American Ecommerce Methodology

Digital Commerce 360 analysts rank online retailers around the globe by region. In North America, Digital Commerce 360 ranks and analyzes the Top 2000 ecommerce companies. All companies, whether they operate one URL or 20+ URLs, are ranked by combined annual total web sales. For example, The Gap Inc., which owns Banana Republic and Old Navy, has web sales for all three combined in Digital Commerce 360 rankings under parent company The Gap Inc. For this report, Digital Commerce 360 analysts have removed 143 companies that are headquartered in Canada or Mexico from the data, leaving 1,857 companies headquartered in the United States.

Digital Commerce 360 categorizes each company ranked around the globe into one of 14 merchandise categories.

The Mass Merchant category includes retailers such as Amazon, Walmart, Target, Costco, Macy’s and many others that sell products from multiple categories. For this report, their web sales for all products are only included in the Mass Merchant category.

U.S.-Based Online Retailers by Category

The 1,857 U.S.-based online retailers in Digital Commerce 360 rankings by category

The State of American Ecommerce Report

With sales projected to hit $1.2 trillion in 2025, the 2025 State of American Ecommerce Report provides the edge you need to understand current trends and analyze future projections of the leading U.S.-based online retailers.

This report reveals a data-backed analysis of how leading retailers are currently performing in ecommerce and what is expected through 2026. It is the most comprehensive look at the top retailers and provides future growth projections in 14 key retail categories.

What’s included in the full report: 

• Ecommerce Projections: Understand the trajectory of U.S.-based ecommerce through 2026
• Historical Sales Data: Explore total U.S.-based ecommerce web sales trends since 2018
• Category-Specific Projections: Dive deep into the historical and projected web sales of 14 key online shopping categories
• Shopper Demographics: Identify and understand the demographics driving each of the 14 online shopping categories
• Top Retailer Rankings: Discover the top 5 online retailers dominating each category

So far, predictability has been a rare commodity for ecommerce in the 2020s. After a spike during the COVID-19 pandemic, shocks to global supply chains and an inflation roller coaster that chilled consumer spending, global web sales were up for a second year in a row in 2024.

The 7.5% year-over-year increase in global online sales to nearly $1.1 trillion was well below the double-digit jumps from the previous decade. Still, the results put ecommerce on a trajectory to rise once again in 2025.

Digital Commerce 360 projects that overall growth in web sales will be relatively shallow in 2025, reaching 7.7% as spending eclipses the $1.2 trillion mark. Yet the growth story for the year is not likely to be the same across categories.

3 Key Facts about the State of American Ecommerce