There is a significant difference between the US top 10 retailers based on total retail sales and e-commerce sales, per our 2023 Retail Competition Tracker, US. Walmart has emerged as the top player among the top 10 retailers in terms of total retail sales, whereas Amazon dominated the list in terms of e-commerce sales.
In 2022, the top 10 US retailers by their US total retail sales were as follows (please also see the graphic below):
- Walmart — $541 billion (30% share of this top 10 list)
- Amazon — $404 billion (23% of this list)
- Costco — $168 billion
- Kroger — $148 billion
- The Home Depot — $145 billion
- Target — $108 billion
- Lowe’s — $92 billion
- Albertsons — $76 billion
- Publix — $55 billion
- Apple — $44 billion
The list looks completely different when we analyze US e-commerce sales. In 2022, the top 10 US retailers by their US e-commerce sales were as follows:
- Amazon — $404 billion (62% share of this top 10 list)
- Walmart — $98 billion (15% of this list)
- eBay — $36 billion
- Apple — $23 billion
- The Home Depot — $21 billion
- Target — $20 billion
- Kroger — $16 billion
- Best Buy — $14 billion
- Qurate Retail — $11 billion
- Wayfair — $10 billion
Amazon had four times more share than Walmart in terms of US e-commerce sales — and the rest of the top 10 companies had a combined share of 23%.
In our 2023 Retail Competition Tracker, US, research, we offer comprehensive insights on US total retail sales, e-commerce sales, offline retail sales, click-and-collect retail sales, retail operating profit margins, retail selling space, and sales per square foot for 65 US retailers and direct-to-consumer companies. If you are a Forrester client, we invite you to schedule a guidance session or inquiry with Cindy Liu and I to discuss our latest findings.
