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.

Marketplaces including Wish.com (43.2%), eBay (50.4%), and Wayfair (51.1%) had the lowest holiday purchase intent. In our recent Holiday Shopping 2021 report, we outline key dynamics that will determine the season’s winners, including pandemic habit formation (Amazon, Etsy), click-and-collect leaders (Walmart, Target, Best Buy), and power brands (Nike, Lululemon).

here Etsy outperforms Amazon

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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.

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.

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.

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.

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.

Retailers most dependent on paid ads for customer acquisition—including Wayfair and Wish.com—could have a tougher time this season. Holiday Digital Marketing Strategies for Success. A long and chaotic holiday shopping season may be unnerving to some, but it’s the savvy retail marketer’s dream.