Leading online marketplaces in the U.S. 2023, by monthly visits

As of April 2023, Amazon was the most visited online marketplace in the United States, with about 2.2 billion visits per month. Second place went to eBay, with approximately 655 million visits, followed in third place by Etsy, with close to 446 million.

U.S.-founded online marketplaces dominate the industry

In 2023, Amazon ranked as the online marketplace generating the highest gross merchandise value (GMV) in the United States. That year, its GMV reached over 360 billion U.S. dollars. The company is able to maintain its dominant market position due to its broad product offerings, from furniture, home goods and accessories to health and personal care products, gaining a huge chunk of the online market. Another U.S.-founded brand, Walmart, placed second in the ranking, with a GMV of around 134 billion U.S. dollars.

Chinese shopping apps challenge U.S. retailers

Despite the dominance of U.S. retailers, when it comes to shopping apps, two Chinese companies are heading the market. In 2023, Temu was the most downloaded e-commerce app in the U.S., with over 120 million downloads, followed by SHEIN with a download count of around 37 million. Amazon placed third, with users downloading the app roughly 24 million times. Temu was estimated to have over 100 million active users on its app in the U.S. alone, almost triplicating the number from January to April in 2023. In July of that year, the company was able to retain almost 14 percent of its shoppers within a 30-day period, meaning the percentage of customers who continue to purchase from the company over the period, as opposed to leaving or switching to a competitor.