Shopify is now the size of 40% of Amazon Marketplace after nearly doubling in 2020. It was just 25% two years ago. The important thing is not whether Amazon and Shopify are comparable - they are not - but the readiness of brands to sell directly to consumers.
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Amazon has always operated as if no other sales channel matters. And as if none will matter. But 2020 was maybe the last year it grew its market share of e-commerce. Shopify came to represent that change.
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Nearly $1 billion in fresh capital has been committed in 2020 to Amazon aggregators looking to acquire Amazon sellers and brands. The market had a breakout year because of three factors: the pandemic accelerating spending on Amazon, Thrasio raising hundreds of millions of dollars, and Anker, an Amazon-native brand, going public.
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Marketplace Pulse 100 ranks the most important companies in the e-commerce marketplaces ecosystem. Tens of billions of gross merchandise volume (GMV) on various marketplaces are transacted, enabled, or managed by one of them. The rank considers the company’s size, capital raised, estimated user base, and industry influence.
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U.S. e-commerce grew 44.5% in the second quarter, the fastest growth in over two decades. While online platforms like Shopify and Etsy posted record-breaking numbers, big-box retailers ready for curbside pickup and delivery grew the fastest.
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Shopify’s Gross Merchandise Volume (GMV) for the second quarter was $30.1 billion compared to eBay’s $27.1 billion. For the first time, Shopify processed more transaction volume than eBay. Shopify is not a marketplace directly comparable to eBay; however, like all e-commerce companies, they compete for the same customers.
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Walmart marketplace has surpassed 50,000 sellers, doubling in size from July 2019. The partnership with Shopify, announced on June 15th, has accelerated its growth, bringing over 5,000 new sellers during the six weeks since.
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More brands joined the Walmart marketplace last week than ever before, setting a record for new sellers added in a week. The partnership with Shopify, announced on June 15th, was mostly why more than 1,100 new sellers joined the marketplace. That’s three times more than the average week this year so far.
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Despite Shopify's new-found narrative of being an integrator, it's a poor one. And as a business, it assumes other channels will not succeed, because that would render Shopify obsolete.
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As e-commerce booms during the pandemic, some marketplaces have greatly benefited, a few prepared for the future, while others were caught unprepared to react. A typical seller relied on Amazon, saw growth on Walmart, got excited by Facebook, and didn’t care about Google.
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