The US E-Commerce Market: The Numbers Turkish Manufacturers Should Know
Manufacturers considering the US market often start with a simple question: how large is the opportunity, and where might their product fit? This article looks at the market through published figures from the cited sources. A market-entry decision should be based on verifiable data rather than assumptions or unsupported claims.
How big is US e-commerce?
In 2024, total US retail e-commerce sales reached $1.19 trillion, up 8.1% from the previous year (Source: US Census Bureau, via PYMNTS). For context, Türkiye's total goods exports in 2024 were $261.9 billion (Source: TİM). US retail e-commerce sales were therefore more than four times Türkiye's total goods exports.
The latest data also indicates continued growth: in Q1 2026, e-commerce sales reached $326.7 billion, up 9.8% year over year (Source: US Census Bureau).
E-commerce's share of retail keeps growing
It is important to distinguish between total e-commerce and retail e-commerce. The figures below refer to retail e-commerce as defined by the US Census Bureau:
- In 2023, e-commerce represented 15.3% of total retail sales.
- In 2024, the share rose to 16.1%.
- In Q1 2026, it reached 16.9%.
(Source: US Census Bureau, quarterly retail e-commerce reports)
This means an increasing share of US retail spending is taking place online. Statista projects that the US e-commerce market could exceed $1.5 trillion by 2030.
Marketplaces: who holds the market?
Marketplace estimates vary because research firms use different methodologies. Rather than presenting one figure as definitive, we provide ranges and identify the sources.
Amazon: The largest marketplace in the sources reviewed. Its estimated share varies by source: Marketplace Pulse reports 35.7%, Synctify 37.6% and Statista 40.5% (2025 data). More than 60% of products sold on Amazon reportedly come from third-party sellers rather than Amazon itself (Source: UNIMALL). This may create an entry point for manufacturers, but competition and category requirements still need to be assessed.
Walmart: A major alternative to Amazon, with an estimated share of 6% to 9% depending on the source (Source: Statista, Synctify). Its marketplace may offer a different competitive environment.
Shopify: Not a marketplace, but the platform behind independent online stores. Together, those stores account for 14% of US e-commerce according to the cited source (Marketplace Pulse, Shopify Q4 2025 report).
eBay: $39.1 billion in US sales volume in 2025, with a focus on collectors and enthusiast categories (Source: Marketplace Pulse).
TikTok Shop: Reached $15.1 billion in volume in its second full year (Source: Marketplace Pulse), making it a smaller but fast-growing channel.
The takeaway: Amazon may be a starting point for some businesses, but it is not the only option. The right channel depends on your product, audience and operating model.
Türkiye already sells to the US
The US market is accessible to Turkish manufacturers, but the right approach depends on the product and business model. According to TÜİK, Türkiye exported $16.4 billion to the US in 2024, making the US Türkiye's second-largest export market after Germany (Source: TİM, TÜİK).
Leading Turkish sectors in exports to the US include machinery and mechanical appliances, precious stones and metals, automotive, rugs and textile floor coverings, cement and electrical equipment. In rugs and textile floor coverings in particular, Türkiye runs one of its largest trade surpluses with the US, about $820 million on its own (Source: TÜİK, via Hürses).
So the question isn't "Will Turkish products sell in the US?" They already sell billions of dollars' worth. The real question is: where does your product fit in this market, and how will you get in?
The bottom line
The figures show that US e-commerce is a large and growing market with opportunities for Turkish products. However, market size does not guarantee success. The right channel depends on the product, while regulatory and operational requirements vary by category. Entering without adequate research can lead to costly mistakes.
The next step is to understand where your product fits. Tell us about your product, and we can help assess its category, pricing potential and competitive landscape.
