Highlights. Amazon.com is the world’s most popular online retailer counting 3.50 billion visits in one month, including 502.1 million monthly search visits.
- Amazon is the world’s highest-grossing online marketplace retailer with $638.0 billion in global annual revenue.
- 79.9% 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, (79.3 million monthly search visits).
- Apple has the most-visited website among consumer brands worldwide with 541.2 million monthly search visits.
Domain | Monthly Visits (in millions) |
Monthly Search Traffic (in millions) |
---|---|---|
amazon.com | 3,161.6 | 469.5 |
ebay.com | 589.1 | 78.3 |
walmart.com | 581.2 | 79.4 |
aliexpress.com | 486.5 | 56.8 |
etsy.com | 467.6 | 65.0 |
amazon.de | 340.0 | 120.3 |
rakuten.co.jp | 278.6 | 116.7 |
homedepot.com | 200.7 | 60.8 |
target.com | 194.9 | 48.0 |
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 79.4 million monthly search visits; 70.1 million or 88.4% of monthly search visits come from the United States.
- As a retailer, Walmart’s 2023 fiscal year revenue exceeded Amazon’s by $67.0 billion or 11.8%.
- 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 95.8 million average monthly search visits.
Domain | U.S. Monthly Search Visits (in millions) |
FY 2023 U.S.-only Revenue (in billions) |
---|---|---|
amazon.com | 374.9 | $352.8 |
apple.com | 98.8 | $138.6 |
microsoft.com | 72.1 | $106.7 |
walmart.com | 70.1 | $441.8 |
ebay.com | 59.9 | $5.07 |
homedepot.com | 56.5 | $140.1 |
target.com | 41.3 | $107.4 |
etsy.com | 27.3 | $1.47 |
adobe.com | 26.6 | $11.7 |
lowes.com | 24.5 | $86.4 |
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 541.0 million monthly search visits.
- 98.8 million or 18.3% 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.
- 72.1 million or 14.8% of global monthly search visits to Microsoft.com come from the United States.
- In the most recent fiscal year, Microsoft’s total revenue was $235.1 billion.
- $124.7 billion or 50.9% of Microsoft’s revenue came from the United States.
- Adobe’s website receives 125.2 million monthly search visits, 21.3% of which are from the United States.
- Nike’s average monthly search traffic is 71.1 million; 31.7% of nike.com’s search traffic comes from the U.S.
- Disney’s go.com receives 23.0 million search visits in an average month, 83.2% 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 1.12 domestic monthly search visits per capita.
- The average consumer in the United Kingdom searches for amazon.co.uk 1.15 times monthly while the average German searches for amazon.de 1.31 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 | 469.5 | $638.0 |
amazon.com (U.S. only) | 374.9 | $438.0 |
amazon.in | 142.6 | $42.8† |
amazon.de | 109.4 | $40.9 |
amazon.co.jp | 116.6 | $27.4 |
amazon.co.uk | 78.4 | $37.9 |
amazon.fr | 67.2 | $21.2† |
amazon.it | 57.0 | $16.7† |
amazon.es | 42.6 | $13.2† |
†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 1.23 billion or 262% more than Amazon.com.
- 61% of monthly visits to instagram.com include shopping activity.
- Instagram has 2.0 billion active users; 169.7 million are in the United States.
- The largest share of Instagram users (18.1%) live in India; 8.48% live in the U.S.
- Facebook.com receives 1.6 billion monthly search visits; which is 100.0 million or 5.88% less monthly search visits than Instagram.
- Up to 40% of Facebook visits include shopping activity.
- Facebook has 3.07 billion active users; 193.8 million live in the United States.
- The largest share of Facebook users (12.3%) live in India; 6.31% 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