US B2B ecommerce continues to expand as it becomes a default buying channel. But slower growth, operational gaps, and marketplace momentum are reshaping where value is created and how sellers compete.

The global last-mile delivery market is valued at approximately $201 billion in 2025 and is projected to grow at a 12% compound annual rate through 2029. For retailers competing with Amazon's delivery dominance, mastering last-mile logistics is no longer optional.

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

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

Target is expanding next-day delivery service to 35 US markets by the end of next month as it prepares for the holidays and looks to better compete with Amazon and Walmart. Markets that will gain next-day delivery include San Diego; Orlando and Tampa, Florida; Charlotte, North Carolina; and Cleveland. In stepping up its next-day delivery, Target recognizes that the competitive stakes in retail are escalating. Its recent sales softness suggests it may be at risk of falling off shoppers’ radar as speed, selection, and convenience become critical retail differentiators.

The news: Walmart is testing dark stores in Dallas and Bentonville, Arkansas, as part of its broader effort to speed up deliveries, per Bloomberg. Our take: Amazon’s latest pledge to offer one- or same-day delivery in 4,000 smaller cities and rural areas by year’s end is the latest salvo in its relentless quest to raise the bar on convenience. For Walmart, keeping pace isn’t optional—it’s essential. Fortunately, Walmart has the scale and infrastructure to compete. Fast delivery isn’t just about logistics; it’s a powerful driver of customer loyalty. When shoppers know they can get essentials like toothpaste at their doorstep within hours, they’re more likely to click the buy button rather than venture out to a store.

The news: Amazon plans to bring same- and next-day delivery to more than 4,000 smaller cities and rural communities by year’s end. Our take: Amazon’s growing focus on rural delivery is squarely aimed at deepening Prime’s value, driving higher engagement, and unlocking long-term loyalty in a market that still holds plenty of untapped potential.

Turbulence in trade relations is changing how China’s ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

This deck provides critical data to help retailers benchmark their own ecommerce sales against the wider market.

As the digital grocery landscape grows more crowded, retailers must meet consumers' expectations around product selection, mobile app features, and fulfillment. “Digital grocery is no longer an emerging category,” said our analyst Blake Droesch. “It’s grown really fast over the last couple of years, and the market is pretty mature at this point.” Here are three ways retailers can stay competitive, according to our Digital Grocery Opportunity report.

Retailers are prioritizing unified commerce solutions to help gain a complete picture of their business operations—including consumer behavior. As the tech landscape becomes more complex, key players are emerging across channels.

Amazon rolls out Supply Chain by Amazon solution to all sellers: The fully managed, end-to-end service enables merchants to get items to shoppers faster and more efficiently—while giving the retailer an opportunity to take a bigger cut of sales.

Walmart enhanced its online marketplace with new capabilities and seller solutions, the retailer announced at its annual Walmart Marketplace Seller Summit this week. Updates include the addition of premium beauty products, expanded fulfillment services, and revamped seller solutions.

Amazon misses sales expectations as shoppers trade down to cheaper products: The retailer is trying to win over price-conscious customers with more sales events and a soon-to-be-launched budget marketplace.

Retail sales via online marketplaces are growing faster than overall ecommerce. As competition in the sector rises, brands and retailers must navigate the challenges of an increasingly complex landscape.

Marketplaces will continue to expand their share of US retail ecommerce as new players with roots in China vie for prominence.

Delivery is a critical component of ecommerce fulfillment, but accessing this opportunity requires brands and retailers to navigate a complex set of options and find ways to meet rising consumer expectations.

Cross-border sales are booming in Western Europe despite a slowdown in adoption. As China’s ecommerce giants eye European expansion, local retailers face a competitive threat—and a substantial opportunity.

Shoppers made a record number of Amazon purchases this holiday season: Strong consumer spending coupled with momentum in its ad business helped propel Amazon’s earnings well past expectations.

US ecommerce sales will grow 9.3% to reach $1.137 trillion in 2023, per our forecast, thanks to cost-conscious consumers looking for better deals and an increasing number of digital grocery buyers. As 2023 wraps up, ecommerce will go out on a high note, with online holiday sales growth outpacing brick-and-mortar sales.