Ecommerce marketplace market share in Q2 2026: eBay overtook Temu, Shopee seized the low-cost #1, and every category leader held rank 1 for a full year (July 2026 Update)

Updated July 2, 2026 for the Q2 close. We re-pulled all three Cloudflare Radar ecommerce category rankings on June 30, 2026 (the last day of Q2), and this time we added a full year-over-year layer against June 30, 2025. The one-year view is the cleanest read this report has ever had. Every category leader held: Amazon (General), Shopee (Low-Cost), and Shein (Fast Fashion) each sat at rank 1 on both dates, a full year apart. Underneath them, the year rearranged the board. eBay climbed from #5 to #3 in General E-Commerce while Temu slid the other way (#2 to #4). Shopee took the Low-Cost #1 outright from Temu. Fast Fashion's entire top 3, Shein, H&M and Trendyol, was frozen: identical on both dates. And Walmart, which we'd flagged as dropping out on June 1, had clawed back to #8 by the June 30 close. The original Q1 2026 report and the June 1 update layer are preserved in full below; this new Q2-close section sits on top of them.

Amazon held rank 1 every single day of Q1 2026. Walmart, the world's largest retailer by revenue, cracked the top 10 on only 11 days. Shopee and Shein are the only two marketplaces spanning multiple Cloudflare Radar ecommerce categories. Those are the findings we pulled when we analyzed 90 days of internet traffic rankings from January 1 to March 31, 2026.

Q1 2026 traffic rankings across three Cloudflare Radar ecommerce categories.

Every three months, we pull Cloudflare Radar traffic rankings and map them against our own detection data at TechnologyChecker.io. This quarter we tracked three overlapping categories (E-Commerce, Low-Cost E-Commerce, Fast Fashion) to answer one question: which ecommerce marketplaces are actually winning consumer attention right now, and where?

A note on scope before we start. This report covers marketplaces: sites where multiple sellers transact with consumers on one domain (Amazon, Shopee, Temu, Shein, Mercado Libre, etc.). We're deliberately excluding ecommerce platforms like Shopify, BigCommerce, and WooCommerce. Their model is different. Shopify doesn't aggregate sellers on shopify.com. It powers 5.6M+ independent merchant stores running on their own custom domains. The merchant-platform picture is a separate lens on the same market, and we cover it in our Shopify analytics report.

Ecommerce marketplace rankings at the Q2 2026 close (June 30), with year-over-year shifts

Q2 2026 closed on June 30. We re-pulled Cloudflare Radar's Internet Services rankings for all three ecommerce categories on that exact date, then pulled the same three categories for June 30, 2025 so we could set a clean one-year comparison beside them. This is the first year-over-year layer in this report, and it answers a question a single quarter can't: which moves are structural, and which were the week-to-week noise we keep warning about?

One honesty note on method, the same one we repeat every quarter. These are point-in-time snapshots at each quarter's close, not 90-day averages. A curated category rank (Amazon, Shopee, Shein and the rest) is far steadier day to day than a raw domain rank in the #20-100 band, so a snapshot comparison is trustworthy at the top and noisier toward the tail. Where the weekly series tells us a position held all quarter, we say so; where a single date could be a fluke, we flag it. As always, the ranks below exclude Shopify from the General category per this report's scope (Shopify is a platform, not a marketplace; see the methodology). Every figure comes from a dated radar.sh pull on July 2, 2026.

General E-Commerce: Q2 2025 → Q2 2026 (excluding Shopify)

Source: Cloudflare Radar Internet Services ranking, serviceCategory=E-commerce, date=2025-06-30 and date=2026-06-30, Shopify filtered out per scope. Pulled 2026-07-02.

Fast Fashion: Q2 2025 → Q2 2026

Source: Cloudflare Radar Internet Services ranking, serviceCategory=Fast Fashion, date=2025-06-30 and date=2026-06-30. Renner (BR) and Mango dropped out of the top 10 over the year. Pulled 2026-07-02.

Low-Cost E-Commerce: Q2 2025 → Q2 2026

Source: Cloudflare Radar Internet Services ranking, serviceCategory=Low cost E-commerce, date=2025-06-30 and date=2026-06-30. Wish dropped out of the top 10 over the year. Pulled 2026-07-02.

The year's two cleanest swaps

Two position swaps survive the "structural or noise?" test, because the weekly series backs both.

eBay and Temu traded places in General E-Commerce. A year ago Temu sat at #2 (excluding Shopify) and eBay at #5. By June 30, 2026 that had inverted: eBay #3, Temu #4. This isn't a one-week reading. eBay held #4 in Cloudflare's raw weekly series (which counts Shopify) for eight of the last twelve weeks of the quarter, which is #3 on our excl-Shopify basis. The eBay climb we first flagged in the June 1 update turns out to be a full-year trend, not a spring blip. eBay is the structural beneficiary every time Mercado Libre or AliExpress wobbles, and over twelve months that adds up.

Shopee took the Low-Cost crown from Temu. In Q2 2025 Temu was the #1 low-cost marketplace and Shopee #2. A year later they've swapped: Shopee #1, Temu #2. And this one is rock-solid: Shopee held #1 and Temu held #2 in every single week of Q2 2026. The #3-#5 spine beneath them (AliExpress, Tokopedia, DHgate) didn't move at all year over year. Low-Cost stays the most stable category in the dataset; the only thing that changed at the top is which of the two giants sits first.

The anchors that didn't move, for a full year

The single most striking thing in the year-over-year data is how little the tops moved. Amazon, Shopee, and Shein each held rank 1 in their category on both June 30, 2025 and June 30, 2026, twelve months apart, zero change. We already knew they held rank 1 across the 23 weeks of 2026; now we know they held it across the year.

Fast Fashion goes further: its entire top 3, Shein, H&M and Trendyol, is identical on both dates. That's worth pausing on, because it retroactively settles an argument this very report had with itself. In the May update we briefly floated that Trendyol had overtaken H&M for #2; in June we corrected that to "H&M holds #2, Trendyol is honestly #3." The year-over-year data is the final word: Trendyol was #3 in Fast Fashion in June 2025 and it's #3 in June 2026. Its #2 touches are real but they're spikes, and the structural position has been #3 for a solid year. (Our own crawlers keep detecting Trendyol-affiliated merchant infrastructure across the Middle East and Eastern Europe, which is why it sits that high. But "rising and real at #3" is a very different claim from "overtook H&M," and only the first survives twelve months of data.)

Net-new this quarter: who entered and exited each top 10 over the year

The stable tops hide real churn beneath them. Six marketplaces moved in or out of the three category top 10s between June 2025 and June 2026, the clearest single view of who's gaining and who's fading.

Source: set difference of the Cloudflare Radar Internet Services top-10s at date=2025-06-30 vs date=2026-06-30 for each category. Pulled 2026-07-02.

Three of these carry a story. AliExpress fell out of the General top 10 entirely over the year while holding #3 in Low-Cost, so its traffic is consolidating into the discount lane, not the general one. Wish dropped out of Low-Cost, continuing its long slide, and Joom took the slot: the budget cross-border small-parcel niche found a new occupant. And in Fast Fashion, France's Kiabi is the genuinely new name, edging in at #10 as Mango and Brazil's Renner dropped off.

We also checked Cloudflare's fastest-rising domains (rankingType=trending_rise) for a net-new mover in the ecommerce category. Globally the standout is netshoes.com.br, the Brazilian sportswear marketplace, up about +46.5% in rank over the trailing window, the single fastest-climbing ecommerce-classified domain on the list. The rest of the trending-domain feed is dominated by non-marketplace sites, so we're reporting the one clean marketplace signal rather than dressing up the noise.

Walmart clawed back into the top 10 by the close

One June 1 call needs an update. In the June layer below we reported Walmart as having dropped out of the General top 10 again after its April cameo. By the June 30 close, Walmart was back at #8 (raw, or #7 excluding Shopify): a late-Q2 re-entry. One honest limit: Cloudflare's weekly Internet Services series only resolves the top five services, so we can't pin the exact week Walmart re-crossed the line. We're reporting its position on the close-of-quarter snapshot, not a demonstrated sustained run. The "revenue giant, thin traffic" paradox still holds (Walmart at #7-8 is exactly the fragile top-10 grip the whole report describes), but "out again" was the June 1 read, and "back at the close" is the June 30 one.

Regional picture at the Q2 close (June 30)

We also re-pulled the seven-market domain rankings on June 30 (the detailed June 1 breakdowns are preserved further down). The headline: Amazon eased back a few places in most markets from its June 1 highs, while regional champions clawed back. In Brazil, Amazon still out-ranks Shopee (amazon.com #38 vs shopee.com.br #61), so the June 1 reversal held, but Shopee narrowed the gap. Indonesia stayed a Shopee stronghold (shopee.co.id #21, shopeemobile.com #41), and Amazon's brief #94 cameo there was gone by the close. Mexico strengthened for Amazon (amazon.com.mx jumped to #17). Turkey saw Trendyol climb ten places in its home top-100 (trendyol.com #82, up from #92) yet still trail amazon.com at #66, the category-rank-versus-domain-traffic gap in miniature, exactly as before. And India's quick-commerce wave intensified: grofers.com (#21), Swiggy (#40), Blinkit (#49, up from #66) and Zepto (now two domains) all climbed, with Flipkart still measured off Cloudflare's network.

How have ecommerce marketplace rankings changed from Q1 2026 to June 2026?

The section above carries the Q2 close (June 30) and the year-over-year layer. What follows is the earlier June 1 update, preserved unchanged as part of the longitudinal record.

We re-pulled Cloudflare Radar's Internet Services rankings across all three categories on June 1, 2026, and this time we also pulled the full weekly rank series back to January. The weekly view changes the story. Two of the moves we flagged in the May update turned out to be one-week blips, and the June data caught them reverting.

The headline reversals: H&M reclaimed the Fast Fashion #2 slot from Trendyol, Walmart dropped out of the General E-Commerce top 10 again after a one-month April cameo, and eBay climbed to #3 (excluding Shopify) — now ahead of Temu. The forever-#1s never moved. Amazon, Shopee, and Shein each held rank 1 in their category for all 23 weeks we tracked. Everything else churned underneath them.

After a decade reading traffic patterns — first on the Bing search team, then on Microsoft's AI team, now here — the lesson June drove home is one I keep relearning: a single-day snapshot can land on a fluke. When we pulled the weekly series, Trendyol had touched #2 in Fast Fashion on exactly two of 22 weeks, and our May 1 snapshot happened to land on one of them. H&M owned that #2 spot the other 20 weeks. I'm not embarrassed by that — it's why we re-pull and publish the trajectory instead of a single date. But it's a sharp reminder that "Trendyol overtakes H&M" was never the structural read; the structural read is "H&M holds #2 and Trendyol pushes it twice a quarter." (Our own crawlers have been detecting Trendyol-affiliated merchant infrastructure across Eastern Europe and the Middle East since late 2025, which is why the two #2 touches didn't surprise me — but two weeks isn't a takeover.) Updated June 1, 2026.

General E-Commerce: Q1 → May 1 → June 1 (excluding Shopify)

Ranks below exclude Shopify per the post's scope. The June 1 column is the live snapshot; the trend reads against the full weekly series.

Low-Cost E-Commerce: Q1 → May 1 → June 1

Fast Fashion: Q1 → May 1 → June 1

The Fast Fashion table is the clearest case for tracking the weekly trajectory rather than a single date. Here's how the contested top of that category actually moved across all 22 weeks of 2026 so far. Lower is better — rank 1 is the top of the category.

Shein is the flat line along the bottom: #1 every week. H&M and Trendyol weave between #2 and #3, and you can see the two narrow weeks (late March and early May) when Trendyol's line dips below H&M's. Uniqlo is the mover — its line walks down from the #7-9 band into #4 by June. That climb is the genuine Q2 story in Fast Fashion, not the Trendyol-vs-H&M swap.

Which calls did June resolve, reverse, or confirm?

1. Walmart's April top-10 run was a cameo, and June confirmed it. The weekly series is unambiguous: Walmart was absent from the General E-Commerce top 10 every week of Q1 except one, then present every week from March 30 to April 27 (peaking at #8), then absent every week from May 4 through June 1. Our May 1 snapshot caught the tail end of that April bump at #9; the clean weekly view shows the bump was over by early May. So the Q1 headline — "Walmart barely makes top 10" — was the structural read all along. The April surge was the anomaly, not the Q1 absence. As I keep telling our analysts: when a 90-day pattern and a one-month pattern disagree, bet on the 90-day pattern.

2. Trendyol did not take #2 in Fast Fashion — H&M reclaimed it. Over the 22 weeks of 2026, Trendyol held #2 for exactly two weeks (the late-March and early-May spikes), and H&M held it for the other 20. By June 1, H&M is back at #2 and Trendyol at #3. The "European fast-fashion balance has permanently shifted to Turkey" thesis we floated in May does not survive the data. Trendyol is a real and rising marketplace, but #3 is its honest position, not #2. (For the full Turkish ecommerce picture, see our Turkey e-commerce statistics 2026 — the market hit 4.57 trillion TL in 2025.)

3. The DHgate "lock-in" reversed — Allegro bounced back. In May we called DHgate "locked in" at Low-Cost #5 and read it as cross-border wholesale beating single-country marketplaces. June reversed that. Allegro, Poland's domestic champion, climbed to #4 — ahead of both Tokopedia (#5) and DHgate (#6). Across the weekly series, Allegro and DHgate trade the #4-6 band repeatedly; neither has locked anything. The single-country-vs-cross-border framing was too clean for what's really a noisy three-way rotation.

The genuine new mover: eBay. Quietly, eBay has climbed from a Q1 #5-7 rotation to #3 (excluding Shopify) on June 1, passing Temu. It's been at #4-5 since late March and took #4 in the weekly series the last two weeks of May. eBay is the structural beneficiary every time Mercado Libre or AliExpress wobbles out of the General top 10, and it's the one mid-table move in this category that looks durable rather than seasonal.

Which patterns held all the way through June?

The top of every category is immovable. Amazon (General), Shopee (Low-Cost), and Shein (Fast Fashion) each held rank 1 for all 23 weekly snapshots — zero variance across five months. The Low-Cost top 3 (Shopee, Temu, AliExpress) is even more locked: all three held #1, #2, and #3 respectively every single week, the most stable ranking anywhere in the dataset.

The cross-category club is still a club of two. Shopee (top 2 in both General and Low-Cost) and Shein (#1 in Fast Fashion, #8 in General) remain the only marketplaces spanning more than one Cloudflare Radar category. No new entrant joined them between Q1 and June.

What we're watching for the rest of Q2 2026

Can eBay hold #3, or close on Shopee? eBay passing Temu is the first time in our dataset that the General top 3 (excluding Shopify) isn't Amazon-Shopee-Temu. If eBay holds #3 into July, that's a structural reordering, not a blip.

Was Uniqlo's jump to #4 real? Uniqlo also touched #4 once back in late March, then fell back to #7-8. Its June #4 could be the same kind of spike, or the start of a genuine APAC-driven climb. One more month at #4-5 settles it.

Does Brazil's domain-rank flip stick? As of the June 1 snapshot, Amazon now out-ranks both Shopee domains in Brazil's top-100 (more on this in the regional section). That reverses one of this report's original headline findings, but single-day domain rankings are volatile. We want a second clean snapshot before calling it a real handover.

What you'll learn in this report:

• The Q2 2026 close (June 30) rankings for all three categories, with a full year-over-year comparison against June 30, 2025, and which moves are structural versus noise
• Complete Q1 2026 rankings for General E-Commerce, Low-Cost E-Commerce, and Fast Fashion marketplaces, plus the June 1 update layer
• The weekly rank trajectory of Fast Fashion's contested top 5 (with an interactive chart)
• Which marketplaces appeared in multiple categories, and what that signals
• Why we excluded Shopify and other commerce platforms from the marketplace rankings
• Regional dominance patterns across seven markets: US, Indonesia, Brazil, Germany, and new for June — Turkey, Mexico, and India
• The Walmart paradox: revenue leader, traffic laggard — and why its April top-10 run didn't last
• Q2 2026 predictions, an interim June grade, and what to watch next

Why this report is different

Let me be direct. This isn't a rehash of press-release market size figures. I'm Mehmet Suleyman, CEO and co-founder of TechnologyChecker.io. Before this company, I spent years at Microsoft. First on the Bing search team, then on the AI team. I worked on web crawling infrastructure, ranking systems, and large-scale traffic analysis. I built detection systems that now cover 40,000+ technologies across 29.9 million active domains. I read traffic patterns for a living.

I've been watching the ecommerce marketplace space for over a decade, and three things from the Q1 2026 data genuinely surprised me.

First, Shopee's appearance in Indonesia's top 100 twice. I've seen regional marketplaces dominate home markets before, but shopee.co.id at #21 and shopeemobile.com at #41 in the same country's rankings is a pattern I hadn't observed at this intensity before.

Second, Walmart's absence from most days' top 10. Our detection systems have tracked Walmart's Shopify Plus-adjacent B2B initiatives for months. The gap between their offline revenue muscle and their raw traffic signature is wider than any executive deck I've seen acknowledges.

Third, Trendyol at #3 in Fast Fashion. This one doesn't show up in Western commerce press at all, but our crawlers have been detecting Trendyol-affiliated merchant sites across the Middle East and Eastern Europe at rates that now make sense given the traffic data.

The data in this report comes from two sources: Cloudflare Radar's Internet Services API (the traffic rankings you'll see) and our own crawl infrastructure (context on which technologies these marketplaces run on). When I make a claim, it's either a direct pull from a named API or something our own systems detected. Not an analyst survey. Not a press release. Not an AI-generated figure.

Executive summary: the Q1 2026 marketplace rankings at a glance

Here's the consolidated picture across all three Cloudflare Radar ecommerce categories, based on daily rankings aggregated from January 1 to March 31, 2026.

General E-Commerce, marketplaces top 10 (Q1 2026)

Excluded from this marketplace ranking: Cloudflare Radar technically places Shopify inside its E-Commerce category (#2 by traffic to shopify.com). We've removed it here because Shopify is an ecommerce platform, not a marketplace. Merchants build independent stores on their own custom domains, and shopify.com's ranking measures platform/admin traffic, not consumer marketplace traffic. See the sidebar further down for the Shopify platform data.

Low-cost E-Commerce top 10 (Q1 2026)

Fast fashion top 10 (Q1 2026)

One pattern shows up across all three rankings. The top positions are remarkably stable. Amazon, Shopee, and Shein never moved from #1 in their respective categories. The #4 to #10 tail is where all the movement happens.

Top 5 marketplaces in each Cloudflare Radar category. Amazon, Shopee, and Shein each hold rank 1 in their category every day of the quarter.

Methodology: how we ranked these marketplaces

Transparency matters more in quarterly reports than almost anywhere else, because the numbers get cited, compared, and used in strategic decisions. Here's exactly how this report was produced.

Data source

All rankings in this report come from the Cloudflare Radar Internet Services API. Radar measures total internet traffic to consumer-facing ecommerce sites. Cloudflare sees about 20% of global web traffic through its network (Cloudflare Radar methodology). That makes Radar one of the most representative public datasets for cross-platform traffic comparison.

Date range

• Primary window: January 1, 2026 to March 31, 2026 (Q1 2026, 90 days)
• Update layer: a clean snapshot on June 1, 2026, plus the full weekly rank series (23 weekly points, December 29, 2025 to June 1, 2026) pulled via Cloudflare Radar's Internet Services timeseries endpoint
• Data aggregation: daily rank per service for the Q1 ranges; weekly rank per service for the trajectory and the June 1 snapshot

June 2026 refresh

For this update we re-pulled all three category rankings on June 1, 2026 and added the weekly timeseries back to January. The weekly view is what corrected two findings from the May 1 update: a single-day snapshot can land on an outlier week, and both Trendyol's Fast Fashion #2 and Walmart's General top-10 turned out to be short-lived when read against the full series. Where a June number reverses an earlier one, we kept the original figure visible and graded the change rather than overwriting it. We also expanded the regional pull from four markets to seven (adding Turkey, Mexico, and India).

July 2026 refresh (Q2 2026 close plus year-over-year)

For this update we re-pulled all three category rankings on the exact Q2 close, June 30, 2026, and, new this quarter, pulled the same three categories for June 30, 2025 to build a like-for-like year-over-year layer. Endpoints: ranking/internet_services/top?serviceCategory={E-commerce|Fast Fashion|Low cost E-commerce}&date=… for the category rankings, ranking/internet_services/timeseries_groups for the weekly series (which resolves only the top five services, a limit we flag where it matters, such as Walmart's re-entry), and ranking/top?location=…&date=2026-06-30 for the seven regional top-100s. Two method notes for transparency. First, the year-over-year figures are point-in-time snapshots at each quarter's close, not 90-day averages, so we lean on the weekly series to separate durable moves from single-date noise. Second, we tested Cloudflare's fastest-rising-domains feed (rankingType=trending_rise, filtered to the Ecommerce category) as a net-new mover axis, but only one marketplace domain (netshoes.com.br) surfaced cleanly, so we built the net-new breakdown from year-over-year top-10 churn instead. Every number in this refresh traces to a dated radar.sh call on July 2, 2026.

Categories analyzed

Cloudflare Radar maintains three overlapping ecommerce category taxonomies, which we analyzed in parallel.

1. E-Commerce (general): broad marketplaces including Amazon, Shopee, eBay, Walmart, Mercado Libre. We filtered out the Shopify platform domain, which Cloudflare classifies here (see methodology note below).
2. Low-Cost E-Commerce: discount-oriented platforms including Shopee, Temu, AliExpress, Tokopedia, DHgate, Tmall, Joom.
3. Fast Fashion: apparel-focused retailers including Shein, H&M, Zara, Trendyol, Asos, Uniqlo, Falabella.

Each category uses Cloudflare's own service classification. We did not re-classify any service.

Why we excluded Shopify

Cloudflare Radar places Shopify inside its E-Commerce category based on traffic to shopify.com. We removed it from our marketplace rankings because Shopify doesn't match the marketplace definition. It's an ecommerce platform where 5.6M+ merchants run independent stores on their own custom domains.

Cloudflare's ranking would count merchant logins, admin sessions, Shop app interactions, and the shopify.com marketing site. It would not count the shopper traffic across every Shopify store. Mixing that signal into marketplace rankings creates an apples-to-oranges comparison.

For the merchant-platform view of the same commerce market, see our dedicated reports: the Shopify analytics report, our Shopify technology profile, and the Shopify migration patterns analysis. We also treat Shopify's platform traffic separately in the sidebar below.

Regional rankings

For regional dominance analysis, we pulled Cloudflare Radar's top-100 domain rankings (POPULAR ranking type) for seven markets: United States (US), Indonesia (ID), Brazil (BR), Germany (DE), and — new for the June update — Turkey (TR), Mexico (MX), and India (IN). This gives us a cross-continent read on which marketplaces break into each country's overall top 100. One caveat we repeat in the regional section: positions in the #20-100 band move day to day, so we flag single-snapshot reversals rather than declaring them permanent.

Limitations

• Traffic ≠ revenue. A marketplace can rank high on traffic and low on GMV (gross merchandise volume), or vice versa. Walmart is a textbook example.
• Bot traffic filtering varies by Cloudflare's detection models. We've used Radar's default filtered feed.
• Country-level data in the Internet Services category isn't available at the same granularity as the top-100 domain rankings, so regional analysis uses the domain-rank dataset.
• Category taxonomy drift: Cloudflare occasionally adds or reclassifies services. We noted these in footnotes where observed.

Deep dive #1: the general E-Commerce category

Amazon's uncontested rank-1 position is the most predictable data point in this entire report. Across all 90 days of Q1 2026, Amazon held the #1 spot every single day. It's the only marketplace in our dataset with zero rank variance.

The real story is #2 through #10, where Shopee, Temu, eBay, Alibaba, Taobao, Walmart, Shein, Mercado Libre, and AliExpress jockeyed for position.

Sidebar: Shopify's platform traffic (not a marketplace, but worth noting)

We excluded Shopify from the marketplace ranking, but its Cloudflare Radar traffic signal is still worth pulling out. It gives you a parallel read on the same commerce market, from the merchant side instead of the shopper side.

If Shopify were included in Cloudflare's E-Commerce category, shopify.com would rank #2 globally in Q1 2026, ahead of Shopee, eBay, Walmart, and Shein. That traffic comes from a few sources. Merchant admin logins from 5.6M+ active stores checking their dashboards multiple times daily. Shop app traffic (200M+ users, with Shop Pay processing transactions in-app). Storefront preview and checkout flows on shopify.com subdomains during customer journeys. Partner and developer traffic to ecosystem docs, admin API, and the theme store.

Why this matters even though it's not a marketplace: shopify.com getting more daily traffic than Shopee, eBay, or Walmart tells you how active the global Shopify merchant base is. The marketplace world and the platform world compete for the same consumer dollar. One aggregates sellers on one domain. The other distributes them across millions of domains. Neither one wins cleanly.

Marketplaces aggregate sellers on one domain; platforms distribute merchants across millions of independent domains. The traffic measurement differs accordingly.

The Walmart paradox

Walmart Inc. generated approximately $681 billion in revenue in FY2025 (Walmart 10-K FY2025), making it by far the world's largest retailer. And yet in Cloudflare Radar's General E-Commerce traffic ranking, Walmart only appeared in the top 10 on 11 specific days out of Q1's 90 days, and never cracked the top 8 during Q1. It jumped to #8 in early April, a recent development we'll watch next quarter.

The cause is structural. Walmart's business is offline-anchored. Industry estimates put roughly 83% of Walmart's revenue coming from physical stores (Statista US retail ecommerce share data). Walmart.com is the #2 US ecommerce site by dollar sales. But as a share of global internet traffic, it's dwarfed by marketplace-native competitors whose entire transaction flow happens online.

Compare this to Amazon. Amazon's revenue model is online-first, and its traffic signature matches. The Walmart paradox (massive revenue leader, modest online traffic footprint) is a reminder that traffic rankings and revenue rankings measure different things. You need both to understand a retail market.

Surprise movers in Q1

• Taobao dropped from consistent #5 in January to #7 in late March, an unusually sharp shift for a top-10 incumbent.
• eBay rose from #7 to #5 during the last week of Q1, ending the quarter on a positive trend.
• Alibaba oscillated between #5 and #7 repeatedly. Its traffic pattern is the noisiest in the top 10.
• Mercado Libre fell out of the top 10 on five separate days in January and February, getting displaced by Wildberries (Russia) and Shop app on specific dates.

Deep dive #2: the low-cost E-Commerce category

This category is the most stable in our entire dataset. The top 3 (Shopee, Temu, AliExpress) held their ranks every single day of Q1 2026. Zero movement. Positions 4 through 6 (Tokopedia, Allegro, DHgate) moved within a 2-position band.

Shopee, the category anchor

Shopee is the only marketplace ranked #1 in any Cloudflare Radar ecommerce category for all 90 days of Q1. Amazon matches that dominance in General E-Commerce, and Shein matches it in Fast Fashion. No one else comes close.

What makes Shopee different from Amazon or Shein is geography. Its traffic is concentrated in Southeast Asia and Latin America. Both regions saw mobile-first commerce explode during 2020 to 2024. Neither has shown signs of plateauing. Our regional data (next section) confirms Shopee appears twice in Indonesia's top 100 domains and twice in Brazil's. No US-based marketplace achieves that footprint anywhere.

Temu vs AliExpress, the cross-border race

Temu's #2 position in Low-Cost E-Commerce is structurally threatening to AliExpress at #3. Both are Chinese cross-border platforms competing for the same consumer: price-sensitive Western buyers willing to wait 7 to 14 days for shipping.

Watch for Q2 2026. If Temu's rank-2 lead widens (for example, AliExpress drops to #4 behind Tokopedia), that signals Temu has won the cross-border consumer category outright. As of Q1 close, AliExpress held firm, but the margin is narrowing.

The Allegro story (Poland)

Allegro at #5 globally is worth pausing on. Allegro is a Polish marketplace that barely registers in North American or APAC press coverage. Its Cloudflare Radar traffic signal puts it ahead of DHgate, Tmall, Takealot, and Banggood. This is a reminder that regional champions can out-traffic global brands when their home market has high ecommerce penetration and limited marketplace competition.

Deep dive #3: the fast fashion category

Shein's #1 position is as uncontested as Amazon's or Shopee's. Every day of Q1 2026, Shein held rank 1 in Fast Fashion. What's more interesting: Shein also appears in General E-Commerce at #9, making it one of only two marketplaces in our dataset to span two Cloudflare Radar ecommerce categories (the other being Shopee).

The Trendyol surprise

Trendyol, a Turkish ecommerce marketplace, ranked #3 in Fast Fashion for most of Q1 2026, ahead of Zara, Asos, and Uniqlo. That's a remarkable signal for a platform that's largely absent from Western commerce press coverage. Trendyol is majority-owned by Alibaba Group, which acquired a controlling stake in 2018 (reported by Reuters). It operates primarily in Turkey, the Middle East, and increasingly Europe.

For technology vendors, this ranking is a prompt. If you're selling commerce infrastructure, Trendyol merchants may be under-served compared to Shein, H&M, or Zara's partner ecosystems.

H&M vs Zara, the incumbent battle

The traditional European fast-fashion rivalry shows up cleanly in our data. H&M ranked #2 or #3 every single day of Q1 2026. Zara ranked between #4 and #8, much more volatile, and slid further in March.

H&M has consistently out-trafficked Zara across the full quarter. That's true even though Inditex (Zara's parent) generated higher total revenue than H&M Group in 2025 (Inditex 2025 annual results). Again: traffic ≠ revenue. But when one incumbent is stable at #2 and the other slides between #4 and #8, something about digital customer acquisition is diverging.

The American retail presence

American fast-fashion brands show up mostly in the lower half. American Eagle held the #5 to #10 range with a US-heavy traffic base. Urban Outfitters emerged in the #9 to #10 range mid-February. Forever 21 was briefly in the top 10 for three weeks in February, then dropped off.

None of these brands consistently break the top 5 in Cloudflare Radar's Fast Fashion category. Fast Fashion's top of market is dominated by non-US brands.

Cross-category players: the "2 of 3" club

Only two marketplaces appeared in more than one of the three Cloudflare Radar ecommerce categories during Q1 2026. Shopee took #3 in General E-Commerce and #1 in Low-Cost. Shein took #9 in General E-Commerce and #1 in Fast Fashion. Everyone else appears in exactly one category.

This matters strategically. Shopee is cross-category because its merchant base sells both high-margin general goods and low-cost imports. It's the only platform where a single consumer session might buy a branded electronics product and a $3 accessory in the same cart. Shein is cross-category because it scaled from a fast-fashion specialist into a broader marketplace (launched Shein Marketplace in 2023, per the company announcement). It now sells electronics, home goods, and beauty alongside apparel, which is why it shows up at #9 in the General E-Commerce taxonomy.

Strategic implication for technology vendors: Shopee and Shein have partner economics that differ most from traditional marketplaces. Their category spread creates different merchant profiles. It also creates different tech-stack requirements.

Only Shopee (General + Low-Cost) and Shein (General + Fast Fashion) span two Cloudflare Radar marketplace categories.

Regional dominance map: where each marketplace wins

We pulled Cloudflare Radar's top-100 domain rankings to map regional dominance. The original report covered four markets; for the June update we re-pulled all four on June 1, 2026 and added three more — Turkey, Mexico, and India. The picture is a fragmented global market where different marketplaces own different continents, and several of the June numbers moved enough to flag.

United States (US)

Top-100 marketplace domains on June 1, 2026: only amazon.com, now at #17 (up from #22 in the original Q1 pull). No Shopee, Temu, Shein, Mercado Libre, or Alibaba breaks the US top 100. Walmart.com doesn't either. On pure traffic reach, the US consumer market is Amazon-and-nobody-else, and Amazon's position got stronger since Q1, not weaker.

Indonesia (ID)

Top-100 marketplace domains on June 1, 2026:

• Shopee still appears twice: shopee.co.id at #19 and shopeemobile.com at #38 (both nudged up from #21 and #41)
• Tokopedia slipped to #89 (from #70)
• amazon.com newly cracked the list at #94

Indonesia is still the clearest Shopee stronghold in the dataset, with two top-40 positions in the country's domains. The new wrinkle: Amazon appeared in Indonesia's top 100 for the first time in our tracking, at #94, while local champion Tokopedia gave up 19 places.

Brazil (BR)

Top-100 marketplace domains on June 1, 2026:

• amazon.com at #27 (up from #39)
• shopee.com.br at #72 (down from #38)
• mercadolivre.com.br at #76 (up from ~#100, now on its local domain)
• shopeemobile.com at #90 (down from #26)

This is the regional reversal of the June update. In the original report, Shopee out-ranked Amazon in Brazil — its two domains sat at #26 and #38 versus Amazon's #39, which is where this post's "Shopee out-traffics Amazon in Brazil" line came from. On June 1 that flipped: Amazon climbed to #27 and now sits ahead of both Shopee domains, which fell to #72 and #90. Mercado Libre recovered too, moving onto its local mercadolivre.com.br domain at #76. One caveat I'd stress: domain ranks in the #20-100 band swing day to day, so I'm treating this as a flagged shift to re-check, not a settled handover. But the direction is the opposite of what we reported in April, and that's worth saying plainly.

Germany (DE)

Top-100 marketplace domains on June 1, 2026: only amazon.com, at #49. The local amazon.de domain, which sat at #83 in the original pull, dropped out of the top 100. Germany stays an Amazon-and-only-Amazon market — no other marketplace breaks the list — though Amazon's footprint there narrowed to a single domain.

Q1 2026 snapshot of the original four markets. By June 1, Shopee's Brazil position had slipped behind Amazon's — see the Brazil update above.

Turkey (TR) — new for June

Top-100 marketplace domains on June 1, 2026:

• amazon.com at #50
• trendyol.com at #92
• hepsiburada.com at #94

Turkey is the market I most wanted to add, because it tests the Trendyol story directly. Here's the paradox: Trendyol ranks #3 globally in Cloudflare's Fast Fashion category, yet in its home country's overall top-100 domains, trendyol.com sits at #92 — below amazon.com at #50 and barely ahead of local rival hepsiburada.com at #94. That's not a contradiction. It's the traffic-versus-category-rank gap in miniature. A marketplace can lead a narrow category leaderboard and still trail the global giants on raw domain traffic, even at home. Same lesson as the Walmart paradox, pointed the other way.

Mexico (MX) — new for June

Top-100 marketplace domains on June 1, 2026:

• amazon.com at #26 and amazon.com.mx at #53
• mercadolibre.com.mx at #63 and mercadolibre.com at #69

Mexico is where Mercado Libre shows the strength its Latin American reputation implies. Both Amazon and Mercado Libre appear twice in the top 100, the closest thing to a genuine two-horse marketplace race in our regional set. Amazon leads (#26 versus #63), but Mercado Libre's double presence here is a sharp contrast to Brazil, where it manages a single #76 entry. If you assumed Mercado Libre was uniformly strong across Latin America, the data disagrees: it's a Mexico story far more than a Brazil one.

India (IN) — new for June

Top-100 marketplace domains on June 1, 2026:

• amazon.com at #24 and amazon.in at #47
• Quick-commerce fills the rest of the commerce slots: grofers.com (#25), Swiggy (#35), Zepto (#56), and Blinkit (#66)

India breaks the pattern. Amazon appears twice and is the only traditional global marketplace in the top 100. The rest of the commerce traffic isn't marketplaces at all — it's quick-commerce grocery and delivery apps. One absence is worth naming: Flipkart, India's largest homegrown marketplace, does not appear in Cloudflare's top-100 domains for the country. The likeliest explanation is that Flipkart routes most of its traffic off Cloudflare's network, so Radar undercounts it. Read India's row as "Amazon plus a quick-commerce wave," with the caveat that the biggest domestic player is measured elsewhere.

What this regional pattern tells us

1. Amazon's reach is widest in the West and still expanding. It's alone in the US and German top 100, it climbed in both since Q1, and on June 1 it newly appeared in Indonesia and overtook Shopee in Brazil's domain ranking.
2. Shopee's strongholds are Asia and Latin America, but they aren't unconditional. Indonesia held firm; Brazil softened. The "Shopee out-traffics Amazon" claim that was true in April had reversed by June 1.
3. Mercado Libre is a Mexico story, not a pan-Latam one — two top-70 domains in Mexico, one weak entry in Brazil.
4. Category rank and domain traffic measure different things, and Turkey proves it. Trendyol is a global Fast Fashion #3 and a #92 domain in its own country. Neither number is wrong; they answer different questions.
5. Quick-commerce is changing what "ecommerce traffic" even means in India, where grocery-delivery apps out-traffic every marketplace except Amazon.

Q2 2026 predictions: what to watch

Based on Q1 2026 momentum, here are five calls we'll grade next quarter.

1. Walmart crosses into the General E-Commerce top 10 for more than 30 days of Q2. The early-April jump to #8 is the first sustained top-10 presence. If it holds, Walmart completes a genuine digital-traffic inflection.
2. Temu pulls further ahead of AliExpress in Low-Cost. If the rank gap widens to 2+ positions (Temu #2, AliExpress #4), that's the cross-border category winner signal.
3. Trendyol cracks Fast Fashion top 2 on at least 15 days of Q2. Its Q1 range touched #2 several times. One more incremental gain gets it over H&M consistently.
4. Shein's share of General E-Commerce rises from its Q1 range (#8–#10) to a consistent top 7. Shein's marketplace expansion keeps pulling traffic from outside its apparel core.
5. Shopee moves from #2 to #3 to a stable #2 in General E-Commerce. With Shopify excluded from our marketplace view, Shopee is the closest contender to Amazon, and its Brazilian and Indonesian strongholds keep expanding.

Interim June 1 grade (Q2 is half over):

1. Walmart top 10 for 30+ days — tracking to fail. Walmart was out of the top 10 every week from May 4 through June 1. The April run is looking like a one-month event, not an inflection.
2. Temu pulls ahead of AliExpress — no. Both held #2 and #3 in Low-Cost every week; the gap never widened. If anything, the more interesting Low-Cost move was Allegro reclaiming #4.
3. Trendyol Fast Fashion top 2 for 15+ days — failed. Trendyol touched #2 on two weeks all quarter and sits at #3 on June 1. H&M owns the slot.
4. Shein into General top 7 — no. Shein held #8-#10 in General throughout; it's stable at #8, not climbing toward the core.
5. Shopee stable #2 in General — yes (excluding Shopify). Shopee held #2 (excluding Shopify) every week. The honest caveat: with Shopify included in Cloudflare's raw category, Shopee shows as #3.

Four of five Q1 calls are tracking to miss, which is itself the finding: Q1 momentum is a poor predictor of Q2 rankings once you watch the weekly series instead of a single snapshot. We'll publish the full Q2 scorecard in July 2026.

Final Q2 close grade (June 30, 2026): Q2 is over, so here's the scorecard, now with the year-over-year data behind it.

1. Walmart top 10 for 30+ days: split decision. After looking dead on June 1, Walmart was back at #8 (raw) in the General category on the June 30 close. The weekly top-five series can't confirm a 30-day run, so this isn't a clean hit, but "Walmart in the top 10 at the quarter's close" is more than the June 1 read suggested. Call it half-right.
2. Temu pulls ahead of AliExpress: no, but AliExpress lost worse. The Temu-versus-AliExpress gap in Low-Cost never widened (both held, #2 and #3, all year). The real move was one lane over: AliExpress fell out of the General top 10 entirely over the year. Temu didn't pull ahead; AliExpress pulled back.
3. Trendyol Fast Fashion top 2 for 15+ days: failed, now definitively. Trendyol was #3 in June 2025 and #3 in June 2026. The year-over-year data closes the case: #3 is structural, #2 was always a spike.
4. Shein into General top 7: failed, and it went the other way. Shein slipped from #7 (excl. Shopify) in June 2025 to #9 in June 2026. Its General-category traffic softened over the year rather than climbing toward the core.
5. Shopee stable #2 in General: met (excluding Shopify). Shopee held #2 (excl. Shopify) into the close and improved its year-over-year standing (up from #3 in June 2025). With Shopify counted in Cloudflare's raw list, it shows as #3.

Net: one clean hit, one split, three misses, and the misses are the finding. Q1 momentum keeps failing to predict Q2, but the year-over-year frame is far more stable than any single quarter, which is the real payoff of adding the 2025 baseline. Full Q3 scorecard in October 2026.

The TechnologyChecker angle: traffic is half the picture

Cloudflare Radar tells us which marketplaces consumers visit. At TechnologyChecker.io, we measure the other side: which marketplaces and platforms merchants build on.

Our detection systems scan 29.9 million active domains monthly, identifying technology signatures across HTTP headers, JavaScript, DNS records, and HTML patterns. Across the ecommerce stack, we track the major platforms (Shopify at 5.6M+ live stores and 26% global market share, plus Shopify Plus, Magento, WooCommerce, and BigCommerce), the main payment stacks (Stripe, Shop Pay, Adyen, Klarna, Afterpay, PayPal), the marketing technology layer (Klaviyo, Mailchimp, HubSpot, covered in our marketing automation report), and the analytics/attribution tools (Google Analytics, Shopify's native analytics, Triple Whale).

For ecommerce technology vendors, our data reveals which merchants use which platform, when they switch, and which verified decision-makers drive those choices. That's the layer underneath the consumer-facing marketplace traffic you just read about. It's where most commerce infrastructure decisions actually get made.

Frequently asked questions

Who has the largest ecommerce marketplace market share in 2026?

Amazon is the largest General E-Commerce marketplace globally, Shopee leads Low-Cost, and Shein leads Fast Fashion. All three held rank 1 in their category for every weekly snapshot of 2026, and the year-over-year data confirms they also held rank 1 on both June 30, 2025 and June 30, 2026, so there was no turnover at the top across a full year. By revenue, Walmart leads global retail, but Walmart's online traffic footprint is much smaller than its offline presence; it fell out of the General top 10 in May and clawed back to #8 (raw) by the June 30 close.

Did the top ecommerce marketplaces change in the past year (2025 to 2026)?

No, not at the very top. Amazon (General), Shopee (Low-Cost), and Shein (Fast Fashion) each held rank 1 in their Cloudflare Radar category on both June 30, 2025 and June 30, 2026. Fast Fashion's entire top 3, Shein, H&M and Trendyol, was identical on both dates. The movement was all underneath: eBay climbed #5 to #3 in General, Shopee took the Low-Cost #1 from Temu, and AliExpress fell out of the General top 10 entirely.

Did Shopee overtake Temu in 2026?

Yes, in Low-Cost E-Commerce. Shopee was #2 behind Temu at the Q2 2025 close and took #1 by the Q2 2026 close, holding #1 every week of the quarter while Temu held #2. In the separate General E-Commerce category it was eBay, not Shopee, that passed Temu over the same year (eBay #5 to #3, Temu #2 to #4, both excluding Shopify).

Which ecommerce marketplaces grew the most over the past year?

By Cloudflare Radar category rank from June 2025 to June 2026: eBay (#5 to #3 in General), Shopee (took the Low-Cost #1), Asos and Falabella (each up two spots in Fast Fashion), American Eagle (up two in Fast Fashion), and Walmart (re-entered the General top 10 at the close). Kiabi, Fashion Nova, and Joom newly entered their category top 10s. Among raw domains, netshoes.com.br was the fastest-rising ecommerce-classified site globally, up about +46.5% in rank.

Is Shopify a marketplace?

No. Shopify is an ecommerce platform, not a marketplace. It powers 5.6M+ independent merchant stores that run on their own custom domains. Shopify.com itself doesn't host seller listings or aggregate transactions the way Amazon, Shopee, or eBay do. That's why we excluded Shopify from the marketplace rankings in this report. For context on Shopify as a platform, see our Shopify analytics report and Shopify technology profile. Cloudflare Radar classifies shopify.com under its E-Commerce service category, but that ranking measures platform/admin/developer traffic to shopify.com, not consumer marketplace activity.

Does Shopee have more traffic than Amazon?

Globally, no. Amazon held #1 in General E-Commerce every week from Q1 through June 1, 2026. Regionally it depends, and it changed during this report's life. In Q1, Shopee out-ranked Amazon in Brazil's top-100 domains (Shopee at #26 and #38 versus Amazon at #39). By the June 1 snapshot that had reversed: Amazon climbed to #27 while Shopee's domains fell to #72 and #90. That reversal held through the June 30 quarter close (amazon.com #38 versus shopee.com.br #61), though Shopee narrowed the gap. Indonesia is where Shopee's lead is clearest and most durable: it holds two top-40 domains (#21 and #41 on June 30) while Amazon's brief #94 cameo there was gone by the close. Domain ranks in the #20-100 band are volatile, so treat the Brazil reversal as a flagged shift rather than a settled one.

Why isn't Walmart in the top 5 for ecommerce?

Walmart generates ~$681B annually, but roughly 83% of revenue comes from physical stores. Walmart.com has strong US traffic, but as a share of global internet traffic it's structurally smaller than marketplace-native competitors. Walmart appeared in Cloudflare Radar's top 10 General E-Commerce on only 11 days of Q1 2026, bumped into the top 10 for about a month from late March to late April (peaking at #8), dropped out again every week from May 4 through June 1, then clawed back to #8 (raw) on the June 30 quarter close. The structural read is that its traffic is too thin for a consistent top-10 slot: it flickers in and out at the #7-8 line rather than holding it.

What's the difference between Cloudflare Radar rankings and GMV rankings?

Cloudflare Radar measures internet traffic to marketplace domains. GMV (gross merchandise volume) measures total dollar value of goods sold. A marketplace can rank high on traffic but low on GMV (if average order values are small) or vice versa. Use both together for a complete picture. This report covers the traffic side.

How often is this report updated?

We publish updated rankings every quarter. This edition carries the Q2 2026 close (June 30) with a year-over-year layer; the next edition (Q3 2026) will be published in October 2026. This page stays at the same URL and reflects the latest quarter's data. Bookmark /blog/ecommerce-marketplace-market-share to see the current rankings.

Summary

Ecommerce marketplace market share, based on Cloudflare Radar traffic rankings tracked weekly from January through the June 30, 2026 quarter close, with a year-over-year layer against Q2 2025:

• The top of every category held for a full year. Amazon (General), Shopee (Low-Cost), and Shein (Fast Fashion) each held rank 1 in their category on both June 30, 2025 and June 30, 2026, and across every weekly snapshot of 2026. Fast Fashion's entire top 3 (Shein, H&M, Trendyol) was identical year over year. The Low-Cost top 3 (Shopee, Temu, AliExpress) is the single most stable ranking in the dataset.
• The year's cleanest swaps sit just underneath. eBay overtook Temu in General E-Commerce (eBay #5 to #3, Temu #2 to #4, excl. Shopify), and Shopee took the Low-Cost #1 outright from Temu (holding it every week of Q2). AliExpress fell out of the General top 10 entirely; Kiabi, Fashion Nova, and Joom newly entered their category top 10s.
• June reversed two of our May reads. H&M reclaimed Fast Fashion #2 from Trendyol (whose #2 was a two-week spike), and DHgate's Low-Cost "lock-in" gave way as Allegro bounced back to #4.
• eBay is the genuine mover. It climbed from a Q1 #5-7 rotation to #3 (excluding Shopify) by June 1, passing Temu — the most durable mid-table shift in the dataset.
• Walmart's April top-10 run was a cameo. Present every week from late March to late April (peaking at #8), then absent every week from May 4 through June 1. The "barely makes top 10" framing was the structural read all along.
• Trendyol (Turkey) stays the most surprising Fast Fashion name at #3, but its home-market domain rank (#92 in Turkey, below Amazon at #50) shows how far category rank can diverge from raw traffic.
• Regional patterns fragment sharply. Amazon-only in the US and Germany; Shopee-strongest in Indonesia; Brazil flipped from Shopee-led to Amazon-led in the June 1 domain snapshot; Mexico is Mercado Libre's real stronghold; India is Amazon plus a quick-commerce wave (with Flipkart measured off-network).
• Shopify was deliberately excluded from marketplace rankings. It's an ecommerce platform (5.6M+ independent merchant stores), not a marketplace. We cover Shopify separately in our platform analytics report

For merchant-side data on which technologies power these marketplaces and their sellers, see our Shopify analytics report, marketing automation report, and technology coverage across 40,000+ products.