{
  "slug": "us-ecommerce",
  "name": "US E-commerce & Online Retail",
  "updated": "2026-11-02",
  "page": "https://godofstartups.com/atlas/markets/us-ecommerce",
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "facts": [
    {
      "metric": "Amazon subscription services (Prime etc.) net sales, quarter",
      "value": "14,006",
      "unit": "USD million",
      "geo": "GLOBAL",
      "period": "2026-Q3",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1018724/000101872426000038/amzn-20260930xex991.htm"
    },
    {
      "metric": "Instacart orders, quarter",
      "value": "91.4",
      "unit": "million orders",
      "geo": "US",
      "period": "2026-Q3",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1579091/000119312526437014/d24470dex991.htm"
    },
    {
      "metric": "Amazon third-party seller share of worldwide paid units",
      "value": "61",
      "unit": "percent",
      "geo": "GLOBAL",
      "period": "2026-Q3",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1018724/000101872426000038/amzn-20260930xex991.htm"
    },
    {
      "metric": "Shopify revenue as share of GMV (blended take rate)",
      "value": "3.1",
      "unit": "percent",
      "geo": "GLOBAL",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1594805/000159480526000046/exhibit991pressreleaseq220.htm"
    },
    {
      "metric": "E-commerce as a percent of total US retail sales, seasonally adjusted",
      "value": "17.1",
      "unit": "percent",
      "geo": "US",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.census.gov/retail/mrts/www/data/excel/tsadjustedsales.xlsx"
    },
    {
      "metric": "eBay active buyers (trailing 12 months)",
      "value": "147",
      "unit": "million",
      "geo": "GLOBAL",
      "period": "2026-Q3",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1065088/000106508826000209/exhibit991erebayq32026.htm"
    },
    {
      "metric": "Carvana average retail revenue per vehicle sold",
      "value": "28,263",
      "unit": "USD per vehicle",
      "geo": "US",
      "period": "2026-Q3",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1690820/000169082026000066/ex99_1q32026.htm"
    },
    {
      "metric": "Instacart sales and marketing expense as share of revenue, quarter",
      "value": "22.1",
      "unit": "percent",
      "geo": "US",
      "period": "2026-Q3",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1579091/000119312526437014/d24470dex991.htm"
    },
    {
      "metric": "Etsy marketplace marketing expense, quarter",
      "value": "207,002",
      "unit": "USD thousand",
      "geo": "GLOBAL",
      "period": "2026-Q3",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1370637/000137063726000090/q326shareholderletter.htm"
    },
    {
      "metric": "Share of Etsy marketplace GMS transacted through the mobile app",
      "value": "45",
      "unit": "percent",
      "geo": "US",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1370637/000137063726000019/etsy-20251231.htm"
    },
    {
      "metric": "Repeat customers share of Wayfair orders delivered",
      "value": "80.2",
      "unit": "percent",
      "geo": "US",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1616707/000161670726000147/a2026-08x04ex991.htm"
    },
    {
      "metric": "Amazon third-party seller services growth ex-FX year over year",
      "value": "10",
      "unit": "percent",
      "geo": "GLOBAL",
      "period": "2026-Q3",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1018724/000101872426000038/amzn-20260930xex991.htm"
    },
    {
      "metric": "US online shopping fraud reports filed with FTC Consumer Sentinel",
      "value": "383,441",
      "unit": "reports",
      "geo": "US",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.ftc.gov/system/files/ftc_gov/pdf/csn-annual-data-book-2024.pdf"
    },
    {
      "metric": "FTC online-shopping category report growth minus retail e-commerce sales growth",
      "value": "-6.54",
      "unit": "percentage points",
      "geo": "US",
      "period": "2024 vs 2023",
      "tier": 1,
      "status": "ready",
      "url": "https://www.ftc.gov/system/files/ftc_gov/pdf/csn-annual-data-book-2024.pdf"
    },
    {
      "metric": "Conversion increase from offering Cash App to US digital-game buyers",
      "value": "5",
      "unit": "percent",
      "geo": "US",
      "period": "2025 (published; experiment dates unspecified)",
      "tier": 2,
      "status": "context",
      "url": "https://stripe.com/blog/testing-the-conversion-impact-of-50-plus-global-payment-methods"
    },
    {
      "metric": "Share of customer service issues fully resolved without follow-up",
      "value": "49",
      "unit": "percent",
      "geo": "GLOBAL",
      "period": "Q4 2025 vs Q4 2024",
      "tier": 3,
      "status": "proxy",
      "url": "https://contentsquare.com/guides/digital-experience-benchmark/"
    },
    {
      "metric": "Median household income, North Carolina, US (CPS ASEC, current dollars)",
      "value": "80,250",
      "unit": "USD/year",
      "geo": "US",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www2.census.gov/programs-surveys/cps/tables/time-series/historical-income-households/h08.xlsx"
    },
    {
      "metric": "Wayfair orders per active customer (LTM)",
      "value": "1.89",
      "unit": "orders/year",
      "geo": "US",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1616707/000161670726000147/a2026-08x04ex991.htm"
    },
    {
      "metric": "Mobile share of Wayfair orders delivered",
      "value": "64.1",
      "unit": "percent",
      "geo": "US",
      "period": "2026-Q2",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/Archives/edgar/data/1616707/000161670726000147/a2026-08x04ex991.htm"
    },
    {
      "metric": "Broadband-and-computer access among adults 25+ without a high school diploma, United States",
      "value": "85.8",
      "unit": "percent",
      "geo": "US",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.census.gov/table/ACSST1Y2024.S2802?g=010XX00US"
    },
    {
      "metric": "US retail firms applying for new credit, source: bank",
      "value": "69.9",
      "unit": "percent",
      "geo": "US",
      "period": "2023",
      "tier": 1,
      "status": "ready",
      "url": "https://www2.census.gov/programs-surveys/abs/data/2023/AB2300MCB01.zip"
    },
    {
      "metric": "Share of BNPL loans assessed a late fee",
      "value": "4.1",
      "unit": "percent",
      "geo": "US",
      "period": "2023",
      "tier": 1,
      "status": "ready",
      "url": "https://files.consumerfinance.gov/f/documents/cfpb_bnpl-market-report_2025-12.pdf"
    },
    {
      "metric": "Share of US men engaged in consumer goods purchases on an average day",
      "value": "32.3",
      "unit": "percent",
      "geo": "US",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.bls.gov/news.release/archives/atus_06262025.htm"
    },
    {
      "metric": "25th percentile amount sold per new Reg D equity offering, young US retail companies (Form D)",
      "value": "170.0",
      "unit": "USD thousand",
      "geo": "US",
      "period": "2025",
      "tier": 1,
      "status": "ready",
      "url": "https://www.sec.gov/data-research/sec-markets-data/form-d-data-sets"
    }
  ],
  "note": "status: ready = two or more independent sources or an official series; proxy = one source; context = macro background, not a validation figure."
}