Highlights. Amazon.com is the world’s most popular online retailer counting 3.45 billion visits in one month, with 494.1 million monthly search* visits.
- Amazon is the world’s highest-grossing online marketplace retailer with $574.8 billion in global annual revenue.
- 83.1% 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, (81.9 million monthly search visits).
- Microsoft has the most-visited website among consumer brands worldwide with 532.2 million monthly search visits.
*Search visits tally is organic; tallies do not include paid search visits unless noted.
| Domain | Monthly Visits (in millions) |
Monthly Search Traffic (in millions) |
|---|---|---|
| amazon.com | 3,161.6 | 494.1 |
| ebay.com | 589.1 | 74.5 |
| walmart.com | 581.2 | 81.9 |
| aliexpress.com | 486.5 | 45.3 |
| etsy.com | 467.6 | 96.4 |
| amazon.de | 340.0 | 100.9 |
| rakuten.co.jp | 278.6 | 126.8 |
| homedepot.com | 200.7 | 64.9 |
| target.com | 194.9 | 48.8 |
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 81.9 million monthly search visits; 78.3 million or 95.6% of monthly search visits come from the United States.
- As a retailer, Walmart’s 2023 fiscal year revenue exceeded Amazon’s by $31.1 billion or 5.41%.
- 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 61.7 million average monthly search visits.
| Domain | U.S. Monthly Search Visits (in millions) |
FY 2022 U.S.-only Revenue (in billions) |
|---|---|---|
| amazon.com | 410.8 | 352.8 |
| apple.com | 108.7 | 138.6 |
| walmart.com | 78.3 | 420.6 |
| microsoft.com | 73.3 | 106.7 |
| homedepot.com | 61.8 | 140.1 |
| ebay.com | 60.2 | 5.07 |
| target.com | 46.8 | 107.4 |
| etsy.com | 43.6 | 1.48 |
| craigslist.org | 26.6 | 0.69 |
| nike.com | 25.6 | 21.6 |
| lowes.com | 25.4 | 92.0 |
| bestbuy.com | 24.6 | 42.8 |
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% from 2021 to 2022.
- In 2023, Nike had the largest YoY increase in corporate revenue among the most popular U.S. online retailers (17.7%).
- Best Buy’s revenue decreased the most (10.5%) YoY among the most popular U.S. online retailers between 2022 and 2023.
**Corporate revenue figures include offline sales as applicable.
Most Popular Online Consumer Brands
Brands like Microsoft, Disney, and Nike host online stores to sell directly to consumers.
- Microsoft is the the most-searched online consumer brand with 532.2 million monthly search visits.
- 73.3 million or 13.8% of global monthly search visits to Microsoft.com come from the United States.
- In the most recent fiscal year, Microsoft’s total revenue was $211.9 billion.
- $106.7 billion or 50.4% of Microsoft’s revenue came from the United States.
- Apple has the second-most searched consumer brand website with 446.8 million average monthly search visits.
- 108.6 million or 24.3% of Apple’s monthly search traffic comes from the United States.
- Apple’s revenue for its latest complete fiscal year is $383.3 billion.
- $138.6 billion or 36.2% of Apple’s revenue comes from the United States.
- Adobe’s website receives 118.9 million monthly search visits, 20.1% of which are from the United States.
- Nike’s average monthly search traffic is 77.2 million; 33.2% of nike.com’s search traffic comes from the U.S.
- Disney’s go.com receives 26.1 million search visits in an average month, 85.4% 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 1.23 domestic monthly search visits per capita.
- The average consumer in the United Kingdom searches for amazon.co.uk 1.16 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 | 494.1 | $574.8 |
| amazon.com (U.S. only) | 410.8 | $395.6 |
| amazon.in | 147.3 | $40.7† |
| amazon.co.jp | 130.5 | $26.0 |
| amazon.de | 100.4 | $37.6 |
| amazon.co.uk | 81.4 | $33.6 |
| amazon.fr | 60.1 | $16.6† |
| amazon.it | 46.7 | $12.9† |
| amazon.es | 42.3 | $11.7† |
†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 1.42 billion global monthly search visits; which is 928.3 million or 188% more than Amazon.com.
- 70% of monthly visits include shopping activity.
- Instagram has 2.0 billion active users; 143.35 million are in the United States.
- The largest share of Instagram users (18.2%) live in India; 8.48% live in the U.S.
- Facebook.com receives 1.79 billion monthly search visits; which is 368.1 million or 25.9% more monthly search visits than Instagram.
- Up to 40% of Facebook visits include shopping activity.
- Facebook has 3.05 billion active users; 175 million live in the United States.
- The largest share of Facebook users (10.3%) live in India; 5.74% 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
- Rakuten, Consolidated Results: Revenue & Operating Income
- Business Standard, Flipkart’s revenue up 25%
- Ikea, Year in Review
- Google Finance, Currencies
- Products Up, Social Commerce on Instagram
- The World Bank, Data: Population
- Statista, Internet