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Amazon in the global online retail market: Market size and shares 2016 & 2017

  • ID: 4751695
  • Report
  • January 2019
  • Region: Global
  • 19 pages
  • GlobalData
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Amazon in the global online retail market: Market size and shares 2016 & 2017


As Amazon produces more stellar figures in its trading updates, recruits ever more consumers to its Prime subscription service and its Echo voice device, and gains a larger foothold on the physical space with its Amazon Go format and its Whole Foods chain, there is an impression that it is taking over retail globally.

"Amazon in the global online retail market" provides an overview of the Amazon's position in the global online market, its share and sales in the global online market in 2017, its major markets and competitive landscape.

  • Amazon accounted for 9.5% of total global online retail sales in 2017 and its largest share regionally is in the Americas where it has a 13.6% share.
  • The US, its home market, is its major market where it generates US$57.1bn of retail sales online and has a 14.8% share of total online retail sales.
  • Its Top Five markets are USA, Japan, Germany , UK and China - but while it commands market shares between 17% and 14% in the Top Four, it only has a 1.8% share in China where, though it has huge potential, it is up against major local operators.
  • Apart from underdeveloped markets in Bulgaria, Mexico and Saudi Arabia, its online market share does not exceed 18% and is mainly in single digits. However it was the number one online retailer in 23 countries in 2016.
  • The majority of its sales were in what we class as ‘other’ categories - such as books, music, video (its initial products) but electricals led in 2016, then clothing & footwear. Food & grocery is its smallest sector by sales, but this is set to grow fast as it expands its physical presence as well as online businesses in this sector.
  • Walmart’s total global retail sales give it a major lead on Amazon, but as Amazon expands its physical space and grows sales in the largest sector, food & grocery, it will narrow the gap, and its lead over Home Depot in third place will widen.
Reasons to Buy

Understand what is Amazon’s -
  • Share of the global online retail market in 2017??
  • Share of online retail sales by country in 2017??
  • Retail sales online in its Top 10 markets?
  • Fastest growing markets in 2017?
  • Major product sectors by sales?
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  • Introduction
  • Key findings
  • Amazon’s online retail sales and shares in 2017
  • Comparisons with other major retailers and sector shares 2016
  • Appendix
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  • Amazon
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