In Consumer Insights

In the lead-up to this year’s Black Friday and Cyber Monday shopping blitz, analysts and consumers alike looked towards Amazon, one of the earliest proponents of e-commerce, as a harbinger for the retail sector during this year’s holiday season. This year’s Black Friday digits didn’t disappoint retailers or investors: Amazon saw more than an 18% increase in sales over last year, and shares of Amazon and many of its retail competitors also enjoyed a nice boost on Wall Street. The company’s dominance in online retail isn’t new news – but how much of a lead does the company really have over the competition?

How dominant is Amazon versus competitors?

Amazon is the clear leader in the e-commerce sector, as noted by our most recent Verto Index: in October 2017, Amazon received more than 180 million unique monthly users who spent an average of more than five hours per month spread across 30 monthly sessions – a sign that some consumers could be using the site and its apps on a daily (or near-daily basis).

Verto Analytics performed a competitive cohort analysis on Amazon versus three big e-commerce rivals, Walmart, Target, and Kroger. While all three of these competitors also operate brick-and-mortar retail outlets, they’ve also invested considerable resources in developing a robust e-commerce presence.


Verto’s competitive cohort analysis shows that while 94% of Walmart shoppers (Amazon’s #2 rival) also shopped on Amazon in October 2017, only 58% of Amazon shoppers visited a Walmart property in the same month. And 94% of Target shoppers also shopped on Amazon in October 2017, while only 31% of Amazon shoppers returned the favor to Target. The numbers are even more skewed for smaller e-commerce properties: Kroger saw 95% of its consumer base also shop on Amazon during October, but only 11% of Amazon shoppers also shopped on a Kroger property during the same month.

This Chart of the Week was brought to you by data from Verto Watch. Interested in the latest insights on mobile apps and services? Sign up for our newsletter.

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