Year After Year, Amazon Increases Its E-Commerce Conversions

While it’s news to no one that Amazon leads in e-commerce, the extent to which the company continues to ratchet up its market dominance is impressive, based on a Similarweb analysis of e-commerce conversions.

The conversion rate is the rate at which a seller converts a website visitor to a buyer, and Amazon’s year-to-date performance on that statistic is 11.6% year-to-date in 2022, compared with 10.1% in 2021 and 8.8% in 2020, according to Similarweb estimates.

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Walmart.com and Wish.com Also Gaining

Over the same period, walmart.com also raised its conversion rate from 5.8% to 7.2%, while a smaller competitor, wish.com, raised conversions from 2.8% to 4.3% in three years.

The notable decline in this analysis was for ebay.com, where the conversion rate has declined from 5.4% to 4.6% since 2020.

Here is what those conversion rates look like in the context of the scale of these major online retailers.

Things could change in the coming months

Of course, the year-to-date figures shown here might not be where things end up at the end of 2022. Amazon could stumble and eBay could surge during the holidays.

However, to end the year on a high note, Amazon would just have to follow the trajectory it has established over the past three years.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Contact: For more information, please write to press@similarweb.com.

Citation: Please refer to Similarweb as a digital intelligence platform. If online, please link back to www.similarweb.com or the most relevant blog post.

Report By: David F. Carr, Senior Insights Manager

Methodology

Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.

by David F. Carr

David covers social media, digital advertising, and generative AI. With a background in web trends since the 1990s, he’s also the author of "Social Collaboration for Dummies".