Following our previous article on the top eCommerce players, we continue our analysis of the companies shaping online retail in 2025. While Amazon and Alibaba command significant attention, other major competitors are making substantial impacts on the global digital commerce landscape.
In this article, we examine companies ranked 3-10 in the worldwide eCommerce sector, based on revenue, customer numbers, and market position. These businesses employ distinct strategies to compete in an increasingly crowded marketplace.
The Current Top 10 eCommerce Companies (2025)
Based on market position, revenue, and overall strength in the digital commerce space, these are the current market leaders:
Amazon
Alibaba
JD.com
Walmart
Pinduoduo
Shopify
Coupang
Apple
Shopee (Sea Limited)
eBay
Now let’s take a closer look at positions 3-10, examining what makes each company successful in the competitive online retail environment.
JD.com: The Inventory Control Specialist
JD.com stands as the second-largest eCommerce company globally by revenue, establishing itself as a direct competitor to Alibaba within China while pursuing a distinctly different strategic approach. Unlike Alibaba’s marketplace model, JD.com operates more similarly to Amazon, with greater control over inventory and fulfilment.
Walmart: Traditional Retail’s Digital Success Story
Walmart has successfully built a powerful eCommerce operation by connecting its physical retail network with online capabilities. The company ranks second in the United States with projected online sales of $94.11 billion.
Walmart’s strategy effectively connects digital and physical retail experiences, using its extensive network of stores for fulfilment and customer convenience.
Pinduoduo: Social Shopping Innovation
With a market capitalisation of $170.08 billion, Pinduoduo has quickly risen to become the third most valuable eCommerce company globally. The company created a social commerce model that combines shopping with gaming and social interaction, creating a uniquely engaging customer experience.
Pinduoduo’s team purchase model offers deeper discounts when users invite friends to purchase together. This approach has proven extraordinarily effective at driving viral growth and customer acquisition at reduced marketing costs.
Shopify: The Merchant Enabler
Though not a direct retailer itself, Shopify has established itself as a critical eCommerce infrastructure provider.
The company’s platform powers online stores for millions of merchants ranging from small businesses to major brands, providing comprehensive tools for digital commerce.
Shopify’s success reflects the growing importance of independent and direct-to-consumer retail channels alongside major marketplaces.
Coupang: South Korea’s eCommerce Powerhouse
Coupang has emerged as a dominant force in South Korean eCommerce with total net revenues reaching $30.3 billion in 2024, representing 24% year-over-year growth on a reported basis and 29% growth on an FX-neutral basis.
The company serves 22.8 million active customers in its Product Commerce segment.
Coupang’s proprietary logistics network enables its signature “Rocket Delivery” service, providing next-day and same-day delivery options that have transformed consumer expectations in the Korean market.
Apple: Premium Direct Sales Success
While primarily a product company, Apple has built one of the world’s most successful direct-to-consumer eCommerce operations, with projected online sales of $41.69 billion.
Apple’s eCommerce strategy focuses on delivering a premium shopping experience that aligns with its broader brand positioning.
The company’s online store works together with its physical retail locations, creating a seamless experience for customers purchasing its high-value devices and services.
Shopee: Southeast Asia’s Rising Star
Shopee has established itself as the dominant eCommerce platform across Southeast Asia, generating $12.4 billion in revenue for 2024, representing an impressive 37.9% year-over-year increase.
The platform’s gross merchandise value reached $100.5 billion in 2024, demonstrating its substantial scale in the region.
eBay: The Marketplace Pioneer Adapts
Despite intense competition, eBay maintains a significant position in global eCommerce with $33.93 billion in revenue. As one of the original online marketplaces, eBay has successfully transformed its business model over time.
eBay’s continued relevance in the eCommerce landscape demonstrates the platform’s resilience and adaptability in a rapidly changing competitive environment.
What Makes These Companies Successful?
Looking at positions 3-10 in the global eCommerce rankings, several success factors become clear:
Specialised Focus: Companies like Shopify, Coupang, and Shopee have focused on specific markets or services rather than trying to compete directly with Amazon and Alibaba across all fronts.
Logistics Innovation: JD.com and Coupang have invested heavily in proprietary logistics networks that provide competitive advantages in delivery speed and reliability.
Omnichannel Integration: Walmart and Apple demonstrate how effectively connecting physical and digital retail experiences creates powerful customer advantages.
Alternative Business Models: Pinduoduo’s social commerce approach and Shopify’s merchant enablement platform show that successful eCommerce strategies can take many forms beyond the standard marketplace model.
As the eCommerce landscape continues to evolve, these companies demonstrate that multiple paths to success exist. By focusing on specific strengths, regional advantages, or innovative models, these market leaders have carved out substantial positions in the global digital commerce ecosystem.
