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Amazon’s Share of US Ecommerce to Surpass 40% In 2017

Top 10 retailers make up nearly two-thirds of US ecommerce sales

In eMarketer’s first-ever forecast of the top 10 US companies ranked by retail ecommerce sales, Amazon sits at the top spot, with more than six times the sales of No. 2 eBay. Overall, eMarketer estimates that US retail ecommerce sales will increase by 15.8% to reach $452.76 billion by the end of 2017—making up 9.0% of total retail outlays.


Amazon is the undisputed ecommerce leader, with the largest share (43.5%) of US retail ecommerce sales, equating to $196.75 billion this year. The online retailer now represents close to 4% of all retail sales in the US.


Despite its second-place ranking, eBay has stagnant growth and is losing share. Its ecommerce sales will grow to $30.66 billion by the end of this year, eMarketer estimates. However, its share of total ecommerce sales will drop to 6.8%.


Walmart’s ecommerce sales are significantly smaller than Amazon’s—just 3.6% of US retail ecommerce and 0.3% of total retail. However, sales are growing rapidly. Ecommerce sales in 2017 will jump 46.8% to reach $16.21 billion.


Apple’s ecommerce sales (which include iTunes) are expected to grow 29.9% in 2017 to $16.20 billion. The company’s share of total retail sales remained unchanged year over year (0.3%), while its ecommerce share increased slightly to 3.6%.


The full report and dataset are available to eMarketer PRO subscribers here. Nonsubscribers can purchase the report and data here.


For more information please contact:

Douglas Clark
PR Director, North America

Posted on October 26, 2017.