On Amazon marketplaces 40% of sellers are based in China. This is based on combined average of the 5 European marketplaces (Spain, France, Italy, UK, and Germany), and counts active sellers only (at least one feedback rating a month).
Most Chinese sellers are in the Amazon.es marketplace with 46% of the active sellers. Followed by Amazon.fr at 42%, and Amazon.it at 42%.
The ratio is even higher among top sellers at 41%. This is most apparent on Amazon.es at 53%, Amazon.fr at 46%, and Amazon.it at 45%.
Retailers in Europe are required to disclose their business location as part of European Union law, this thus also apply to sellers on European marketplaces. The business information is analyzed in this report to determine what country is the seller located in. Unfortunately this is only possible for the European marketplaces, and the same analysis is not possible for Amazon.com.
Nonetheless China sellers share of Amazon.com marketplace is at least that of Europe at 40% or even higher. The US marketplace generates the most sales overall, thus the interest from sellers is highest there. In a study Payoneer interviewed 900 Chinese sellers and found that 62% of respondents are selling on Amazon marketplaces. Of the 62% figure, 91% sell on Amazon.com in the US. Which means the 40% we calculated for European marketplaces is likely even higher in the US.
| Marketplace | China in Active Sellers | China in Top 100 | China in Top 1,000 | China in Top 10,000 |
|---|---|---|---|---|
| Amazon.es | 46% | 37% | 52% | 53% |
| Amazon.fr | 42% | 25% | 36% | 46% |
| Amazon.it | 42% | 31% | 38% | 45% |
| Amazon.co.uk | 36% | 9% | 17% | 33% |
| Amazon.de | 33% | 13% | 14% | 28% |
Among Chinese sellers more than 68% use Fulfillment by Amazon (FBA). Compared to 51% average of all sellers. Which means that from the customer point of view it's all the same experience. But for other sellers this is a threatening figure because it will be hard to compete with them.
The ratio of Chinese sellers using FBA compared to the total ratio of FBA users is much higher. Meaning that while only 55% of all sellers are using FBA on Amazon Italy, 73% of Chinese sellers are using it. For Chinese sellers FBA is the key feature allowing them to compete with domestic sellers.
| Marketplace | China FBA Sellers | All FBA Sellers |
|---|---|---|
| Amazon.it | 73% | 55% |
| Amazon.de | 71% | 44% |
| Amazon.co.uk | 69% | 46% |
| Amazon.es | 67% | 59% |
| Amazon.fr | 63% | 51% |
This report was updated on . All metrics mentioned are calculated by our technology platform allowing us to collect data and analyze e-commerce marketplaces.