Ecommerce Trends: How online retailers compete against Amazon

GameStop CEO Ryan Cohen proposed an acquisition of eBay on May 3 in a deal valued at $56 billion, framing the move as a strategic path to help the marketplace compete more effectively against Amazon. According to a Wall Street Journal report dated March 4, Cohen believes the combination could create a legitimate competitor capable of challenging the ecommerce leader. Part of the proposed strategy involves leveraging GameStop's extensive network of physical locations to enhance eBay's omnichannel, fulfillment, and authentication capabilities. Whether the transaction proceeds remains uncertain, but the discussion underscores a significant challenge facing retailers of all sizes: competing against Amazon's entrenched advantages. In Digital Commerce 360’s Top 2000 Database, Amazon ranks No. 1, while GameStop sits at No. 81. Similarly, in the Global Online Marketplaces Database, Amazon holds the No. 3 spot and eBay is ranked No. 6 based on third-party gross merchandise value. Cohen is among several executives viewing omnichannel services as a viable method to gain ground. Although Amazon has opened physical stores and acquired Whole Foods, it still lacks the widespread physical presence of many competitors. In January, Amazon announced plans to close its Amazon Go and Amazon Fresh stores, converting some spaces into Whole Foods Market sites. To compensate for limited physical footprints, Amazon has partnered with Kohl’s and UPS for returns drop-offs and collaborated with Winn-Dixie for grocery delivery. Omnichannel adoption remains high among tracked retail chains. In 2025, 76.6% of the retail chains in the Top 1000 Database offered buy online, pick up in store (BOPIS), while 64.9% provided in-store stock status for online shoppers. Meanwhile, online grocery sales in the U.S. grew by 25% year over year in 2025. Major grocers like Walmart, Costco, and Kroger continue to expand delivery options, with Kroger utilizing DoorDash and expanding its partnership with Instacart. Competitors are also adapting their promotional calendars to align with Amazon Prime Day. During the 2025 Prime Day event, Amazon.com web traffic increased by 32% compared to the previous 21 days. Despite this, Walmart, Target, Best Buy, and Temu each recorded double-digit percentage increases in web traffic. These retailers launched branded events such as Walmart Deals, Target’s Circle Week, and Temu Week to capture shoppers already searching for deals during the peak period.