Top B2C eCommerce Marketplaces in the U.S.

Published on 27th November, 2024

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 e-commerce industry in the U.S. alone generated revenue of 1,060.3 billion in 2023 and is expected to grow to 1,554.8 billion by 2030. 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 U.S. accounting for 25.5% of the global B2C e-commerce market in terms of revenue in 2023, 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. In 2023, Amazon’s net sales in the U.S. reached an impressive $395.64 billion, accounting for the largest share of its global revenues. 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: $574.785 billion
• Global Rank: #7
• Total Visits: 2.7 billion

2. Walmart

Walmart, the second-largest B2C e-commerce company in the U.S., generated $49.3 billion in online sales in 2023, contributing to its $100 billion global e-commerce revenue. 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: $648 billion
• Country Rank: #15
• Total Visits: 432.1 million

3. eBay

eBay remains a critical player in the U.S. e-commerce market, deriving 42.2% of its global revenue ($31 billion) 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: $10.1 billion
• Monthly Visits: 609.8 million
• Country rank: #12

4. Target

Target remains a leader in U.S. retail, achieving $105.8 billion in net sales in 2023. 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
• Total Visits: 499.2 million
• Monthly Unique Visitors: 76.77 million

5. The Home Depot

The Home Depot’s continued success is reflected in its trailing twelve months (TTM) revenue for 2024 of $153 billion. As a leader in the home improvement sector, the company has embraced e-commerce to enhance its service offerings and improve accessibility for customers. Catering to both DIY consumers and professional contractors, The Home Depot has strengthened its market position through competitive pricing, extensive product offerings, and convenient delivery/pickup options. This strategy not only enhances accessibility but also solidifies its leadership in the retail and home improvement markets.

• Launched In: 1978
• Business Model: Home Improvement Retail
• Total Visits: 539.1 million
• Monthly Unique Visitors: 69.47 million
• Industry rank: #1

6. Etsy

Etsy stands out as a prominent marketplace for unique, handcrafted, and vintage products, achieving a revenue of $2.7 billion in 2023. 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.)

7. Lowe’s

Lowe’s, a dominant in the home improvement industry, boasts a revenue of $152 billion in 2023. Renowned for its extensive product range and contractor-focused services, it is a go-to for construction and renovation professionals. With a 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.

• Launched In: 1921
• Business Model: Home Improvement Retail
• Monthly Visitors: 366.1 million
• Traffic Share: 98.35% (U.S.)

8. Macy’s

Macy’s reports a revenue of 23.1 billion in 2023, cementing its position in U.S. retail. Known for its expensive product range in apparel, home goods, and luxury items, Macy’s partnerships and wholesale distribution channels strengthen its B2B offerings. Its focus on supply chain integration and customized solutions makes it a preferred choice for businesses seeking established brand equity and expansive distribution channels.

• Launched In: 1985
• Business Model: Department Store Retail
• Monthly Visits: 64.12 million
• Industry rank: #8

9. Newegg

Newegg, a leading tech-focused marketplace, records a TTM revenue of $1.39 billion and serves 2.5 million active customers. It specializes in 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

Kroger, a leader in the grocery sector, reported $33.9 billion in Q2 2024 revenue, reflecting a 1.3% increase. With e-commerce households growing by 14%, it showcases strong digital engagement. 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: $77 billion
• Total Visits: 133.3 million
• Industry Rank: #1

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.