Over 60% of the current top 10,000 sellers on Amazon.com registered on the marketplace before 2019. Despite thousands of new sellers joining daily, the marketplace elite remains largely stable, with pre-2019 cohorts maintaining their dominance.
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Japan is the only remaining established Amazon marketplace where local sellers represent the majority, with 54% of active sellers being Japanese businesses. This stands in stark contrast to most other Amazon marketplaces, where Chinese sellers increasingly dominate and local seller representation continues to shrink.
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Amazon continues to add international marketplaces, but most sellers aren't following them across borders. Despite Amazon's efforts to make global selling easier, nearly 70% of sellers remain active in just one marketplace.
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Amazon launched in Ireland on March 18th, marking its 23rd global marketplace and 11th in Europe. It follows the launch of South Africa in 2024 and is part of an expansion strategy that is evolving both by default and design.
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Etsy's active seller count has declined for the third consecutive quarter, dropping from a high of 7 million to 5.6 million in the latest figures, indicating a significant contraction in Etsy's seller ecosystem, bucking the growth patterns seen at competing marketplaces.
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TikTok Shop is rapidly expanding into Europe while facing existential uncertainty in the United States. The platform is now hiring for nearly 100 TikTok Shop-specific roles across Europe.
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Software aggregators focused on Amazon seller tools are securing nine-figure exits. In contrast, brand aggregators continue massive layoffs, with Carbon6's recent $210 million sale to SPS Commerce validating the software model's superior resilience.
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In 2024, Chinese sellers made up nearly half of the new sellers added to Walmart's marketplace, accelerating the platform's transformation into yet another channel dominated by Chinese merchants.
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Amazon's third-party sellers accounted for an all-time high of 62% of units sold in Q4 2024, though this is more by Amazon's design than sellers' dominance.
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China-based e-commerce platforms built multi-billion dollar businesses by exploiting a customs loophole. That loophole – Section 321 'de minimis' thresholds – is now closed, and with it, the current era of ultra-cheap direct-from-China retail.
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