026 update]

Last updated: May 2026

In our overview of leading marketplaces in different regions of the world, we already looked at top marketplaces in North America and top marketplaces in Europe.

Time for part three: Asia.

TL:DR

• The Asia-Pacific region now stands as the undisputed global leader in digital trade with a market value of $4.86 trillion.
• China maintains its dominance as a innovation hub where traditional e-commerce giants and new social commerce apps coexist.
• Southeast Asian platforms like Shopee and Lazada are expanding rapidly while focusing on localized shopping experiences for diverse cultures.
• Mobile-native consumers have made smartphones the primary tool for shopping with the vast majority of orders placed via apps.

Definition: Top online marketplaces are expansive digital ecosystems where various independent brands and individual sellers offer products directly to a global audience. 

Overview of  e-commerce market in Asia 2026

The Asia-Pacific e-commerce market is worth $4.86 trillion in 2026, growing at a CAGR of 8.98% and projected to reach $7.47 trillion by 2031. Top online marketplaces there are at different leven than in any other part of the world.

Source

China remains a leader in the global e-commerce sector, with Alibaba, JD.com and a new wave of social commerce platforms driving the region’s dominance. Southeast Asia’s e-commerce market reached $159 billion in GMV during 2024 and as of Q1 2026 is on track to hit $215–230 billion by year end.

Thanks to digital transformation, e-commerce in Asian countries such as India, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam is also growing exponentially.

For international sellers, Asia-based marketplaces are the first gateway to this region, so we have collected 16 platforms that are the core of Asian e-commerce in 2026. Let’s check them.

Top online marketplaces in Asia for online shopping

You can choose the right online marketplaces to sell online effectively and reach Asian customers. These platforms provide established infrastructure and massive user bases, allowing both local and international brands to quickly list and sell their products to millions of active shoppers.

From social commerce giants to massive B2B hubs, the following platforms represent the most powerful gateways to the Asian consumer.

Alibaba

Alibaba is the giant of Chinese e-commerce and the world’s largest B2B marketplace. It also operates other hugely successful platforms including AliExpress, TMall and Taobao.

In the fiscal year ending March 31, 2025, Alibaba Group recorded consolidated revenues of approximately 996.35 billion yuan — roughly $137.3 billion USD.

In the December quarter of 2025, Alibaba’s Cloud Intelligence Group revenue reached RMB 43,284 million, with year-over-year growth accelerating to 36% — and AI-related product revenue delivering triple-digit growth for the tenth consecutive quarter.

For the quarter ending December 31, 2025, Alibaba reported revenue of RMB 284.8 billion ($41.4 billion), reflecting the company’s aggressive capital allocation towards AI, quick commerce, user experience improvements.

AliExpress

AliExpress is an Alibaba-owned marketplace targeting buyers outside China, offering international shoppers goods at factory prices without a minimum order size.

Alibaba’s International Digital Commerce Group, which includes AliExpress, saw revenue from its international commerce retail business reach RMB 28,068 million in Q2 of fiscal year 2026, a 10% year-over-year increase, driven by continued cross-border expansion. 

AliExpress continues to expand its global footprint and maintains a significant presence in European markets. In France it ranks among the top online marketplaces alongside Amazon and Cdiscount and the platform continues to invest heavily in its cross-border fulfilment infrastructure to reduce delivery times for European customers.

JD.com

JD.com is a prominent Chinese B2C e-commerce platform offering consumer electronics, home appliances, furniture, cosmetics, food and beverage and more.

For the full year of 2025, JD.com reported net revenues of RMB 1,309.1 billion (US$187.2 billion), a 13% increase from the full year of 2024. 

In Q2 2025, JD Retail delivered 20.6% year-over-year revenue growth with operating margin reaching 4.5% — a historic high across all promotion quarters — driven by robust growth in user traffic, quarterly active customers and shopping frequency.

JD.com also remains a dominant player in the global e-commerce landscape. Its comprehensive logistics system — with 1,400 warehouses ensuring 90% next-day coverage in tier-1 and tier-2 cities — continues to be a decisive competitive advantage.

Taobao

Taobao is a Chinese C2C marketplace owned by Alibaba, founded in 2003, facilitating small businesses and individual entrepreneurs selling to consumers in Chinese-speaking regions and beyond.

As of 2025, Taobao draws approximately 300 million daily active users through Kuaishou integration alone, which expanded the platform’s SKU depth tenfold for its massive user base.  

The platform’s audience continues to skew young, with over 60% of users born after 1995. Taobao has doubled down on AI-powered personalization in 2025, with Alibaba’s Qwen AI integration driving significant new user acquisition and transaction volume across the consumer ecosystem.

Tmall

Tmall is a to marketplace in China, also owned by Alibaba. Online selling there is so easy, so you can connect branded goods to customers in China and nearby countries in no time. It provides a complete shopping solution where merchants only supply the product. 

Customer management revenue at Taobao and Tmall Group grew 12% in Alibaba’s fiscal Q4 2025, reflecting sustained impact of investments in user experience and effective monetization, according to Alibaba CEO Eddie Wu. 

Tmall’s strategy to triple the scale of resources dedicated to new products continues to bear fruit in 2026. The platform maintains a dominant position in branded retail in China, with consumer electronics leading category revenue at 21.78% share.

XiaoHongShu

XiaoHongShu, also known as Little Red Book or RedNote, is a prominent social commerce platform in China that has successfully integrated community-driven content with e-commerce.

Sacra estimates XiaoHongShu hit $4.8 billion in revenue in 2024, up 30% year-over-year and as of September 2025, the platform projected full-year profit to triple to $3 billion. 

In September 2025, XiaoHongShu’s valuation reached $31 billion in secondary transactions, up from $20 billion in January 2025, with major shareholders including Tencent, HongShan Capital Group and Hillhouse Investment. The platform now attracts over 300 million monthly active users, predominantly aged 30 or younger, making it the definitive lifestyle commerce destination for young Chinese consumers.

Zalora

Zalora has solidified its position as a leading fashion e-commerce platform in Southeast Asia, with a strategic focus on data-driven marketing, personalised customer experiences and technological innovation.

The platform’s emphasis on understanding local markets and tailoring offerings to regional cultures has cultivated a strong connection with its diverse customer base across Singapore, Malaysia, Indonesia, Philippines, Hong Kong and Taiwan.

In the Philippines, Zalora maintains approximately 875,000 monthly website visits and continues to grow its Android app user base. The company’s 2026 outlook focuses on expanding its sustainable fashion credentials, responding to growing consumer demand for responsible retail across Southeast Asia.

Pinduoduo

Pinduoduo was founded in 2015 and offers a wide variety of products, from everyday groceries to home appliances, through a unique social group-buying model.

For full-year 2025, PDD Holdings reported total revenues of RMB 431,845.7 million, representing a 10% increase from 2024, while net income reached RMB 99.4 billion.

In Q4 2025, revenues reached RMB 123.9 billion — a 12% year-over-year increase — with transaction services showing the most robust growth at 19%, reflecting the continued scaling of Pinduoduo’s ecosystem and its RMB 100 billion merchant and farmer support program.

Mercari

Mercari continues to strengthen its position in the e-commerce market, primarily in Japan and the United States, as a leading C2C resale platform.

Rakuten annual revenue for 2025 was $16.727 billion, an 11.2% increase from 2024, with record-high EBITDA for FY2025 of 435.9 billion yen — up 33.7% year-over-year. For Mercari specifically, the company has continued to grow its Japan-based marketplace while expanding its US footprint, with fiscal year 2025 annual revenue projected at approximately ¥195.9 billion.

User engagement remains robust on mercari.com, with Japan continuing to account for the majority of traffic. The platform’s push into AI-powered price suggestions and authentication services for luxury goods is positioning it well for continued growth in the premium resale category.

Lazada

Lazada remains a significant player in the Southeast Asian e-commerce market, owned by Alibaba and operating across six countries: Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines.

Lazada achieved a significant reduction in operating losses in fiscal year 2025, as noted in Alibaba’s earnings reports, reflecting improved monetisation and operational efficiency following a strategic restructuring of the platform.

Lazada’s annual revenue stands at approximately $5 billion and its focus on home and lifestyle products continues to generate the highest category revenues. The platform is navigating intensifying competition from Shopee and TikTok Shop across its core markets, responding with deeper logistics investment and an enhanced seller support programme.

Shopee

Shopee demonstrates exceptional performance in Southeast Asia’s e-commerce market, operating a hybrid C2C and B2C model across the region and in Latin America.

Shopee generated a GMV of $127.4 billion in 2025, up 26.8% from $100.5 billion in 2024, processing 13.9 billion orders — up 27.5% year-over-year. The platform served around 400 million active buyers and 20 million sellers throughout 2025. 

For the full year of 2025, Shopee’s GAAP revenue reached $16.6 billion, up 33.4% year-over-year, delivering US$880.6 million in adjusted EBITDA — a dramatic improvement from US$155.8 million in 2024. For 2026, Sea Limited aims to grow Shopee’s annual GMV by around 25% year-on-year.

Amazon

Amazon is one of the largest online marketplaces in Japan and maintains a growing infrastructure presence across Asia through its AWS division.

Amazon Japan remains the country’s most-visited e-commerce platform, consistently outpacing Rakuten in monthly traffic. Amazon’s Asian strategy in 2025–2026 has centred on cloud infrastructure, with AWS continuing to be the dominant force in the region.

Amazon.com is identified as one of the top five key players in the Asia-Pacific e-commerce market in 2026, alongside Alibaba, JD.com, Rakuten and Sea Limited. In January 2026, AWS opened its Asia-Pacific headquarters in Singapore, with a committed investment of S$12 billion to enhance regional cloud infrastructure through 2028.

Rakuten

Rakuten is a Japanese marketplace founded in 1997, which has expanded globally by acquiring well-known platforms across Europe, the US and beyond.

For FY2025, Rakuten Group achieved record-high EBITDA of 435.9 billion yen, up 33.7% year-over-year, with all three segments — Internet Services, FinTech and Mobile — recording revenue growth. Domestic e-commerce GMS reached 6.35 trillion yen, up 3.9% year-over-year. 

A major milestone for 2025 was Rakuten Mobile achieving full-year EBITDA profitability for the first time since entering the mobile carrier industry, with the total number of subscriptions reaching 10.01 million by December 2025. In 2026, Rakuten AI contributed 25.5 billion yen to group profit, surpassing the fiscal year target and more than doubling its impact from 2024. 

Flipkart

Flipkart is a leading e-commerce company in India, founded in 2007 and owned by Walmart, known for its extensive product range and pioneering cash-on-delivery model in the Indian market.

Flipkart recorded a 17.3% increase in consolidated revenue from operations in FY2025, rising from Rs 70,541.9 crore to Rs 82,787.3 crore — approximately $9.9 billion USD.

Flipkart Internet, the core marketplace entity, saw revenue jump 14% to Rs 20,493.3 crore in FY2025 while reducing losses by 37% to Rs 1,494.2 crore — progress that comes as Flipkart prepares for a major IPO expected in 2026.

Myntra

Myntra is India’s leading fashion e-commerce platform, owned by Flipkart, serving a predominantly young, urban consumer base.

Myntra crossed the Rs 6,000 crore revenue mark in FY2025, with revenue from operations growing 18% to Rs 6,042.7 crore, while profit after tax surged 18x during the same period — a dramatic turnaround driven by marketplace services, logistics and a 28% jump in advertising income.

Myntra’s audience remains predominantly male (58.76%) with the 25–34 age group most active. The platform’s integration of live commerce and AI-powered styling recommendations are central to its 2026 growth strategy, as it competes with the growing threat of quick-commerce fashion players entering the Indian market.

Coupang

Coupang is South Korea’s dominant e-commerce platform, famous for its same-day and next-day Rocket Delivery service across the country.

Coupang annual revenue for 2025 was $34.534 billion, a 14.09% increase from 2024, with Q4 2025 revenue of $8.835 billion — up 10.92% year-over-year.

FY2025 adjusted EBITDA was $1.5 billion and the company’s Product Commerce segment saw active customers reach 24.7 million — up 10% — with gross profit margin improving consistently throughout the year. Coupang is also expanding internationally, helping US small businesses like Kate’s Real Food and Healthy Origins reach South Korean consumers directly through the platform.

Comparison table of top online global marketplaces

Platform	Primary Market	Business Model	Core Focus / Category
Alibaba	Global / China	B2B	World’s largest B2B wholesale platform.
AliExpress	Global (excl. China)	B2C	Cross-border retail with factory-direct pricing.
JD.com	China	B2C	Electronics, home appliances and high-speed logistics.
Taobao	China	C2C	Individual entrepreneurs and small business ecosystem.
Tmall	China	B2C	Official brand stores and premium consumer goods.
XiaoHongShu	China	Social Commerce	Lifestyle content, fashion and young consumer trends.
Zalora	Southeast Asia	B2C	Fashion and beauty with a focus on local markets.
Pinduoduo	China	Social / Group Buy	Value-oriented goods and agricultural products.
Mercari	Japan / USA	C2C	Pre-owned items and community-based resale.
Lazada	Southeast Asia	B2C / Marketplace	Home, lifestyle and regional brand retail.
Shopee	Southeast Asia / LatAm	Hybrid B2C/C2C	General merchandise with heavy mobile focus.
Amazon Japan	Japan	B2C	General retail and cloud services (AWS).
Rakuten	Japan / Global	B2C	Ecosystem of retail, fintech and mobile services.
Flipkart	India	B2C	Electronics, fashion and general merchandise.
Myntra	India	B2C	Leading fashion-specific destination for urban youth.
Coupang	South Korea	B2C	Ultra-fast delivery (Rocket Delivery) and grocery.

Watch also these ecommerce marketplaces:

TikTok Shop

By 2026, it has become a dominant force in Southeast Asia, with a regional GMV hitting approximately $45 billion. It is the leader in “shoppertainment,” where users buy products directly from their feed, particularly in beauty and fashion.

Tokopedia

Although it merged its Indonesian operations with TikTok Shop in 2024, the Tokopedia brand and app remain highly active and independent in 2026. It remains the “homegrown hero” of Indonesia, deeply integrated into the local GoTo ecosystem (Gojek payments and logistics).

Temu

Owned by PDD Holdings (the same parent company as Pinduoduo), Temu has disrupted the market by offering incredibly low prices. In 2026, it is a top competitor for AliExpress and Shopee, leveraging a “factory-to-consumer” model that eliminates middlemen.

Platform	Primary Market	Business Model	Core Focus / Category
TikTok Shop	Southeast Asia	Social Commerce	Direct in-app shopping driven by viral video content and live streaming.
Tokopedia	Indonesia	B2C / Marketplace	Local giant specializing in general retail, electronics and digital services.
Temu	Global / Pan-Asia	B2C	Ultra-low-cost goods direct from Chinese factories with aggressive scaling.

Top insights about ecommerce platform evolution in Asia

Asia-Pacific has solidified its position as the largest e-commerce market globally. The region’s e-commerce market is worth $4.86 trillion in 2026 and growing at a CAGR of 8.98%, with China retaining 28.7% of regional sales and smartphones accounting for 64.23% of transactions.

Southeast Asia is the fastest-growing sub-region. Southeast Asia is growing at 18.6% with a path to $230 billion GMV by 2026. By 2027, 88% of the region’s population — 402 million users — is expected to shop online.

Mobile commerce dominates. In 2026, mobile devices account for 78% of all e-commerce transactions in Southeast Asia, with 68% of online shoppers having never bought anything from a desktop — making SEA the most mobile-native e-commerce market in the world. 

Social commerce is reshaping China’s landscape. Douyin generated CNY 1.2 billion in a single beauty campaign in September 2025, while Xiaohongshu draws 300 million monthly users who favour curated lifestyle content linked directly to purchase.

Despite the robust growth, several challenges continue:

1. Uneven internet access. East Asia leads with high penetration while South Asia continues to lag, leaving a meaningful portion of the population outside the digital economy.
2. Payment fragmentation. Adoption of digital payment infrastructure varies enormously by market, from Singapore’s near-universal e-wallet adoption to partially unbanked populations in emerging markets.
3. Last-mile logistics. Geographic complexity, particularly in archipelago markets like Indonesia and the Philippines, remains a structural challenge that platforms are addressing through drone pilots, automated fulfilment and village pickup networks.
4. Regulatory environment. Data privacy or cross-border trade rules continue to evolve rapidly across the region, creating compliance complexity for both international sellers and local platforms alike.

FAQ on top online marketplaces to sell in Asia

What is the most popular online marketplace?

Globally, in 2026 Amazon remains the largest online marketplace in the world, serving as the top choice for millions of shoppers. It functions as a massive ecommerce platform where third-party sellers leverage FBA to ensure global shipping and high visibility. While eBay and AliExpress are popular online marketplaces, the scale of Amazon’s product listings across a wide range of products makes it the biggest online entity for online retail sales.

What is the most active online marketplace?

To the most active online marketplaces in Asia, regarding daily engagement, Shopee hits the lists. It has emerged as a popular marketplace that is often more active than Amazon or eBay in specific regions like Southeast Asia. For sellers aiming for high frequency, Temu and Pinduoduo also see extreme activity due to its addictive shopping experience, making it a leading online contender in the global marketplace for 2026.

What is the best online marketplace in Europe?

The best ecommerce landscape across Europe is led by Amazon, but local top marketplaces vary significantly by region. In Central and Eastern Europe, Allegro is the largest marketplace, while Zalando is the premier fashion brand destination for online retail. For international sellers, marketplaces in Germany like Otto provide an excellent partner program. Many marketplaces like these allow retailers to reach a seamless audience through localized storefront options and regional fulfillment solutions.

Who is Etsy’s biggest competitor?

Amazon Handmade is currently the largest online rival for Etsy, providing a dedicated listing space for artisans within its global online shopping ecosystem. However, for small businesses that want to sell directly and own their brand, Shopify is one of the top ecommerce alternatives. While Etsy gives sellers a pre-made online store, platforms like Shopify or social commerce on Instagram allow individual sellers to build customer loyalty and manage their own product categories, with mobile-first design.

Last words on top marketplaces in Asian ecommerce

There is no doubt that the ecommerce market in Asia has become the primary engine for global online sales. It offers much more opportunities for online retailers than in the 2023.

For sellers looking to secure long-term growth, international expansion into this region may be a key advantage, as Asia-Pacific now accounts for nearly half of all digital transactions worldwide. Whether through consumer-to-consumer resale platforms or massive B2B hubs, the most visited websites in the world are increasingly concentrated in this high-tech corridor, defining the future of how we buy and sell.

Take the next step in your digital journey and explore these platforms to find the perfect landscape for your brand’s growth.