Where Do North Americans Prefer to Shop Online?

In 2024, Amazon.com Inc. dominates online retail in North America, capturing over 39% of online spending by consumers in the United States, Canada, and Mexico, according to data. However, Amazon is facing significant competition from store-based retailers expanding their online presence, as well as online marketplaces. Additionally, two rapidly growing Chinese companies, Temu and Shein, are emerging as formidable competitors in the market.

These insights come from Digital Commerce 360’s inaugural analysis of the 50 most popular retail sites based on web sales to North American consumers.

Table of Contents

Leading 50 Online Retailers Dominate North American E-commerce

The Top 50 online retailers encompass the majority of North American e-commerce, accounting for over 84% of the online spending by North American consumers in 2023. While Amazon stands out as the clear leader, examining the North American online sales landscape reveals key insights into other companies that are either thriving or struggling in this competitive e-commerce market.

Amazon’s Share of North American E-commerce

The Online Retail Market in North America by Country

In 2023, consumers in the United States accounted for 94.3% of the $1.170 trillion spent on online purchases by North American shoppers, with Canadian and Mexican consumers roughly dividing the rest. Online retail sales in Mexico saw a significant increase of 34.0% over the previous year, while Canada experienced a 10.0% growth, and the U.S. saw a 9.0% rise.

The Top 50 online shopping sites achieved a 10.4% growth in sales, totaling $985.96 billion in 2023. This growth surpassed the market average, increasing their share of North American e-commerce to 84.3% in 2023, up from 83.4% in 2022.

The makeup of the Top 50 Online Retailers

Among the Top 50 online retailers, retail chains with physical stores make up 24 of the companies. Pure marketplaces and consumer brand manufacturers follow, each with eight spots. Web-only retailers, including Amazon, account for seven positions, while direct marketers hold three.

Types of Merchants in the Top 50

Of the Top 50 online retailers, 39 are based in North America, with the majority located in the United States, and only one, Hudson’s Bay Co., based in Canada. Hudson’s Bay owns the major Canadian department store of the same name as well as U.S.-based chains Saks Fifth Avenue and Lord & Taylor.

Seven of the Top 50 companies are based in Europe, including three in Germany: meal-kit provider HelloFresh, web and catalog retailer Otto Group, and sportswear brand Adidas AG. The French presence is represented by fashion conglomerate LVMH and cosmetics brand L’Oreal S.A. Additionally, Netherlands-based grocer Ahold Delhaize, which owns U.S. supermarket chains such as Food Lion, Giant Food, and Stop & Shop, and Swiss candy maker Nestle are also on the list.

Chinese companies occupy four spots on the list, including the up-and-coming Temu and Shein, as well as JD.com, a web-only retailer, and Tmall, an online marketplace owned by Alibaba Group, representing the two leading e-retail players in China.