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Target Cracks Top 10 US Ecommerce Ranking

Amazon’s share of US ecommerce approaches 40%

February 24, 2020 (New York, NY) — Target’s increased focus on building its ecommerce business has been paying off. The big-box retailer, which used to rank No. 11 in the US in terms of ecommerce sales, has now surpassed three competitors to become No. 8. Our latest ranking of the nation’s top retailers by online sales shows strong growth for Target’s ecommerce business, while that of QVC and HSN owner Qurate Retail Group will decline.

This year, Target’s ecommerce business will jump 24.0% to $8.34 billion. That means its share of the total US ecommerce market will grow to 1.2%, up from 1.1% in 2019.

“At a time when brick-and-mortar stores are struggling to keep up with the fast-changing retail landscape, Target seems to have hit the bullseye,” eMarketer forecasting analyst Cindy Liu said.  “Store renovations and expanding same-day fulfillment options, such as in-store pickup, drive-up and delivery with Shipt, are paying off. Target has found a way to use its stores to fulfill online orders while keeping up with customer demands for convenience and speed.”

Target’s rise into the top 10 comes at the expense of competitors. Macy’s and Qurate Retail Group will both see their rankings fall this year. Macy’s will fall to No.10 and see its share drop to 1.1% from 1.2% in 2019, even though its online business continues to grow. Qurate, however, will see its online sales decline for the second year in a row, dropping out of the top 10 for the first time.  At the same time, Target will also inch past Costco this year, with only $10 million in ecommerce sales separating the two companies.

“The softening apparel market is adding pressure to both Qurate and Macy’s, whose main product lines are made up of apparel and fashion,” Liu said. “As these two retailers struggle to meet the demands of consumers and fail to pull in new shoppers, we will see other retailers capitalize on their share declines this year.”

Other retailers on the top 10 list are also losing share. eBay and Apple will both see their shares of the US ecommerce market drop slightly in 2020. Meanwhile, Amazon’s share will grow to 38.7%, up from 37.3% in 2019*.

This year, Amazon will capture 4.6% of total retail sales (online and offline) in the US.


* In our February 2019 forecast, Amazon was projected to capture 47.0% of US ecommerce sales by the end of 2019. In May last year, we reduced our ecommerce share projections for Amazon to 37.7% in 2019, based on new information. According to our latest forecast released this month, we estimate that share was 37.3% in 2019.




eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.


About eMarketer
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Posted on February 24, 2020.