The 2025 State of American Ecommerce Report details the current performance of top U.S.-based online retailers and forecasts trends through 2026. U.S. ecommerce sales grew 7.5% year over year in 2024 to reach $1.1 trillion. Digital Commerce 360 projects that they will grow another 7.7% in 2025 to hit $1.2 trillion.

Digital Commerce 360 annually ranks the top 2,000 online retailers in North America, with 1,857 based in the U.S. This 2nd annual Report analyzes ecommerce performance by industry, focusing on overall performance, market share, and shopper demographics across categories like apparel, food and beverage, sporting goods, and home improvement.

 View the table of contents for full details on what is included in the Report. Published February 2025

WHAT’S INCLUDED:  

• U.S.-based ecommerce projections through 2026 
• Historical web sales data on total U.S.-based ecommerce since 2017  
• Historical and projected web sales of 14 online shopping categories  
• Shopper demographics of 14 online shopping categories  
• Top 5 online retailers in each category

90+ Data-Packed Charts
Click here for a sample of the category data.

KEY TAKEAWAYS:

• Health & Beauty led with over 10% growth for the second year, while Flowers & Gifts and Consumer Electronics saw declines 
• The Big Four: Amazon, Walmart, Target, and Costco dominate, with Amazon’s sales nearly three times the next three combined, accounting for over half of all U.S. ecommerce 
• International Sales: A dozen major U.S. online retailers exceeded $1 billion in overseas sales; Amazon was the leader, followed by Walmart and Apple 
• Omnichannel Strategies: Retailers are enhancing online services like buy online, pick up in-store (BOPIS), particularly benefiting the Food & Beverage sector with 9.4% growth 
• Jewelry and Automotive Parts: Both categories face declining sales, with Automotive seeing an 18.6% drop expected by 2026 
• Office Supplies and Housewares & Home Furnishings show minimal growth, reflecting market saturation 
• Concerns Ahead: Retailers are cautious about tariffs and global conflicts impacting 2025 outlooks 
• Apparel & Accessories: Despite challenges, the category grew in 2024, led by Fanatics’ 28.9% sales increase 
• Sporting Goods: Sales grew 9.0% in 2024, with Bass Pro Shops and Dick’s Sporting Goods extending their leads over Peloton