US Retail Ecommerce Marketplaces Forecast 2023

Retailers Chase Amazon’s Expanding Share of the Growing Sales Channel

Report Snapshot

Retail ecommerce marketplace sales will grow faster than overall online sales in the US. More brands and retailers are opening up their digital sales channels to third-party sellers to seize additional revenue streams.

Key Question: How can brands and retailers make the most of US ecommerce marketplace growth?

KEY STAT: US retail marketplace ecommerce sales will grow by 10.2% YoY in 2023 to nearly $385 billion, representing more than a third of total retail ecommerce sales.

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Table of Contents

  1. Report Snapshot
  2. Marketplaces are becoming more integral to US ecommerce.
  3. Amazon’s powerful flywheel is the reason it will maintain its massive marketplace lead.
  4. Other leading marketplaces are chasing Amazon’s success.
  1. US retailers are rushing into the marketplace arena.
  2. Retail media ambitions also fuel marketplace expansion.
  3. Marketplaces will need to respond to evolving consumer behaviors to stay front and center.
  4. Generative AI will transform marketplace shopping.
  1. How brands and retailers can make the most of retail ecommerce marketplaces.
  2. Sources
  3. Media Gallery

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Sky Canaves


Whitney Birdsall
Senior Forecasting Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Andrew Lipsman
Principal Analyst, Retail & Ecommerce
Amy Rotondo
Director, US Research