General Merchandise eCommerce Market Share Statistics 2022

Updated as of Jul 10, 2022


North America dominates in terms of the number of merchants in the General Merchandise market. EU with 40% share leads in terms of aggregate GMV. The US is the leader in countries with USD 17B GMV. More than 88% of the merchants are in the lower web sales range of less than USD 1M.


eCommerce Market Share - General Merchandise

General Merchandise has a long tail market in revenue. While 89% of the companies have a GMV of less than USD 1M, below 1% have web sales of more than USD 50M.


#Web Sales RangeeCommerce companiesMarket Share
1 <1M 39,174 88.62%
2 1M-5M 4,378 9.90%
3 5M-10M 264 0.60%
4 10M-250M 135 0.31%
5 25M-50M 110 0.25%
6 50M-100M 71 0.16%
7 100M+ 72 0.16%

General Merchandise physical goods eCommerce market was USD 48B in 2021.
There are 44,405 companies in General Merchandise market in 2021.
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General Merchandise eCommerce Market Share by Traffic Range

Around 75% of eCommerce companies in General Merchandise have a traffic rank between 3M-10M


#Traffic RankeCommerce companiesMarket Share
1 < 10K 39 0.09%
2 10K - 100K 193 0.43%
3 100K - 500K 444 1.00%
4 500K - 1M 657 1.48%
5 1M - 3M 9,798 22.07%
6 3M - 10M 33,274 74.93%

North America accounts for 45% of the eCommerce companies in General Merchandise market in 2021
EU has the largest eCommerce General Merchandise market with a share of 40% in aggregrate GMV.
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General Merchandise eCommerce Market Share by Country

The United States leads the General Merchandise market with 43% share, while other countries account for less than 10% share in terms of the number of companies. The United States accounts for 36% of the total aggregate GMV. In terms of GMV, Germany is next to the United States with a share of 15% in aggregate GMV.


#CountryeCommerce companiesMarket Share
1 United States of America 18,964 42.71%
2 Germany 2,665 6.00%
3 United Kingdom 2,304 5.19%
4 Russia 1,987 4.47%
5 Brazil 1,602 3.61%
6 France 1,554 3.50%
7 Italy 1,136 2.56%
8 Netherlands 1,087 2.45%
9 Australia 1,046 2.36%
10 Spain 877 1.98%

The aggregate GMV of General Merchandise eCommerce is USD 48B in the global market.
The aggregate GMV of General Merchandise eCommerce in the United States of America is USD 17B
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