Amazon is a huge retailer, making $590 billion in 2024. It's the biggest online shopping site in the world. But surprisingly, Amazon still faces competition in e-commerce.
Highlights
- eBay, earning $10.158 billion in 2024, is bouncing back with fixed-price and auction options popular for fashion and gadgets.
- Japan's Rakuten earned $14 billion in 2024, capturing 10-14% of the retail market with a strong rewards program and diverse services.
- In India, Flipkart, founded by ex-Amazon employees, made $560 billion in 2023 and offers a broad product range with its Flipkart Plus SuperCoins rewards program.
- JD.com earned $153 billion in 2024, competing with Amazon and Alibaba through exclusive deals and bulk buying options.
- With $130.35 billion in 2024 revenue, Alibaba operates globally with Taobao, AliExpress, Tmall, and Alibaba Cloud.
Why We Wrote This?
We wrote this guide to provide an overview of Amazon’s top competitors so that sellers can learn from the successes of leading competitors and consumers can find alternative shopping options.
By examining these competitors' strengths, revenue, and unique strategies, we offer valuable insights for upgrading your business strategies. The guide helps businesses identify growth opportunities, refine their tactics, and stay competitive while helping consumers make informed purchases.
So, continue reading this blog to learn about the top 10 Amazon competitors and explore alternative sales platforms.
Top 10 Amazon Competitors of 2024
The following are the top Amazon competitors you should be aware of:
#1 eBay
eBay and Amazon started around the same time in the early to mid-1990s. While Amazon grew rapidly, eBay had slower progress but is now making a comeback. In 2024, eBay earned $10.158 billion, up 3.42% from $9.795 billion in 2022 and $10.42 billion in 2021. eBay is unique because it lets people buy and sell items at fixed prices or through auctions, which is especially popular for fashion, gadgets, and more.
#2 Rakuten
Rakuten, founded in 1997, is known as Japan’s “Amazon” and earned $14 billion in 2024, capturing 10-14% of the retail market. Its rewards program, video streaming, payment system, and insurance services stand out, making it a unique competitor to the Amazon community in Japan and beyond.
#3 eWorldTrade
When it was established in the early 2000s, eWorldTrade positioned itself as a B2B e-commerce platform. Even though it took some time for eWorldTrade to gain traction in a field dominated by bigger competitors, the company has accomplished great things recently. The platform reported $250 million in earnings in 2024, a strong 15% increase from $217 million in 2022. This rise is explained by the expansion of international trade as well as the rising need for large purchases in a number of different industries.
The unique selling point of eWorldTrade is its emphasis on establishing direct trade and tailored sourcing solutions between small and medium-sized businesses and foreign suppliers. Because of its distinct methodology, it has become a top option for companies looking to streamline their procurement processes and increase their global presence.
#4 Flipkart
Amazon is a global leader, but in India, Flipkart reigns supreme. Founded by two former Amazon employees in 2007, Flipkart made 560 billion in 2023. It offers a variety of products and has a rewards program called Flipkart Plus SuperCoins, letting customers earn points on purchases.
#5 JD (JingDong)
JD.com (JingDong) is one of the major Amazon competitors, with $153 billion in revenue for 2024 and a 2.78% annual growth rate. JD competes with Amazon and Alibaba’s Tmall by offering exclusive deals and bulk purchasing options similar to Costco.
#6 Alibaba Group
Alibaba, founded by Jack Ma in 1999, is a major Amazon competitor in eCommerce. Unlike Amazon, Alibaba doesn’t have country-specific branches but operates worldwide. 2024, it earned $130.35 billion, up 33% from 2021. Alibaba includes Taobao, AliExpress, Tmall, and Alibaba Cloud, each serving different markets.
#7 Target
Target may seem smaller, but it excels in customer loyalty with its REDcard and rewards programs. With 75% of Americans living within 10 miles of a Target store, it has strong competition potential. In 2024, Target’s revenue was $107.4 billion, and its rewards program keeps shoppers returning.
#8 Netflix
Netflix is one of the biggest competitors of Amazon in the streaming space. In 2024, Netflix had 260.28 million subscribers and earned $33.724 billion in 2023, while Amazon Prime, with 200 million subscribers, made $12.9 billion. However, Amazon Prime also includes additional perks like Prime delivery.
#9 Facebook
Launched in 2016, Facebook Marketplace quickly grew to over 262 million users across 150 countries. Initially, it was for buying and selling used items, but now it includes Facebook Shops, allowing eCommerce stores to create online storefronts and sell directly on Facebook. This feature helps brands showcase products, engage with customers through Messenger, and run Facebook ads—all in one place.
#10 Walmart
Founded in 1962, Walmart is one of the oldest Amazon’s competitors. Originally a brick-and-mortar store, Walmart now offers a strong online shopping experience. In 2024, Walmart's online sales reached $648 billion. Though it focuses on physical stores, Walmart invests in technology and marketing to boost its online presence.
#11 Online Stores
Creating your online store is another excellent way to sell products. In 2023, the e-commerce industry generated around 5.8 trillion, with many sales from individual brands. They account for 23% of the market share, making them the biggest competitors of Amazon company. Platforms like SwifStart agency let you grow your brand within no time by integrating marketing tools and Amazon SOPs library to attract customers.
Summary
This guide offers sellers a strategic edge by highlighting Amazon competitors and their unique market approaches. By understanding the strengths and strategies of eBay, Rakuten, Flipkart, JD.com, and Alibaba, sellers can gain valuable insights to refine their tactics and enhance their market presence.
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FAQ
Who Is Amazon's Biggest Competitor?
Amazon's top competitors are Walmart, eBay, Alibaba, Target, and other local eCommerce sites like Otto or Rakuten. In video streaming, Amazon faces competition from Netflix, Rakuten, HBO, Disney, and Apple TV+.