TikTok Shop was built on the promise that anyone can win. Yet early Marketplace Pulse data on nearly 100,000 U.S. TikTok Shop sellers points the other way: the platform has produced a top-heavy seller economy.
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Walmart's U.S. third-party marketplace grew nearly 50% in the first quarter of fiscal 2027, its fastest pace in years. Walmart's marketplace is growing faster now than at almost any point since it opened to international sellers, and it is doing so from a base small enough that the runway remains long.
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U.S. e-commerce grew 9.8% year over year in the first quarter of 2026, nearly double the rate posted in each of the prior four quarters. It was the strongest quarter in over two years, yet weaker than it sounds.
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Amazon's average traffic per active seller climbed 25% in the past year to 3,544 monthly visits, accelerating sharply from the 31% rise the metric posted across the prior four years combined.
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Amazon disclosed in its Q1 earnings call that nearly 20% of shoppers who interact with a sponsored brand prompt in Rufus continue the conversation about that brand while ChatGPT completes its pivot toward the same monetization model Amazon has been building.
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Third-party sellers accounted for 60% of paid units sold on Amazon in Q1 2026, down from 61% in Q4 2025 and 62% the quarter before that. It's the first time the metric has fallen for two consecutive quarters since Amazon began breaking it out in its quarterly reports in 2004.
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Sellers have adopted AI broadly but narrowly, putting it to work overwhelmingly on content tasks like listings and imagery, while platforms rebuild discovery around AI and consumers adopt it faster than expected.
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Sellers are frustrated with platform fees yet deepen their dependence on Amazon because alternatives don't offer comparable scale. Amazon extracts more revenue from sellers while becoming more vulnerable to a concentrated base that could, in theory, coordinate or exit.
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We surveyed 181 marketplace sellers representing over $2 billion in combined annual revenue to understand how businesses are actually performing beneath the platform-level data. The results reveal four distinct seller cohorts.
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Amazon remains the dominant U.S. marketplace, with an estimated $300 billion in third-party sales, more than seven times eBay's and roughly 20 times that of the next competitors – Temu, TikTok Shop, and Walmart – who now compete in a tight $15-22 billion range.
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