Top 5 dominate the U.S. eCommerce market

The U.S. eCommerce market is highly concentrated – the top 5 stores account for 32% of net sales,,, and are the top dogs in U.S. eCommerce. Together, they account for a share of 32% of the overall online shopping market in the United States with a combined revenue of US$102 billion in 2018.

U.S. eCommerce market concentration
Other online retailers are far behind. Ranks 6 to 100 on the list of the biggest U.S. eCommerce players – in other words 95 shops in total, just to illustrate the dimension – account for a share almost equal to the one of the top five, namely 34%.

What is more, the top 5 have constantly increased their market volume in the past. While in 2016, their combined net sales amounted to US$72 billion, they reached US$112 billion in 2019, following a growth of +55%.

It might not be surprising that within the top 5, is the clear leader. In 2018, the eCommerce giant was responsible for 20% of all the revenue generated with online retail in the United States. Positions 2 to 5 are a lot closer together and with a revenue growth of 21% between 2018 and 2019, the 6th biggest U.S. online store might have chances to move up.

Are you interested in a comprehensive overview of the U.S. eCommerce market? By ordering our Country Report “eCommerce in the United States 2019”, you will gain access to detailed consumer insights, U.S. market trends and KPI analyses, top store analyses, and a full list of the leading 500 online stores in the U.S..


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March 2020