The United States is the earliest country in the world to develop e-commerce. Its application areas and scale are ahead of other countries. Among all the electronic transactions in the world, 40% currently take place in the United States. As an advocate and promoter of the e-commerce movement, American e-commerce is still constantly innovating and expanding its scale, affecting the global e-commerce market. The United States is the country with the most large-scale e-commerce platforms in the world, and its user activity is also the highest in the world.
The scale of the US e-commerce market is huge, and the three types of e-commerce ecology are different. According to Euromonitor statistics, the scale of the US e-commerce market reached US$312.1 billion in 2016 and US$452.8 billion in 2017, making it the second largest e-commerce market in the world after China. Specifically for each e-commerce company, we can divide US e-commerce into three categories: comprehensive large e-commerce platforms, such as Amazon, eBay, etc.; e-commerce of offline retailers, of which Walmart is a typical representative; brand vertical e-commerce, such as the e-commerce channels of brand clothing brands such as GAP, Forever21, H&M, as well as Apple, Valve, etc.