Which online stores dominate the U.S.?

A dive into the revenue share of the top online stores of the U.S. eCommerce market

Amazon, one of the biggest eCommerce players worldwide, Walmart, one of the biggest employers worldwide, and Apple, one of the most valuable brands worldwide, are pioneers in various rankings and have at least one thing in common: They represent the top three of the U.S. eCommerce in form of their online shops, amazon.com, walmart.com, and apple.com.



With a share of 26%, they generate over a quarter of the total U.S. eCommerce revenue. Considering that the U.S. market is the biggest of its kind within the western hemisphere, that speaks for itself. Amazon.com, as expected, appears to be the most dominant player by far with over US$60bn net sales generated in the U.S. within the year 2018.
The top 10 online stores within the U.S. eCommerce market account for 36% of the total revenue. This leads to the fact that within the peak of the market, the market concentration is quite high, especially due to amazon.com. Although all the seven additional online stores generated at least US$3.9bn, they only add 10% to the market share when comparing the top 3 with the top 10.
The top 100 online stores account for 61% of the total U.S. eCommerce market. Online stores within this range still generate over US$350bn, which underlines the size of the market. In most European countries, they would still take up a spot in most top 20 eCommerce rankings. The lower the ranks, the less the market is concentrated: The Top 500 online stores in the U.S. account for 80% of the total U.S. eCommerce market – the top 1,000 still for only 86%.
In summary, we are facing a highly concentrated market within the peak of the ranking and especially due to one player: amazon.com.



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August 2019