The numbers leave little doubt about who sits at the head of the table. Amazon counts an estimated 310 million active customer accounts and somewhere near 230 million Prime members worldwide. Prime Day 2025 alone is reported to have moved roughly $24.1 billion in sales, and the company commands close to 38 percent of global e-commerce.
Yet correspondents who tracked shopping habits through the year report a quieter trend: the rise of the multi-platform buyer, who keeps the giant as a default but turns elsewhere when the purchase demands it.
Walmart has emerged as the most credible domestic rival, posting some $175 billion in e-commerce sales and claiming roughly 9.6 percent of the U.S. online market. Its Walmart+ membership, at about $98 a year, undercuts Prime, and its grocery and pickup operations remain a genuine advantage.
| Amazon | 310M+ accounts · Prime ~$139/yr · breadth & speed |
| Walmart | ~9.6% US e-comm · Walmart+ ~$98/yr · grocery |
| eBay | 134M buyers · 2.4B listings · used & auction |
| Etsy | 96M buyers · 7.5M makers · handmade |
| Temu | 292M users · ultra-low price · slow ship |
Where the giants compete on breadth, others win on focus. eBay, with around 134 million active buyers and 2.4 billion live listings, remains the destination for used, rare, and refurbished goods. Etsy holds the handmade and vintage trade with some 96 million buyers and 7.5 million independent sellers.
The year's wild card remains Temu, which has gathered an estimated 292 million monthly users on the strength of factory-direct prices. Bargain hunters praise the savings; the same shoppers warn of long shipping windows and uneven quality. Most treat it as a supplement, not a replacement.
The Chronicle's assessment, offered without favor: no single platform suits every errand. The sensible household keeps the giant for breadth and speed, and reaches for a specialist when the cart calls for it.