U.S. eCommerce Reaches $10 Trillion in Total Sales

In Q3 2025, U.S. e-commerce passed $10 trillion in total sales since tracking began in 1999. This number shows how much online shopping has grown over the past 25 years. But more importantly, the way e-commerce is growing today has changed—and sellers need to pay attention.

How eCommerce Growth Has Changed Since 1999

In the early 2000s, e-commerce was growing fast—20% to 40% each quarter. From 2010 to 2019, it slowed a bit but stayed strong at 10% to 20% growth. Since 2022, growth has been steady at 5% to 10% per quarter.

Even though the growth rate is lower now, the total amount of sales is much higher. In Q3 2025 alone, Americans spent $275 billion online. That’s more than the total e-commerce sales from 1999 to mid-2005 combined.

Pandemic Growth Didn’t Last Long-Term

During the COVID-19 pandemic, online shopping spiked. Many people thought that would be the new normal. But by 2023, e-commerce growth had returned to its usual pace.

This pattern isn’t new. A similar thing happened during the 2008 financial crisis. In both cases, growth surged, then dropped back to normal within two years. E-commerce didn’t change permanently—it just went back to its usual path.

There Are Fewer Amazon Sellers, But More Top Sellers

Amazon has fewer active sellers now than it did at its peak—down about 25%. But the number of sellers making over $100 million a year has gone up four times.

That means casual sellers are leaving, and only the best are staying. These top sellers know how to manage ads, inventory, and logistics. They also know how to sell across multiple platforms. It’s harder to succeed now, but the rewards are bigger for those who can.

Why 5% Growth Still Matters for eCommerce Brands

Some sellers might think 5% growth is small. But because the total market is so large, even 5% means billions of dollars in new sales each quarter. This is steady, long-term growth that serious sellers can plan for.

For sellers, this means focusing on execution. You can’t rely on fast market growth to carry you anymore. You need to be better at managing costs, improving listings, and using tools that help you compete.

To stay ahead, focus on:

• Improving your advertising performance
• Using automation and AI tools to run your business
• Managing inventory and supply chains more efficiently
• Selling on more than one platform (Amazon, Shopify, Walmart, etc.)

What This Means for Online Sellers

U.S. e-commerce has hit a huge milestone, but it’s no longer a fast-growing startup market. It’s a large, stable part of the economy now. Future growth will be slower in percentage terms, but still large in dollars.

If you want to grow your brand, it’s time to get serious about operations. The sellers who succeed from here on out are the ones who treat e-commerce like a real business—not a side hustle.