2019 Marketplace Expansion Index

The ecommerce and sharing economies are booming. Thousands of fast-growth marketplaces are emerging all around the world.
This index examines the top 36 countries for ecommerce and sharing economy platforms to expand.

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2019 Rank # | 2018 Rank #

Big Mover




Regulatory pressure is preventing Australia from reaching its full potential.

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Marketplace Expansion Index Rank

Same ranking as 2018


  • High volume of cross-border and mobile transactions
  • Successful global expansion of domestic marketplaces leading to traffic in other direction also
  • High level of awareness and acceptance of sharing economy locally


  • Heavily regulated economy, specifically in regards to consumer protection, taxation, and payment/financial products
  • Confusion over tax law causes compliance issues for freelancers and platforms
  • Small domestic population

Facts You Can't Forget


First Contact. Australia has one of the highest usage rates of contactless payments (i.e., PayPass “tap-and-go”, payWave), 325.4 million contactless payments were made in 2017, up from 258.6 million in 2016.


Keeping Things Casual. About 2.5 million Australians, or roughly 10 percent of the population, is now employed on a casual basis, according to The Australian Bureau of Statistics.


Card > Cash. One-in-three Australians are card-only shoppers and almost all prefer card to cash when given the option, according to a YouGov Galaxy poll.

Ranking Highlights

For our full explanation, visit our methodology page



The fundamentals of any society and enterprise, including: payment infrastructure, ease of doing business, and Logistics Performance Index.



You’re only as good as your people. Factors in this category include: levels of English proficiency and participation in freelance employment.

Ecommerce Activity


This category assessed ecommerce opportunity size, retail ecommerce growth and e-commerce as a percentage of retail transactions.



The fate of foreign entrants, based on the volume of cross-border transactions and if a global marketplace dominates that geography.

Essential Reading

"…preferences are changing as larger slices of disposable income are being spent on ‘retail services’, such as cafes and restaurants, relative to goods."

"The food delivery company [Foodora] is facing a Fair Work Commission unfair dismissal case later in August, and an upcoming sham contracting suit being prosecuted by the Fair Work Ombudsman."

"Some 94 percent of Australians said they are aware of at least one digital payment solution, and 72 percent had used a solution within the past 12 months."