Amazon is Not The Solely Present in City


The US is the world’s largest economic system and the second-largest ecommerce market (after China), with annual gross sales of $587 billion. On-line retail accounts for 11.3% of whole retail gross sales.

Most of the world’s world ecommerce firms hail from the US, together with Amazon and eBay, and the US continues to guide the world in expertise general. One other benefit for the US is its giant inhabitants of 328 million. Individuals are voracious shoppers, offering numerous development potential for home firms.

However ecommerce within the US shouldn’t be with out its challenges. The comparatively low inhabitants density and huge distances between main cities imply transport is slower and dearer than in different developed nations. Gross sales taxes and different legal guidelines differ extensively between states, creating limitations to commerce. On-line grocery buying has been sluggish to take off. These elements could also be why on-line retail as a proportion of whole retail is sort of twice as excessive in China and the UK than within the US.

Nonetheless, the power of ecommerce and on-line marketplaces within the US shouldn’t be underestimated. In addition to the massive gamers, the US has sturdy on-line competitors from each established retailers and area of interest marketplaces, with loyal buyer bases and a few progressive enterprise fashions.

The most important on-line marketplaces within the USA

There’s little question concerning the dominance of Amazon within the US ecommerce market. The corporate is solely in a special league to its opponents, with over 2 billion month-to-month visits.

eBay is a distant second with round 640 million month-to-month visits. Amazon is method out in entrance, even taking account of eBay being a pure-play market, whereas Amazon’s market accounts for a bit over half of its whole gross sales.

Retailers Walmart and Goal are subsequent within the checklist, however the two firms have very completely different ecommerce methods. Walmart’s ecommerce enterprise was invigorated by the acquisition of and, after years of neglect, the Walmart market is now rising quickly. Goal’s “Plus” on-line market is comparatively new and small, and isn’t a major driver of development.

What the US market does have is nice power in depth, with profitable on-line marketplaces in a wide range of area of interest classes. Etsy is a powerhouse constructed on the moderately unlikely class of handmade crafts, Wayfair sells furnishings and homewares, Newegg makes a speciality of video gaming, Poshmark is a consumer-to-consumer trend market, then there’s GunBroker, Reverb, TheRealReal and lots of extra.

Smaller marketplaces typically battle to achieve traction in different elements of the world, however within the US a distinct segment focus appears to assist firms construct a loyal buyer base moderately than stop them from gaining the vital mass of consumers and sellers that each one marketplaces have to operate.

Amazon within the US


Amazon is the most well-liked on-line market within the US, with 2.3 billion visits monthly. The US is Amazon’s largest nation by far, however its 39% of worldwide visitors is outweighed by worldwide markets as an entire.

Amazon’s world gross merchandise quantity (GMV) is estimated at $335 billion and 70% of gross sales originate in North America, in response to its 2019 annual report, making an estimated US GMV of $235 billion. It’s attention-grabbing that the US accounts for 39% of Amazon’s web site visitors however 70% of gross sales, suggesting that US visitors is sort of twice as helpful to Amazon as worldwide visitors.

Amazon doesn’t have a worldwide account system, so present sellers from exterior North America might want to register for a brand new account to promote within the US. Nevertheless, Amazon does have a unified account system for North America, so sellers from Canada and Mexico ought to be capable to promote within the US utilizing the identical login.

There’s a widespread notion within the US that Amazon is the one on-line market to be taken significantly, and that isn’t with out good purpose. Amazon’s share of whole on-line retail gross sales is estimated to be 39%, and remains to be rising regardless of already being to this point forward of different retailers. Nevertheless, different on-line marketplaces could also be price exploring for incremental gross sales, and a few product niches, reminiscent of crafts and trend, have very sturdy different marketplaces to discover.

As Amazon’s dwelling nation, the US is normally the primary market the place new providers and packages are rolled out. US sellers had been the primary to achieve entry to FBA, Vendor Fulfilled Prime, itemizing movies, Launchpad, new promoting alternatives and far more.

Amazon’s Prime membership program has been extremely profitable within the US, with 51% of households subscribing to the service. Prime members spend a median of $1,400 per yr on Amazon, versus $600 per yr for non-Prime members, which helps to elucidate Amazon’s increased gross sales within the US in comparison with worldwide markets. Prime comes with a spread of advantages together with assured two-day supply, and Amazon is investing in its achievement capabilities to supply one-day and same-day supply to many elements of the nation.

eBay within the US


eBay is the second-most common on-line market within the US, with 640 million visits monthly. The US accounts for 39% of eBay’s world visitors, the identical as Amazon. eBay’s world gross merchandise quantity (GMV) is reported as $90 billion, making US GMV roughly $35 billion, primarily based on the idea that gross sales are in proportion with visitors ranges.

eBay started in 1995, and the enterprise grew rapidly throughout the early years of public web adoption and the dot-com growth. It was favored in monetary markets, resulting from its pure technology-led enterprise mannequin without having for bodily stock or costly warehouses.

eBay quickly grew to become a family title, with a novel proposition that anybody can promote something utilizing a web based public sale. For a few years it was thought that auctions could be the dominant promoting format on-line and lots of of eBay’s opponents, together with Yahoo! and Amazon, launched public sale marketplaces of their very own.

As on-line retail advanced via the primary decade of the 2000s, eBay’s picture remained unchanged as a web based public sale flea market. That notion stays in the present day, regardless of most eBay gross sales now being fixed-price, mass-produced, new items offered by companies moderately than people.

eBay’s share of US on-line retail gross sales is estimated as solely 4.7%, far behind previous rival Amazon whose share is 39%. All of eBay’s early strengths now appear to be weaknesses, because the ecommerce pioneer is held again by outdated perceptions and a chaotic market that resists makes an attempt to standardize product data and supply constant transport and customer support.

eBay has a worldwide account system, so promoting is identical in each nation and sellers have a constant suggestions profile worldwide. Listings are particular to every eBay website, nevertheless, and don’t mechanically present throughout all nations. within the US


Walmart, based in 1962, is a multinational retail company, the world’s largest firm by income, and the biggest personal employer on this planet. Regardless of hundreds of shops, unbeatable model recognition and near-limitless assets, Walmart did not make a lot of an affect on ecommerce till fairly lately.

Following the acquisition of in 2016, Walmart modified its ecommerce technique utterly. This was not by growing and rising the model, however by placing’s staff, led by Marc Lore, in command of ecommerce at Walmart.

Walmart’s on-line market has now been rejuvenated, after a few years of stagnation since its launch in 2009, and its base has grown to 50,000 sellers. Walmart doesn’t report what share of its on-line gross sales are made by market sellers, however it’s clear that rising {the marketplace} is a crucial a part of Walmart’s general ecommerce technique. has 446 million visits from the US monthly, representing 95% of its world visitors. It has a 5.3% share of US on-line retail gross sales, making it second (however a distant second) to Amazon’s 39%. On-line gross sales are estimated at $50 billion.

Promoting on Walmart favors US companies, requiring a US enterprise entity and warehouse. There may be an approval course of for brand spanking new sellers, taking as much as three weeks, and Walmart asks for no less than 10% of a vendor’s merchandise to be uploaded earlier than their listings are accepted.

Regardless of extra limitations to entry at Walmart, catalog high quality management and vendor help may be lax, giving {the marketplace} a chaotic really feel from the vendor’s perspective.

Want within the US


Want, based in 2010, supplies a visually-driven buying expertise constructed primarily to be used on cell phones. The merchandise, that are very cheap and principally ship immediately from China, embody clothes for beneath $5 and smartwatches for $10. Transport can take weeks and product high quality is normally low, however the market has been very profitable.

Want is probably the most downloaded world buying app, and has $10 billion in GMV. Its world visitors of 112 million month-to-month visits locations it because the twenty first hottest on-line market on this planet. Want has a various worldwide viewers, but it surely attracts extra visitors from the US than another nation, at 22%.

The Want market is growing quickly, with new Success by Want (FBW) and retailer assortment packages aiming to hurry up transport, whereas service provider efficiency and product verification methods have been constructed to deal with high quality points. Want’s normal charge is 15% of the entire sale value.

Sears within the US


Sears is a well-known brick-and-mortar division retailer retailer based in 1893, and grew to be the biggest retailer within the US within the Eighties. It had over 3,500 shops and was headquartered on this planet’s tallest constructing. Sears has been in steady decline since then, closing increasingly shops and narrowly surviving chapter in 2018.

Sears has been doing higher on-line. Its web site attracts 19 million visits monthly, 93% of that are from inside the US. The Sears market was launched in 2009, and the Fulfilled by Sears program started in 2013.

In 2018, Sears made an settlement to combine hundreds of eBay sellers into the Sears market to broaden its product choice. It continues to be doable to promote immediately on Sears as a market vendor, however the eBay integration has created a moderately complicated purchaser expertise.

Sears fee charges vary from 8% to twenty%, and there’s a $39.99 month-to-month program charge. Sears sells merchandise in over 20 completely different classes, however jewellery is a very sturdy section for the corporate. This connects again to its division retailer roots. Sears retains a status for promoting high quality jewellery, and regardless of its decline remains to be a trusted title for a lot of shoppers.

Different on-line marketplaces within the US

Other US online marketplaces

5 different on-line marketplaces function in our checklist above.

Goal is a brick-and-mortar retailer, with $75 billion in annual gross sales. The Goal web site has 250 million month-to-month visits from the US. is a big on-line retailer however its market, often called Goal Plus, is invite-only and has grown slowly. One yr after launch in February 2019, it had a bit over 100 sellers providing 165,000 merchandise.

Etsy is a really profitable pure-play on-line market, with 170 million month-to-month visits from the US and $5 billion in annual GMV globally. It makes a speciality of handmade crafts and offers sellers a platform to showcase themselves personally, in stark distinction to Amazon and lots of different marketplaces.

Wayfair is a web based retailer and market specializing in furnishings and homewares. It has an annual market GMV of $8 billion, and 87 million month-to-month visits from the US. As a substitute of charging a fee, Wayfair units the retail value of merchandise and pays retailers the wholesale price, following a dropshipping mannequin.

Overstock has 26 million month-to-month visits from the US, representing 94% of its world whole, and annual income of $1.5 billion. Overstock is especially identified for furnishings and homewares, but in addition sells jewellery, attire and different merchandise. Overstock closed its unique public sale market in 2011. It nonetheless has some market sellers, however exercise is low with many merchandise out of inventory.

Newegg is a web based retailer and market promoting a spread of merchandise, however with a deal with electronics and particularly video gaming. Annual gross sales are $2.25 billion and the web site has 23 million month-to-month visits from the US. Newegg has its personal achievement program, Shipped by Newegg, and three completely different vendor membership ranges. The usual membership degree has no month-to-month charge, and fee charges vary from 8% to fifteen%.

Concerning the knowledge

This text covers the highest ten on-line marketplaces within the US (both pure-play marketplaces or retailers with a third-party market) primarily based on whole month-to-month visits from inside the US, utilizing knowledge from SimilarWeb. A world checklist of on-line marketplaces, primarily based on the identical knowledge, is obtainable in The World’s High On-line Marketplaces.

We have now excluded on-line retailers whose market types a really small a part of their general enterprise, in addition to marketplaces with a consumer-to-consumer mannequin, and marketplaces with a really slender product area of interest.

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On-line Marketplaces within the USA: Amazon is Not The Solely Present in City