Global analytics firm SimilarWeb has unveiled its latest ranking of the world’s most visited websites for 2024, highlighting the unrivaled dominance of tech conglomerates, e-commerce platforms, and regional powerhouses. Topping the list are Baidu, Yandex, Amazon, Netflix, Samsung, Microsoft, eBay, Rakuten, Spotify, and PayPal—sites that collectively drive billions of monthly visits. The data underscores shifting user priorities, from AI-driven search engines to seamless digital shopping and entertainment, while revealing how geography and innovation shape online behavior.
- Baidu (China) – The Search Engine Giant
China’s Baidu retains its crown as the world’s most-visited website, averaging 5.2 billion monthly visits. While often dubbed “China’s Google,” Baidu’s dominance stems from its integration with local services like maps, cloud storage, and AI tools like ERNIE Bot. Strict internet regulations and Google’s limited presence in China have cemented Baidu’s monopoly, though critics argue its search results prioritize state-approved content.
- Yandex (Russia) – More Than Just Search
Russia’s Yandex ranks second, with 3.8 billion monthly visits, fueled by its dual role as a search engine and super-app offering ride-hailing, food delivery, and e-commerce. Despite geopolitical tensions, Yandex remains indispensable in Russia and neighboring countries. Its AI-powered voice assistant, Alice, and autonomous vehicle projects showcase its tech ambitions.
- Amazon (Global) – The E-Commerce Juggernaut
Amazon secures third place with 3.5 billion monthly visits, reflecting its undisputed reign in global e-commerce. Prime membership perks, one-day delivery, and AI-driven recommendations keep users hooked. Emerging markets like India and Brazil now account for 40% of its traffic, while Amazon Web Services (AWS) drives enterprise engagement.
- Netflix (Global) – Streaming’s Enduring Powerhouse
Netflix attracts 2.9 billion monthly visits, proving streaming’s lasting appeal despite competition from Disney+ and TikTok. Its investment in non-English content, such as Korean dramas and Indian films, has paid off, with Asia-Pacific contributing 35% of its traffic. Password-sharing crackdowns and ad-supported tiers further boosted 2024 engagement.
- Samsung (Global) – Beyond Hardware
Samsung’s website (2.7 billion visits) thrives as a hub for device support, software updates, and its ecosystem of smart appliances. The Korean giant’s focus on foldable phones and IoT integration has driven traffic, particularly in Europe and North America. Its partnership with Google for Gemini AI tools also spiked interest.
- Microsoft (Global) – Cloud and Productivity
Microsoft’s site (2.5 billion visits) benefits from its diversified portfolio: Azure cloud services, Office 365, and LinkedIn. The AI-driven Copilot integration across Windows and Edge browsers has increased user dependency, while Xbox Game Pass promotions contribute to spikes in traffic.
- eBay (Global) – Auctions and Nostalgia
eBay’s 2.3 billion monthly visits highlight its resilience in the e-commerce race. Its appeal lies in rare collectibles, refurbished electronics, and localized marketplaces in Germany and Australia. Seller-friendly policies and AI-powered listing tools have revitalized its platform amid Amazon’s dominance.
- Rakuten (Japan/Asia) – The Loyalty Leader
Japan’s Rakuten, with 1.9 billion visits, thrives on its cashback rewards program and diversified services—banking, travel, and streaming. Though less prominent globally, it dominates Southeast Asia, where its partnership with Lyft and Viber messaging app boosts cross-platform engagement.
- Spotify (Global) – Music and Podcasts
Spotify’s 1.7 billion visits reflect the rise of audio content. Personalized playlists like Discover Weekly and exclusive podcasts (e.g., Joe Rogan) drive loyalty. Emerging markets in Africa and Latin America, where mobile data costs have dropped, account for 50% of its growth.
- PayPal (Global) – Digital Payments Pioneer
Closing the list, PayPal sees 1.5 billion monthly visits as online shopping and cross-border transactions surge. Its “Buy Now, Pay Later” feature and crypto trading options have attracted younger users, while small businesses rely on its invoicing tools.
Key Trends Shaping Traffic:
- Regional Loyalty: Baidu and Yandex dominate due to localized services and regulatory environments.
- Mobile-First Design: 70% of visits to Amazon, eBay, and Rakuten originate from smartphones.
- AI Integration: Sites like Microsoft and Baidu leverage AI to personalize user experiences and retain traffic.
- Content Diversification: Netflix and Spotify invest heavily in niche markets to offset saturation in Western hubs.
SimilarWeb’s ranking reveals a digital landscape where innovation, localization, and ecosystem integration determine success. While U.S. tech giants like Amazon and Microsoft remain global forces, regional players like Baidu and Yandex prove that hyper-local strategies can rival even the biggest names. As AI reshapes user expectations, these websites must continuously adapt—or risk being dethroned in 2025’s rankings.
