Amazon continues to lead the global e-commerce landscape, dominating both web and app traffic with a significant gap that no competitor is currently able to close. Recent data from MarketMazo highlights that between July 2023 and June 2025, Amazon maintained a commanding presence on both e-commerce platforms and apps worldwide, measured by millions of unique visitors. This performance cements Amazon’s status as the foremost player in online retail, far ahead of emerging and established competitors.
On e-commerce websites, Amazon recorded 1,277 million unique visitors, vastly outpacing the second-ranked platform, TEMU, which attracted 315 million visitors. Samsung and Apple followed, drawing 289 million and 256 million users respectively. Other notable platforms included AliExpress, Walmart, Etsy, eBay, OZON, and SHEIN, each holding distinct shares of the web traffic but trailing significantly behind Amazon. This wide margin reflects Amazon’s unmatched ability to attract and retain a broad audience on its website, driven by its extensive product range, robust supply chain, and trusted customer experience.
In the realm of e-commerce apps, Amazon also led with 652 million unique users, followed by Shopee with 393 million and TEMU with 246 million. SHEIN and Flipkart maintained strong user bases as well, with 215 million and 191 million visitors respectively. AliExpress, Meesho, Mercado Libre, Lazada, and Walmart rounded out the top ten, demonstrating diverse geographic and market-specific strengths. Despite competitive pressure, Amazon’s app traffic remains substantially higher, underscoring its effective mobile engagement strategy and user loyalty across devices.
This dominance is indicative of Amazon’s strategic investments in technology, logistics, and customer service that continue to set it apart in an increasingly crowded market. While other platforms like TEMU and Shopee are rapidly growing, especially in regions such as Southeast Asia and emerging markets, Amazon’s extensive ecosystem and global reach maintain a strong competitive edge. The disparity in both web and app traffic also reflects varying consumer preferences and market dynamics, with Amazon capitalizing on its well-established brand and seamless shopping experience to attract users consistently.
This data serves as a clear indicator of current trends in e-commerce traffic distribution worldwide. Amazon’s dual leadership in website and app engagement suggests a sustainable competitive advantage, while also highlighting opportunities for other players to innovate and capture market share. As e-commerce continues to evolve, platforms will need to address user experience, localization, and technological advancements to narrow the gap with Amazon and better serve the diverse needs of online shoppers.
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