Highlights. Amazon.com is the world’s most popular online retailer counting 3.50 billion visits in one month, including 440.3 million monthly search visits.
- Amazon is the world’s highest-grossing online marketplace retailer with $638.0 billion in global annual revenue.
- 82.1% of Amazon’s global search traffic comes from the United States.
- Walmart has the most-visited website among retailers with 581.2 million visits in one month, (81.4 million monthly search visits).
- Apple has the most-visited website among consumer brands worldwide with 467.3 million monthly search visits.
| Domain | Monthly Visits (in millions) |
Monthly Search Traffic (in millions) |
|---|---|---|
| amazon.com | 3,161.6 | 440.3 |
| ebay.com | 589.1 | 65.9 |
| walmart.com | 581.2 | 81.4 |
| aliexpress.com | 486.5 | 45.0 |
| etsy.com | 467.6 | 49.3 |
| amazon.de | 340.0 | 98.0 |
| rakuten.co.jp | 278.6 | 103.5 |
| homedepot.com | 200.7 | 79.0 |
| target.com | 194.9 | 43.6 |
Most Popular Online Retailers
Amazon’s online traffic and online-only revenue exceeds every other retailer in the U.S. and worldwide.
- With an average of 581.22 million monthly global visits, Walmart has the most popular website among traditional brick-and-mortar retailers.
- Walmart gets 81.4 million monthly search visits; 77.5 million or 95.5% of monthly search visits come from the United States.
- As a retailer, Walmart’s 2024 fiscal year revenue exceeded Amazon’s by $36.6 billion or 5.73%.
- Outside of U.S. marketplaces, China’s Aliexpress is the most popular online store worldwide with 486.47 million average monthly visits.
- The most popular business-to-business retailer website outside the U.S. is Brazil-based Mercado Livre, which has 100.1 million average monthly search visits.
| Domain | U.S. Monthly Search Visits (in millions) |
FY 2024 U.S.-only Revenue (in billions) |
|---|---|---|
| amazon.com | 361.5 | $387.5 |
| apple.com | 91.9 | $142.2 |
| walmart.com | 77.7 | $462.4 |
| homedepot.com | 76.5 | $147.0 |
| microsoft.com | 56.7 | $124.7 |
| ebay.com | 52.0 | $5.24 |
| target.com | 41.8 | $106.6 |
| adobe.com | 30.3 | $12.9 |
| lowes.com | 26.9 | $83.7 |
| etsy.com | 21.7 | $1.47 |
Most Popular Online Store Growth
Among the most popular U.S. online retailers, Walmart has seen the highest percentage of web traffic growth.
- Global monthly web traffic for Walmart.com increased 41.6% between 2021 and 2022.
- Amazon.com monthly web traffic increased 29.1% YoY.
- Among the most popular U.S. online retailers, Etsy had the largest YoY increase in corporate revenue* (10.2%) in 2022.
- eBay was the only one of the most popular online retailers to see a decline in both web traffic (down 33.5%) and corporate revenue (-6.00%).
- While Home Depot saw a 13.8% decline in monthly web traffic to its website, corporate revenue increased 4.13% YoY from 2021 to 2022.
- In 2024, Amazon.com had the largest YoY increase in corporate revenue among the most popular U.S. online retailers (9.83%).
*Corporate revenue figures include offline sales as applicable.
Most Popular Online Consumer Brands
Brands like Microsoft, Disney, Apple, and Nike host online stores to sell directly to consumers.
- Apple is the most-searched online consumer brand with 467.3 million monthly search visits.
- 91.8 million or 19.7% of Apple’s monthly search traffic comes from the United States.
- Apple’s revenue for its latest complete fiscal year is $391.0 billion.
- $142.2 billion or 36.4% of Apple’s revenue comes from the United States.
- 56.2 million or 15.0% of global monthly search visits to Microsoft.com come from the United States.
- In the most recent fiscal year, Microsoft’s total revenue was $245.1 billion.
- $124.7 billion or 50.9% of Microsoft’s revenue came from the United States.
- Adobe’s website receives 146.5 million monthly search visits, 20.7% of which are from the United States.
- Nike’s average monthly search traffic is 68.1 million; 29.6% of nike.com’s search traffic comes from the U.S.
- Disney’s go.com receives 24.4 million search visits in an average month, 83.0% of which are from the U.S.
Most Popular Amazon Stores
A majority of Amazon’s web traffic and revenue comes from the United States.
- Amazon is most-searched among consumers in the U.S.; amazon.com averages 1.08 domestic monthly search visits per capita.
- The average consumer in the United Kingdom searches for amazon.co.uk 0.99 times monthly while the average German searches for amazon.de 1.07 times monthly.
- Among Amazon’s many domains, the most-searched for and highest-earning outside the United States is amazon.in (India).
- Among domestic populations, however, Amazon is least-searched for in India; amazon.in receives an average of 0.10 monthly search visits per capita.
| Domain | Monthly Visits (in millions) |
Annual Revenue (in billions) |
|---|---|---|
| amazon.com | 440.3 | $638.0 |
| amazon.com (U.S. only) | 361.5 | $438.0 |
| amazon.in | 142.5 | $41.8† |
| amazon.de | 98.0 | $40.9 |
| amazon.co.jp | 96.1 | $27.4 |
| amazon.co.uk | 72.4 | $37.9 |
| amazon.fr | 63.2 | $18.6† |
| amazon.it | 57.9 | $17.0† |
| amazon.es | 42.2 | $12.4† |
†Estimates based on SEC Filings and Ahrefs Visitor Counts
Most Popular Online Social Marketplaces
Facebook and Instagram host online marketplaces for third-party sellers to connect directly with consumers.
- Instagram receives 1.7 billion global monthly search visits; which is 1.26 billion or 286% more than Amazon.com.
- 61% of monthly visits to instagram.com include shopping activity.
- Instagram has 2.0 billion active users; 171.7 million are in the United States.
- The largest share of Instagram users (20.7%) live in India; 8.59% live in the U.S.
- Facebook.com receives 1.7 billion monthly search visits; which is approximately the same as Instagram.
- Up to 40% of Facebook visits include shopping activity.
- Facebook has 3.07 billion active users; 196.9 million live in the United States.
- The largest share of Facebook users (12.5%) live in India; 6.41% live in the U.S.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- U.S. Securities and Exchange Commission, Corporate Filings
- Ahrefs
- Statista, Internet
- The World Bank, Data: Population
- Sproutsocial, Social Media Marketing