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In 2025, Amazon stood out as the leading online marketplace by gross merchandise value. Chinese sites dominated the subsequent five positions. Pinduoduo made over *** billion U.S. dollars in GMV in that year, followed by Douyin, which made about ***billion U.S. dollars. Taobao secured the fourth spot, with a GMV hovering around ****billion U.S. dollars. 

Rise of mobile-first platforms

The surge of mobile-first platforms is reshaping the e-commerce landscape. Temu, a relative newcomer, has made significant strides, ranking as the most downloaded shopping app worldwide in 2025 with more than *** million downloads. This success is mirrored in the U.S. market, where Temu led app downloads with almost ** million in 2025. The popularity of these mobile platforms aligns with the growing trend of m-commerce, which now accounts for more than half of all global online retail sales. 

Shifting consumer behaviors

Cross-border e-commerce is becoming increasingly prevalent, with Amazon and Temu leading the charge. A survey in September 2024 revealed that ** percent of online shoppers across ** countries made their most recent cross-border purchase through Amazon, while ** percent chose Temu. This trend is further supported by the popularity of shopping apps, with Temu and SHEIN dominating downloads in the United States. As mobile commerce continues to grow, these platforms are well-positioned to capitalize on evolving consumer preferences for convenient, global shopping experiences.