Amazon drew 243.8 million US unique visitors across desktop and mobile in April 2026, close to the 342.5 million that Walmart, Temu, and eBay pulled in put together, according to Comscore Media Metrix Multi-Platform data.

Agentic commerce is reorganizing retail around five ecosystem layers. As AI agents gain influence, retailers and brands must decide where to compete, where to partner, and who controls the customer relationship.

Consumer spending will come under greater pressure during the 2026 holiday season, slowing retail and ecommerce sales growth compared with the rest of the year.

This FAQ covers the recommerce market's size, the consumers driving it, and how brands should respond.

Retail media is concentrating as a scaled second tier takes shape and the long tail slips further behind. Growth will persist, but the hierarchy is sharpening, raising the stakes for how networks compete and where advertisers place bets.

As ecommerce gains concentrate among a few dominant players, smaller retailers have an opening if they can carve out share in an increasingly uneven market.

To capture a share of limited holiday gains, retailers and brands must zero in on pockets of opportunity across mobile commerce, social platforms, and consumer adoption of AI for shopping.

Workforce reduction signals tighter discipline as it integrates Depop and leans on AI.

The secondhand marketplace is being snapped up by eBay to bolster its standing among Gen Z shoppers.

On February 20, eBay’s updated user agreement goes into effect, banning third-party AI agents that autonomously buy for consumers, targeting the emerging “buy-for-me” tools designed to handle discovery, decisioning, and checkout.

A new policy bans buy-for-me bots without permission, as the retailer looks to control the agentic shopping experience.

Mobile will account for nearly half of US online sales in 2026 and become the dominant channel in 2027. To make the most of this shift, retailers and brands should enhance integration of their shopping apps and loyalty programs.

TikTok Shop is now almost as large as eBay, according to EchoTik. The marketplace’s global gross merchandise value (GMV) hit $19 billion in Q3, not far off eBay’s $20.1 billion. Between $4 billion and $4.6 billion of those sales took place in the US, up 125% QoQ, making it TikTok Shop’s largest single market. TikTok’s ability to blend shopping and entertainment is turning the platform into an ecommerce powerhouse. While price concerns and value are top of mind for consumers this holiday season, so too is the desire to shop for fun—an itch that TikTok Shop is perfectly placed to scratch.

This benchmark covers how ad buyers can calibrate their retail media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

ThredUp posted its strongest revenue growth in nearly four years in Q3 as rising price sensitivity fuels interest in online resale. Active buyers surged 26% YoY as ThredUp touted its “best quarter for new buyer acquisition” in company history. Resale is having a moment. The end of de minimis import exemptions and new tariffs on apparel are making buying secondhand more appealing to price-sensitive consumers, while younger generations are embracing resale for its affordability and creative possibilities. We expect fashion online resale platform sales to expand 10.4% this year, nearly double the rate of online apparel, footwear, and accessories sales.

Online marketplaces are a crucial channel for growth in Europe. But brands need a nuanced strategy to navigate the complex, fragmented landscape.

AI shopping assistants are boosting discovery and personalization, but trust issues and fulfillment challenges could limit their impact on channel migration.

OpenAI is preparing to turn ChatGPT into an advertising platform, posting a new role for an engineer to build systems for ad integration, campaign management, and attribution. The move could position ChatGPT as a new challenger to Google, Meta, and Amazon’s ad businesses. Already a major driver of referral traffic to retailers like Walmart, Etsy, and Target, ChatGPT has clear potential to evolve into a commerce and ad engine. But execution will be critical: Poorly integrated ads risk undermining user trust, even as AI-driven ad formats are projected to grow at triple-digit annual rates in the coming years.

Marketplaces have been driving US ecommerce growth. But established players face a shake-up from new entrants and advances in AI and agentic commerce.