Top 10 Marketplace Websites in USA
SUMMARY
The U.S. marketplace industry has become one of the biggest parts of online shopping. Consumers can now buy everything from electronics and clothing to handmade products, furniture, collectibles, and everyday essentials through marketplace websites. These platforms also give millions of sellers access to large customer bases without requiring them to build a complete shopping website from scratch.
According to Similarweb’s latest U.S. marketplace ranking for August 2026, Amazon, Walmart, eBay, Temu, and Etsy occupy the top five positions by website visits.
Marketplace Pulse’s 2026 analysis also shows how the sector has expanded beyond traditional platforms, with TikTok Shop, Wayfair, SHEIN, Etsy, Whatnot, and Target Plus developing significant marketplace businesses.
Here are 10 major marketplace websites serving U.S. shoppers.
Amazon
| Field | Details |
|---|---|
| Founded | 1994 |
| Global Headquarters | 410 Terry Avenue North, Seattle, Washington 98109, USA |
| Business | Global technology and e-commerce company |
| Main Products/Services | Online marketplace, third-party seller services, Amazon Prime, advertising, digital content and devices, Amazon Web Services (AWS) |
| Main Brands/Banners | Amazon, Amazon Prime, AWS, Kindle, Fire, Alexa |
| Main Focus | E-commerce, cloud computing, digital services, advertising, logistics and customer convenience |
| Key Figure | Andrew R. Jassy, President and CEO |
| Public Listing | Nasdaq Global Select Market: AMZN |
| Funding/Valuation | Publicly traded; market value varies with share price |
| 2025 Net Sales | Approximately $716.9 billion for the year ended December 31, 2025 |
One of Amazon’s biggest advantages is the enormous number of third-party sellers using the platform. This gives customers access to a huge selection while allowing small businesses and established brands to reach shoppers across the country.
Amazon also combines marketplace shopping with services such as Prime delivery, advertising, fulfillment, and digital subscriptions. Marketplace Pulse estimates that Amazon generated approximately $300 billion in U.S. third-party sales in 2025.
Walmart
| Field | Details |
|---|---|
| Founded | 1962 (first discount store opened in 1962; incorporated in 1969) |
| Global Headquarters | 1 Customer Drive, Bentonville, Arkansas 72716, USA |
| Business | Global omnichannel retail company |
| Main Products/Services | Grocery, apparel, electronics, home goods, health and wellness, general merchandise, e-commerce, marketplace and financial/services offerings |
| Main Brands/Banners | Walmart, Sam’s Club, Walmart Marketplace |
| Main Focus | Everyday low prices, convenient omnichannel shopping, e-commerce and brand merchandise assortment |
| Key Figure | John Furner, President and CEO |
| Public Listing | Nasdaq Global Select Market: WMT |
| Funding/Valuation | Publicly traded; market value varies with share price |
| 2026 Net Sales | Approximately $706.4 billion for fiscal year ended January 31, 2026 |
Its marketplace allows independent sellers and brands to list products alongside Walmart’s own inventory. Customers can also benefit from Walmart’s extensive physical-store network through options such as pickup and delivery.
This combination of physical stores and online shopping gives Walmart a different model from marketplaces that operate primarily online.
Similarweb ranked Walmart #2 among U.S. marketplace websites in August 2026.
eBay
| Field | Details |
|---|---|
| Founded | 1995 |
| Global Headquarters | 2025 Hamilton Avenue, San Jose, California 95125, USA |
| Business | Global online commerce and third-party marketplace |
| Main Products/Services | Online marketplace, seller services, advertising, payments/commerce services and shipping-related services |
| Main Brands/Banners | eBay |
| Main Focus | Connecting buyers and sellers, broad product selection, value and commerce opportunities |
| Key Figure | Jamie Iannone, President and CEO |
| Public Listing | Nasdaq Global Select Market: EBAY |
| Funding/Valuation | Publicly traded; market value varies with share price |
| 2025 Net Revenue | Approximately $11.1 billion for the year ended December 31, 2025 |
Unlike conventional retail websites, eBay allows sellers to offer products through both fixed-price listings and auctions. This makes the platform particularly useful for products where buyers and sellers may place different values on an item.
eBay also has a large international customer and seller base. Marketplace Pulse estimates that eBay generated around $39 billion in marketplace sales in 2025.
Similarweb placed eBay at #3 in the U.S. marketplace category in August 2026.
Temu
| Field | Details |
|---|---|
| Founded | 2022 (founded in Boston, Massachusetts) |
| Global Headquarters | Boston, Massachusetts, USA |
| Business | E-commerce marketplace |
| Main Products/Services | Online marketplace connecting consumers with millions of sellers, manufacturers and brands, offering clothing, jewelry, home and garden, electronics, beauty, pet supplies and other consumer merchandise |
| Main Brands/Banners | Temu |
| Main Focus | Affordable products, broad product selection, connecting buyers with merchants and manufacturers, and convenient online shopping |
| Key Figure | Temu is operated by Whaleco Inc. and is part of PDD Holdings |
| Public Listing | Temu is not separately listed; PDD Holdings is publicly traded on Nasdaq under PDD |
| Funding/Valuation | Part of PDD Holdings; Temu’s standalone valuation is not publicly disclosed |
| Revenue | Temu standalone revenue is not publicly disclosed |
Temu The company has built its marketplace around competitive pricing and a broad product selection. Its business model has also evolved as it has increased its focus on sellers and domestic fulfillment.
Marketplace Pulse estimated Temu’s U.S. gross merchandise value at approximately $22 billion in 2025.
Etsy
| Field | Details |
|---|---|
| Founded | 2005 |
| Global Headquarters | 117 Adams Street, Brooklyn, New York 11201, USA |
| Business | Two-sided online marketplace connecting buyers with creative entrepreneurs and independent sellers |
| Main Products/Services | Marketplace for unique and creative goods, seller tools and services, on-site advertising, payments processing, listing/transaction services and shipping labels |
| Main Brands/Banners | Etsy |
| Main Focus | Unique and creative goods, independent sellers, human connection in commerce, and helping creative entrepreneurs reach buyers |
| Key Figure | Kruti Patel Goyal, President and CEO (effective January 1, 2026) |
| Public Listing | New York Stock Exchange: ETSY |
| Funding/Valuation | Publicly traded; market value varies with share price |
| 2025 Net Revenue | Approximately $2.884 billion for the year ended December 31, 2025; Etsy reported approximately $10.46 billion in Etsy marketplace gross merchandise sales in 2025 |
Etsy Customers can find jewelry, artwork, home décor, clothing, wedding products, gifts, craft supplies, and customized items from independent sellers.
This seller-focused model gives Etsy a distinct position in the marketplace industry. It is especially popular among shoppers looking for products that are different from standard mass-market retail offerings.
Similarweb ranked Etsy #5 among U.S. marketplace websites in August 2026.
TikTok Shop
| Field | Details |
|---|---|
| Founded/US Launch | 2023 (TikTok Shop fully launched in the United States in September 2023) |
| Global/US Headquarters | Bellevue, Washington, USA (for TikTok Shop); TikTok Inc.: 5800 Bristol Parkway, Suite 100, Culver City, California 90230, USA |
| Business | Social commerce and e-commerce marketplace integrated into TikTok |
| Main Products/Services | Shoppable videos, LIVE shopping, Shop tab/product marketplace, creator affiliate program, Shop Ads, seller tools, order management, and Fulfilled by TikTok logistics |
| Main Brands/Banners | TikTok Shop |
| Main Focus | Product discovery through creators and short-form video, livestream commerce, and connecting brands, merchants and creators with customers |
| Key Figure | Adam Presser, CEO of TikTok USDS Joint Venture; Shou Chew is CEO of TikTok globally |
| Public Listing | Private; TikTok Shop is not separately publicly listed |
| Funding/Valuation | TikTok Shop is part of TikTok; no standalone public valuation is disclosed |
| Revenue | TikTok Shop standalone revenue is not publicly disclosed |
The platform has become particularly important for beauty, fashion, lifestyle, accessories, and impulse-driven purchases. Sellers can work with creators to promote products directly through TikTok content.
Marketplace Pulse estimated TikTok Shop’s U.S. gross merchandise value at around $15 billion in 2025, representing significant growth for a relatively new marketplace model.
Its social-commerce approach differentiates it from traditional marketplaces such as Amazon and eBay.
Wayfair
| Field | Details |
|---|---|
| Founded | 2002 |
| Global Headquarters | 4 Copley Place, Boston, Massachusetts 02116, USA |
| Business | Online home retailer and e-commerce marketplace |
| Main Products/Services | Furniture, home décor, housewares, home improvement products, mattresses, rugs, lighting and other home goods |
| Main Brands/Banners | Wayfair, AllModern, Birch Lane, Joss & Main, Perigold, Wayfair Professional |
| Main Focus | Home shopping, product discovery, e-commerce, fulfillment and customer service |
| Key Figure | Niraj Shah, CEO, Co-founder and Co-Chairman |
| Public Listing | New York Stock Exchange: W |
| Funding/Valuation | Publicly traded; market value varies with share price |
| 2025 Net Revenue | Approximately $12.457 billion for the year ended December 31, 2025 |
Rather than trying to compete across every retail category, Wayfair has built its marketplace around the home-shopping experience. Its large product assortment makes it possible for shoppers to compare different designs, sizes, materials, and price points.
Marketplace Pulse estimates Wayfair’s marketplace generated approximately $10 billion in 2025.
SHEIN
| Field | Details |
|---|---|
| Founded | 2012 (SHEIN brand introduced in 2013) |
| Global Headquarters | Singapore |
| Business | Global online fashion and lifestyle retailer and integrated marketplace |
| Main Products/Services | Women’s, men’s and children’s apparel, footwear, cosmetics, home and lifestyle products; SHEIN Marketplace connects customers with third-party sellers |
| Main Brands/Banners | SHEIN; SHEIN Marketplace |
| Main Focus | Making fashion accessible to all through an on-demand, technology-driven model and broad product selection |
| Key Figure | Sky Yangtian Xu, Founder, Chairman, Executive Director and Chief Executive Officer |
| Public Listing | Hong Kong Stock Exchange: 0625; IPO completed September 1, 2026 |
| Funding/Valuation | Publicly traded; market value varies with share price |
| Revenue | Not publicly disclosed |
The marketplace covers fashion, beauty, accessories, home products, and lifestyle categories. Its mobile-first approach and frequent product launches have helped it build a large online customer base.
Marketplace Pulse estimates that SHEIN’s marketplace represented approximately $6 billion in U.S. GMV in 2025, accounting for about 24% of its U.S. GMV.
SHEIN’s marketplace model shows how large digital-first brands can evolve from selling their own products to hosting other sellers.
Whatnot
| Field | Details |
|---|---|
| Founded | 2019 |
| Global Headquarters | Los Angeles, California, USA |
| Business | Livestream shopping marketplace and e-commerce platform |
| Main Products/Services | Live shopping, video auctions, seller tools, buyer marketplace, and commerce across collectibles, fashion, sneakers, beauty, electronics, jewelry, comics, sports cards and other categories |
| Main Brands/Banners | Whatnot |
| Main Focus | Connecting buyers and sellers through live video, community and real-time commerce |
| Key Figure | Grant LaFontaine, Founder and CEO |
| Public Listing | Private company |
| Funding/Valuation | Privately held; latest reported valuation approximately $11.5 billion in August 2026 |
| Revenue | Approximately $5 billion estimated for 2025 (not a public-company filing); Whatnot reported more than $8 billion in livestream sales in 2025 |
Whatnot The platform initially became particularly associated with collectibles but has expanded into categories including fashion, beauty, electronics, sports cards, toys, and other products.
Its format combines entertainment, community, and commerce. This makes the shopping experience different from traditional product-search marketplaces.
Target Plus
| Field | Details |
|---|---|
| Launched | 2019 |
| Parent Company | Target Corporation |
| Headquarters | Minneapolis, Minnesota, USA |
| Business | Curated third-party e-commerce marketplace integrated with Target.com and the Target app |
| Main Products/Services | Third-party products across apparel, beauty, home, electronics, food, accessories and other merchandise, plus seller tools and marketplace support |
| Main Brands/Banners | Target Plus |
| Main Focus | Invite-only, curated marketplace connecting selected U.S.-based sellers with Target guests |
| Key Figure | Michael Fiddelke, Chief Executive Officer of Target Corporation |
| Public Listing | Target Corporation, New York Stock Exchange: TGT |
| Funding/Valuation | Target Plus is not separately valued or publicly listed; it is part of Target Corporation |
| 2025 Parent Company Net Sales | Approximately $106.78 billion for the fiscal year ended January 31, 2026 |
Target Plus The marketplace allows customers to find additional products through Target.com while maintaining the company’s broader retail experience. Categories can include home goods, clothing, electronics, beauty, toys, and other consumer products.
Marketplace Pulse estimated Target Plus at approximately $1 billion in marketplace sales in 2025.
The platform represents the growing trend of traditional retailers adding third-party marketplace businesses to their existing ecommerce operations.
Top 10 Marketplace Websites in USA: Quick Comparison
| Rank | Marketplace | Main Focus |
|---|---|---|
| 1 | Amazon | General merchandise |
| 2 | Walmart | General retail and essentials |
| 3 | eBay | Used goods, collectibles and auctions |
| 4 | Temu | Budget-focused general merchandise |
| 5 | Etsy | Handmade, vintage and personalized products |
| 6 | TikTok Shop | Social commerce |
| 7 | Wayfair | Furniture and home |
| 8 | SHEIN | Fashion and lifestyle |
| 9 | Whatnot | Live shopping and collectibles |
| 10 | Target Plus | Curated general merchandise |
The first five positions above reflect Similarweb’s August 2026 U.S. marketplace traffic ranking. The remaining platforms are included based on marketplace scale and U.S. marketplace activity reported by Marketplace Pulse.
Why Marketplace Websites Are Important in the USA
Online marketplaces have changed how both consumers and businesses approach ecommerce. Instead of visiting dozens of individual websites, shoppers can compare products from multiple sellers on one platform.
For sellers, marketplaces provide access to an existing audience, payment infrastructure, advertising tools, fulfillment services, and customer-facing technology.
The U.S. ecommerce market itself generated more than $1.15 trillion in revenue in 2025, showing the enormous scale of online shopping.
Another important development is the rise of specialized marketplace models. Amazon and Walmart focus heavily on general merchandise, Etsy specializes in creative products, Wayfair focuses on home, Whatnot uses live commerce, and TikTok Shop combines entertainment with shopping.
This means the marketplace industry is no longer limited to traditional online stores. Social commerce, live shopping, niche communities, and curated third-party platforms are becoming important parts of the ecosystem.
Conclusion
The U.S. marketplace industry includes a mix of established ecommerce giants and newer platforms built around specialized shopping experiences. Amazon, Walmart, and eBay continue to operate at enormous scale, while Temu and TikTok Shop demonstrate the rapid growth of newer marketplace models. Etsy, Wayfair, SHEIN, Whatnot, and Target Plus have also developed distinctive positions within specific categories or shopping formats.
For consumers, these platforms offer different combinations of product selection, pricing, convenience, specialization, and shopping experience. For businesses, they provide different ways to reach customers and expand online sales.
As ecommerce continues to develop, marketplaces are likely to remain an important part of how Americans discover, compare, and purchase products online.
Frequently Asked Questions
1. What are the top marketplace websites in the USA?
Major marketplace websites include Amazon, Walmart, eBay, Temu, Etsy, TikTok Shop, Wayfair, SHEIN, Whatnot, and Target Plus. Similarweb’s August 2026 traffic ranking places Amazon, Walmart, eBay, Temu, and Etsy in the top five.
2. Which is the most visited marketplace website in the USA?
According to Similarweb’s August 2026 U.S. marketplace ranking, Amazon was the most visited marketplace website.
3. Is eBay a marketplace?
Yes. eBay is an online marketplace where independent sellers and businesses can list products for consumers to purchase.
4. Is Walmart a marketplace?
Yes. Walmart operates both as a retailer and as a marketplace that allows third-party sellers to offer products through Walmart.com.
5. What is Etsy best known for?
Etsy is best known for handmade, personalized, vintage, creative, and independently designed products.
6. What is TikTok Shop?
TikTok Shop is a social-commerce marketplace that allows customers to discover and purchase products through TikTok videos, livestreams, creators, and product listings.
7. What does Wayfair sell?
Wayfair specializes in furniture, home décor, lighting, rugs, mattresses, outdoor products, and other home-related merchandise.
8. Is Temu a marketplace?
Yes. Temu operates as an ecommerce marketplace connecting consumers with sellers, manufacturers, and brands.
9. What is Whatnot?
Whatnot is a live-shopping marketplace where sellers showcase and sell products through livestreams. It is particularly known for collectibles, fashion, and community-driven shopping.
10. Why are online marketplaces popular?
Marketplaces allow customers to compare many products and sellers in one place. They also provide businesses with access to established audiences, payment systems, advertising tools, and ecommerce infrastructure.
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