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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

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.

⚠️ 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/