Evolution of Competitive Landscape in U.S. E-commerce: A Comparative Study on User Growth Models and Consumer Loyalty of Leading Platforms

Abstract

This study analyzes the recent progression of the U.S. e-commerce market, characterized by sustained rapid growth and continuous innovation. Our study focuses on the competitive evolution of major platforms like Amazon, eBay, Shopify, Walmart, and Target, highlighting significant shifts in user behaviour driven by mobile adoption and omnichannel expectations and corresponding platform strategies like enhanced logistics and personalized marketing. The analysis employs quantitative methods, specifically time-series analysis and comparative visualization, graphing five-year trends in user counts and Gross Merchandise Value (GMV) for leading platforms using data from public filings and market reports. Comparative bar charts illustrate key customer loyalty metrics, including detailed satisfaction ratings and the impact of membership programs on repeat purchase rates. The research details platform-specific competitive advantages, such as Amazon's logistics network or Shopify's ecosystem, and evolving user trends. Our study also underscores the critical necessity for further exploration into future technologies, such as AI applications in personalization, evolving regulatory changes, and long-term shifts in consumer behaviour post-pandemic.