How big is the ecommerce industry in the United States?

By: Gail Bianes
Last updated: July 8, 2025
Fact checked

Research highlights: US ecommerce is expected to reach $1.84 trillion in revenue by 2029, more than 3.5 times higher than in 2019 when it was $514.7 billion. 16.4% of retail sales in the US are from online channels. Amazon and Walmart together generate over $222.9 billion in sales, or 57% of the top 10 combined.

Related research: E-commerce growth: How much has e-commerce grown over the years?  | What percentage of sales are online? | How big is the e-commerce industry? | How big is mobile in ecommerce? 

US ecommerce market size

  • US ecommerce is expected to reach $1.84 trillion in revenue by 2029, more than 3.5 times higher than in 2019 when it was $514.7 billion

  • Between 2019 and 2029, the U.S. e-commerce market is projected to grow by $1.33 trillion, representing a 258.4% increase over the decade

  • US ecommerce crossed the $1 trillion mark in 2023

  • The sharpest year-over-year growth happened in 2020, when ecommerce revenue jumped from $514.7B to $670.2B, a 30.2% increase likely due to pandemic-driven digital shopping

  • The annual revenue growth is expected to average around $135 billion per year between 2023 and 2029

  • The smallest year-over-year growth rate occurred between 2021 and 2022, with an increase of only $76.2 billion or 9.1%

  • From 2020 to 2024, e-commerce revenue grew from $670.2 billion to $1.19 trillion, an increase of 77.5% in just four years

Year

Revenue of the e-commerce industry in the U.S. 2019-2029

2029

$1.84T

2028

$1.75T

2027

$1.64T

2026

$1.50T

2025

$1.34T

2024

$1.19T

2023

$1.03T

2022

$908.8B

2021

$832.6B

2020

$670.2B

2019

$514.7B

What percentage of retail sales in the US are online?

  • In Q4 2024, ecommerce made up 16.4% of all US retail sales

  • Ecommerce's share of total US retail sales more than tripled from 4.2% in Q1 2010 to 16.4% in Q4 2024

  • From Q1 2023 to Q1 2024, the e-commerce share grew from 15.1% to 15.8%, a 0.7 percentage point increase

  • The biggest leap happened during the pandemic: in Q2 2020, the share jumped to 15.7%, up from 11.4% in Q1 2020

  • Before the pandemic (Q4 2019), e-commerce was 11.3% of retail sales. By Q4 2024, that figure had risen to 16.4%, a 5.1 point increase in five years

  • The surge in Q2 2020 to 15.7% marked the only quarter where e-commerce jumped more than 4 points in a single quarter

Quarter/Year

Ecommerce as share of total retail sales in the US

Q4 '24**

16.40%

Q4 '23*

15.60%

Q4 '22

14.80%

Q4 '21

14.50%

Q4 '20

13.60%

Q4 '19

11.30%

Q4 '18

10.10%

Q4 '17

9.10%

Q4 '16

8.20%

Q4 '15

7.50%

Q4 '14

6.60%

Q4 '13

6.10%

Q4 '12

5.50%

Q4 '11

5.10%

Q4 '10

4.60%

Q3 '24*

16.30%

Q3 '23

15.50%

Q3 '22

14.80%

Q3 '21

14.60%

Q3 '20

13.80%

Q3 '19

11.10%

Q3 '18

10%

Q3 '17

9.10%

Q3 '16

8.20%

Q3 '15

7.30%

Q3 '14

6.50%

Q3 '13

5.90%

Q3 '12

5.40%

Q3 '11

4.90%

Q3 '10

4.60%

Q2 '24

16%

Q2 '23

15.30%

Q2 '22

14.50%

Q2 '21

14.50%

Q2 '20*

15.70%

Q2 '19

10.80%

Q2 '18

9.80%

Q2 '17

8.90%

Q2 '16

8%

Q2 '15

7.10%

Q2 '14

6.30%

Q2 '13

5.80%

Q2 '12

5.30%

Q2 '11

4.80%

Q2 '10

4.40%

Q1 '24

15.80%

Q1 '23

15.10%

Q1 '22

14.50%

Q1 '21

14.90%

Q1 '20

11.40%

Q1 '19

10.50%

Q1 '18

9.40%

Q1 '17

8.50%

Q1 '16

7.80%

Q1 '15

6.90%

Q1 '14

6.20%

Q1 '13

5.60%

Q1 '12

5.10%

Q1 '11

4.70%

Q1 '10

4.20%

Top ecommerce stores in the US by revenue

  • Amazon leads the ecommerce market in the US with $143.7 billion in e-commerce net sales

  • Together, Amazon and Walmart account for over $222.9 billion, dominating the landscape with more than 57% of the combined total of the top 10

  • Shein.com, a fast fashion platform, ranks third with $22.4 billion in US net sales

  • Target, Apple, and Homedepot are in a tight cluster, each earning between $20 billion and $20.5 billion

  • BestBuy.com and Costco.com are neck-and-neck with $13.0 billion and $12.5 billion respectively

Online store

E-commerce net sales

amazon.com

$143.7B

walmart.com

$79.23B

shein.com

$22.35B

target.com

$20.54B

apple.com

$20.26B

homedepot.com

$20.08B

bestbuy.com

$12.99B

costco.com

$12.49B

samsclub.com

$12.08B

chewy.com

$11.87B

Fastest growing ecommerce product categories

  • The total e-commerce market across all categories is growing at 14.2% compound annual growth rate (CAGR)

  • Food leads all categories with 24.8% CAGR and beverages follow closely at 22%

  • Beauty, health, personal, and household care products are growing at a 14.9% CAGR, just above the total market average of 14.2%

  • Toys, hobby, and DIY have a 12.6% CAGR, driven by a surge in home-based activities and creative hobbies especially during and after the pandemic

  • Media, which includes books, music, and games, is growing at 8.5% CAGR, still expanding but outpaced by more essential or experiential categories

  • Furniture and electronics have more modest growth rates of 6.8% and 6.4% respectively

Product category

Ecommerce sales CAGR

from 2017-2028

Food

24.80%

Beverages

22%

Beauty, Health, Personal & Household Care

14.90%

Toys, Hobby & DIY

12.60%

Fashion

11.60%

Furniture

6.80%

Electronics

6.40%

Media

8.50%

Total

14.20%

Most popular product categories according to online shoppers in the US

  • Among US consumers, the two most popular categories for online purchases are clothing (43%) and shoes (33%)

  • Food and beverages (excluding restaurant delivery) were bought by 26% of respondents

  • Books, movies, music & games (excluding downloads) were bought by 20% of respondents, showing that physical media still holds a place in digital shopping habits

  • Categories like furniture & household goods (12%), toys & baby products (12%), and sports & outdoor products (11%) saw more limited online engagement

  • DIY and garden products (9%), bags and luggage (8%), and household appliances (10%) are among the least purchased online 

Category

Share of respondents

Clothing

43%

Shoes

33%

Food & beverages (excl. restaurant delivery)

26%

Cosmetics & body care

24%

Pet products

22%

Books, movies, music & games (excluding downloads)

20%

Accessories

19%

Drugstore & health products

17%

Consumer electronics (e.g., TV, smartphones)

16%

Furniture & household goods

12%

Toys & baby products

12%

Sports & outdoor products

11%

Household appliances

10%

Stationery & hobby supplies

10%

DIY & garden products

9%

Bags & luggage

8%

I have not bought anything online

7%

Other

10%

Sources