Amazon reigns, others followThe e-commerce market in the United States has been constantly evolving over the past decade and can boast being among the largest e-commerce markets globally. Retail e-commerce sales are projected to grow at a fast pace in the coming years, going from roughly 925 billion U.S. dollars in 2023 to over 1.4 trillion U.S. dollars in 2027. Amazon is by far the most popular e-retailer in the U.S. Besides holding the largest share of the online shopping market, the company also ranks ahead of the pack in terms of e-retail sales. In 2022, Amazon significantly outperformed its U.S. competitors, generating approximately 130 billion U.S. dollars via retail e-commerce sales in the country. Other successful shopping websites include eBay, Walmart, Target, and Apple.
Customer satisfaction with online retail in the U.S. is relatively high. However, online sales still represent only a small share of all retail sales – about 15 percent in 2023. Nonetheless, eight in ten internet users in the U.S. were expected to make purchases online that year. Online retailers and brand websites are popular e-commerce channels, but online marketplaces and social media are increasingly gaining relevance among online shoppers. In the last quarter of 2022, three-fourths of Gen Z shoppers in the U.S purchased a product directly from a social media platform.