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


Established Countries

Countries that fall into the Established category of the Marketplace Expansion Index exhibit a high level of digital marketplace activity and present rapid-growth platforms with the most favorable environment for expansion. These countries, ranked #1-12 on the Index, consistently scored higher on a handful of factors, including:

Marketplace Dominance

Marketplace Access

Be it retail, food, or transportation platforms, our top-ranking countries are highly accepting of the marketplace business model across many varied industries. High levels of acceptance for foreign goods and services also makes these countries an obvious choice for expansion.

Payment Infrastructure

Payment Infrastructure

Ten of our Established countries have a payment infrastructure rating of 75 or higher on a scale of 100. The ability to seamlessly pay sellers or freelancers also allows ecommerce and sharing economy platforms in these geographies to scale quickly.

Logistics Performance

Logistics Performance

Not surprisingly, most of our Established countries boast exceptional networks important for goods-based marketplaces that need to ensure reliable and affordable delivery in the quest to win their customers’ trust.

Growth Potential

Established countries boast exceptional ecommerce markets. Practically every country in this tier boasts retail ecommerce revenue of more than $50 billion annually *, to be more specific. When it comes to growth potential, keep your eye on South Korea. One of 2019’s Big Movers, South Korea’s commitment to digital infrastructure has quickly made it the APAC region must-tackle country. In the Euro region, keep an eye on The Netherlands. Amsterdam’s startup community is coming of age, as are many of the country’s most successful payment and ecommerce platforms.


When considering your expansion plans, be wary of a few specific anomalies among the Established countries. A deteriorating currency and crushing macroeconomic factors caused India, the darling of last year’s Index, to drop five rankings. And while Singapore remains an important hub for innovation and expansion in APAC, when it comes to sheer addressable country population size, our analysts believe there are bigger fish to fry in Australia (the land down under edged ahead of Singapore to rank 7th in this year’s Index listing.

Established Countries

Marketplace Expansion Index 2019 Rankings

#1 China
#2 United States
#3 United Kingdom
#4 Germany
#5 Canada 3
#6 South Korea 5
#7 Australia
#8 Netherlands 4
#9 Singapore 3
#10 India 5
#11 Norway 2
#12 Austria 3

* Sources

  • China - “Online retail sales in China soar past $1 trillion in 2017,” Digital Commerce 360, February 2018
  • U.S. - “Retail e-commerce sales in the United States from 2017 to 2023,” Statista, 2018
  • U.K. - “2016 U.K. Ecommerce Market,” PFSweb, March 2016”
  • Germany - “Ecommerce in Germany,” Ecommerce News Europe, January 2017
  • Canada - “Retail e-commerce revenue in Canada from 2017 to 2023,” Statista, 2018
  • South Korea - “eCommerce - South Korea,” Statista, 2018
  • Australia - “The Australian ecommerce market grows to USD 21.4 billion,” The Paypers, May 2018
  • Netherlands - “eCommerce - Netherlands,” Statista, 2018
  • Singapore - “eCommerce - Singapore,” Statista, 2018
  • India - “E-commerce Industry in India,” India Brand Equity Foundation, December 2018
  • Norway - “eCommerce - Norway,” Statista, 2018
  • Austria - “eCommerce - Austria,”Statista, 2018