Biggest ecommerce marketplaces in USA

Based on available data for 2024, the biggest eCommerce marketplaces in the USA, primarily measured by gross merchandise value (GMV), monthly visits, and market influence, are:
 
  1. Amazon: The largest marketplace, with a GMV of $492.23 billion in 2024 and 37.6% market share. It had 2.2 billion monthly visits as of April 2023, with projections of $325 billion in third-party sales for 2024. Amazon’s dominance is driven by its vast customer base (over 300 million active users globally), extensive logistics, and Prime membership perks.
  2. Walmart: The second-largest, with a GMV of $134 billion in 2023, and 2024 estimates suggest $10.37 billion in third-party sales. Walmart.com had 120 million unique monthly visitors, boosted by its brick-and-mortar presence and services like Buy Online, Pick Up in Store. Its eCommerce sales grew 22% in the U.S. in 2024.
  3. eBay: Third in line, with a GMV of $33.93 billion in 2024 and around 655 million monthly visits as of April 2023. eBay remains a key player for both new and used goods, with over 130 million active buyers globally, though its growth has stagnated.
  4. Etsy: Fourth, focusing on handmade and vintage items, with a GMV of $7.87 billion in 2024. It had nearly 446 million monthly visits as of April 2023, benefiting from a niche audience of artisans and crafters, with U.S. revenue reaching $2.8 billion.
  5. Target (Target Plus): Fifth, with eCommerce sales of $21.01 billion in 2024. Target.com ranked among the top five by traffic in November 2024, though its marketplace is smaller and invite-only, catering to established sellers.

Additional Notes:
  • Temu is emerging rapidly, with a $60 billion sales goal for 2024 (40% from the U.S.), but its model blurs the line between retailer and marketplace.
  • These rankings focus on marketplace activity (third-party sales) rather than total eCommerce sales, which is why Walmart’s overall eCommerce sales ($100 billion) are higher but its marketplace share is smaller.