The Marketplace Pulse Seller Index Results (2026)
Marketplace Pulse surveyed 181 sellers generating over $2 billion annually, uncovering four performance cohorts: thriving, grinding, consolidating, and distressed. Only 23% are thriving, growing both revenue and margins, while 31% are grinding with revenue gains but flat or declining margins, and 38% are distressed, showing little or negative growth. The findings highlight that platform‑level growth masks stark disparities among sellers operating under identical conditions. The report also examines profit trajectory drivers, platform power dynamics, AI adoption, and strategies separating sustainable businesses from those at risk.
Top 10 E-Commerce Marketplaces in 2026
Amazon remains the clear U.S. marketplace leader with roughly $300 billion in third‑party sales, dwarfing eBay’s $39 billion and the next tier of platforms. Temu, TikTok Shop and Walmart have converged in a tight $15‑22 billion GMV band, each leveraging distinct supply‑chain, content...
Amazon Haul Has Over 3,000 Sellers
Amazon Haul, the low‑price, direct‑from‑China storefront, now hosts 3,287 sellers after launching in November 2024. The platform’s seller base is heavily China‑registered and generates roughly $2 billion in annual GMV, with most sellers offering items under $20. Amazon has backed the...
Walmart's Advertising Revenue Is Outpacing Amazon's
Walmart’s advertising business surged 46% to $6.4 billion in FY26, outpacing Amazon’s 22% rise to $68.6 billion. The dollar gap narrowed from roughly 15:1 to 11:1, though it remains sizable. Growth figures include the VIZIO acquisition, while Walmart Connect – the core...
Amazon and Shopify Are Now Half of U.S. E-Commerce
Amazon generated roughly $440 billion in U.S. sales in 2025, capturing a 35.7% share of the $1.2 trillion market, while Shopify reported a 14% U.S. share, up from 12% a year earlier. Together they account for 49.7% of U.S. e‑commerce, up from...
