Skip to content
Vendor reportSimilarweb (co-written with Statista), 2026

Japan and the UK were the only top-10 marketplace markets to shrink, and Germany barely grew

Market & category research

-4.0%

change in visits to marketplace sites in Japan year over year (Jul 2025–Jun 2026), one of only two of the 10 largest markets that shrank, with the UK (-0.9%). Germany grew just 0.4%, against +5.5% worldwide

Reader Note:
Assembled from the source's per-country figures. Ranking is within the 10 largest markets by visits.
Evidence:
Observed behaviour
Vendor interest:
Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:
Statista Consumer Insights: two surveys (Global Consumer Survey and Consumer Insights Pulse), ages 18-64, in US/UK/Germany. Respondent counts: US Global=60,356 / Pulse=7,326; UK Global=23,343 / Pulse=7,309; Germany Global=35,911 / Pulse=7,309. Statista Market Insights: bottom-up modelling using historical ARPU adjusted by country/segment-specific drivers (no respondent sample — modelled, not surveyed).

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

  • Saying that one thing caused another, or predicting what you would get.
  • This comes from a company with a commercial interest in this market, so it is not a neutral source.
  • The source never says how this number was measured.
  • Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.

Go deeper on this topic

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

Coming soon

This feature isn’t available yet.