Tariff concerns may not have weighed down ecommerce stocks in January, but many of the top U.S.-based online retailers care a great deal about sales between countries.
Each year, Digital Commerce 360 tracks how big a role international sales play for the merchants with the highest web sales. In 2024, that role was significant.
In fact, for five of the U.S.-based retailers with over $1 billion in international web sales, more than half of their business comes from markets outside of the U.S., according to Digital Commerce 360 analysis.
The upcoming 2025 State of American Ecommerce report from Digital Commerce 360 will go even deeper into these numbers. Highlights will include how dependent Amazon.com and Walmart are on web sales in non-U.S. markets. Moreover, it will break down the volume of global ecommerce sales for top U.S.-based merchants.
Top U.S. online retailers by share of international sales
So which five top retailers get more than half of their online business internationally? First, there is iHerb, Inc., which ranks No. 28 in Digital Commerce 360’s Top 1000 Database. That database ranks North America’s top online retailers by annual web sales. iHerb, which is a vitamin and supplement retailer with distribution centers throughout the U.S. and Asia, did $2.68 billion in online sales outside of the U.S. in 2024, based on Digital Commerce 360 analysis. Those sales accounted for 75.2% of its online sales overall that year.
Next by percentage of sales done internationally is Market America Worldwide | Shop.com. The Greensboro, North Carolina-based company ranks No. 73 in the Top 1000. There, Digital Commerce 360 categorizes it as a Mass Merchant, selling millions of products, including electronics, groceries and more. The company’s $1.01 billion in international web sales from 2024 made up 72.50% of its total online sales.
Top U.S.-based online retailers who depend on international web sales
In third, Pittsburgh-based apparel brand American Eagle Outfitters ranks No. 37 in the Top 1000. The retailer did $1.65 billion in international web sales in 2024, bringing in 65.00% of its overall ecommerce sales.
Apple and Nike’s international online sales
Rounding out the top five were two of U.S. retail’s most prominent names: Apple and Nike. Apple is No. 3 in the Top 1000, with Nike not far behind at No. 13.
Apple’s $21.76 billion in web sales outside the U.S. ranked only behind Amazon and Walmart among U.S.-based retailers in 2024. Still, Apple’s receipts made up a larger share of its total online sales: 63.80%.
While Nike’s international web sales volume was significantly less than Apple, Amazon and Walmart in 2024 at $5.57 billion, that hefty sum was vital, making up 58.60% of its total ecommerce sales.
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