Which platforms do consumers worldwide prefer when shopping online across borders? A recent survey by the International Post Corporation (IPC) reveals that Amazon, AliExpress, and eBay collectively account for 55% of the global cross-border e-commerce market.
The study, which surveyed over 33,000 online shoppers across 40 countries, provides insights into consumer behavior to help sellers refine their international expansion strategies. Amazon leads the pack with a 26% market share, followed by Alibaba-owned AliExpress at 19%, and eBay in third place with 10%. While Wish remains a player, its share has declined to 7%.
Shifting Market Dynamics Post-Pandemic
Compared to 2019 data, eBay and Wish have lost ground as pandemic restrictions eased, while Amazon has strengthened its dominance. This trend underscores the growing importance of platform trustworthiness, product variety, and logistics efficiency in cross-border purchasing decisions.
Regional Preferences and Supply Chain Trends
Amazon enjoys the highest penetration in Luxembourg, Austria, and India, where more than half of respondents named it their preferred cross-border shopping platform. AliExpress dominates in Russia, while eBay performs strongest in Cyprus—reflecting differentiated regional strategies among the platforms.
China remains the world's largest supplier of cross-border goods, originating 35% of international purchases, with the U.S. following at 14%. However, 27% of cross-border shoppers indicated they plan to buy more from domestic retailers due to supply chain disruptions and rising shipping costs—presenting both challenges and opportunities for local e-commerce platforms to improve product quality and delivery experiences.
The cross-border e-commerce landscape remains fiercely competitive, with the three major platforms maintaining their lead while market conditions evolve. As China continues to play a pivotal role in global supply chains, sellers must adapt strategically to navigate this dynamic environment.