A comprehensive analysis of the US e-commerce market environment: Amazon’s market share reaches 25%!

It is learned that according to foreign media reports, in the current US e-commerce market, 25 cents of every $1 transaction goes to Amazon's third-party market. According to eMarketer data, Amazon accounted for 41.4% of total US e-commerce sales in 2021. Since this market accounts for at least 60% of Amazon's GMV, its share of the US e-commerce market is 25%.

Yet as a retailer, Amazon has a market share of just 17%. Despite having no marketplace, it is theoretically the largest online retailer in the U.S. Its largest competitor, Walmart, is less than half the size of Amazon, and Walmart would need to combine with five other mass-market retailers to reach Amazon’s scale.

eBay has been losing market share in recent years, and Walmart and Target operate marketplaces that are orders of magnitude smaller than Amazon. As a result, Amazon's share of total sales across all marketplaces can be as high as 90%. This is why businesses selling through Amazon's marketplace often fail to diversify.

Shopify isn't even in that race, as it's not a retailer or marketplace per se. However, if all Shopify merchants were one retailer, it would be the third largest retailer in the U.S. with about 10% market share.

Editor✎Irene/

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