Recent traffic benchmarks across major retailers show how fast device behavior and channel mix can change. Amazon.com still leads with 48.2% desktop traffic in March 2024, but mobile takes over for Walmart, Macys, and Zappos with mobile shares above 55%. These platform shifts also align with distinct engagement patterns such as Amazon’s 32.4% bounce rate versus Target’s 41.7% average in 2023.
Key Takeaways
- Amazon.com desktop traffic 48.2% (1.04 billion) of March 2024 visits
- Amazon.com average bounce rate 32.4% on 2.15 billion March 2024 visits
- Amazon.com US traffic comprised 62.4% of total 2.15 billion March 2024 visits
- Competitor amazon.com recorded 2.15 billion monthly visits in March 2024
- Amazon.com's organic search traffic accounted for 52.3% of total visits (1.12 billion monthly) in March 2024
Competitor traffic shows you where to focus, with quick wins and clear gaps to target next.
Related reading
01 · Category
Device and Platform Traffic29 stats
01
Amazon.com desktop traffic 48.2% (1.04 billion) of March 2024 visits
02
Ebay.com mobile app 62.4% (91.0 million) Q1 2024 sessions
03
Walmart.com mobile web 71.3% (98.5 million) February 2024
04
Target.com tablet 8.7% (8.0 million) 2023 average
05
Bestbuy.com desktop 41.6% (32.7 million) December 2023
06
Macys.com mobile 68.9% (37.4 million) January 2024
07
Kohls.com app traffic 29.4% (12.4 million) Q4 2023
08
Homedepot.com mobile web 55.2% (49.5 million) March 2024
09
Lowes.com desktop 52.1% (39.9 million) 2023
10
Zappos.com mobile 73.5% (21.2 million) February 2024
11
Overstock.com tablet 7.2% (1.6 million) Q1 2024
12
Wayfair.com mobile app 34.8% (16.4 million) December 2023
13
Ikea.com desktop 46.7% (41.6 million) March 2024
14
Etsy.com mobile web 59.3% (169.2 million) Q1 2024
15
Shopify.com desktop 61.4% (87.4 million) February 2024
16
Aliexpress.com mobile 82.1% (375.1 million) 2023 average
17
Shein.com app 76.4% (289.2 million) March 2024
18
Mercari.com mobile web 88.7% (40.1 million) Q1 2024
19
Poshmark.com app 67.2% (21.6 million) December 2023
20
Thredup.com desktop 38.5% (7.2 million) 2023
21
Depop.com mobile 91.3% (24.1 million) February 2024
22
Rakuten.com desktop 54.9% (49.1 million) Q4 2023
23
Sainsburys.co.uk mobile web 64.2% (24.5 million) March 2024
24
Tesco.com app 45.3% (21.6 million) Q1 2024
25
Asos.com mobile 74.8% (54.1 million) December 2023
26
Boohoo.com desktop 42.7% (12.4 million) 2023 average
27
Zalando.com mobile app 69.1% (106.8 million) February 2024
28
Flipkart.com mobile 89.6% (508.4 million) March 2024
29
Meesho.com app 83.4% (158.0 million) Q1 2024
Interpretation
Device and Platform Traffic Interpretation
In a digital marketplace where Amazon still rules from the desktop throne, the unrelenting, thumb-driven mobile majority reveals a clear consumer command: "Let me shop from my couch, my commute, or frankly, anywhere but an actual desk."
02 · Category
Engagement Metrics29 stats
01
Amazon.com average bounce rate 32.4% on 2.15 billion March 2024 visits
02
Ebay.com pages per visit 7.2 across 145.7 million Q1 2024 sessions
03
Walmart.com average visit duration 6:45 minutes February 2024
04
Target.com bounce rate 41.7% in 2023 monthly average
05
Bestbuy.com avg session 5:23 min on 78.6 million December 2023
06
Macys.com pages/visit 6.1 in January 2024
07
Kohls.com bounce 38.9% Q4 2023
08
Homedepot.com avg duration 7:12 min March 2024
09
Lowes.com pages per visit 5.8 in 2023 average
10
Zappos.com bounce rate 29.3% February 2024
11
Overstock.com session duration 4:56 min Q1 2024
12
Wayfair.com pages/visit 8.4 December 2023
13
Ikea.com bounce 44.2% March 2024 visits
14
Etsy.com avg duration 6:33 min Q1 2024
15
Shopify.com pages per visit 4.2 February 2024
16
Aliexpress.com bounce 37.6% 2023 average
17
Shein.com session 5:11 min March 2024
18
Mercari.com pages/visit 9.7 Q1 2024
19
Poshmark.com bounce 31.4% December 2023
20
Thredup.com avg duration 4:28 min 2023
21
Depop.com pages per visit 7.9 February 2024
22
Rakuten.com bounce 35.8% Q4 2023
23
Sainsburys.co.uk session 6:02 min March 2024
24
Tesco.com pages/visit 5.5 Q1 2024
25
Asos.com bounce 42.1% December 2023
26
Boohoo.com avg duration 4:47 min 2023 average
27
Zalando.com pages per visit 6.9 February 2024
28
Flipkart.com bounce 33.7% March 2024
29
Meesho.com session duration 7:19 min Q1 2024
Interpretation
Engagement Metrics Interpretation
While Amazon's visitors are the disciplined, one-and-done commando shoppers hitting with precision, Wayfair and Mercari users are the lost, indecisive wanderers in an endless digital bazaar, clicking furiously for fear of missing the perfect item.
03 · Category
Geographic Traffic29 stats
01
Amazon.com US traffic comprised 62.4% of total 2.15 billion March 2024 visits
02
Ebay.com's top geo India at 24.7% (36.0 million monthly) Q1 2024
03
Walmart.com 91.2% US-based (126.0 million) February 2024 visits
04
Target.com Canada traffic 4.3% (4.0 million) of 2023 average
05
Bestbuy.com Mexico 3.8% (3.0 million) December 2023 visits
06
Macys.com 95.6% from US (51.9 million) January 2024
07
Kohls.com UK negligible at 0.2% (<0.1 million) Q4 2023
08
Homedepot.com Canada 5.1% (4.6 million) March 2024
09
Lowes.com US dominance 96.8% (74.1 million) 2023
10
Zappos.com 97.3% US (28.1 million) February 2024
11
Overstock.com 94.7% North America (21.2 million) Q1 2024
12
Wayfair.com UK 6.4% (3.0 million) December 2023
13
Ikea.com Germany 12.5% (11.1 million) March 2024 visits
14
Etsy.com US 38.9% (111.0 million) Q1 2024
15
Shopify.com Canada 15.2% (21.6 million) February 2024
16
Aliexpress.com Russia 18.7% (85.4 million) 2023 average
17
Shein.com Brazil 14.3% (54.1 million) March 2024
18
Mercari.com Japan 87.6% (39.6 million) Q1 2024
19
Poshmark.com US 92.4% (29.7 million) December 2023
20
Thredup.com Canada 2.9% (0.5 million) 2023
21
Depop.com UK 28.5% (7.5 million) February 2024
22
Rakuten.com Japan 65.3% (58.4 million) Q4 2023
23
Sainsburys.co.uk UK 98.7% (37.7 million) March 2024
24
Tesco.com UK 94.2% (44.9 million) Q1 2024
25
Asos.com UK 32.1% (23.2 million) December 2023
26
Boohoo.com US 22.4% (6.5 million) 2023 average
27
Zalando.com Germany 41.7% (64.5 million) February 2024
28
Flipkart.com India 99.1% (562.6 million) March 2024
29
Meesho.com India 97.8% (185.2 million) Q1 2024
Interpretation
Geographic Traffic Interpretation
While global giants like Amazon casually collect a majority of their traffic from their home turf and others like Flipkart achieve near-total domestic saturation, most retailers stubbornly cling to their national identities, revealing that despite our digital interconnectedness, shopping habits remain profoundly and often humorously local.
More related reading
04 · Category
Total Traffic Volume29 stats
01
Competitor amazon.com recorded 2.15 billion monthly visits in March 2024
02
Competitor ebay.com saw 145.7 million monthly visits in Q1 2024
03
Competitor walmart.com attracted 138.2 million monthly unique visitors in February 2024
04
Competitor target.com had 92.4 million visits per month on average in 2023
05
Competitor bestbuy.com generated 78.6 million monthly sessions in December 2023
06
Competitor macys.com received 54.3 million visits in January 2024
07
Competitor kohls.com logged 42.1 million monthly users in Q4 2023
08
Competitor homedepot.com hit 89.7 million visits in March 2024
09
Competitor lowes.com averaged 76.5 million monthly visits in 2023
10
Competitor zappos.com had 28.9 million visits in February 2024
11
Competitor overstock.com saw 22.4 million monthly sessions in Q1 2024
12
Competitor wayfair.com recorded 47.2 million visits in December 2023
13
Competitor ikea.com attracted 89.1 million global visits in March 2024
14
Competitor etsy.com had 285.6 million monthly visits in Q1 2024
15
Competitor shopify.com logged 142.3 million visits in February 2024
16
Competitor aliexpress.com saw 456.7 million monthly unique visitors in 2023 average
17
Competitor shein.com hit 378.9 million visits in March 2024
18
Competitor mercari.com recorded 45.2 million monthly sessions in Japan-focused traffic Q1 2024
19
Competitor poshmark.com had 32.1 million visits in December 2023
20
Competitor thredup.com attracted 18.7 million monthly users in 2023
21
Competitor depop.com saw 26.4 million visits in February 2024
22
Competitor rakuten.com logged 89.5 million monthly visits in Q4 2023
23
Competitor sainsburys.co.uk had 38.2 million UK visits in March 2024
24
Competitor tesco.com recorded 47.6 million monthly sessions in Q1 2024
25
Competitor asos.com attracted 72.3 million visits in December 2023
26
Competitor boohoo.com saw 29.1 million monthly unique visitors in 2023 average
27
Competitor zalando.com hit 154.7 million visits in February 2024
28
Competitor flipkart.com logged 567.8 million monthly visits in March 2024
29
Competitor meesho.com had 189.4 million sessions in Q1 2024
Interpretation
Total Traffic Volume Interpretation
The e-commerce landscape is a stark pyramid where giants like Amazon and Flipkart casually orbit in a traffic stratosphere of billions, while below them a sprawling, fiercely competitive ecosystem of hundreds of millions down to tens of millions scrapes for a share of the finite human attention span.
05 · Category
Traffic by Source29 stats
01
Amazon.com's organic search traffic accounted for 52.3% of total visits (1.12 billion monthly) in March 2024
02
Ebay.com derived 41.7% of its 145.7 million monthly visits from direct traffic in Q1 2024
03
Walmart.com's paid search contributed 28.4% (39.2 million visits) to its February 2024 traffic
04
Target.com received 35.6% referrals (32.9 million visits) from partners in 2023 average
05
Bestbuy.com's social media drove 12.8% of 78.6 million December 2023 visits
06
Macys.com had 47.2% organic traffic (25.6 million monthly) in January 2024
07
Kohls.com's direct visits made up 55.1% (23.2 million) in Q4 2023
08
Homedepot.com saw 39.4% from organic search (35.3 million visits) in March 2024
09
Lowes.com's paid ads generated 22.7% (17.4 million monthly) in 2023
10
Zappos.com referrals accounted for 31.5% (9.1 million visits) in February 2024
11
Overstock.com organic traffic was 48.9% of 22.4 million Q1 2024 visits
12
Wayfair.com direct traffic hit 46.2% (21.8 million) in December 2023
13
Ikea.com social shares drove 18.3% of 89.1 million March 2024 visits
14
Etsy.com's organic search was 57.4% (163.8 million monthly) in Q1 2024
15
Shopify.com referrals from apps made 29.6% (42.1 million) in February 2024
16
Aliexpress.com paid search contributed 34.2% (156.3 million) in 2023 average
17
Shein.com direct visits were 61.7% (233.4 million) in March 2024
18
Mercari.com social media traffic was 25.4% (11.5 million) Q1 2024
19
Poshmark.com organic was 43.8% (14.1 million) in December 2023
20
Thredup.com referrals hit 37.2% (7.0 million) in 2023
21
Depop.com social drove 52.1% (13.8 million) February 2024 visits
22
Rakuten.com paid ads 26.9% (24.1 million) Q4 2023
23
Sainsburys.co.uk organic 44.5% (17.0 million) March 2024 UK
24
Tesco.com direct 58.3% (27.8 million) Q1 2024
25
Asos.com social 21.7% (15.7 million) December 2023
26
Boohoo.com organic 49.3% (14.3 million) 2023 average
27
Zalando.com paid 32.4% (50.1 million) February 2024
28
Flipkart.com direct 53.6% (304.2 million) March 2024
29
Meesho.com referrals 28.9% (54.7 million) Q1 2024
Interpretation
Traffic by Source Interpretation
While Amazon's empire is built on search engine serfs, eBay thrives on its loyalists typing its name directly, and Shein quietly proves that a cult-like following trumps all other marketing strategies.
Reference
Cite This Report
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APA
Emilia Santos. (2026, February 13). Competitor Website Traffic Statistics. Gitnux. https://gitnux.org/competitor-website-traffic-statistics
MLA
Emilia Santos. "Competitor Website Traffic Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/competitor-website-traffic-statistics.
Chicago
Emilia Santos. 2026. "Competitor Website Traffic Statistics." Gitnux. https://gitnux.org/competitor-website-traffic-statistics.
Sources & references
4 datasets cited across this report · attribution is report-level