The Top 10 eCommerce Retailers in the U.S. & How Omnichannel Retail is Dominating

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By Tricia McKinnon

In 2020 and for the foreseeable future Amazon will remain as the undisputed eCommerce leader in the United States with a nearly 40% share of all eCommerce sales. The real battle is for the remaining spots within the top ten. Who said only pure play online retailers know how to run a successful eCommerce business? eBay and Wayfair are the only retailers out of the top ten that do not have a significant number of physical stores, the rest, including Amazon have a combination of online and physical retail.

eCommerce Sales Growth (2019) for US companies with the largest eCommerce share

  1. Walmart – 35.8%

  2. Wayfair – 35.0% 

  3. Target – 28.1%

  4. Home Depot – 21.3%

  5. Costco – 19.4%

  6. Amazon – 19.1%

  7. Best Buy – 15.6%

  8. Apple – 13.3%

  9. Macy’s – 10.0%

  10. eBay – (-6.5%)    

Top Ten US Companies With the Largest eCommerce Share in 2020

  1. Amazon – 38.7%

  2. Walmart – 5.3%

  3. eBay – 4.7%

  4. Apple – 3.7%

  5. Home Depot – 1.7%

  6. Wayfair – 1.5%

  7. Best Buy – 1.3%

  8. Target – 1.2%

  9. Costco – 1.2%

  10. Macy’s – 1.1%

Source: eMarketer, February 2020

After seeing Amazon grow in dominance retailers like Target and Walmart came from behind to prove that they too can succeed in eCommerce. 2020 is the first year it is predicted that Target’s eCommerce share will crack the top ten. Previously Target was in the eleventh spot but it is predicted that it will move past Costco, Qurate Retail Group (owner of HSN and QVC) and Macy’s to take the number eight spot this year. 

Target, like Walmart has used its stores to its advantage and in the midst has bolstered its eCommerce sales. “At a time when brick-and-mortar stores are struggling to keep up with the fast-changing retail landscape, Target seems to have hit the bullseye.” said eMarketer forecasting analyst Cindy Liu. “Store renovations and expanding same-day fulfillment options, such as in-store pickup, drive-up, and delivery with Shipt, are paying off. Target has found a way to use its stores to fulfill online orders while keeping up with customer demands for convenience and speed.”

90% of the US population lives within 10 miles of a Walmart. Grocery pickup is now available at 3,200 Walmart locations across the U.S. Offering this service has been key to the growth of Walmart’s eCommerce business since the majority of Walmart’s sales come from grocery.

Perhaps the most interesting takeaway from the list of the top ten eCommerce retailers is that with the exception of eBay and Wayfair all of the retailers have a contingent of stores which are critical to their success in grabbing eCommerce share.

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Tricia McKinnoneCommerce, Trends