Leading online marketplaces in the U.S. 2023, by GMV

In 2023, Amazon was the online marketplace with the highest gross merchandise value in the United States, amounting to approximately 365 billion U.S. dollars. It was followed by Walmart, with a GMV of roughly 134 billion U.S. dollars. 

Amazon: the U.S.’s clear favorite

While Amazon might not be the leading online marketplace worldwide, it is the front-runner in the United States. As of April 2023, Amazon dominated the list of leading online marketplaces in the U.S. based on number of monthly visits, with over 2.2 billion website visitors. Regarding the market share of leading retail e-commerce companies, Amazon was also in the lead with over a 30 percent difference from the next competitor, Walmart. Even when it comes to holiday shopping, consumers favor Amazon. Nearly 95 percent of consumers stated that they prefer the online marketplace for their holiday shopping needs over other websites.

A prime day for shopping

Consumer purchasing behavior often relies on shopping events that occur throughout the year. Amazon incurs the largest increase of sales during Black Friday, which is followed by Prime Day, an event exclusively for Amazons’ Prime members. Consumers often plan their shopping around this event, due to the deals offered to Prime members. In 2023, most shoppers planned on purchasing electronics, at almost 60 percent of consumers. The most purchased items on Prime Day, however, fell into the category of home goods, with around 28 percent of shoppers, and only around 20 percent of shoppers purchased electronics. In general, the average value of Prime Day orders was worth up to 20 U.S. dollars, with 23 percent of orders.