In December 2023, Amazon.com was the leading online shopping website in the United States. During the measured period, the sprawling platform accounted for over 45 percent of desktop traffic in the e-commerce and shopping subcategory. In second place on the list was eBay.com, with 9.22 percent of visitors. Walmart ranked third with a bit less than six percent of web traffic.
Why customers browse on Amazon
The main reason behind the outstanding online traffic to Amazon is user behavior throughout the customer journey. Amazon serves as a search engine for U.S. consumers, with 73 percent browsing it for inspiration and product discovery. Another 65 percent of U.S. shoppers landed on Amazon to look for products and compare products. In turn, Google is left third in the ranking of most used platforms.
Generational differences
In the beauty segment, the customer journey is more likely to start on Amazon among senior consumers. In the United States, 44 percent of Baby Boomers started their search of beauty products on the marketplace, while only 35 percent of Gen Z consumers reported doing the same.
Most popular e-commerce and shopping websites in the United States in December 2023, based on share of visits
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
SimilarWeb. (January 1, 2024). Most popular e-commerce and shopping websites in the United States in December 2023, based on share of visits [Graph]. In Statista. Retrieved October 12, 2024, from https://www.statista.com/statistics/266203/us-market-share-of-leading-shopping-classifieds-websites/
SimilarWeb. "Most popular e-commerce and shopping websites in the United States in December 2023, based on share of visits." Chart. January 1, 2024. Statista. Accessed October 12, 2024. https://www.statista.com/statistics/266203/us-market-share-of-leading-shopping-classifieds-websites/
SimilarWeb. (2024). Most popular e-commerce and shopping websites in the United States in December 2023, based on share of visits. Statista. Statista Inc.. Accessed: October 12, 2024. https://www.statista.com/statistics/266203/us-market-share-of-leading-shopping-classifieds-websites/
SimilarWeb. "Most Popular E-commerce and Shopping Websites in The United States in December 2023, Based on Share of Visits." Statista, Statista Inc., 1 Jan 2024, https://www.statista.com/statistics/266203/us-market-share-of-leading-shopping-classifieds-websites/
SimilarWeb, Most popular e-commerce and shopping websites in the United States in December 2023, based on share of visits Statista, https://www.statista.com/statistics/266203/us-market-share-of-leading-shopping-classifieds-websites/ (last visited October 12, 2024)
Most popular e-commerce and shopping websites in the United States in December 2023, based on share of visits [Graph], SimilarWeb, January 1, 2024. [Online]. Available: https://www.statista.com/statistics/266203/us-market-share-of-leading-shopping-classifieds-websites/