Top players grow faster than eCommerce market

The U.S., German, and UK eCommerce markets tend to get more and more concentrated

Most eCommerce markets around the world are already dominated by a few big players. With the usual subject Amazon leading the way, international online shopping giants like Walmart, JD, Next or Target constantly increase their market shares. As reported earlier this year, the U.S. eCommerce market, for instance, is dominated by the top 5 players,,, and – the five of them making up a share of 32% of the overall online shopping market in the United States in 2018. Other players lag far behind – ranks 6 to 100 accounted for a market share almost as large as the one of the big five (34%). A recent analysis by and the Statista Digital Market Outlook now reveals that – even though no one beats the top 5 giants yet in terms of market shares – the top 100 still do a great job in growing their net sales volumes compared to the rest of the players in the eCommerce market. A trend that is not only true for the United States, but also for other relevant regional markets like the United Kingdom and Germany: eCommerce markets around the world tend to get more and more concentrated.

When taking a look at online stores in the United States, it turns out that the top 25 online stores grew by more than 35% between 2017 and 2019, whereas the overall U.S. eCommerce market revenue grew by only 23% in the same period. The fastest-growing segment in the U.S. are the ranks 6 to 25 with a net sales growth of 38%. The same trend is visible for the eCommerce business in the UK: While the overall market grew by an average of 12% between 2017 and 2019, the highest ranking online store segments grew by at least 20%, with the ranks 26 to 100 registering the highest net sales growth of 26%. Germany paints a similar picture, yet not as pronounced as the other two markets: The top 5 German online stores grew their net sales by 20% from 2017 to 2019, which is just one percentage point above the overall market revenue growth of 19%. Ranks 26 to 100 increased their net sales by 26% and the leaders are, just like in the U.S., ranks 6 to 25 with a net sales increase of 28% between 2017 and 2019. Maybe the most striking detail that these figures reveal: While the U.S. top 25 register much higher growth rates than the eCommerce players in lower ranks – and are thus further expanding their market shares – in the United Kingdom and Germany, ranks 26 – 100 seem to be slowly closing the gap.


You want to find out more about eCommerce markets around the globe and their current and future developments? Check out recent data and forecasts in the new ecommerceDB Trend Report “eCommerce 2020 Trends and Outlook”.

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September 2020