Amazon and Shopify together now account for approximately 50% of U.S. e-commerce. Two models each reached maturity at roughly the same time. U.S. e-commerce has quietly organized itself around both, and the space between them is where every other player is now making its case.
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Fewer than 8,000 sellers now generate half of Amazon's estimated $300 billion in U.S. third-party GMV – roughly 68% of total U.S. sales – representing just 1.6% of the active seller base.
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Amazon and its sellers sold $830 billion worth of goods in 2025, tripling its GMV from $277 billion seven years ago.
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U.S. e-commerce crossed $10 trillion in cumulative sales during Q3 2025, reaching a milestone that reveals something far more significant than the raw figure suggests -- three remarkably consistent growth phases.
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Shopify merchants will pay OpenAI a 4% transaction fee on sales through ChatGPT's checkout feature beginning January 26. At 11 percentage points below Amazon's typical 15% referral fee and without forced advertising spend, the platform offers the potential for organic product discovery at scale.
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Amazon.com registered just 165,000 new sellers in 2025, the lowest annual total since Marketplace Pulse began collecting data in 2015 and down 44% from 2024, continuing Amazon's transformation into an infrastructure for established, well-capitalized operators.
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Widespread predictions of disrupted U.S. holiday sales due to escalating tariffs proved unfounded. According to Adobe Analytics, online spending on Cyber Monday hit $14.25 billion, up 7.1% year over year, while Black Friday reached $11.8 billion, up 9.1%.
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Over 780 Chinese sellers changed their Amazon legal entity to Hong Kong in November 2025 alone – a dramatic response to Beijing's first-ever mandate requiring platforms to report quarterly seller revenue data.
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Walmart's advertising business is growing at six times the rate of its overall retail sales. Walmart Connect, the company's U.S. retail media platform where sellers and brands buy sponsored placements, grew 33% in the third quarter while U.S. retail sales grew just 5%.
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Just two years ago, the battle lines in e-commerce seemed clear. Amazon dominated through speed and convenience, Temu and Shein disrupted through price. Today, both sides are sprinting toward what the other perfected, driven by evolving regulations worldwide and the realization that modern retail demands supply chain flexibility, not purity.
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