Analysis of US Ecommerce Market share | 2021 Stats

Updated as of Aug 10, 2022

US Ecommerce Market Share


Total Active US Ecommerce Market Share


US ecommerce market share is expected to grow 17.9% in 2021 year to reach $933.30 billion. Being second largest eCommerce market after China, US accounts for 61% of all the ecommerce businesses outside of China. The number of merchants in the US increased almost 50% in just 6 months since September 2020 with a 32.4% increase in ecommerce sales during 2020.

US Ecommerce Market Share by Sales

<500K 87.46%
500K-1M 8.3%
1M-10M 3.57%
10M-50M 0.38%
50M-100M 0.17%
>100M 0.124%

US Ecommerce Market Share by Web Traffic

<1K 50.48%
1K-10K 46.17%
10K-20K 2.09%
20K-50K 0.56%
50K-100K 0.22%
>100K 0.5%

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Detailed Analysis and Statistics On US Ecommerce Market Share

US Ecommerce Market Share by Online Sales

The top 1% of US B2C companies generated revenue of 75% of all Gross Merchandise Value (GMV) in physical goods sales with Amazon accounting for 40% of the total sales. More than 87% of the Us Ecommerce market is made up of many thousands of small businesses selling niche products and making web sales less than $500,000 per year which shows that US eCommerce market is long tail in nature.

US Ecommerce Market Share by Web Traffic

Fifty percent of the US eCommerce merchants get at least a thousand visitors per month. Less than 1% of all eCommerce websites get more than 50,000 visitors per month. Among them, Amazon gets more than 200 million visits while Walmart averages around 100 million visitors per month. The top 600 websites by web traffic generated 12% of all GMV. Among the rest, 60% of total GMV was generated by websites with traffic ranks between 10,000 and 500,000 that formed less than 3% of the total number of merchants.

US Ecommerce Market Share by Product Category

Fashion and Apparel is the second largest product category in terms of online sales accounting for 14% of all eCommerce GMV. About 33% of all ecommerce merchants operate in this category with 32% of them generating online sales of less than a million dollars. The long tail however collectively generates almost as much online sales as the top 11 online fashion and apparel retailers. General Merchandise accounts for a lions’ share of web sales at 42%. The top 10 eCommerce companies including Amazon and Walmart generate 92% of all General Merchandise sales and this category dominates their shopping carts claiming82% of all their GMV.

US Ecommerce Market Stats & Industry Trends – 2021

US ecommerce sales are expected to grow 17.9% in 2021 to reach $933.30 billion. The Fashion and Apparel category will grow 19% with the pandemic being brought under control through vaccination programs. The stimulus package. Food and Beverage and Grocery and Home Supplies categories are expected to grow further in web sales riding on new found patronage through the pandemic while the general merchandise category is likely to capitalize o the expected decline in retail sales across brick-and-mortar stores.

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