Overview

The U.S. business-to-consumer e-commerce market hit $1.82 trillion in 2025 and is on track to reach $2.28 trillion by 2029, according to a new market intelligence report. While Amazon remains the dominant force in general merchandise, the findings reveal growing competitive pressure from value-driven platforms and Walmart's expanding marketplace — trends that directly shape strategy for third-party sellers.

Key Findings

• $1.82 trillion — Current U.S. B2C e-commerce market size in 2025
• $2.28 trillion — Projected market value by 2029, representing roughly 25% growth
• Amazon holds its lead — The platform remains the top player in general merchandise and consumables
• Value platforms gaining ground — Budget-focused marketplaces are capturing share in apparel and home goods
• Walmart scaling up — Store-based fulfillment and third-party marketplace expansion continue accelerating

Amazon's Position Remains Strong but Pressured

Amazon continues to hold its structural advantage in U.S. e-commerce, powered by its fulfillment network, Prime ecosystem, and unmatched product catalog. For third-party sellers, the platform still offers access to the largest pool of online shoppers in the country, and the report confirms that this market share remains robust heading into the late 2020s.

However, that dominance comes with familiar trade-offs. Sellers operate in an increasingly crowded marketplace where organic visibility is harder to earn and advertising costs continue to climb. The platform's leadership position means it remains the primary venue for reaching U.S. consumers at scale, but sellers should not mistake market dominance for market stasis — the competitive dynamics around Amazon are shifting meaningfully.

Value-Driven Platforms Are Reshaping Pricing Expectations

Perhaps the most consequential trend for Amazon sellers is the rapid rise of budget-focused marketplaces that are pulling consumer attention in price-sensitive categories. Platforms competing on rock-bottom pricing have made significant inroads in apparel, home décor, and commodity goods, appealing to shoppers who prioritize value above all else.