Region Deep-Dive
North America
Top languages for dis region: English · Español · Français · 中文 · Tiếng Việt
Related platforms dey listed under Platform intelligence. Every figure below fit check for di expanded source text. Platform intelligence.
Key Research
Source notes and the methodology audit that underpin this region.
QHow large be di North America ecommerce market, and how e dey grow?
US ~$1.2T (2024 final, DC360); 2025 broad definition exceeds $1.5T; eMarketer US 2025 ~$1.23–1.5T
Small single-digit growth (US in a fourth consecutive year of single-digit growth)
Expand: original global-report section (country/sub-market detail and sources)
A full Nigerian Pidgin translation of this report is not available yet — showing the English edition below.
3. North America
3.1 United States
Market size: - 2024 (final): about $1.2 trillion, more than double 2019 (Digital Commerce 360). - Source: https://www.digitalcommerce360.com/2025/03/03/us-ecommerce-sales-2024/ - 2025: DC360’s early-year forecast $1.23T; full-year actuals (after December data) show 2025 crossed $1.5T (broad definition, including categories Census does not count), and it was the fourth consecutive year of single-digit growth. - Source: https://www.digitalcommerce360.com/2026/02/16/december-ecommerce-sales-total-2025/ - Ecommerce as a share of US retail: Census definition 17.9% in 2024 Q4; DC360 broad definition reached 25% for the first time in 2025 Q4. - Source: https://www.pymnts.com/news/ecommerce/2025/ecommerce-grabs-17-9-percent-of-overall-retail-sales-in-2024s-fourth-quarter/ ; https://www.digitalcommerce360.com/2026/04/02/online-ecommerce-sales-q4-2025/ - Forecast: Forrester expects online to exceed 29% of US retail by 2029; Amazon + Walmart will take a quarter of total US retail by 2029. - Source: https://www.retailtouchpoints.com/features/industry-insights/forrester-forecast-onlines-share-of-u-s-sales-to-top-29-by-2029
Platforms: | Platform | Key data (2024–2025) | Source | |---|---|---| | Amazon | GMV crossed $800B in 2025; about 40% of US ecommerce; 2025 new-seller registrations hit a decade low (~165,000) | https://www.marketplacepulse.com/articles/amazon-gmv-surpassed-800-billion-in-2025 ; https://www.ecexpress.com.cn/mo/article/1306.html ; https://www.marketplacepulse.com/articles/amazon-seller-registrations-hit-decade-low-in-2025 | | Shopify | 2025 revenue about $11.5B (+30%); Q4 2025 GMV held +30% growth; together with Amazon about half of US ecommerce | https://www.digitalcommerce360.com/2026/02/12/shopify-revenue-b2b-sales-ai-2025/ ; https://www.marketplacepulse.com/articles/amazon-and-shopify-are-now-half-of-us-e-commerce | | Walmart | Ecommerce quarterly growth +21%~+28%; Marketplace active sellers over 200,000 | https://www.digitalcommerce360.com/2025/02/21/walmart-online-sales-q4-fy25/ ; https://cross-border-magazine.com/walmart-marketplace-growth-surges/ | | eBay | Q1 2026 revenue $2,508M (+17%) | https://www.sec.gov/Archives/edgar/data/1065088/000106508826000093/ebay-20260331.htm | | Etsy | 2025 Q3 platform GMS $2,432.6M; about 5.4 million active sellers | https://www.sec.gov/ixviewer/ix.html?doc=/Archives/edgar/data/1370637/000137063725000100/etsy-20250930.htm | | Temu / Shein | In August 2025 about 12% of US consumers shopped weekly on Temu/Shein (despite tariff increases) | https://www.chwang.com/news/196529428230 | | TikTok Shop | 2025 US GMV $15.1B (+68%); about 18–20% of US social commerce | https://thelowdown.momentum.asia/new-report-tiktok-shop-u-s-gmv-grew-68-to-reach-us15-1b-in-2025/ ; https://www.emarketer.com/press-releases/tiktok-shop-makes-up-nearly-20-of-social-commerce-in-2025/ |
Consumer behavior: - About 274–290 million US online shoppers in 2025 (Statista definition about 288 million; another restated figure 274 million; both about 80%+ of the population). - Source: https://soax.com/research/how-many-people-shop-online ; https://www.upcounting.com/fr-ca/blog/how-many-people-shop-online - Mobile is about 72% of US ecommerce transactions (2024, transaction-count definition; marketing-blog restatement — prefer the Section 2.3 Statista/SOXA figure "mobile is 59% of global ecommerce sales"); mobile contributed 53% of online sales in the 2024 holiday season (Adobe). - Source: https://www.amraandelma.com/us-mobile-commerce-statistics/ ; https://blog.adobe.com/en/publish/2024/08/21/adobe-analytics-mobile-shopping-expected-drive-53-percent-online-sales-during-2024-holiday-season - BNPL: About half of US consumers planned to use buy-now-pay-later in the 2025 holiday season; BNPL contributed about $1B of incremental Cyber Monday sales. - Source: https://retailgazette.com/blog/2025/10/half-of-us-shoppers-plan-to-use-buy-now-pay-later-this-holiday-season-paypal-finds/ ; https://www.newsweek.com/buy-now-pay-later-gives-1-billion-boost-to-cyber-monday-sales-11151133
What to watch: - End of de minimis: In May 2025 the US cut the lowest tariff on small China parcels to 30%; in September 2025 the de minimis exemption effectively ended, changing Temu/Shein’s price and delivery model (consumers still buy, but average order value and fulfillment have been reset). - Source: https://www.reuters.com/world/china/us-cut-de-minimis-tariff-china-shipments-54-120-2025-05-13/ ; https://www.digitalcommerce360.com/2025/09/04/when-de-minimis-rules-ended-ecommerce-changed/ - Retail media: More than $10 billion of incremental ad budget flowed into US retail media in 2025. - Source: https://www.emarketer.com/content/10-billion-incremental-ad-spending-will-flow-us-retail-media-2025 - AI shopping: AI-driven shopping volume on 2025 Black Friday surged about 805%; AI chatbots helped drive record US holiday-season online spend (about $257.8 billion). - Source: https://www.moneycontrol.com/world/black-friday-s-new-influencer-ai-powered-shopping-surges-805-as-online-spend-hits-new-us-record-article-13703025.html ; https://www.forbes.com/sites/mikestunson/2026/01/07/ai-chatbots-help-drive-record-holiday-spending-data-suggests/
3.2 Canada
- Canadian ecommerce growth slowed in 2025 (while the rest of the world accelerated).
- Source: https://thehub.ca/2026/05/15/canadian-e-commerce-growth-slowed-in-2025-as-the-rest-of-the-world-surged-ahead/
- Ecommerce share of retail differs by definition: StatCan 5.7% vs commercial institutions about 12%.
- Source: https://eightx.co/blog/canada-ecommerce-retail-share-2026
- Platforms: Amazon leads; Walmart and national retailers (Loblaw, Best Buy Canada, Canadian Tire) are strengthening Marketplace and loyalty programs.
- Source: https://www.globenewswire.com/de/news-release/2026/01/29/3228301/28124/en/Canada-B2C-Ecommerce-Market-Report-2025-Amazon-Leads-Online-Retail-While-Walmart-and-National-Players-Loblaw-Best-Buy-Canada-and-Canadian-Tire-Strengthen-Marketplace-and-Loyalty-In.html
- Chinese-platform penetration: 60% of Canadian consumers shop on Chinese cross-border ecommerce platforms (1 in 10 weekly) — Omnisend 2025 survey.
- Source: https://www.omnisend.com/blog/canada-chinese-marketplaces-research/
3.3 Mexico (high-growth market)
- 2024 ecommerce size MX$789.7B (about $38.8B), +20% (AMVO).
- Source: https://mexicobusiness.news/ecommerce/news/mexicos-e-commerce-market-was-worth-mx7897-billion-2024
- 2025 MX$941B, +19.2% (AMVO).
- Source: https://www.dny1.com/Main/ArticleDetails?id=952217255721046016
- Ecommerce growth is driven mainly by mobile and social commerce; Mexico social commerce is expected at about $5.09B in 2025.
- Source: https://mexicobusiness.news/ecommerce/news/mexico-sees-e-commerce-surge-through-mobile-and-social-sales ; https://www.yilantop.com/news/77243
QWhich one be di Top 5 ecommerce platforms for North America, and how dem rank?
Amazon dominates (US share ~36%), Shopify na merchant infrastructure (~14%), Walmart omnichannel + grocery, eBay C2C, Temu ultra-low-price cross-border at #5; TikTok Shop na near-list #6.
Expand: original Top-5 report section (GMV / revenue / users / positioning tables)
A full Nigerian Pidgin translation of this report is not available yet — showing the English edition below.
2. North America
Ranking basis: by US ecommerce sales/GMV (Marketplace Pulse definition). Shopify is merchant infrastructure (not a marketplace) and is included because its merchants’ sales are about 14% of US ecommerce. TikTok Shop (#6, US GMV $15.1B) and Etsy are near-list platforms.
| Rank | Platform | Company | Key data | US ecommerce share | Positioning & strengths |
|---|---|---|---|---|---|
| 1 | Amazon | Amazon.com | North America segment net sales FY2024 $387.5B (+10%); US sales 2025 about $440B | 35.7% (Marketplace Pulse 2025; eMarketer definition about 40%) | Marketplace+1P+Prime+FBA; 62% of GMV from third-party sellers (Q4'24); ads $17.3B (Q4'24); AI assistant Rufus |
| 2 | Shopify | Shopify Inc. | Global GMV FY2024 $292.2B (+24%); FY2025 revenue ~$11.56B (+30%); GMV >$300B (MP est. $378B ⚠) | ~14% (2025) | World’s largest ecommerce SaaS/D2C infrastructure; Shop Pay+fulfillment+POS; AI shopping orders +15x |
| 3 | Walmart | Walmart Inc. | FY2025 total revenue $681B (+5.1%); global ecommerce +16%; ecommerce about 18% of Q4 sales | ~7% (Consumer Edge) | Omnichannel + #1 US grocery ecommerce; Marketplace 200,000+ sellers; Walmart+ membership; WFS fulfillment |
| 4 | eBay | eBay Inc. | Global GMV FY2024 $74.7B (+2%); US GMV about $39.1B; about 131 million active buyers | ~3% | Strongest in C2C/collectibles/refurbished; pivoting to live shopping and AI |
| 5 | Temu | PDD Holdings | US GMV 2024 about $25B → 2025 about $22B (MP est.) | ~2% | Ultra-low-price cross-border; end of de minimis (May 2025) directly hit the direct-mail model; growth stalled |
| Near-list | TikTok Shop | ByteDance | US GMV 2025 $15.1B (+68%); 2024 $9B | ~1.3–2% | Social+live commerce; still growing fast amid US ownership controversy |
⚠️ Definition note: Amazon’s US share differs between 35.7% (Marketplace Pulse GMV definition) and ~40% (eMarketer retail-ecommerce definition); Temu US GMV is a third-party estimate (PDD does not disclose); Walmart does not disclose US ecommerce GMV ("~$15B" is 3P marketplace only).
2025 developments: the end of de minimis duty-free treatment reset Temu/Shein’s low-price model; Amazon Haul (low-price store) and Rufus AI launched; Shopify first crossed $10B revenue/$300B GMV; eBay strategically narrowed to collectibles; TikTok Shop kept growing through the ownership controversy.
Sources (selected): Amazon Q4'24 official — https://ir.aboutamazon.com/news-release/news-release-details/2025/Amazon-com-Announces-Fourth-Quarter-Results/ ; Shopify FY25 — https://www.digitalcommerce360.com/2026/02/17/shopify-revenue-gmv-q4-2025/ ; Walmart FY25 — https://www.businesswire.com/news/home/20250219052528/en/Walmart-reports-strong-revenue-of-4.1-up-5.3-in-constant-currency-cc-with-operating-income-growing-faster-at-8.3-or-9.4-adjusted-cc ; eBay FY24 — https://www.ebayinc.com/stories/news/ebay-inc-reports-fourth-quarter-and-full-year-2024-results/ ; Temu US (MP via AMZ123) — https://www.amz123.com/t/0sguPyAC ; TikTok Shop US — https://thelowdown.momentum.asia/new-report-tiktok-shop-u-s-gmv-grew-68-to-reach-us15-1b-in-2025/
QWetin worth to watch?
- End of de minimis duty-free (tariff to 30% in May 2025, effective end in Sep 2025) dey change Temu/Shein price and delivery models
- Amazon Haul (low-price store) and Rufus AI launch; 2025 Black Friday AI-driven shopping volume +805%
- TikTok Shop US $15.1B (+68%), still dey grow even as ownership wahala (near-list #6)
- US retail media incremental ad budget exceeded $10B in 2025; AI chatbots drove record holiday online spend (~$257.8B)
QWetin be di key insights?
- End of de minimis dey change Temu/Shein's low-price direct-mail model
- TikTok Shop US $15.1B (+68%) na near-list #6
- Amazon new-seller registrations fall reach 10-year low (~165,000 in 2025); di market don enter mature-market competition
QAs a merchant, how should I choose and lay out my e-commerce business here?
A practical guide for merchants: which platforms to prioritise in this region, in what order to enter, and what to watch out for.
How to choose a platform
US na mature market (online about 20–25% of retail), Amazon dey stand alone (US share about 35.7%). To choose platform, look di business model: if you dey do brand D2C, choose Shopify independent site; if you dey do all-category big market, choose Amazon (traffic an logistics dey fullest, but commission an competition strength dey high); if you dey do grocery/omnichannel, choose Walmart; if you dey do second-hand, collectibles, refurbished items, choose eBay; extreme-low-price volume fit try Temu/Shein, but 2025 US tariff an di end of de minimis duty-free don heavily wound di direct-mail low-price model. If you wan cover all North America, you still need consider Canada (Amazon dey dominate, growth dey slow) an Mexico (growth 20%+, localized payment an logistics na di winning factor).
Entry path & rollout
Suggested path: first use Amazon to build base sales an reviews (FBA fulfilment + Prime traffic), at di same time use Shopify independent site to carry brand asset an repeat purchase, then expand by category to Walmart (grocery/daily goods) or eBay (second-hand/refurbished), finally if your product price power dey very strong, then evaluate Temu/Shein. Traffic lever mainly retail media ads (Amazon Ads, Walmart Connect); 2025 US retail media incremental ad spending pass $10 billion.
Watch-outs & risks
Di end of de minimis small duty-free (cut from 2025.5, fully cancel 2025.9) make Temu US daily active nearly cut half, direct-mail model dey under pressure everywhere. Amazon commission an FBA fees dey continuously rise, 2025 new seller registration na ten-year low, e show competition dey white-hot. FTC antitrust lawsuit an $2.5 billion ROSCA settlement show regulation dey increase. TikTok Shop US ownership saga no don settle. Each state sales tax (sales tax nexus) an consumer protection compliance na must-do item.
Platform quick-fit table
What type of seller each Top platform in this region fits best (click a platform for the full merchant analysis):
| Platform | Best-fit sellers |
|---|---|
| Amazon | E dey good for brand/factory sellers wey get stable supply chain and fit carry FBA stock an advertising cost, and merchants wey get trademark wey dem fit use for Brand Registry. E cover all categories; 3C, home, mother-and-baby etc standard goods get strong volume advantage. E no dey good for new sellers wey get thin profit, no differentiation, and no money — fees an competition go quick quick finish di gross margin. For cross-region expansion (Europe/Japan/Middle East etc), you must solve VAT an local certification at di same time. |
| Shopify | E dey good for D2C merchants wey get brand consciousness and fit dey do content/advertising/repeat purchase continuously (fashion, home, beauty, 3C accessories etc), and official independent sites of multi-platform sellers. B2B wholesale an cross-border (Global-e) na new growth. E no dey good for pure beginners wey expect say once you list, traffic go come — and wey no get own operation ability; e no also dey good for ultra-low-price no-brand volume business (cost of getting customers no fit spread). |
| Walmart | E dey good for medium/large cross-border sellers wey already get US warehouse/local delivery ability and dey do grocery, home, daily consumer goods, mother-and-baby an apparel, as a low-fee supplementary channel outside Amazon. Grocery supply-chain sellers get natural advantage. E no dey good for new small sellers wey no get US fulfilment plan an dey chase quick volume, and brands wey need rich seller tools/advertising ecosystem. |
| eBay | E dey good for second-hand/refurbished/collectibles sellers (sports cards, wristwatches, sneakers, handbags), auto parts an enthusiast long-tail sellers; individual an small sellers dey welcome, no pressure of holding stock. E cover North America + Europe + Australia/NZ multiple sites. E no dey good for sellers wey wan use new standard products to chase volume, or wey need Prime-level logistics an advertising scale. |
| Temu | E dey good for Chinese factory-type/supply-chain sellers (full-managed: only supply goods, no touching operation) an sellers wey get US/Europe overseas warehouse ability (semi-managed). E dey good for no-brand low-price standard goods (apparel, home, 3C accessories, small household goods). E no dey good for sellers wey want brand premium, heavy compliance or high-order-value categories — price-oriented an regulatory risk go erode brand an profit. |
QWhere dis evidence come from?
Underlying research documents for dis region (with full source URLs):