Imagine your products thriving in the U.S. market, with orders pouring in like snowflakes and profits steadily climbing—this isn't just a distant dream but an achievable business vision through careful platform selection and strategic planning. In the world's largest e-commerce market, which platforms do American consumers prefer most? And how can businesses leverage them effectively for exponential growth?
Recent data shows that as of May 2025, the competitive landscape of U.S. e-commerce platforms has become clearly defined, with the top five being Amazon, eBay, Walmart, Etsy, and Target. Among these, Amazon and Walmart dominate with their substantial market share and user traffic. Below we analyze each platform's advantages and characteristics to provide targeted product selection and operational recommendations.
Amazon: The E-Commerce Giant's Winning Formula
Undoubtedly, Amazon remains the global leader in e-commerce, with an unshakable position in the U.S. market. Data reveals that Amazon commands 40% of the U.S. e-commerce market share, with total visits reaching 2.5 billion—over 80% of which come from domestic users. Amazon's success stems from several core advantages:
- Vast product selection: The platform offers an exceptionally wide range of categories, meeting consumers' one-stop shopping needs.
- Superior shopping experience: Amazon prioritizes user experience, ensuring seamless processes from search to checkout.
- Efficient logistics network: Its robust delivery system enables fast and reliable shipping, significantly boosting customer satisfaction.
- Comprehensive ecosystem: Beyond e-commerce, Amazon integrates Prime membership, cloud computing, and smart home devices, enhancing user retention.
In 2024, 73% of U.S. consumers chose Amazon for online purchases. For sellers targeting the American market, Amazon is the prime choice. However, competition is fierce—sellers must develop meticulous product strategies, optimize listings, and improve service quality to stand out.
eBay: Opportunities in the Secondhand Market
As a globally recognized platform, eBay maintains strong popularity in the U.S., ranking second with 568 million total visits. Its uniqueness lies in facilitating both new and used goods transactions, offering diverse products that cater to varied consumer needs.
Although eBay's gross merchandise volume (GMV) slightly declined from $30.5 billion in 2022 to $29.6 billion in 2024, it remains a vital marketplace. Sellers specializing in vintage items, collectibles, or unique products will find eBay ideal. The platform's flexible model allows sellers to set prices and choose shipping methods independently.
Walmart: A Retail Titan's Digital Pivot
As the world's largest retailer, Walmart has rapidly expanded its e-commerce presence, securing third place with 447.5 million visits. Its success derives from an extensive physical store network and strategic adoption of Amazon-like operations.
Walmart's online marketplace provides comprehensive categories—from groceries to electronics—enabling convenient one-stop shopping. The "buy online, pick up in-store" option further enhances accessibility. Sellers seeking to leverage Walmart's brand influence and offline channels should consider this platform.
Etsy: The Hub for Handcrafted Goods
Specializing in handmade, vintage, and unique items, Etsy ranks fourth by attracting consumers seeking personalized products. Its marketplace showcases artisan creations and retro finds, appealing to niche audiences.
Creative sellers and craftsmen can thrive on Etsy by engaging directly with customers to refine products based on feedback. The platform's emphasis on originality makes it perfect for showcasing distinctive merchandise.
Target: Fashion Retail Goes Digital
The renowned U.S. retailer's e-commerce platform ranks fifth, offering trendy apparel, home goods, electronics, and beauty products. Despite GMV fluctuations, Target maintains a strong position with its quality-conscious, style-savvy consumer base.
Sellers focusing on fashionable items and brand presentation may benefit from Target's youthful demographic. Success requires staying current with trends while ensuring product excellence and customer service.
The U.S. e-commerce market presents immense potential alongside challenges. Selecting the right platform and implementing precise strategies are crucial for breakthrough success. This analysis aims to provide valuable insights for businesses pursuing growth in America's digital marketplace.