The world's largest e-commerce platform, Alibaba, adopted a marketplace-only business model. In contrast, Amazon adopted a hybrid retail model, with third-party suppliers contributing to around ** percent of its online sales.
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Activate. (November 5, 2025). Breakdown of leading e-commerce platforms' gross merchandise volume (GMV) in 2024, by sales type [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 15, 2026, from /statistics/1625075/top-retail-e-commerce-platforms-gmv-breakdown-by-model/
Activate. "Breakdown of leading e-commerce platforms' gross merchandise volume (GMV) in 2024, by sales type." Chart. November 5, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 15, 2026. /statistics/1625075/top-retail-e-commerce-platforms-gmv-breakdown-by-model/
Activate. (2025). Breakdown of leading e-commerce platforms' gross merchandise volume (GMV) in 2024, by sales type. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 15, 2026. /statistics/1625075/top-retail-e-commerce-platforms-gmv-breakdown-by-model/
Activate. "Breakdown of Leading E-commerce Platforms' Gross Merchandise Volume (Gmv) in 2024, by Sales Type." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 5 Nov 2025, /statistics/1625075/top-retail-e-commerce-platforms-gmv-breakdown-by-model/
Activate, Breakdown of leading e-commerce platforms' gross merchandise volume (GMV) in 2024, by sales type ÌÇÐÄÆƽâ°æ, /statistics/1625075/top-retail-e-commerce-platforms-gmv-breakdown-by-model/ (last visited July 15, 2026)
Breakdown of leading e-commerce platforms' gross merchandise volume (GMV) in 2024, by sales type [Graph], Activate, November 5, 2025. [Online]. Available: /statistics/1625075/top-retail-e-commerce-platforms-gmv-breakdown-by-model/
