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Meanwhile, Amazon looks to have had a strong Christmas in Australia. Traffic was up 30 per cent from a year ago when it launched, hitting its highest monthly average yet, according to an analysis conducted by Marketplace Pulse. “The marketplace has also surpassed the 25,000 sellers milestone a week before Christmas, and we estimate that sales volume in December was the best month yet too,” Juozas Kaziukėnas, founder of Marketplace Pulse, told Which-50.

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Január 1. nulla órától január 6-ig világszerte 16 268 új kereskedő regisztrált a piactérre, azaz percenként kettő - írta a MarkertplacePulse nevű kutatócég az év eleji összesítésében. Igaz, azt is hozzátették, hogy az újonnan regisztrálók nagy része valószínűleg soha nem fog egy eladnivaló terméket sem feltölteni az oldalra.

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Juozas Kaziukėnas, CEO of e-commerce research firm Marketplace Pulse, said Target’s store pickup options for online orders make sense for customers outside of U.S. major urban centers, where customers are accustomed to driving to stores to pick up items. Target’s online pickup services helped rushed holiday shoppers wanting to save time on their last-minute holiday purchases, he added.

“Target was one of the bigger winners last year — it’s a massive turnaround compared to where they were a couple of years ago,” said Kaziukėnas. “Most of these people are driving to the store anyway; picking up [at the store] is super convenient because it meshes the advantages of picking up something in the store and buying online.”

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34 percent of Amazon’s top sellers come from China. If even a fraction of these merchants has shared their secret keys to external parties, it’s possible that a sizable number of customers are now vulnerable.

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The dominance of Chinese merchants on the platform is another issue that shouldn’t be overlooked. Over a third of Amazon’s top sellers come from China and many of them take advantage of being based close to the factories. Developments in cross-border payments technology and fulfillment services allow these sellers to offer goods directly to global customers at low prices. By sourcing their inventories directly from manufacturers, they also get to enjoy larger margins and minimal overhead.

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On Amazon marketplaces in Europe, 39 per cent of top sellers are based in China, according to consultancy Marketplace Pulse, which estimates the proportion to be even higher on Amazon’s US site.

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Over 6 million independent merchants pay to sell goods through Amazon’s ecommerce marketplace and many also shell out additional fees for services like shipping and warehousing.

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“It’s no surprise that the Amazon marketplace is growing faster than the Amazon’s own retail sales, because it carries less inventory risk and scales better,” writes Joe Kaziukenas, founder of Marketplace Pulse, a website covering the Amazon seller industry. “It’s also more profitable for Amazon.”

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“In early 2012, the Amazon catalog grew too big, and the only way to get to the top of search results was to prove to the algorithm that your product was the best,” said Juozas Kaziukėnas, chief executive of Marketplace Pulse, a business-intelligence firm focused on e-commerce. “Most sellers realized acquiring reviews was a golden ticket.”

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This year, Marketplace sales were almost double those of Amazon retail itself, according to Marketplace Pulse, making the seller platform alone the largest e-commerce business in the world.

Amazon’s ability to hide the chaos of its Marketplace from consumers is part of what made the company successful early on, says Marketplace Pulse’s Juozas Kaziukėnas. While eBay is obviously a bazaar, Amazon looks like a traditional retailer.

Last year only about 20,000 sellers — 0.3 percent — had more than a million dollars in sales a year, which is the point at which Kaziukenas says it becomes a viable full-time business.

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