Amazon is not competing in global ecommerce. It is operating in a different category.
The graphic above shows the different ecommerce players leading in MAU (Monthly Active Users) and MUV (Monthly Unique Visitors).
MAU counts how many different people open and use an app or log into an account each month. MUV counts how many different people look at a website or a public page each month, usually without needing to log in.
Between July 2024 and June 2025, Amazon averaged 1,276.5 million monthly unique website visitors and 651.7 million monthly active app users, the highest figures in both rankings across all global ecommerce platforms.
Below Amazon, the rankings get complicated fast.
TL;DR
- Amazon averaged 1,276.5 million monthly unique website visitors and 651.7 million monthly active app users between July 2024 and June 2025.
- Temu, launched internationally only in 2022, already ranks second globally for website traffic and third for app users.
The rest of the top ten is split between platforms most Western audiences have never heard of and household names competing on entirely different terms.
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Ecommerce Brands and their Ave.MUVs (Website)
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Brands | Ave.MUVs (million) |
|---|---|---|---|---|---|---|
| 1 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Amazon | 1,276.5 |
| 2 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Temu.com | 314.9 |
| 3 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Samsung.com | 288.8 |
| 4 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Apple.com | 256.4 |
| 5 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Aliexpress.com | 222.6 |
| 6 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Walmart.com | 163.9 |
| 7 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Etsy.com | 161.3 |
| 8 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Ebay.com | 158.1 |
| 9 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Ozon.ru | 103.4 |
| 10 | Monica Ebunoluwa | 13/08/2026 02:58 PM | Monica Ebunoluwa | 13/08/2026 02:58 PM | Shein.com | 92.8 |
Ecommerce Brands and their Ave.MAUs (App)
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Brands | Ave.MAUs (million) |
|---|---|---|---|---|---|---|
| 1 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Amazon | 651.7 |
| 2 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Shopee | 392.8 |
| 3 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Temu | 246.4 |
| 4 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Shein | 215.1 |
| 5 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Flipkart | 190.8 |
| 6 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Aliexpress | 159.0 |
| 7 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Meesho | 159.0 |
| 8 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Mercado Libre | 125.3 |
| 9 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Lazada | 109.2 |
| 10 | Monica Ebunoluwa | 13/08/2026 03:05 PM | Monica Ebunoluwa | 13/08/2026 03:05 PM | Walmart | 93.9 |
Temu’s Three-year Ascent
Temu launched outside China in 2022.
By the twelve months ending June 2025, it had accumulated 314.9 million average monthly unique website visitors (second only to Amazon globally) and 246.4 million monthly active app users, placing it third in the global ecommerce app ranking.
No other platform in either dataset has reached top-three positions across both web and app metrics in such a compressed timeframe.
Its combined monthly reach across both channels exceeds 560 million touchpoints.
The ultra-low-price model that drove its expansion has produced an audience that now rivals platforms built over decades.
ALSO READ: Could Temu Become the Next Biggest E-Commerce Platform?
Where Desktop Still Matters
The website ranking tells a different story.
Samsung.com averaged 288.8 million monthly unique visitors, and Apple.com averaged 256.4 million (third and fourth globally).
Neither has a competing ecommerce app in the global top ten.
Their website traffic reflects brand destination behavior: people searching for specific products, checking specifications, or accessing support rather than habitually browsing a marketplace.
Their presence in the ecommerce website ranking sits alongside traditional marketplace players for different structural reasons.
Etsy.com averaged 161.3 million monthly unique visitors (above eBay.com’s 158.1 million) in the same period.
ELI5
Amazon is the biggest online shopping platform in the world by a huge margin, with over a billion website visitors every month.
But the rest of the top ten is full of surprises: a three-year-old Chinese app called Temu is already second, two Indian platforms most people outside India have never heard of rank in the top seven for apps, and Russia’s biggest shopping site makes the global top ten despite operating almost entirely in isolation.
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