Research

2021 was the year of broken supply chains, Amazon aggregators, more advertising, Shopify's almost-marketplace, and one unanswered question - did the pandemic boost e-commerce after all? For now, the world of marketplaces revolves around Amazon - it has doubled in size in two years. No one will challenge it directly, but a different paradigm might.

Firms acquiring successful brands on Amazon have attracted over $15 billion in capital raised. They are known as Amazon seller aggregators. The market had a breakout year in 2020 because of three factors: the pandemic accelerating spending on Amazon, Thrasio raising hundreds of millions of dollars, and Anker, an Amazon-native brand, going public.

2020 was the best year for e-commerce marketplaces in over a decade. E-commerce growth had a step change, and marketplaces captured most of it. In aggregate, it was the most successful year for sellers and brands that transact through them, too. The Year in Review looks at the state of marketplaces and describes the most important trends.

In 2019, sellers on the Amazon marketplace sold $200 billion worth of products. Amazon marketplace is so large it would rank as the 50th largest economy in the world if it were its own country. Below New Zealand's economy, but bigger than Qatar's. The Year in Review looks at the state of marketplaces and makes predictions on what's to come next.

According to Marketplace Pulse research, Amazon-owned private label brands are not nearly as successful as many paint them to be. Amazon has been successful in creating generic items at low prices, but only when using the Amazon brand name (i.e., AmazonBasics and Amazon Essentials). Otherwise, the hundreds of brands and tens of thousands of products launched are not resonating with customers.

The Year in Review looks at the state of marketplaces and their challenges, and makes predictions on what’s to come next year. It’s a deep-dive report built on our research, highlighting more than twenty different metrics and the context surrounding them.

Top Amazon marketplace sellers globally and in each local marketplace. Seller rank is based on the number of positive reviews received during the last 30 days. Providing feedback is optional for customers, and the percentage of customers who leave a seller review is anywhere in the range of 5-25%. The global list is dominated by the Amazon.com marketplace, with the majority of the worldwide top sellers.

Top eBay sellers globally. Seller rank is based on the number of positive reviews received during the last 30 days.

Top Etsy shops based on sales during the thirty days. Seller rank is based on the number of orders received during the last 30 days.

Statistics and metrics compiled from press releases, financial earnings reports and Marketplace Pulse data