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As of April 2023, Amazon was the most visited online marketplace in the United States, with about *** billion visits per month. Second place went to eBay, with approximately *** million visits, followed in third place by Etsy, with close to *** million.

U.S.-founded online marketplaces dominate the industry

In 2023, Amazon ranked as the online marketplace generating the highest gross merchandise value (GMV) in the United States. That year, its GMV reached over *** billion U.S. dollars. The company is able to maintain its dominant market position due to its broad product offerings, from furniture, home goods and accessories to health and personal care products, gaining a huge chunk of the online market. Another U.S.-founded brand, Walmart, placed second in the ranking, with a GMV of around *** billion U.S. dollars.

Chinese shopping apps challenge U.S. retailers

Despite the dominance of U.S. retailers, when it comes to shopping apps, two Chinese companies are heading the market. In 2023, Temu was the most downloaded e-commerce app in the U.S., with over *** million downloads, followed by SHEIN with a download count of around ** million. Amazon placed third, with users downloading the app roughly ** million times. Temu was estimated to have over *** million active users on its app in the U.S. alone, almost triplicating the number from January to April in 2023. In July of that year, the company was able to retain almost ** percent of its shoppers within a **-day period, meaning the percentage of customers who continue to purchase from the company over the period, as opposed to leaving or switching to a competitor.