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




Despite uncertainty around economic tariffs, digital marketplaces continue to prosper amidst huge domestic and foreign demand.

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Marketplace Expansion Index Rank

Same ranking as 2018


  • Large addressable opportunity
  • High prevalence of online commerce
  • High prevalence of digital methods of payments


  • Difficult to establish a business without local support
  • Low prevalence of English
  • Economic tariffs could provide significant headwinds for the economy

Facts You Can't Forget


The Magic of Mobile. Mobile phone payments totaled a record 81 trillion yuan (USD $12.8 trillion) in transactions from January to October 2017.


Innovative Opportunities. China’s regulatory environment is less mature than in the West.


Show Me The Money. China’s online services sector is aggressively funding and buying startups.

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 ecommerce 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

"Over 110 million freelance writers, cab drivers, petsitters, livestreamers, house cleaners, couriers, and others have become part of China’s gig economy, accounting for about 15 percent of the entire labor force—compared to about 10 percent in the United States."

"The market turnover of China's sharing economy reached 4.9 trillion yuan ($763.5 billion) last year, a 47.2 percent increase from the previous year, according to a report released by the Sharing Economy Research Center of the State Information Center."

"UBS said… that growth momentum in China is slowing down and that the trade war with the US could have a knock-on impact on Chinese growth above 0.5 percentage points. "