Alibaba was the top company worldwide in terms of gross merchandise volume (GMV) share across the web. The Chinese e-retail giant which provides consumers business-to-business (B2B), consumer-to-consumer (C2C), and business-to-consumer (B2C) e-commerce accounted for ** percent of the overall online GMV in 2024. Amazon ranked second, accounting for ** percent of overall online GMV.
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Activate. (November 5, 2025). E-commerce market share of leading e-retailers worldwide in 2024, based on GMV [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 14, 2026, from /statistics/664814/global-e-commerce-market-share/
Activate. "E-commerce market share of leading e-retailers worldwide in 2024, based on GMV." Chart. November 5, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 14, 2026. /statistics/664814/global-e-commerce-market-share/
Activate. (2025). E-commerce market share of leading e-retailers worldwide in 2024, based on GMV. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 14, 2026. /statistics/664814/global-e-commerce-market-share/
Activate. "E-commerce Market Share of Leading E-retailers Worldwide in 2024, Based on Gmv." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 5 Nov 2025, /statistics/664814/global-e-commerce-market-share/
Activate, E-commerce market share of leading e-retailers worldwide in 2024, based on GMV ÌÇÐÄÆƽâ°æ, /statistics/664814/global-e-commerce-market-share/ (last visited July 14, 2026)
E-commerce market share of leading e-retailers worldwide in 2024, based on GMV [Graph], Activate, November 5, 2025. [Online]. Available: /statistics/664814/global-e-commerce-market-share/
