Market concentration in e-commerce in the U.S. 2018

The U.S. eCommerce market is a little more concentrated than the German eCommerce Market. The Top 3 players in the U.S. are, are Those three stores generated US$87.1 million in 2018 which equals 27% of the U.S. eCommerce Market. alone accounted for 2018 19.8% of the market volume. Compared to 2017 the market concentration has not chanced noticably. The same top 3 companies have also accounted for 27% of the market share in 2017 growing at the same speed as the U.S. eCommerce Market.

Measure of concentration

A common measure for market concentration is the market share. The higher the market share of the largest companies the more concentrated is the market. Usually the share of the top 3 players indicates the level of concentration in a market. Because of the internationalty of eCommerce and the dominance of global players like the concentration is typically high. The ongoing growth of the market makes it easier for newcomers to enter.

Market concentration among the Top 1000 e-retailers in the United States 2018

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Release date

December 2019


United States

Survey time period


Supplementary notes

The e-commerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. 

The following are not included in the e-commerce market: digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual e-commerce net sales after the deduction of returns.

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Statistics on "E-commerce in the United States"

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