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Data Snack

The Top 5 E-Comm Channels of 2021, by Web Traffic (and Market Share)

September 6, 2022
January 4, 2022
Mae Rice

Amazon, eBay and Walmart were the biggest e-commerce channels in 2021 — no matter how you look at the data. So is it still possible to dominate e-comm with one premium brand?

Table of Contents

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These are e-comm’s Big 5, according to Semrush’s year-in-review report, if you rank by average monthly website visits. 

Source: Semrush

It’s an interesting metric.  We’d usually rank them by market share, which gives you, according to eMarketer

  1. Amazon
  2. Walmart
  3. eBay
  4. Apple
  5. Home Depot

Combine the two lists, though, and it leads to some interesting marketing insights, like… 

Amazon is KING. 

However you slice it, Amazon wins e-comm — it has 3X the traffic of its closest competitor, and ~6X the market share. 

Amazon reaches people where they shop. And convert. 

Marketplaces get more traffic than brand sites. 

The most-visited e-commerce sites are marketplaces, which makes sense — every merchants’ self-promotion doubles as platform promotion. 

Cross-listing your product on these sites (as long as they have good recommendation algos) can fill your top of funnel. 

But Apple’s still got major market share. 

Apple is the opposite of a marketplace: It sells a few pillar products for a high price (Airpods Pro: $249?!) and ranks fourth on market share. 

Dominating a premium niche — and investing in brand — works! 

Our takeaway? 

The big three of e-commerce are self-serve marketplaces — and Amazon and Walmart are channels worth a test. (Could this be the year of Walmart Ads?) 

But Apple shows you can still be a one-brand e-comm giant.

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

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