Walmart Overtakes eBay: Inside the 2026 Ecommerce Traffic Rankings

Amazon Still Owns Half the Traffic Game, but the Real Story Is Walmart’s Quiet Coup

Similarweb’s 2026 ranking of the top 100 US ecommerce companies shows Amazon still commanding 2.4 billion monthly visits.

Walmart has overtaken eBay for the number two spot, edging ahead by roughly 4 percent with 573.5 million visits against eBay’s 551.9 million.

That reshuffle is more than a leaderboard change. It is a map of where digital demand, competitive pressure, and B2B sales opportunity are migrating.

According to Similarweb, the gap is narrow enough that second place remains genuinely contested, and every account below the top three is fighting in a different weight class.

Inside the 2026 Traffic Rankings: Tiers, Gaps, and the Home Improvement Surge

The top 15 list reveals a sharp cliff after the marketplace trio.

Amazon pulls more traffic than the next nine companies combined, and Target at number four attracts less than half of eBay’s traffic.

• Amazon.com — 2,404,855,719 monthly visits
• Walmart.com — 573,482,615 monthly visits
• eBay.com — 551,918,097 monthly visits
• Target.com — 244,158,515 monthly visits
• Home Depot — 228,132,938 monthly visits
• Apple.com — 205,965,743 monthly visits
• Lowe’s — 148,428,282 monthly visits
• T-Mobile.com — 132,137,828 monthly visits
• Nordstrom.com — 129,554,077 monthly visits
• Best Buy — 120,250,917 monthly visits
• Wayfair.com — 118,528,175 monthly visits
• Gap.com — 116,373,046 monthly visits
• AT&T.com — 111,594,269 monthly visits
• Costco.com — 110,880,941 monthly visits
• Expedia.com — 99,595,198 monthly visits

The Marketplace Trio Defines Scale

Amazon’s 2.4 billion monthly visits equal about 4.2 times Walmart’s traffic and roughly 45 percent of all visits generated by the top 15.

Walmart’s second-place rise is the headline. Its omnichannel engine converts physical stores into a digital front door, while eBay’s resale and collectibles position keeps it structurally different from the retail giants around it.

The margin between Walmart and eBay is only about 21.6 million visits. That is a race still open enough to drive aggressive marketing investment from both sides.

The Curated Everything Store Tier

Target leads this group at 244.2 million monthly visits, ahead of Home Depot and Apple.

Apple’s own direct-to-consumer store at 206 million visits proves a brand-owned property can out-traffic nearly every retailer in America.

Nordstrom, Gap, Best Buy, and Wayfair all sit within a tight 13 million visit band, creating photo-finish contests where small performance shifts can change ranking.

Home Improvement and Telecom Quietly Reshape the List

Home Depot and Lowe’s combine for more than 376 million monthly visits, more than any single retailer outside the top three.

T-Mobile and AT&T show how telecom has become a device-commerce business, functioning as two of the country’s biggest electronics storefronts.

Costco’s membership model still generates nine figures of monthly visits, while Expedia’s appearance marks travel booking’s arrival in the national top 15.

Why a 9.57% CAGR Makes Every Position on This List a Marketing Battleground

Mordor Intelligence projects North America’s e-commerce market will grow from USD 1.59 trillion in 2026 to USD 2.51 trillion by 2031, a 9.57% compound annual growth rate.

That expansion is not evenly distributed. The United States commanded 86.74% of the North American market in 2025, but Mexico is growing faster at a 13.09% CAGR, creating a cross-border marketing opportunity inside the continent.

B2B is the fastest-growing business model at an 11.84% CAGR through 2031. That acceleration matters for sales technology and service providers that sell into these ecommerce operators.

The list itself is not the strategy. The teams that win ecommerce accounts use it three ways.

• Digital momentum — a retailer climbing is investing, while one sliding is fixing; both create budget triggers.
• Tier segmentation — the top three buy differently than positions 20 to 100, so ideal customer profiles should match the tier where the solution wins.
• Prospect data first — opening with a buyer’s own traffic trend or competitive gap changes the meeting from pitch to consultation.

Mobile commerce already represents 71.65% of transactions, and digital wallets hold 45.05% of payment share. Buy Now, Pay Later is expanding at 15.88% annually, turning checkout into a performance-marketing surface rather than a terminal step.

Market modeling puts Amazon’s overall U.S. e-commerce share near 37.6%. The traffic ranking shows Amazon at roughly 45% of top 15 visits, a delta that matters: traffic dominance does not translate one-to-one into revenue control.

Walmart’s structural advantage becomes clearer in that context. With 4,600 stores functioning as forward fulfillment nodes and USD 53.4 billion in online revenue, Walmart can convert physical inventory into digital demand and keep pressure on both eBay and Amazon.

Temu remains the wildcard. The discount marketplace scaled to roughly half a billion monthly visits in earlier periods and passed 100 million active U.S. users within its first five months.

The Next Pipeline Play Belongs to Brands That Read Momentum Before It Prints

The leaders on this list are not just where consumers click. They are where budgets will open next, especially in tight races like Walmart versus eBay and Best Buy versus Wayfair.

For teams building ecommerce intelligence and traffic-driven content pipelines, programmatic SEO and AI automation is how Andres SEO Expert turns market shifts into search visibility — talk to the team.