China’s Social Marketplaces Outpace TikTok Shop Sales: $537 Billion vs. $85 Billion

third-biggest U.S. e-commerce retailer by total merchandise volume (first and third-party sales combined), surpassed only by Amazon and Walmart. Globally, eBay ranks tenth overall in combined first- and third-party volume, pointing to its continued relevance in mature Western and developing markets alike.

Amazon, Alibaba, and the Rise of Asian Marketplaces Globally, Amazon holds the crown with a jaw-dropping $790 billion in gross merchandise volume, the largest overall seller, but its model is divided between direct retail and third-party sellers.

However, when it comes to third-party sales alone, Asian companies lead the charge with staggering numbers: Alibaba’s Taobao generates $542 billion annually, while social commerce giants Douyin (Known as the TikTok of China) and Kuaishou have surged to move more than $700 billion in third-party sales combined in 2024.

These platforms, especially the social video marketplaces in China, demonstrate how retail is being redefined by live streaming, influencer-led campaigns, and mobile-first marketing, factors not yet as dominant in Western e-commerce. According to ECDB research cited by Statista, “Douyin’s and Kuaishou’s marketplaces moved…