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The Amazon vs. Walmart rivalry is only deepening as the region's largest ecommerce retailers add more technology and fulfillment capabilities to their repertoires. But who sells more online, and who sells more overall?

For years, the question has been if Walmart can catch up to Amazon in terms of ecommerce sales. In their most recent complete fiscal quarters, Amazon collected more in net sales than Walmart — a first. The Amazon vs. Walmart rivalry is only deepening as the region’s largest ecommerce retailers add more technology and fulfillment capabilities to their repertoires.

Amazon and Walmart, along with Target and Costco, comprise what Digital Commerce 360 refers to as “The Big Four.” They’re the largest four Mass Merchants in North America. In other words, they sell all sorts of products and have their hands in all areas of the retail arena.

Still, as far as retail ecommerce sales go in the region, there’s Amazon, Walmart, and then everyone else. Both retailers, ranked No. 1 and 2, respectively, in the Top 2000, fall under the Mass Merchant category. The Top 2000 Database is how Digital Commerce 360 tracks North America’s largest online retailers by their annual web sales.

There’s Amazon, whose 2024 ecommerce sales were nearly triple (2.8 times) those of the next three combined, according to Digital Commerce 360 data. Then, there’s Walmart, whose 2024 online sales were more than triple (3.28 times) those of Target and Costco combined. 

Digital Commerce 360 compiled and analyzed more data and trends on these leading retailers and others in the 2025 State of American Ecommerce Report.

Just how big is Amazon?

Excluding Mass Merchants, Amazon’s 2024 ecommerce sales were close to the sum of all other Top 2000 categories’ sales.

Amazon’s 2024 sales were around $447 billion. All categories minus Mass Merchants (which is mostly Amazon and Walmart anyway) totaled about $503.8 billion.

Even though Amazon and Walmart’s ecommerce sales comprise more than half of the Mass Merchant category’s sales as a whole, Amazon is still pulling more weight. Amazon’s online sales in 2024 were more than triple Walmart’s.

And Amazon continues making moves to expand its technology, such as:

Meanwhile, Walmart has recently:

Whereas Amazon has been investing more in revenue streams aside from its ecommerce sales, Walmart has been steadily investing in growing digital sales.

Ecommerce now accounts for 70.2% of Amazon’s total sales, as of 2024, from 77.2% in 2018. At Walmart, ecommerce sales have grown to represent 17.8% of its total sales in 2024, from just 4.8% in 2018.

Is Amazon bigger than Walmart?

In some ways, yes. Amazon consistently brings in hundreds of billions of dollars more than Walmart when it comes to annual ecommerce sales.

However, Walmart has consistently brought in more overall in annual sales — until the retailers’ respective fiscal Q4 periods (Amazon’s ended Dec. 31, 2025. Walmart’s ended Jan. 31, 2025). Despite making less than Amazon in Q4 sales ($180.55 billion to 187.8 billion), Walmart still brought in more for the year, at $680.99 billion in annual revenue compared to Amazon’s $638.0 billion.

And that includes what Amazon makes from its:

  • Physical stores
  • Third-party seller fees
  • Advertising services
  • Subscription services and more

Walmart’s revenue streams also include its:

  • Sam’s Club locations
  • Fulfillment services (which Amazon also offers)
  • Online marketplace
  • Retail media network

Amazon vs. Walmart

In both 2024 and 2023, Amazon’s sales alone were greater than the sum of the next 51 retailers in the Top 2000. In 2022, its sales were greater than the sum of the next 42 retailers in the Top 2000.

To give a sense of scale, Walmart’s 2024 ecommerce sales were greater than the sum of the next five retailers in the Top 2000. In 2023, they were greater than the sum of the next four, and in 2022, its web sales were greater than those of the next three.

Combined, these two giants now account for over 50% of all global online sales within the Top 2000, solidifying their status as the leading forces in ecommerce.

Amazon and Walmart have both grown their shares of ecommerce sales since 2017.

In 2024, Amazon’s global ecommerce sales alone accounted for 39.7% of all sales from retailers in the Top 2000 (up from 36.4% in 2017).

Meanwhile, Walmart’s share increased to 10.6% in 2024 from 4.4% in 2017.

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