Advisory
eMarketer
The top 18 e-commerce marketplaces are projected to account for 74.1% of U.S. retail e-commerce sales by 2026, with Amazon leading at 39.7% market share. Platforms like Walmart, Mercado Libre, and TikTok Shop are expanding their reach, while social platforms increasingly enter the marketplace space. This diversification reflects a shift in consumer behavior, as shoppers explore multiple purchasing channels.
For brands, marketplaces now serve as both sales channels and competitors, complicating strategy. Additionally, retail media is on the rise, with Amazon commanding 79% of U.S. retail digital ad spending, further solidifying its influence over e-commerce economics.
Why it matters: Sellers on Shopify face growing pressure to diversify beyond a single platform like Amazon. The rise of competing marketplaces and retail media reshapes how merchants allocate resources and reach customers.