Online marketplaces are the ecommerce equivalent of shopping malls: Top marketplace operators provide a platform on which many merchants sell to online shoppers. And North American consumers now make most of their online purchases on marketplaces, 64.3% in 2023. Even excluding Amazon, 25.0% of North American ecommerce took place on these multi-merchant shopping sites.

Those conclusions emerge from a first-ever Digital Commerce 360 analysis of the 50 most popular retail sites in terms of web sales to North American consumers.

For 20 years, Digital Commerce 360 has analyzed the sales of top online retailers and brands based on their home base. For example, the Digital Commerce 360 Top 1000 report digs into the worldwide online sales of the 1,000 biggest online sellers headquartered in North America. In this series, we look at it from the consumer’s perspective: Which are the 50 retailer sites and marketplaces where North America’s online shoppers buy the most? The answer is probably on marketplaces.

Hybrid marketplaces in the Top 50

The number of hybrid marketplaces, those that invite sellers to list items alongside goods owned by the retailer, has ticked up slowly but steadily in recent years as major U.S. retailers have decided they can compete more effectively with Amazon online with the additional assortment offered by third-party merchants.