Shopper intent is local.
We tracked 29M+ shopper clicks from brand sites to retailers across a sample of key markets and channels, January to September 2026. Amazon is the biggest single destination and a must-have for brands. But in 46 of 56 markets, the #1 retailer for consumer intent is a local one.
markets where a local retailer is the #1 destination for consumer intent.
Ask most ecommerce teams where their shoppers buy and the answer starts with Amazon, rightly so. It is the single biggest destination in our Q1–Q3 2026 Retail 360 traffic data, drawing 18% of shopper traffic. But the other 82% goes to local retailers shoppers already know, pay with and trust in their own market. Brands that pair Amazon with those local leaders reach far more consumers.
- A local retailer leads in 46 of 56 markets. Amazon is #1 in just 10, the US, Canada, Mexico, Brazil, UK, Germany, France, India, Japan and the UAE.
- In 39 markets, local retailers are the preferred choice, including all 13 markets we track in Central & Eastern Europe.
- Amazon-led markets have a strong local bench. In all 10, the next four retailers together hold an equal or larger share alongside Amazon.
- Italy is neck and neck. MediaWorld (32.0%) and Amazon (31.2%) share the top of the market.
Amazon's role varies market by market
Index Amazon's 18% average share of traffic to 100 and the spread runs from 0 in Poland to 280 in Egypt. Above the line, Amazon is the anchor retailer. Below it, a national champion leads.
In Poland (0), the Netherlands (44) and Turkey (58), plus every CEE and Balkan market we track, local players are where shoppers go first.
Egypt (280), Brazil (240), India (228) and Japan (220) run at 2–3x the average. There, Amazon is the natural first retailer, with local partners alongside.
Category changes the map too
Amazon's share of traffic swings by category. In home appliances it takes only 6%, where specialist electricals retailers lead.
Amazon's share of traffic by category, all markets, Q1–Q3 2026.
Vertical snapshots
In Poland, Media Expert and RTV Euro AGD take 88% of appliance traffic between them. In the UK, AO, John Lewis and Currys lead. In Germany, Euronics (29.9%) and Amazon (25.6%) share the top spots.
Boots (42.3%) sits alongside Amazon (36.1%) in the UK. Shop Apotheke leads Germany with 50.0%, Kruidvat leads the Netherlands, and Walmart takes half of US health traffic.
Amazon takes 45% of US electronics traffic, with Best Buy next at 12.7%. In Turkey, Teknosa, MediaMarkt and Trendyol together take 61%; in Bulgaria, Technomarket and Technopolis take half.
Lowe's leads US DIY traffic at 27.1%, with Amazon second at 17.9% and specialist tool sellers behind. In Canada, Rona takes 43.1%.
Pets at Home takes 56.4% of UK pet traffic. Zooplus leads France and Germany, sharing Germany with Fressnapf; Kiwoko leads Spain.
Toys is Amazon's strongest major category: 65.9% of traffic in Canada. In the US, Walmart (43.4%), Amazon (30.9%) and Target (25.7%) split demand three ways.
Share of traffic within each vertical and market, Q1–Q3 2026. Vertical coverage varies by market, based on the brands active on ChannelSight.
Meet the national champions to add to your retail mix
These are the retailers that lead shopper intent in their market, the partners that sit alongside Amazon in a complete retail plan. Share shown is each retailer's share of traffic in that market, Q1–Q3 2026.
In Poland, Media Expert and RTV Euro AGD together draw 77% of shopper traffic. For brands selling there, those two retailers are the shelf to win.
Local retailers bring four strengths shoppers value
Shoppers default to local payment providers, BLIK and Przelewy24 in Poland, iDEAL in the Netherlands ,and local retailers are built around them.
National carriers, click-and-collect and next-day promises shoppers already know and trust.
Native-language content and local service teams help shoppers buy with confidence.
Local retailers employ, pay tax and show up in the national conversation. Shoppers notice, and reward it.
Media Expert alone takes 44.6% of traffic, with RTV Euro AGD at 32.7% , two retailers covering most of the market.
Teknosa, MediaMarkt and Trendyol each draw around a fifth of traffic, with Amazon in the top five at 10%.
Across the 13 CEE markets we track, local players carry demand. Alza takes 51.6% in Slovakia; Senukai 44.5% in Lithuania.
The #1 retailer for shopper traffic, market by market
Pick a market to see every retailer there and where Amazon sits in the mix.
Share of traffic (unique clicks) in each market, Q1–Q3 2026, across our top-traffic retailers. Markets showing one or two retailers reflect that cut, not the whole market.
Map your retail mix to where intent lives
The #1 destination is a local retailer in 46 of 56 markets. Build each Where to Buy line-up around Amazon plus those local leaders.
Amazon is the biggest single destination and leads 10 markets, from the US to Japan. Pair it with the retailers that hold the rest of demand.
Traffic to retail shows where demand concentrates before the sale. Plan media, stock and retailer partnerships against it.
How we measured it
Every data point is a unique shopper click from a brand's Where to Buy experience through to a retailer, measured in-market. This report draws on 29M+ unique clicks from a sample of key markets, retailers and categories in the Retail 360 network, 1 January to 30 September 2026. It is a focused read of priority markets and channels, not our total platform volume.
Market shares are calculated on the leading retailer and category combinations by traffic in each market, with brand-owned direct-to-consumer webstores excluded. Shares reflect the brands and categories active on ChannelSight in each market, that's why Sweden's leaders are nicotine-pouch specialists and Colombia's are pharmacies.
Is Amazon the biggest retailer for shopper traffic?
Globally, yes, at 18% share of traffic it's the largest single destination, and #1 in 10 of 56 markets. The other 82% of traffic spreads across local and regional retailers.
Which markets does Amazon lead?
The US, Canada, Mexico, Brazil, UK, Germany, France, India, Japan and the UAE. In each, a strong bench of local retailers holds an equal or larger combined share alongside it.
Where do local retailers lead most strongly?
Central & Eastern Europe, the Balkans and the Baltics, where local players carry demand in every market we track, Media Expert, Alza, Altex, Senukai and Gigatron among them.
How should brands set their retail mix?
Market by market. Keep Amazon in the mix, add the retailers that already hold traffic locally, and re-check the balance against live data each quarter.
See where your shoppers buy, market by market.
Get the Q1–Q3 2026 benchmark for your category and markets, and the retailers to prioritise in each.