Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Grocery, in-store, and international: Where Amazon isn’t on top

Amazon is the top dog of US retail, accounting for 37.6% of all US ecommerce sales this year for a total of $431.11 billion dollars, according to our forecast. While the giant has a successful stronghold in many US industries, Amazon isn’t dominant everywhere.

Grocery: Amazon will account for 22.0% of US grocery ecommerce sales this year, according to our forecast.

  • Walmart has the retailer beat, at 28.4% of US grocery ecommerce sales.
  • Instacart is also a contender, with 21.9% of US grocery ecommerce sales.

Amazon hasn’t shied away from the category since starting its limited-service grocery delivery service, Fresh, in 2007 and acquiring Whole Foods Market in 2017, and for good reason: The retail media potential is massive. But Walmart will continue to have Amazon beat until the tech company successfully expands its brick-and-mortar footprint, either through acquiring another grocer or building out its own locations.

In-store: Amazon’s in-store challenges are directly tied to grocery. Its Amazon Go locations haven’t caught on, resulting in closures. Amazon could be a behemoth of in-store if it expands its footprint and convinces consumers to adopt its payments tech.

  • Amazon’s in-store tech is well ahead of competitors, with Just Walk Out, Dash Carts that scan items as they’re added, and Amazon One biometric payments. But consumers aren’t yet comfortable with that level of surveillance.
  • With so much consumer data, Amazon’s in-store retail media potential is huge, with the potential for personalized ads on shopping carts, cooler screens, and at the ends of aisles.

Fast fashion: Amazon is still in pretty good shape in this category, accounting for 31.7% of all US ecommerce apparel and accessories sales, according to our forecast. But China-based fast-fashion giants like Shein and Temu could challenge the retailer.

Some 44% of Gen Z adults view Shein favorably, according to Morning Consult, which explains why Shein hauls are all over TikTok. Gen Z’s increased spending power and adherence to micro-trend fashion cycles could challenge Amazon’s fast-fashion business.

International: Alibaba saw nearly two times more ecommerce sales ($1.228 trillion) than Amazon ($657.02 billion) last year, according to our forecast. China, where Alibaba is dominant, accounts for over 50% of ecommerce retail sales worldwide, while the US represents around 18%. Interestingly, both retailers aim to expand via physical grocery and retail media, according to our “Global Marketplace Titans” report.

 

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.