According to the number of unique monthly visitors, Amazon’s website is by far the most visited e-commerce site in the United States, according to Similarweb data from November 2023.

Website visits may not always lead to sales. Etsy is fourth in visits but will account for less than 1% of total US retail e-commerce sales this year, according to a November 2023 prediction by Insider Intelligence/eMarketer.

While Amazon and Walmart compete for sales, Amazon has significantly more online visits, which bodes well for its retail media business.
In fact, all of the top five retailers own large retail media companies, noted Insider Intelligence/eMarketer.


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