Amazon Expands Its First-Place Lead in Online Visits in the U.S. at Start of 2019

What: We looked at the top 15 online retail sites visited by shoppers in the U.S. in January of 2019 and how they scored in numbers of visitors.
Why it matters: Coming after last year’s stellar results, where Amazon’s fourth quarter net sales jumped 20-percent over the previous year’s, the online retailer continued to expand its share of online visits among the top 15 retail sites in the U.S., growing its first-place position to 21.9-percent of all visits in January compared to 18.8-percent in November of 2018.

Number of visitors to the Top 15 e-commerce sites in the U.S., January 2019
Total Audience, Home and Work, PC/Laptop 937,011
Site Total Unique Visitors*
Amazon Sites 205964
Wal-Mart 111932
eBay 104553 Worldwide Sites 69831
Target Corporation 54865
Samsung Group 48851
ETSY.COM 47756
WISH.COM 42443
The Home Depot, Inc. 40865
Ticketmaster 38441
Best Buy Sites 37697
Kohl’s Corporation 36224
Wayfair 36025
Macy’s Inc. 33360

Source: Comscore
*Numbers reported as shown

On the heels of a stellar year in 2018, Amazon got off to a strong start in 2019 as it expanded its share of online visits to its retail site to 21.9-percent of all visits to the top 15 retail internet sites in the US ranked by Comscore for the month. Amazon has increased its share of site visits in the U.S. since November of last year, when it had 18.8-percent of all of the top 15 visits.

Amazon’s undisputed leadership in online site visits follows a year of stellar financial results in 2018 when its fourth-quarter net sales expanded by 20-percent to $72.4 billion compared to $60.5 billion in the same period in 2017, according to reporting by the website

Like Amazon, eBay, too, has managed to increase its share of the top 15 retail sites in the U.S. ranked by Comscore, from 9.9-percent in November of 2018 to 10.2-percent in December and 11.1-percent in January of 2018.

Retailers BestBuy and Target suffered slight declines in their percentages of all site visits, with Target dropping to 5.8-percent in January from 7.3-percent in December. BestBuy dropped from 8th place in December to 11th place in January among the top 15 site U.S. rankings.

  • Amazon continues to enjoy the largest share of all retail site visits ranking first in the top 15 in the U.S. by Comscore with 21.9-percent of all visits in January.
  • eBay managed to increase its percentage share to 11.1-percent, continuing an upward trend since November of 2018.
  • Target’s share of online visits in the U.S. dropped in January just over a percentage point.
  • BestBuy, too, suffered a drop, descending from 8th place in December to 11th place among the top 15 in the U.S. in January.
  • Post-holiday season shoppers appeared to flock to Samsung’s online store in the U.S., moving the electronics manufacturer up from 9th place in December to 6th place in January in the top 15 U.S. rankings.
  • Retailer Kohl’s continued to suffer a downward trend in its ranking in the top 15 retail sites in the U.S., going from 5.7-percent of all visits in November of 2018 to 5.5 in December and 3.8 in January of 2019.
  • continues to hold steady at 4th place in the top 15 retail sites ranked by Comscore.