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It’s also been adding more merchants to its marketplace over the past year. According to e-commerce research firm Marketplace Pulse 1,450 retailers are now on Google Express, up from 27 two years ago.

The rebrand has proven too late for some retailers. Sephora, which started selling on Google Express in October, stopped selling on the platform in April, according to Marketplace Pulse. A Sephora representative confirmed in an email that the company stopped selling on Google Express, but the company declined to comment as to why. According to Marketplace Pulse, Walmart, PetSmart, Whole Foods, Kohl’s, Walgreens, Home Depot and Bed Bath & Beyond also all stopped selling on Google Express within the past six months. It leaves a gap in Google’s marketplace as these retailers work on building out their own marketplaces and e-commerce businesses, but make room for Google to focus on the small- and medium-sized businesses that have helped fuel other platforms like Shopify and Amazon.

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According to Marketplace Pulse, Walmart online has roughly 43 million products as of late 2018.

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“Both of these companies are arriving at the same conclusion from different points,” said Joe Kaziukenas, founder of the Marketplace Pulse, a research company. “For Amazon, it makes sense because why wouldn’t they? They have all this traffic, and all this interest from brands.”

Mr. Kaziukenas said that for now, Google’s plans were “not a risk at all” for Amazon. The reason, he said, is that Amazon has a large advantage over other retailers after more than a decade of building out the infrastructure to ship items quickly and reliably, while Google is depending on merchants to fulfill orders on their own.

“Google historically has tried to not do things in the physical world,” Mr. Kaziukenas said. “Obviously for them that has been very profitable.”

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Nike tested the YouTube product recommendations under videos that take viewers to its Google Express marketplace, whose slate of merchants has grown to 1,300 from 50 last year, according to Marketplace Pulse data.

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To be sure, a study by Marketplace Pulse found that Amazon-branded products in the U.S.—its largest market—are duds and don’t really threaten other businesses, Bloomberg reported. The New York e-commerce research firm, which examined 23,000 products, found that shopper are not that inclined to buy Amazon private labels even if they are elevated in search results.

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Die Anzahl an chinesischen Online-Händlern auf dem Amazon Marktplatz steigt immer weiter an. Lag der Wert vor zwei Jahren noch bei 26 Prozent, so kommen inzwischen gut 40 Prozent der Top-Seller aus China. Zu diesem Ergebnis kommt eine neue Studie von Marketplace Pulse. Aufgeschlüsselt auf die einzelnen Markplätze in Europa liegt die Zahl teilweise sogar noch viel höher.

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Schon 40 Prozent der Top-Verkäufer auf dem Marketplace von Amazon stammen aus China, wie eine Marketplace-Pulse-Analyse ergeben hat. Vor zwei Jahren waren es noch 26 Prozent.

Während Amazon sich im Juli aus China zurückzieht, dominieren Händler aus dem Land zunehmend Amazons Marketplace – und sie werden auch immer erfolgreicher. Nach 26 Prozent vor zwei Jahren stammen mittlerweile 40 Prozent der Topseller aus China, wie eine Analyse des E-Commerce-Portals Marketplace Pulse ergeben hat. Im europäischen Ländervergleich liegt Deutschland in puncto Anteil erfolgreicher chinesischer Händler hinten.

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40 Prozent der Top-Seller bei Amazon Marketplace haben ihren Sitz in China, vor zwei Jahren waren es erst 26 Prozent. Das ergab eine Analyse von Marketplace Pulse. Innerhalb eines Jahres stieg bei Amazon in Großbritannien der Marktanteil von Verkäufern mit Sitz in China von 28 auf 34 Prozent und in Deutschland von 26 auf 28 Prozent.

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Merchants based in China are dominating Amazon

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BY TIM SANDLE 1 HOUR AGO IN BUSINESS

Amazon.com is a global marketplace. Given the company's U.S. origins it might be expected that U.S. sellers still dominate in terms of the products on offer. New data, in contrast, shows the dominance of Chinese firms.

According to a survey undertaken by Marketplace Pulse, 40 percent of the top sellers on Amazon are based in China. This represents an increase from up from 26 percent two years ago. A large number of these products are electrical, especially products designed to support primary devices, such as cables and earphones.

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As Marketplace Pulse reports, the latest business information data released by Amazon's different regional websites reveals that an average of 40 percent or more of sellers are based in China. That's based on data collected from the top 10,000 sellers and is a huge increase from the 26 percent seen just two years ago.

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