According to estimates, Amazon claimed the top spot among online retailers in the United States in 2023, capturing 37.6 percent of the market. Second place was occupied by the e-commerce site of the retail chain Walmart, with a 6.4 percent market share, followed in third place by Apple, with 3.6 percent.

Amazon’s continued success

Amazon has long dominated the e-commerce market as the world’s favorite online marketplace. In 2022, company hit over half a trillion U.S. dollars in net sales. The United States is by far Amazon’s most profitable market, as the U.S. branch generated over 356 billion U.S. dollars in sales in 2022. Germany ranked second, with 33 billion dollars, followed closely by the United Kingdom with 30 billion dollars.

Online shopping on the rise

Online shopping has grown significantly over the past decade, with more people turning to the internet for their shopping needs. The proof is in the numbers: the U.S. e-commerce industry was worth almost a trillion dollars in 2023. By 2027, forecasts show that the online market will grow to more than 50 percent. U.S. online shoppers purchase fashion and food and beverages the most via the internet.

Amazon.com leads the global e-commerce market, boasting a worldwide revenue of ***** billion U.S. dollars in 2024, closely followed by jd.com at ***** billion dollars. Walmart.com secures the third position with approximately **** billion in revenue, while Apple's D2C channel ranks as the fourth-largest online store globally, achieving net sales of nearly ** billion that year. For an extended ranking as well as rankings in specific product categories or countries please visit ecommerceDB.com. The eCommerceDB provides detailed information for over 30,000 online stores in more than 50 countries, including detailed revenue analytics, competitor analysis, market development, marketing budget, and interesting KPIs, such as traffic, shipping providers, payment options, social media activity and many more.

Amazon.com was the leading online store in the U.S. e-commerce market, with e-commerce net sales of *** billion U.S. dollars in 2024, followed by walmart.com with ** billion U.S. dollars. Ranking third was shein.com with sales reaching over ** billion U.S. dollars. Target.com is the fourth-biggest online store in the U.S. with net sales of **** billion U.S. dollars in 2024.For an extended ranking as well as rankings in specific product categories, please visit ecommerceDB.com.The eCommerceDB provides detailed information for over ****** online stores in more than ** countries, including detailed revenue analytics, competitor analysis, market development, marketing budget, and interesting KPIs, such as traffic, shipping providers, payment options, social media activity and many more.

With a market cap of over two trillion U.S. dollars, Amazon ranks first among the leading large-cap e-commerce companies worldwide. According to November 2025 data, the e-commerce giant ranks ahead of Alibaba and Shopify. During the measured period, Alibaba's market cap amounted to nearly 400 billion U.S. dollars. Amazon is one of the most valuable brands worldwide Ranked fourth out of the leading brands worldwide, Amazon continues to grow, with its brand value estimated at 577 billion U.S. dollars. Amazon.com was founded in 1994 and has since become one of the world’s largest e-commerce retailers selling goods like books, clothing, electronics, and even having its own subscription service, Amazon Prime. In 2024, the company achieved a net sales revenue of 638 billion U.S. dollars, showing its continued profitability. Despite its worldwide popularity, Amazon’s annual net sales revenue is remarkably higher in North America (388 billion U.S. dollars) when compared to how the company performs internationally (143 billion U.S. dollars). A closer look at Amazon's third-party sellers Most of Amazon's units (62 percent) are sold by third-party (3P) sellers, meaning independent sellers who list and sell products on the marketplace but do not sell the products to the platform itself. In 2024, Amazon made 156 billion U.S. dollars in global net revenue from 3P sales alone. However, in Amazon's biggest market, the United States, most sellers use a hybrid model (74 percent), this includes both 3P and first-party (1P) sellers, with the latter being a business or manufacturer that sells its products directly to a retailer or platform.

As of 2022, Alibaba Group was the largest e-commerce retailer worldwide, generating an estimated *** billion U.S. dollars in annual online sales. Amazon was the second largest e-commerce retailer in this time period, with around *** billion U.S. dollars in online sales. However, forecasts project that Amazon will overtake Alibaba by 2027, with estimated annual online sales exceeding *** trillion U.S. dollars. Market presence may make the difference Alibaba Group operates predominantly within China, the country with the largest population and one of the highest rates of e-commerce adoption in the world. Amazon, on the other hand, does not have such an established stronghold there, but operates in many major e-commerce markets worldwide. The non-uniform growth of the global e-commerce market Online sales have, in recent years, become an increasingly significant part of global retailing. Aided by the COVID-19 pandemic, the e-commerce share of total global retail sales nearly doubled between 2017 and 2022. However, this growth is not uniform across countries, with fast-growing e-commerce markets in South America such as Brazil and Argentina projected to grow more rapidly in the coming years, compared to more mature markets like China and South Korea.

In 2024, global retail e-commerce sales reached an estimated ************ U.S. dollars. Projections indicate a ** percent growth in this figure over the coming years, with expectations to come close to ************** dollars by 2028. World players Among the key players on the world stage, the American marketplace giant Amazon holds the title of the largest e-commerce player globally, with a gross merchandise value of nearly *********** U.S. dollars in 2024. Amazon was also the most valuable retail brand globally, followed by mostly American competitors such as Walmart and the Home Depot. Leading e-tailing regions E-commerce is a dormant channel globally, but nowhere has it been as successful as in Asia. In 2024, the e-commerce revenue in that continent alone was measured at nearly ************ U.S. dollars, outperforming the Americas and Europe. That year, the up-and-coming e-commerce markets also centered around Asia. The Philippines and India stood out as the swiftest-growing e-commerce markets based on online sales, anticipating a growth rate surpassing ** percent.

This statistic presents a ranking of the leading e-retailers in the United States in 2017, sorted by annual net e-commerce sales. In 2017, market leader Amazon.com, Inc. generated over ***** billion U.S. dollars via e-commerce sales of physical goods in the United States. Online shopping is one of the leading digital activities in the United States - in 2017, U.S. consumers spent over *** billion U.S. dollars online. In 2022, U.S. e-retail spending is projected to surpass *** billion U.S. dollars. The most popular time to spent money online is the holiday season at the end of the year. Cyber Monday regularly ranks as the top online spending day in the United States with Cyber Monday e-commerce sales in 2016 amounting to **** billion U.S. dollars on that day alone. Cyber Monday spending has surpassed * billion U.S. dollars in daily online sales since 2010.

As of June 2021, Amazon was the most visited e-commerce site in the United States, recording approximately **** billion monthly visits to Amazon.com. eBay ranked second, with more than *** million visits per month, while Walmart came in third, surpassing *** million.

Online retail in a nutshell Online retail in the United States is a multi-billion dollar sector of business-to-consumer transactions where goods and services are sold via the internet. There are several business models at play here with the likes of Walmart, Home Depot, or Target based on brick-and-mortar stores whereas others such as Amazon, eBay, or Etsy are designated online marketplaces. It also includes eBay which allows third-party or private sellers to market their goods.

Online retail sites enable customers to browse through a range of products before placing them into an electronic shopping cart. Unlike their retail counterparts, online retail sites are not bound to a physical location or limited by store opening hours, and as such, have proven themselves immensely convenient for consumers. Apparel & accessories and computers & consumer electronics are some of the most popular e-commerce categories in the United States.

Fast-growing retailers In addition to being the most visited retail site in the United States, Amazon also accounts for the vast majority of e-commerce sales. Over the past few years, Amazon’s retail sales in the United States have grown steadily, however, competition in this space is growing strong. Etsy, followed closely by Walmart and Target, are among the companies that recorded the fastest online retail sales growth in 2021.

Alibaba was the top company worldwide in terms of gross merchandise volume (GMV) share across the web. The Chinese e-retail giant which provides consumers business-to-business (B2B), consumer-to-consumer (C2C), and business-to-consumer (B2C) e-commerce accounted for ** percent of the overall online GMV in 2024. Amazon ranked second, accounting for ** percent of overall online GMV.

This statistic presents a ranking of the leading mass merchant e-retailers in the United States in 2016, sorted by market share in percent. In 2017, Amazon.com, Inc. was responsible for 16.22 percent of e-commerce sales in the United States. Amazon also ranks first among retail websites in the United States with 197 million unique visitors in December 2017, ahead of eBay, Walmart, and Apple. Amazon also was also the leading e-retailer in the United States in 2017 with U.S. e-commerce sales of over 54.47 billion U.S. dollars.

Amazon.co.uk is leading the UK e-commerce market, with e-commerce net sales worth 16.1 billion U.S. dollars generated in 2024. Tesco.com followed with 7.22 billion U.S. dollars. Third place is taken by sainsburys.co.uk with 6.6 billion U.S. dollars.

In 2023, Mercado Libre was the largest e-retailer in Mexico, with a market share of **** percent. Amazon ranked second, generating approximately **** percent of the total e-commerce sales revenue in the North American country.

Hong Kong Technology Venture Co Ltd was Hong Kong's largest online retailer in 2023, with an annual retail value exceeding *** million U.S. dollars. Following was Amazon.om Inc, with retail sales of around ***** million U.S. dollars.

Amazon.de is the undisputed leader of German e-commerce market, with net sales worth **** billion U.S. dollars generated in 2024. Otto.de followed with *** five billion U.S. dollars. Third place is taken by zalando.de with revenues of *** billion U.S. dollars.

Amazon’s revenue in the Netherlands was roughly *** billion euros in 2023, making the e-commerce giant only the fourth-biggest online retailer in the country. Bol.com reigned supreme with a revenue of over four billion euros. The Netherlands and its domestic e-commerce retailers Most of the biggest online retailers in the Netherlands are established players which do not operate outside the domestic market (except, in some cases, for the Dutch-speaking parts of Belgium). Albert Heijn in second place, for example, is the country’s biggest supermarket chain. Bol.com (an online marketplace, like Amazon) and Coolblue (an electronics web shop) are also familiar names in Dutch e-commerce. This makes the Netherlands a relatively closed market, with a high tendency to do online shopping domestically. In 2019, nearly ** percent of Dutch individuals purchased their online goods from the Netherlands. What is the market size of e-commerce in the Netherlands? Dutch online shopping expenses reached nearly ** billion euros in 2023, the highest-ever recorded value. When it comes to the overall use of e-commerce, the Netherlands ranks fourth within the EU-27. ** percent of all EU consumers purchased goods or services online in 2022, whereas the e-commerce penetration in the Netherlands reached ** percent.

For the 2024 holiday season in the United States, Amazon was projected to generate ****** billion U.S. dollars in sales. Walmart e-commerce sales were projected to reach ***** billion, and Apple's online sales - ** billion.

In 2022, Alibaba was the leading online retailer in the health, beauty, and personal care category based on sales. That year, the Chinese e-commerce company was estimated to achieve net sales of approximately ** billion U.S. dollars. Among other notable e-tailers in that category were Amazon and Pinduoduo. Alibaba and Amazon lead in sales, Lookfantastic in traffic Globally, online marketplaces are the primary source of inspiration for the acquisition of beauty products. Alibaba, Amazon, and Pinduoduo lead in terms of e-commerce sales. However, out of all analyzed online marketplaces, Lookfantastic appeared the most when searching for beauty brands online in 2023. Almost ********* of search engine results for beauty brands referred to the marketplace. Amazon was the second most commonly appearing marketplace, with around ********* of Google search results. Asia at the forefront of online beauty Worldwide, China is the leading beauty and personal care e-commerce market. In 2022, the Chinese online beauty care market was worth approximately ** billion U.S. dollars. The United States followed with a market revenue of around **** billion U.S. dollars. In terms of online traffic, Asia is at the forefront of the fastest-growing online beauty industries. In China, year-on-year (YoY) traffic to beauty and cosmetics sites grew by more than ** percent in 2022, compared to only **** percent traffic growth in the United States. Other Asian nations are also demonstrating notable growth in the online beauty and cosmetics industry, with India and Thailand exhibiting a YoY traffic growth of approximately ** percent and ** percent, respectively.

Amazon dominated the global e-commerce landscape, with five of its subdomains ranking among the world’s 20 most-visited online retail sites as of August 2025. Amazon.com, with a monthly traffic of roughly 2.7 billion, stood as the most visited e-commerce platform globally during that month, while Chinese competitors Temu and AliExpress followed closely behind.

We asked U.S. consumers about "Most popular online shops" and found that ******** takes the top spot, while ****** is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 15,492 consumers in the United States. Looking to gain valuable insights about customers of online shops across the globe? Check out our reports about consumers of online shops worldwide. These reports offer the readers a comprehensive overview of customers of eCommerce brands: who they are; what they like; what they think; and how to reach them.

In March 2025, Amazon's site for Mexico (amazon.com.mx) registered an average of *** million visits, making it the most popular e-commerce platform among consumers in the North American country. Its main competitor, Mercado Libre, followed with nearly *** million monthly visits. Mexico’s blooming e-commerce market Over the last few years, online buying and selling have gained considerable ground in Mexico, so much so that the country has positioned itself as the second largest e-commerce market in Latin America. With a rapidly increasing online buying population, it was forecast that around ** million Mexicans would be shopping on the internet in 2025, a figure that would grow by approximately ** percent by 2027. El Buen Fin: a catalyst for e-commerce growth The annual El Buen Fin shopping event has played a crucial role in driving e-commerce adoption in Mexico. In 2024, online sales during this event reached a record-breaking ** billion Mexican pesos, highlighting the increasing consumer confidence in digital transactions. Smartphones have become the preferred device for online purchases, with ** percent of El Buen Fin shoppers using them to make their purchases. This shift towards mobile commerce is reshaping the retail landscape and forcing businesses to adapt their strategies.