Over the last half-decade, the retail market has been moving in two directions: consolidation at the top by large marketplaces (e.g. Amazon, eBay, and Walmart), and emerging direct-to-consumer (D2C) brands that yield strong customer loyalty.<\/p>\n
While the size of the marketplaces has such a gravitational force that D2C brands have opted to use them to build awareness and supply chain, it ultimately puts at risk their long-term viability.<\/p>\n
In addition, it\u2019s difficult for brands to truly understand the impact of a marketplace\u2019s push into a new product category because there\u2019s no apples-to-apples comparison of the retailers\u2019 market share<\/a> compared to D2C brands \u2014 that is, until now. Similarweb\u2019s funnel analysis now features Walmart and Amazon categories<\/a>, which allows users to analyze a range of key engagement metrics<\/a>, including visitation, conversion rate<\/a>, stickiness, and marketing channel-level conversions.<\/p>\n It\u2019s well known that Amazon is the largest retailer in the United States, capturing 3x more traffic than the closest competitor (eBay), but their dominance in so many categories is remarkable. Even categories where \u201cbrick and mortar\u201d retailers maintained advantages of efficiency (such as fast-moving consumer goods) are starting to bend to the size and convenience of Amazon.<\/p>\nMarketplace Product Categories: The Gap Between Walmart and Amazon Is Getting Bigger<\/h2>\n