Top 10 E-Commerce Marketplaces in 2026
Amazon remains the dominant U.S. marketplace, with an estimated $300 billion in third-party sales, more than seven times eBay's and roughly 20 times that of the next competitors – Temu, TikTok Shop, and Walmart – who now compete in a tight $15-22 billion range.
Amazon Haul Has Over 3,000 Sellers
Amazon Haul, Amazon's direct-from-China section for items under $20, has reached over 3,000 sellers since launching in November 2024, establishing itself as a credible competitor to Temu and Shein, though still smaller in scale.
Walmart's Advertising Revenue Is Outpacing Amazon's
Walmart's advertising business grew more than twice as fast as Amazon's last year. Amazon generated $68.6 billion in advertising revenue in 2025, growing 22%. Walmart generated $6.4 billion, growing 46%.
Amazon and Shopify Are Now Half of U.S. E-Commerce
Amazon and Shopify together now account for approximately 50% of U.S. e-commerce. Two models each reached maturity at roughly the same time. U.S. e-commerce has quietly organized itself around both, and the space between them is where every other player is now making its case.
Top 1.6% of Sellers Drive 50% of Amazon’s 3P GMV
Fewer than 8,000 sellers now generate half of Amazon's estimated $300 billion in U.S. third-party GMV – roughly 68% of total U.S. sales – representing just 1.6% of the active seller base.
Amazon GMV Surpassed $800 Billion in 2025
Amazon and its sellers sold $830 billion worth of goods in 2025, tripling its GMV from $277 billion seven years ago.
The $10 Trillion State of E-Commerce
U.S. e-commerce crossed $10 trillion in cumulative sales during Q3 2025, reaching a milestone that reveals something far more significant than the raw figure suggests -- three remarkably consistent growth phases.
ChatGPT's 4% Fee Confirms Marketplace Economics
Shopify merchants will pay OpenAI a 4% transaction fee on sales through ChatGPT's checkout feature beginning January 26. At 11 percentage points below Amazon's typical 15% referral fee and without forced advertising spend, the platform offers the potential for organic product discovery at scale.
Data
Proprietary software parses raw data to extract critical pieces of structured data on brands, products, categories, and sellers.
Research
We analyze the data and share insights as research reports and articles.
Analysis
We believe that data is better than opinions for understanding what's next in e-commerce.
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