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Ranking the Top 100 Websites in the World

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As a greater portion of the world begins to live more of their life online, the world’s top 100 websites continue to see explosive growth in their traffic numbers.

To claim even the 100th spot in this ranking, your website would need around 350 million visits in a single month. Using data from SimilarWeb, we’ve visually mapped out the top 100 biggest websites on the internet. Examining the ranking reveals a lot about how people around the world search for information, which services they use, and how they spend time online.

Note: This is a ranking of biggest websites, specifically. Brands that extend across platforms or serve the majority of their users through an app will not necessarily rank well on this list. As a result, you’ll notice the absence of companies like WeChat and Snapchat.

The Top 100 Websites

The 100 biggest websites generated a staggering 206 billion visits in June 2019. Google, YouTube, and Facebook took the top spots, followed by Baidu and Wikipedia. Below is the full ranking:

Global RankDomainMonthly visits (billions)ParentCountry
1Google.com60.49Alphabet Inc🇺🇸 United States
2Youtube.com 24.31Alphabet Inc🇺🇸 United States
3Facebook.com19.98Facebook, Inc🇺🇸 United States
4Baidu.com9.77Baidu, Inc🇨🇳 China
5Wikipedia.org4.69Wikimedia Foundation🇺🇸 United States
6Twitter.com3.92Twitter, Inc🇺🇸 United States
7Yahoo.com3.74Verizon Comm. Inc🇺🇸 United States
8pornhub.com3.36Mindgeek🇨🇦 Canada
9Instagram.com3.21Facebook, Inc🇺🇸 United States
10xvideos.com3.19WGCZ Holding🇨🇿 Czech Republic
11yandex.ru3.06Yandex🇷🇺 Russia
12ampproject.org2.76N/A🇺🇸 United States
13xnxx.com2.47WGCZ Holding🇨🇿 Czech Republic
14amazon.com2.41Amazon.com, Inc🇺🇸 United States
15live.com2.25Microsoft Corporation🇺🇸 United States
16vk.com2.16Mail.ru Group🇷🇺 Russia
17netflix.com1.81Netflix, Inc🇺🇸 United States
18qq.com1.76Tencent🇨🇳 China
19whatsapp.com1.76Facebook, Inc🇺🇸 United States
20mail.ru1.64Mail.ru Group🇷🇺 Russia
21Reddit.com1.55Advance Publications🇺🇸 United States
22yahoo.co.jp1.5Verizon Comm. Inc🇯🇵 Japan
23google.com.br1.38Alphabet Inc🇧🇷 Brazil
24bing.com1.32Microsoft Corporation🇺🇸 United States
25ok.ru1.08Mail.ru Group🇷🇺 Russia
26xhamster.com1.06Hammy Media Ltd🇨🇾 Cyprus
27sogou.com1Tencent, Sohu Inc🇨🇳 China
28ebay.com0.95eBay Inc🇺🇸 United States
29bit.ly0.95Spectrum Equity🇺🇸 United States
30twitch.tv0.91Amazon.com, Inc🇺🇸 United States
31linkedin.com0.91Microsoft Corporation🇺🇸 United States
32samsung.com0.89Samsung Group🇰🇷 South Korea
33sm.cn0.81Alibaba Group🇨🇳 China
34msn.com0.8Microsoft Corporation🇺🇸 United States
35office.com0.79Microsoft Corporation🇺🇸 United States
36globo.com0.74Grupo Globo🇧🇷 Brazil
37taobao.com0.74Alibaba Group🇨🇳 China
38pinterest.com0.74Pinterest, Inc🇺🇸 United States
39google.de0.73Alphabet Inc🇩🇪 Germany
40Microsoft.com0.72Microsoft Corporation🇺🇸 United States
41accuweather.com0.71AccuWeather Inc🇺🇸 United States
42naver.com0.64Naver Corporation🇰🇷 South Korea
43aliexpress.com0.64Alibaba Group🇨🇳 China
44fandom.com0.61Wikia Inc🇺🇸 United States
45quora.com0.58Quora Inc🇺🇸 United States
46github.com0.57Microsoft Corporation🇺🇸 United States
47imdb.com0.57Amazon.com, Inc🇺🇸 United States
48uol.com.br0.56Grupo Folha🇧🇷 Brazil
49docomo.ne.jp0.56Tata Teleservices🇯🇵 Japan
50youporn.com0.55Mindgeek🇨🇦 Canada
51bbc.co.uk0.55Public owned🇬🇧 United Kingdom
52microsoftonline.com0.55Unknown🏴 Unknown
53paypal.com0.53Paypal🇺🇸 United States
54google.fr0.53Alphabet Inc🇫🇷 France
55yidianzixun.com0.51Particle Inc🇨🇳 China
56wordpress.com0.51Automattic🇺🇸 United States
57news.google.com0.51Alphabet Inc🇺🇸 United States
58sohu.com0.51Sohu🇨🇳 China
59duckduckgo.com0.51Duck Duck Go, Inc🇺🇸 United States
60google.co.uk0.51Alphabet Inc🇬🇧 United Kingdom
6110086.cn0.5China Mobile🇨🇳 China
62iqiyi.com0.5Baidu, Inc🇨🇳 China
63booking.com0.5Booking Holdings🇺🇸 United States
64amazon.co.jp0.49Amazon.com, Inc🇯🇵 Japan
65cricbuzz.com0.49Times Internet🇮🇳 India
66taboola.com0.48Taboola Inc🇺🇸 United States
67amazon.de0.48Amazon.com, Inc🇩🇪 Germany
68cnn.com0.47Turner Broadcasting🇺🇸 United States
69jd.com0.47Various (Tencent 20%)🇨🇳 China
70apple.com0.47Apple Inc🇺🇸 United States
71google.it0.45Alphabet Inc🇮🇹 Italy
72bilibili.com0.44Bilibili Inc🇨🇳 China
73google.co.jp0.44Alphabet Inc🇯🇵 Japan
74livejasmin.com0.44Docler Group🇱🇺 Luxembourg
75tmall.com0.44Alibaba Group🇨🇳 China
76news.yahoo.co.jp0.44Verizon Comm. Inc🇯🇵 Japan
77youtu.be0.44Alphabet Inc🇺🇸 United States
78tribunnews.com0.43Kompas Gramedia Group🇮🇩 Indonesia
79amazon.co.uk0.43Amazon.com, Inc🇬🇧 United Kingdom
80chaturbate.com0.43Multi Media LLC🇺🇸 United States
81google.co.in0.41Alphabet Inc🇮🇳 India
82craigslist.org0.41Craigslist🇺🇸 United States
83imgur.com0.41Imgur Inc🇺🇸 United States
84bbc.com0.41Public owned🇬🇧 United Kingdom
85fc2.com0.39FC2, Inc🇺🇸 United States
86tsyndicate.com0.39Unknown🏴 Unknown
87redtube.com0.38Mindgeek🇨🇦 Canada
88tumblr.com0.37Verizon🇺🇸 United States
89foxnews.com0.36Fox Corporation🇺🇸 United States
90rakuten.co.jp0.36Rakuten Inc🇯🇵 Japan
91google.es0.36Alphabet Inc🇪🇸 Spain
92outbrain.com0.36Outbrain Inc🇺🇸 United States
93discordapp.com0.36Various🇺🇸 United States
94amazon.in0.35Amazon.com, Inc🇮🇳 India
95crptgate.com0.34Unknown🏴 Unknown
96weather.com0.34Landmark Media Enterprises, LLC🇺🇸 United States
97toutiao.com0.34Bytedance🇨🇳 China
98youku.com0.34Alibaba Group🇨🇳 China
99adobe.com0.34Adobe Inc🇺🇸 United States
100news.yandex.ru0.33Yandex🇷🇺 Russia

Search Reigns Supreme

Search engines provide the connective tissue that binds the internet together, and they accounted for the majority of website traffic in the top 100 ranking.

Google is the undisputed top website in nearly every country in the world. In fact, Alphabet’s 11 domains in the top 100 ranking – including YouTube and a number of international versions of Google – racked up an impressive 90 billion visits in a single month.

Exceptions to Google’s dominance can be found in China (Baidu) and Russia (Yandex), where homegrown search engines have managed to capture the domestic market.

One scrappy competitor, DuckDuckGo, is slowly gaining prominence as an alternative to Google. The search engine’s focus on user privacy appears to be resonating with internet users as the site’s traffic has surpassed 500 million visits per month.

Full Stream Ahead

Video streaming and sharing is another major driver of global internet traffic.

Thanks to high-powered phones and bigger data plans, video is now a prominent portion of internet content consumption. This can take a few forms, from binge watching TV shows on Netflix to short-form video uploads on platforms like Douyin and Instagram.

Live streaming is increasingly a bigger part of the mix. Twitch, which is focused on gaming, is now ranked 30th in the world in web traffic. The Amazon-owned platform is now so popular that on any given night, its viewership surpasses many of the major U.S. cable networks.

Hours watched on Twitch

Of course, this category also includes adult content, which is well represented in this ranking. XNXX, XVideos, and PornHub all made the top 20, and the three websites combined for over nine billion visits in the most recent month of data available.

Old Dogs, New Tricks

Classic web portals such as MSN and Yahoo are still putting up impressive traffic numbers, but major players are increasingly staying relevant by acquiring rising internet stars.

In the case of Microsoft, acquiring Github and Linkedin helped the company target new markets and grow their overall presence online. Amazon’s acquisition of Twitch proved to be a good bet, and Instagram continues to breathe new life into Facebook, which has seen a backlash focused on its original namesake social network.

Google isn’t sitting still either. The company recently championed the open-source AMP Project to help improve the performance of mobile pages, which are increasingly bogged down by adware, unoptimized images, and JavaScript. In a short amount of time, the AMP Project has taken off to become one of the biggest websites in the world.

The project is not without controversy though.

Critics point out that cached AMP pages – which are hosted by Google – essentially cut out content creators, and that non-compliant pages may lose their ranking on mobile search results. As the project moves towards becoming a foundation, it remains to be seen how AMP will evolve and how much involvement Google will have in the future.

The Geography of the Top 100 Websites

The internet may be a global network, but many of the gatekeepers are still located in the United States. If international domain suffixes of companies like Amazon and Google are counted, 60 of the 100 websites in the ranking are American.

Below is a breakdown of the Top 100 by country.

Top 100 Websites Ranking by Country

China is a strong runner-up, with 15 websites in the Top 100. While most of these Chinese companies are focused on the sizable domestic market, some are also making global inroads through investment. Tencent has partially backed the fast-growing chat platform, Discord, and it also has double-digit stakes in Snapchat and Spotify.

With the exception of Baidu, all of the biggest websites in the world have swelled in size by serving a global audience. As the tech market continues to mature in China, it remains to be seen whether Chinese companies can successfully move beyond the firewall to become the next Facebook or Google.

Correction: Bilibili, a website run by a Chinese company, was incorrectly identified as a Japanese company.

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Technology

Visualizing the Size of Amazon, the World’s Most Valuable Retailer

Amazon’s valuation has grown by 2,830% over the last decade, and the tech giant is now worth more than the other 9 largest U.S. retailers, combined.

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Visualizing the Size of the World’s Most Valuable Retailer

As brick-and-mortar chains teeter in the face of the pandemic, Amazon continues to gain ground.

The retail juggernaut is valued at no less than $1.4 trillion—roughly four times what it was in late 2016 when its market cap hovered around $350 billion. Last year, the Jeff Bezos-led company shipped 2 billion packages around the world.

Today’s infographic shows how Amazon’s market cap alone is bigger than the nine biggest U.S. retailers put together, highlighting the palpable presence of the once modest online bookstore.

The New Normal

COVID-19’s sudden shift has rendered many retail outfits obsolete.

Neiman Marcus, JCPenney, and J.Crew have all filed for bankruptcy as consumer spending has migrated online. This, coupled with heavy debt loads across many retail chains, is only compounding the demise of brick-and-mortar. In fact, one estimate projects that at least 25,000 U.S. stores will fold over the next year.

Still, as safety and supply chain challenges mount—with COVID-19 related costs in the billions—Amazon remains at the top. It surpasses its next closest competitor, Walmart, by $1 trillion in market valuation.

How does Amazon compare to the largest retailers in the U.S.?

10 Largest Public US Retailers*Market Value July 1, 2020Market Value July 1, 2010 Normalized % Change 2010-2020Retail Revenue
Walmart$339B$179B90%$514B
Costco$134B$24B458%$142B
Amazon$1,400B$50B2,830%$140B
The Kroger Co.$26B$13B107%$118Be
Walgreens Boots Alliance$36B$26B38%$111B
The Home Depot$267B$47B466%$108B
CVS$84B$40B112%$84B
Target$60B$37B64%$74B
Lowe's$102B$29B251%$71B
Best Buy$23B$14B59%$43B
Combined value of retailers (without Amazon)$1,071B

Source: Deloitte, YCharts
*Largest public US retailers based on their retail revenue as of fiscal years ending through June 30, 2019, e=estimated

With nearly a 39% share of U.S. e-commerce retail sales, Amazon’s market cap has grown 2,830% over the last decade. Its business model, which aggressively pursues market dominance instead of focusing on short-term profits, is one factor behinds the rise.

By the same token, one recent estimate by The Economist pegged Amazon’s retail operating margins at -1% last year. Another analyst has suggested that the company purposefully sells retail goods at a loss.

How Amazon makes up for this operating shortfall is through its cash-generating cloud service, Amazon Web Services (AWS), and through a collection of diversified enterprise-focused services. AWS, with estimated operating margins of 26%, brought in $9.2 billion in profits in 2019—more than half of Amazon’s total.

Amazon’s Basket of Eggs

Unlike many of its retail competitors, Amazon has rapidly diversified its acquisitions since it originated in 1994.

Take the $1.2 billion acquisition of Zoox. Amazon plans to operate self-driving taxi fleets, all of which are designed without steering wheels. It is the company’s third largest since the $13.7 billion acquisition of organic grocer Whole Foods, followed by Zappos.

Accounting for the lion’s share of Amazon-owned physical stores, Whole Foods has 508 stores across the U.S., UK, and Canada. While Amazon doesn’t outline revenues across its physical retail segments—which include Amazon Books stores, Amazon Go stores, and others—physical store sales tipped over $17 billion in 2019.

Meanwhile, Amazon also owns gaming streaming platform Twitch, which it acquired for $970 million in 2017. Currently, Twitch makes up 73% of the streaming market and brought in an estimated $300 million in ad revenues in 2019.

Carrying On

Despite the flood of online orders due to quarantines and social distancing requirements, Amazon’s bottom line has suffered. In the second quarter of 2020 alone, it is expected to rack up $4 billion in pandemic-related costs.

Yet, at the same time, its customer-obsessed business model appears to thrive under current market conditions. As of July 1, its stock price has spiked over 51% year-to-date. On an annualized basis, that’s roughly 100% in returns.

As margins get squeezed and expenses grow, is Amazon’s growth sustainable in the long-term? Or, are the company’s strategic acquisitions and revenue streams providing the catalysts (and cash) for only more short-term success?

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10 Types of Innovation: The Art of Discovering a Breakthrough Product

How do companies like Amazon and Apple consistently make game-changing products? Here are 10 types of innovation, and the tactics that lead to big breakthroughs.

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The Art of Discovering Breakthrough Products

As venture capitalist Peter Thiel once put it, “competition is for losers”.

It’s inevitable that every company must be out there battling for market share, but you don’t really want to be in a situation where the competition is so stiff that any potential upside is eroded away in the process—―a scenario known as perfect competition in economics.

To avoid perfect competition, companies must strive to build an economic moat that gives them a sustainable competitive advantage over time. While these protective moats can arise from a number of different sources, in today’s information economy they most often arise from the power of innovation.

But where does innovation come from, and is there a universal framework that can be applied to help consistently make big breakthroughs?

The 10 Types of Innovation

In today’s infographic, we showcase the culmination of years of in-depth research from Doblin, an innovation-focused firm now owned by Deloitte.

After examining over 2,000 business innovations throughout history, Doblin uncovered that most breakthroughs don’t necessarily stem from engineering inventions or rare discoveries.

Instead, they observed that innovations can be categorized within a range of 10 distinct dimensions—and anyone can use the resulting strategic framework to analyze the competition, to stress test for product weaknesses, or to find new opportunities for their products.

Here are the 10 types of innovation:

#Innovation TypeDescription
1.Profit ModelHow you make money
2.NetworkConnections with others to create value
3.StructureAlignment of your talent and assets
4.ProcessSignature of superior methods for doing your work
5.Product PerformanceDistinguishing features and functionality
6.Product SystemComplementary products and services
7.ServiceSupport and enhancements that surround your offerings
8.ChannelHow your offerings are delivered to customers and users
9.BrandRepresentation of your offerings and business
10.Customer EngagementDistinctive interactions you foster

From Theory to Practice

What does innovation look like in practice?

Let’s see how well-known businesses have leveraged each of these 10 types of innovation in the past, while also diving into the tactics that modern businesses can use to consistently make new product breakthroughs:.

Innovation Types #1-4: “Configuration”

According to Doblin, the first four types of innovation center around the configuration of the company, and all the work that happens “behind the scenes”.

Although innovation types in this category are not directly customer-facing, as you can see in the examples below, they can still have an important impact on the customer experience. How your company and products are organized can have a crucial downstream effect, even enabling innovations in other categories.

Configuration innovation types

Two of the most interesting examples here are Google and McDonald’s. Both companies made internal innovations that empowered their people to make important advancements further on downstream.

In the case of McDonald’s, the franchisee insight that led to the introduction of the Egg McMuffin spearheaded the company’s entire breakfast offering, which now accounts for 25% of revenues. Breakfast is also now the company’s most profitable segment.

Innovation Types #5-6: “Offering”

When most people think of innovation, it’s likely the offering category that comes to mind.

Making improvements to product performance is an obvious but difficult type of innovation, and unless it’s accompanied by a deeply ingrained company culture towards technical innovation, such advancements may only create a temporary advantage against the competition.

This is the part of the reason that Doblin recommends that companies focus on combining multiple areas of innovation together—it creates a much more stable economic moat.

Offering innovation types

Apple has a reputation for innovation, but the product ecosystem highlighted above is an underappreciated piece of the company’s strategy. By putting thought into the ecosystem of products—and ensuring they work together flawlessly—additional utility is created, while also making it harder for customers to switch away from Apple products.

Innovation Types #7-10: “Experience”

These types of innovation are the most customer-facing, but this also makes them the most subject to interpretation.

While other innovations tend to occur upstream, innovations in experience all get trialed in the hands of customers. For this reason, intense care is needed in rolling out these ideas.

Experience innovation types

In the early days of the internet, online shipping was precarious at best—but Amazon’s introduction of Amazon Prime and free expedited shipping for all members has been a game-changer for e-commerce.

Executing on such a promise was no small task, but today there are 150 million users of Prime worldwide, including some in metro areas who can get items in as little as two hours.

Making Innovations Happen in Your Organization

How can organizations approach the 10 types of innovation from a more tactical perspective?

One useful resource is Doblin’s free public list of over 100 tactics that correspond with the aforementioned framework.

The one-pager PDF provides a range of typical dimensions for approaching each type of innovation. In essence, these are all different ways you could consider when trying to differentiate your product or service—and at the very least, it provides a useful thought experiment for managers and marketers.

For those interested in learning more on this topic, Doblin also has a highly-rated book as well as other accessories that leverage the above framework.

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