Competitive Landscape
Amazon and Walmart Extend Their Lead as Rivals Lose Momentum
Retail e-commerce in the US is highly concentrated, with the top two companies, Amazon and Walmart, significantly increasing their lead between 2020 and 2025. Amazon holds a commanding share, which rose from 30% in 2020 to 34% in 2025, while Walmart saw its share increase from 6% to 11% over the same period.
Policy Shocks Slow the Advance of E-Commerce Disruptors
The competitive environment in 2025 was shaped by regulatory and political developments, most notably the removal of the de minimis exemption and new tariff policies, which disrupted the growth trajectories of China-based entrants such as Shein and Temu. Both companies saw rapid expansion through 2024, but their momentum slowed in 2025 as higher costs and policy uncertainty curbed consumer demand.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail E-Commerce industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail E-Commerce in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail E-Commerce in USA?
- Which are the leading retailers in Retail E-Commerce in USA?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Retail E-Commerce in the US - Category analysis
Key Data Insights
E-Commerce Sees Slower Growth in 2025 Due to Economic and Policy Headwinds
E-Commerce Sees Slower Growth in 2025 Due to Economic and Policy Headwinds
Tiktok Shop and Sephora Drive Social Shopification
Shopify and Openai Partnership Redefines Discovery and Conversion in Conversational Commerce
Players Set to Leverage Ai and Agentic Tools to Capture Future Gains
Sam's Club and Chatgpt Shape New Retail Journeys with Phygital and Agentic Ai
Amazon and Walmart Extend Their Lead as Rivals Lose Momentum
Policy Shocks Slow the Advance of E-Commerce Disruptors
Retail in the US - Industry Overview
Retail E-Commerce Wins Share as More Offline Stores Close
Key Data Insights
Retail E-Commerce Wins Share as More Offline Stores Close
Walmart and Marketplaces Capture Spend as Discounters Surge
Shopify and Openai Partnership Redefines Shopping Journeys
Generative Ai and Social Platforms Are Reshaping Discovery and Loyalty
Private Label Expansion and Value-Led Discovery Could Disrupt Established Players
Amazon and Walmart Extend Lead as Agentic Ai Reshapes Discovery
Informal Retail
Opening Hours for Physical Retail
Seasonality
Christmas
Back to School
Prime Day/Christmas in July
Mother’s Day
Country Reports Disclaimer
The following categories and subcategories are included:
Retail E-Commerce
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retail. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such services are excluded. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, whereas the delivery fees are excluded. Retail E-Commerce includes cross-border retail e-commerce sales. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail E-Commerce research and analysis database.
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