Nonstore retailers like Amazon and Wayfair, which operate solely online, are dominating the US ecommerce market.

Our latest forecast shows that Amazon, Walmart, and eBay will remain the top three largest ecommerce companies in the US by total sales volume, while Best Buy and Target will usurp The Home Depot and Wayfair for the No. 5 and No. 6 spots on the 2021 list, respectively.

here Etsy outperforms Amazon

Business Insider Intelligence research analyst Daniel Keyes, eMarketer principal analyst Andrew Lipsman, and senior forecasting analyst at Insider Intelligence Cindy Liu discuss the overachieving retailers of Q3—Peloton, Etsy, and Wayfair. They then talk about the EU's antitrust charges filed against Amazon, VF Corp.'s acquisition of Supreme, and Verishop launching a social network within its app.

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Because the entire ecommerce market caught a tidal wave during April and May, with several top retailers—including Walmart, Target, Best Buy, The Home Depot, Wayfair and Etsy—posting year-over-year gains of 70% or more during that period.

In April, Wayfair celebrated its second annual Way Day, a “holiday” dedicated to better-than-Black-Friday deals. The retailer saw double-digit sales growth over the first Way Day, as well as an increased number of orders and unique customers, according to an April 2019 report from Edison Trends. Better timing, an extended sales period and greater consumer offerings helped the retailer achieve these metrics.

eMarketer senior forecasting analyst Cindy Liu discusses our US sales numbers for Wayfair and the reasons we’ve pegged it the fastest-growing ecommerce retailer for 2019.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Andrew Lipsman talks about Wayfair's shopping holiday, "Way Day." What was different about this year’s event, and why?

The Home Depot and Wayfair continued to ride the wave of home improvement. Best Buy benefited from a season of high-demand consumer electronics products like the iPhone and from the release of Xbox Series X and PlayStation 5. Mobile retail apps are a critical touchpoint for holiday ecommerce.

Wayfair was up 41.1%; Best Buy increased by 44.2%; and Apple sites were up by 15.3%. Amazon’s slower delivery times—up to a month’s delay in Canada—have seemingly prompted consumers to shop elsewhere online, in addition to using the leader’s site.

Wayfair also fares well with a 22.0% gain, far exceeding the growth of the furniture and home furnishings category at 12.2%. Key Takeaways. Our updated US forecast substantially upgrades ecommerce and downgrades brick-and-mortar. US ecommerce sales growth will surge in 2020 to rates not seen any time over the past decade, while brick-and-mortar will experience a double-digit decline.

Leading the second half of the top 10 at No. 6 with 1.5% market share is online furniture marketplace Wayfair, which we expect to be the pacesetter (along with Walmart) for growth at 27.0%. No. 7 Best Buy holds steady at 1.3%, Target and Costco fall closely behind at 1.2%, while Macy’s rounds out the top 10 at 1.1%.