Word-of-Mouth and Referral Marketing Blog

The Top 10 Most Popular Online Retailers on Facebook (Updated!)

Have you ever been to a rival online retailer’s website and and wondered how they got so many likes on Facebook? Have you ever wondered which online store owns the most popular Facebook page? Have you ever wondered why your high school crush never liked your Facebook cover photo back?

Well, you don’t have to fret about the answer anymore. Because the geeks here at ReferralCandy went to find out… and compiled all of them into this list for you.

Before we begin, we’ll like you to know that we purposely omitted shops that had physical storefronts.

This list only comprises of PURELY online retailers that have amassed a huge number of likes on their Facebook page.

It took us some time before we discovered who the top 10 Facebook pages were, but phew, we finally got the job done (while still building and improving the best refer-a-friend webapp for your online store.)

It was a lot of work, but it was also a good excuse to procrastinate with some e-window shopping at work. 😛

So without further ado, here’s the Top 10 most popular e-retailers on Facebook, as voted in by the mouse-clicking masses.

(Pro-Tip: If you have a large following on Facebook, you can use that following to make more sales through a automated referral program.)

10. JustFab (6.85 million Likes)

We kick off the list at number 10 with JustFab, the leading fashion-subscription ecommerce site and lifestyle fashion brand. Members receive a new and customized selection of shoes, handbags, jewelry and denim every month.

With beautiful images showcasing their products and exciting discounts, it’s no wonder that they are getting massive numbers of likes and comments each day on their posts.

JustFab is also a fan in giving away credits to their fans and their friends so that more people will know of JustFab’s Facebook Page.

9. Flipkart (6.87 million Likes)

Flipkart.com founder Binny Bansal tells a great story about how he started the Indian online bookseller from a two-bedroom apartment with his brother in 2007.

In a recent interview, he says that every day, one of them would go on a bike to buy books and make their own catalogue:

“We would sit down on the floor and make the packages to give to the courier agencies for shipment.” It’s since come a long way from it’s humble beginnings and now sells music, movies, games, cameras, etc. It’s been likened to India’s Amazon, but with cash-on-delivery and other innovations tailored for the Indian e-commerce market.

Flipkart’s Facebook Page focuses on reminding their fans about limited discounts and exclusive offers. With such constant updates about hefty discounts, Flipkart is top-of-mind for their fans to grab the latest offers.

8. Rakuten (7.98 million Likes)

Rakuten Ichiba, an ecommerce platform, is the largest ecommerce site in Japan and amongst one of the world’s largest. The Japanese word Rakuten means optimism.

While we are unable to read the texts and caption following Rakuten’s links, a quick translation tells us that Rakuten’s Facebook strategy is a focus on timed offers and sales. A product is chosen to go on sale every day – prompting Rakuten’s fans to attempt to snap it up when they see it posted on Facebook.

7. Dresslily (9.59 million Likes)

Dresslily is an online global women’s fashion store, who specializes in affordable prices because of their direct business dealings with the factory. Their aim is to provide an extensive range of high-quality, trendy fashion clothing to their customers worldwide.

Similar to many fashion ecommerce stores on Facebook, Dresslily’s strategy is to post regular high-quality images showcasing their products, urging their Facebook fans to drop the cash and purchase.

Regular giveaways also encourage fans to engage with the fanpage, as well as introduce their friends to Dresslily (through sharing.)

6. Dafiti (9.69 million Likes)

Hailing from the land of Brazil, fashion and lifestyle site Dafiti is the fastest growing ecommerce brand in the region. Dafiti was founded in 2010 and now reaches 50 million unique visitors a month with online stores in five countries: Brazil, Argentina, Mexico, Colombia, and Chile.

One may automatically assume that the largest brands on Facebook are typically American… but they are not. As we have seen, some of the largest brands on Facebook belong to fast-growth economic regions like South America.

However, the strategies used are largely similar. Dafiti tempts its fans to become its customers through daily sales and exclusive offers posted on Facebook.

5. eBay (9.97 million Likes)

Alright, who doesn’t know eBay?

Okay, I’m  kidding. If you didn’t know, eBay is the marketplace platform that connects millions of buyers and sellers around the world. Founded in 1995 by Pierre Omidyar, eBay was one of the rare success stories of the dot-com bubble. It started out as an online auction website — and and has now branched into selling a broad variety of goods and services.

As an established brand, eBay posts different types of content instead of focusing on purely direct-response sales conversions. It rotates between limited time offers like the Spiderman post above, as well as stories and news about what eBay is doing.

4. Rosegal (9.98 million Likes)

RoseGal was started by a group of friends who all share a deep and abiding passion for stunning clothing and fashion. Rosegal focuses mostly on the vintage-style, seeing it as a uniquely timeless fashion statement embodying classic fashion.

RoseGal, differing from other online retailers also offers plus-sized clothes for customers who find it tough to get stylish and sexy plus-sized clothing.

High-quality images showcasing products day after day (coupled with free shipping) entices fans of their Facebook page to turn into customers.

3. Lazada (17.48 million Likes)

Coming in at number 3 is Singapore-based shopping platform Lazada. Lazada is the number one shopping destination in Southeast Asia revolutionizing shopping for people for who want a secure, reliable and effortless shopping experience.

Selling products ranging from gadgets and electronics to baby products, Lazada’s Facebook page is as diverse as its marketplace. It shares limited time offers, deals, giveaways, partnership discounts, interesting content and many more.

2. Avon (18.78 million Likes)

Avon is a direct-selling beauty and makeup company that has nearly $9 billion in annual revenue.

With its largest sales channel being its 6 million direct selling representative all over the world, Avon’s Facebook page is a branding activity. Focusing on delivering value and establishing top-of-mind awareness with its fans, Avon delivers via blog posts, beautiful pictures and live videos that teach its fans how to put on Avon’s makeup properly.

1. Amazon (27.43 million Likes)

And the one Facebook page to rule them all?

You guessed it, it’s none other than Amazon.com, and they tower over the market with a whopping 27 million likes.

The marketplace of the world, Amazon keeps its Facebook page interesting by highlighting their most interesting products. Amazon also invests in high-quality images and video content to keep their Facebook page lively.

No wonder they have 27 million fans (not discounting the fact that Amazon is well, Amazon.)

(RELATED: Amazon grew so rapidly because of their successful referral program. Read more here.)

How To Get More Likes On Your Facebook Page

So, after a few days of Facebooking, what have we learnt from the most popular online retailers on Facebook? While it’s clear that how big your Facebook following is necessarily a function of how many customers you have, there’s a lot of things we can learn from the top 10 nevertheless. Here are three tips we picked up from the best in the business.

  • Know who your customers are

The best Facebook pages for B2C businesses understand their target demographic. For e.g Rose gal’s target audience are plus-sized females. By highlighting the beautiful dresses they offer and using plus-sized models, they attract the right customers to purchase their products. The best content speaks to the heart of your loyal Facebook friends, who will spread the word in turn.

  • Use high-quality images and videos

Social media today is a multi-media affair. In order to tempt, entice and persuade users to make a purchase online, high-quality images are needed to help fans imagine the products in their hands.

  • Post. Alot.

Most of the Top 10 on our list post on a daily basis, some multiple times a day. Keeping things fresh with a joke or the latest product update helps keep your Facebook following coming back for more, and adds a sense of vibrance and activity to your page.

Which Top 10 List do you want to see next?

So from US to Japan and all the way to Brazil, that’s our roundup of the most liked online retailers on Facebook from around the globe, as well as what makes them likeable.

We hope this helps you understand better what works on Facebook for your online store.

Got a top 10 list you want to see on the ReferralCandy blog?

Let us know below.

Till next time.


Si Quan Ong

Si Quan Ong

Si Quan is ReferralCandy's Content Marketing Manager. He is also the co-founder of BreakDance Decoded, an online breakdance training company. He loves standup comedy, and has a dream to visit at least 100 countries in his lifetime.


  • Thanks for the interesting read about Top 10 most online popular retailers,surprisingly 3 of them are from India.This show the kinda potential e-commerce Industry is having in india to be tapped still.

    • Thank you! We were surprised by the number of Indian websites on the top 10, it’s a market with tremendous potential. Do let us know what other stats you want to find out about the exciting field of e-commerce.

  • Whow can I In Fulltime Job (profi!).On Facebook work.My.works more for the World make.
    Fore some months have I for a workshop in Sillicon Valey to Mr Mark write.(no answer!
    (thanks for coming answer)

    cebrail mihci

  • What about eBay or eBay India Facebook pages? eBay India seems to have close to 2.1 million fans (www.facebook.com/ebaydotin)

    • Thanks Manmeet, sharp eye. yeap eBay has about 3.8m likes and eBay India has about 2.1m likes. We had considered including eBay but decided it was more of an online platform for many sellers than an online retailer. Nevertheless they definitely have a strong FB presence.