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 Range | eCommerce companies | Market 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% |
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The State of the Direct-to-Consumer Industry 2022
State of the US Direct-to-Consumer Subscriptions Industry 2022
Global eCommerce market size
General Merchandise eCommerce Market Share by Traffic Range
Around 75% of eCommerce companies in General Merchandise have a traffic rank between 3M-10M
| # | Traffic Rank | eCommerce companies | Market 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% |
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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.
| # | Country | eCommerce companies | Market 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% |
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