Amazon is not a marketplace…it’s the market. The Big Question: What does the U.S. marketplace landscape actually look like when you strip it down to 3P GMV? By the Numbers: • $300B → Amazon • $39B → eBay • $22B → Temu • $15B → TikTok Shop • $15B → Walmart Marketplace • $10B → Wayfair • $6B → SHEIN • $6B → Etsy • $6B → Whatnot • $1B → Target Plus Why It Matters: The gap is not incremental. Amazon is nearly: • 8x eBay • 14x Temu • 20x TikTok Shop At the same time, the next wave is forming underneath: • TikTok Shop is compressing discovery and conversion into one motion • Temu is reshaping price perception and cross-border supply • Walmart is steadily building a scaled alternative with retail + media integration What I Would Do If I Were a Brand Leader: 1️⃣ Treat Amazon as infrastructure, not a channel. It is your baseline, not your edge. 2️⃣ Build a deliberate #2 marketplace strategy TikTok Shop for demand creation. Walmart for retail + media. Temu selectively for price-driven expansion 3️⃣ Align retail media to marketplace performance. Spend should follow contribution to revenue, not legacy budgets. 4️⃣ Focus on operational excellence Catalog, content, pricing, and inventory discipline still drive outcomes. 5️⃣ Use partners like Pattern® to scale globally across marketplaces without adding internal complexity. Final Thought: Most brands are still thinking “multi-channel.” The leaders are building intentional marketplace portfolios with clear roles for each platform. This is where the next phase of growth will come from. Subscribe to The Retail Media View: 👇🏼 https://lnkd.in/evdxNMvH Ways to Reach Us: Pattern® (global eCommerce accelerator) The CPG View (podcast) The Retail eCommerce Club (community) The eFramework (commerce MBA for operators) Source: Marketplace Pulse #ecommerce #marketplaces #amazon #tiktokshop #retailmedia #omnichannel #strategy #cpg #digital #leadership #retailecommerceclub
This is the reality—Amazon isn’t where you compete, it’s where you exist.The real edge comes from how you use other channels around it. Amazon is the base… not the strategy.
When every platform has a job tied to revenue, decisions get a lot easier.
Another great post. It would interesting to see this data broken out into B2B, and by sector.
Amazon is the baseline—the edge comes from how you build around it.
Interesting post! Amazon is not just a platform, it’s a network which one shouldn’t miss to use it’s potential power
Focusing on how TikTok Shop creates demand provides a clear role within a broader strategy
Strong point marketplace diversification and smart execution unlock sustainable growth beyond just Amazon’s ecosystem
Ecom Seller's Support•3K followers
1wCompelling perspective, as marketplaces continue taking a larger share of ecommerce, brands that treat platforms like Amazon as core business units rather than just channels are the ones positioned to scale effectively.