Top B2C eCommerce Marketplaces in the U.S.

Published on 5th June, 2025

The U.S. is the home to some of the world’s most influential and competitive B2C (business-to-consumers) marketplaces. Business-to-consumer (B2C) marketplaces form the backbone of this ecosystem, serving as digital platforms where sellers showcase their products and consumers shop seamlessly. These platforms are not just a hub for transactions; they are engines driving the digital economy, facilitating billions of dollars in annual sales.  

The revenue in the B2C eCommerce industry in the US alone is expected to grow to 1,554.8 billion by 2030, with beauty and personal care expected to experience the fastest growth. From robust logistical frameworks to cutting-edge personalization technologies, they are setting benchmarks for success in digital commerce. For businesses aiming to tap into this immense U.S. market, understanding and leveraging these B2C platforms is no longer optional but imperative.

This blog explores the leading B2C marketplaces in the U.S., their competitive advantages, and how you can build a thriving marketplace like these platforms.

What are B2C E-Commerce Marketplaces?

Business-to-consumer (B2C) marketplaces are online platforms where businesses sell their products directly to individual customers. Acting as intermediaries, these marketplaces provide a centralized space for multiple sellers to list their goods, while consumers benefit from a diverse range of products and competitive pricing under one virtual roof.

Unlike traditional online stores, B2C marketplaces do not rely on a single retailer’s inventory or operations. Instead, they host multiple third-party vendors who manage their own product listings, pricing, and fulfillment. The appeal of the B2C marketplaces lies in their ability to attract large audiences and foster trust. They serve as a one-stop solution for consumers and a high-visibility sales channel for businesses.

As the U.S. market demonstrates, the success of B2C marketplaces hinges on their ability to adapt to changing consumer behaviors, incorporate innovative technologies, and offer unparalleled convenience. With the US expected to lead the global B2C e-commerce market in terms of revenue by 2030, these marketplaces are not just an option for growth—they are the backbone of modern retail.

Top Players in the B2C E-Commerce Marketplaces in the U.S.

The United States boasts a thriving e-commerce sector, and B2C (Business-to-Consumer) marketplaces are at the heart of this growth. These platforms bridge businesses and end consumers, offering convenience, variety, and efficiency. Let’s take a closer look at the top players dominating this space, along with key statistics that underline their success.

1. Amazon

Amazon leads the U.S. B2C marketplace space with unmatched market penetration and customer loyalty. Its success stems from its expansive product offerings, Prime membership benefits, and cutting-edge logistics. Amazon’s revenue for the quarter ending March 31, 2025, totaled $155.667 billion, reflecting an 8.62% year-over-year growth. Amazon’s emphasis on customer experience through personalized recommendations, same-day delivery, and diverse payment options has set it apart from competitors. It remains the benchmark for innovation and consumer experience.  

• Launched In: 1994
• Business Model: Multi-vendor e-commerce
• Annual Revenue: $650.313 billion
• Global Rank: #7
• Total Visits: 2.7 billion
• Country Rank: #3

2. Walmart

Walmart, the second-largest B2C e-commerce company in the US, generated a revenue of $180.554 billion by the end of January 2025. With a 6.3% market share, Walmart remains a dominant player in the U.S. market. Its success stems from an effective omnichannel strategy, combining online and in-store experiences to meet consumer needs seamlessly. The company leverages its robust logistics network to offer competitive pricing and rapid delivery, driving customer loyalty and market penetration. Walmart’s commitment to innovation and operational efficiency positions it as a key force in U.S. e-commerce.

• Launched In: 1962
• Business Model: Omnichannel Retail
• Annual Revenue: $680.985
• Country Rank: #3
• Total Visits: 521.27 million

3. eBay

eBay continues to be a key player in the US eCommerce market, with a significant portion of its global revenue coming from the region. With over 18.3 million seller accounts and 132 million active buyer accounts, eBay fosters a diverse marketplace, attracting both individual and business sellers. eBay’s strength lies in its unique auction-style listings and diverse product offerings, catering to both niche and mainstream markets. Its global reach and local focus make it a preferred platform for niche and second-hand products.

• Launched In: 1995
• Business Model: Online Auction Marketplace
• Annual Revenue: $10.283 billion
• Monthly Visits: 609.8 million
• Country rank: #4

4. Target

Target remains a leader in US retail, achieving $30.915 billion in revenue for the quarter ending January 2025. Its seamless integration of online and in-store shopping, coupled with an extensive product portfolio, positions Target as a customer-centric retailer. By offering curated assortments, competitive pricing, and efficient digital platforms, Target caters to diverse customer needs. By investing in technology and digital tools, Target ensures a seamless shopping experience. Its integration of loyalty programs, such as Target Circle, further enhances customer retention and long-term growth.

• Launched In: 1902
• Business Model: Omnichannel Retail
• Annual Revenue: $107.41 billion
• Country Rank: #50
• Category Rank: #17

5. The Home Depot

The Home Depot continues to thrive as a leader in the home improvement industry, driven by its strategic focus on e-commerce. By catering to both DIY enthusiasts and professional contractors, the platform has strengthened its market position through competitive pricing, extensive product offerings, and convenient delivery/pickup options. This digital-forward approach has improved customer accessibility and further reinforced Home Depot’s position as a dominant force in the retail and home improvement sectors.

• Launched In: 1978
• Business Model: Home Improvement Retail
• Total Visits: 539.1 million
• Annual Revenue: $159.514 billion
• Category Rank: #18
• Industry rank: #1

6. Etsy

Etsy stands out as a prominent marketplace for unique, handcrafted, and vintage products in the industry. With 6.2 million active sellers and 91.2 million active buyers, Etsy’s ecosystem connects small-scale artisans with a global audience. Etsy’s strength lies in its community-centric approach, offering personalized experiences and empowering small creators. The platform’s emphasis on personalization, sustainability, and niche products has made it a preferred destination for unique goods. With its focus on niche markets and innovative digital tools, Etsy continues to carve a distinct space in the global e-commerce sector.

• Launched In: 2005
• Business Model: Handicrafts and Vintage Marketplace
• Total Visits: 1.244 billion
• Traffic Share: 54% (U.S.)
• Category Rank: #8

7. Lowe’s

Lowe’s stands as a prominent platform in the home improvement industry, widely recognized for its vast product selection and strong support for contractors and professionals. With a clear focus on strategic customer engagement and innovative business solutions, Lowe’s remains a trusted partner for businesses in the construction, remodeling, and home improvement sectors. Its commitment to professional services and efficient fulfillment options reinforces its role as a trusted resource in the industry.

• Launched In: 1921
• Business Model: Home Improvement Retail
• Monthly Visitors: 366.1 million
• Annual Revenue: $83.674 billion
• Country Rank: #86

8. Macy’s

Macy’s is a well-known player in the US retail market and is recognized for its premium selection of apparel, home goods, and luxury items. Known for its expensive product range in apparel, home goods, and luxury items, Macy’s partnerships and wholesale distribution channels strengthen its B2B offerings. Moreover, the platform is a preferred partner for businesses seeking established brand recognition. The platform’s admiration for quality and reliability thus continues to attract businesses looking for trusted retail collaborations.

• Launched In: 1985
• Business Model: Department Store Retail
• Monthly Visits: 64.12 million
• Industry rank: #8
• Annual Revenue: $23.71 billion
• Category Rank: #7

9. Newegg

Newegg is a very well-known tech-focused marketplace that acts as a one-stop solution for consumers to provide products such as electronics, computing, and IT hardware, offering businesses bulk purchasing and logistics solutions. Renowned for its seamless online shopping experience, Newegg leverages data-driven insights to meet customer needs. Its tailored offerings position it as a reliable partner for technology-focused enterprises.

• Launched In: 2001
• Business Model: Electronics E-Commerce
• Total Visits: 30.99 million
• Traffic Share: 77.12% (U.S.)

10. Kroger

Based in the US, Kroger is a distinctive eCommerce marketplace, well-known for its presence in the grocery and pharmaceutical sectors. The platform empowers customers to order a range of products, from fresh grocery items & liquor to fashion & home care goods, at the click of a button. Additionally, Kroger’s B2B offerings include catering services, institutional partnerships, and wholesale supply, making it a leader in food retail innovation and logistics.

• Launched In: 1883
• Business Model: Grocery and Delivery
• Annual Revenue: $147.123 billion
• Total Visits: 133.3 million
• Industry Rank: #1
• Category Rank: #6

11. Best Buy

Best Buy is one of the most prominent consumer electronics retailers in the US, operating both online and through a vast network of physical stores. Founded in 1966, it has evolved into a major eCommerce player, especially as demand for electronics, smart home devices, and home office setups has surged. Best Buy’s strength lies in its trusted brand reputation, knowledgeable customer service, and value-added services installation and repairs. Its online platform features real-time inventory updates, fast shipping, same-day pickup from local stores, and customer-friendly return policies. The company has also embraced sustainability and recycling programs, making it an appealing choice for environmentally conscious tech buyers.

• Founded In: 1966
• Business Model: Consumer Electronics 
• Annual Revenue: $41.528 billion
• Country Rank: #100
• Total Visits: 92.04 million

12. Wayfair

Based in Boston, Wayfair is an American eCommerce marketplace that specializes in selling furniture, home goods, and decor. Founded in 2002, Wayfair has built a reputation as a go-to platform for home-related shopping. Its vast catalog features a range of products from thousands of suppliers, making it one of the largest online destinations for home furnishings. Catering to different consumer tastes and budgets, the platform offers a wide variety of styles at different price points.

• Founded In: 2002
• Business Model: Home Goods & Decor
• Annual Revenue: $11.852 billion
• Country Rank: #102
• Total Visits: 85.86 million

13. ASOS:

Founded in 2000, ASOS is a notable multi-vendor fast-fashion and cosmetics eCommerce marketplace that features several popular brands, apart from its in-house lines. The platform has carved out a strong niche in the US market, especially among young consumers, targeting millennials and Gen Z with a diverse and inclusive brand identity. Known for its wide range of trendy clothing, accessories, and beauty products, ASOS offers fashion-forward styles at a range of price points. 

• Launched In: 2000
• Business Model: Fast Fashion & Cosmetics Retail
• Category Rank: #11
• Total Visits: 44.51 million

14. Wish

Wish is a budget-friendly eCommerce platform that connects consumers directly with manufacturers. Founded in 2010, the platform caters to cost-conscious consumers, offering everything from electronics and clothing to household goods and gadgets. The app uses gamification and an addictive scrolling interface to keep users engaged. Its focus on low prices and global accessibility allows it to reach users that other marketplaces often overlook.

• Founded In: 2010
• Business Model: eCommerce Retail
• Annual Revenue: $226.5 million

15. Zalando

Zalando is an online fashion giant that aims to capture fashion-forward consumers who value variety and a premium shopping experience. The platform offers an expansive catalog of apparel, accessories, and footwear from global brands, as well as its own private labels. Its focus on high-quality customer service, sustainable fashion, and a curated shopping experience has made it a leader in digital fashion retail. 

• Founded In: 2008
• Business Model: Fashion and Apparel
• Annual Revenue: $11.556 billion
• Category Rank: #20
• Total Visits: 24.74 million

Build a Scalable B2C E-Commerce Marketplace with Yo!Kart

Yo!Kart is a premier, self-hosted e-commerce marketplace software trusted by over 5500 entrepreneurs worldwide, ranging from startups to Fortune 500 companies. The software is designed to enable the swift creation and launch of online marketplaces across diverse niches—whether in fashion, handicrafts, furniture, health supplements, or other sectors. Yo!Kart provides a comprehensive suite of out-of-the-box features and pre-integrated business APIs to simplify and accelerate your journey toward launching a successful B2C marketplace.  

Reasons to choose Yo!Kart:

• Completely white label and can be rebranded
• Packed with out-of-the-box eCommerce features  
• Pre–ntegrated with various APIs and 20+ Payment Gateways
• Lifetime License with One-Time Payment
• Offers Native Mobile Apps
• Source Code Ownership
• Highly Scalable and Customizable
• One Year of FREE Technical Support

With Yo!Kart, businesses can quickly launch a tailored marketplace without compromising on quality or budget, thanks to its efficient, scalable, and secure architecture.  

Prominent B2C Marketplaces Built Using Yo!Kart:

Yo!Kart has empowered several B2C marketplaces across various industries and regions, including:  

1. Voyij: Travel Activities & Shopping Platform  
2. LinstaShop: Multi-Vendor eCommerce Marketplace  
3. Rxall: Drug Delivery Marketplace in Africa  
4. Sandhai: Online Shopping Marketplace  
5. Canna Market: Cannabis Marketplace  

View Portfolio

To Sum It Up

B2C Marketplaces in the U.S. play a pivotal role in shaping the online shopping landscape, offering unparalleled convenience, variety, and accessibility to consumers. Dominated by industry giants like Amazon, Walmart, and eBay with their strong market share and innovative services, these B2C marketplaces cater to the evolving preferences of the modern consumer. Specialized platforms like Etsy and Newegg further diversify the ecosystem by targeting niche markets, highlighting the dynamic nature of e-commerce.

For businesses, tapping into the U.S. marketplace space presents opportunities to scale, gain exposure, and build brand recognition in an ever-growing digital economy.  Thus, leveraging an advanced, customizable e-commerce marketplace software like Yo!Kart can provide the necessary technological edge.