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Holidays

Millennials help amazon own 43 percent of the online holiday market

by Taylor Stanton - December 15, 2016

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Slice Intelligence is reporting that millennials are driving holiday shopping and account for over one-third of the online shopping population since November 1.

Amazon owns 43 percent of e-commerce

Amazon's command of the holiday season is growing as we get closer to the Christmas. Last week 43 percent of all online spending with Amazon, which is up five percent from the week prior. Other merchants like Target and Macy's saw their share increase and overtook Best Buy, the second largest retailer in the week prior.

Online holiday sales are 19 percent larger this year

Data shows online spending is up 19 percent this year. This growth in spending is more spread out before and after Cyber Weekend compared to 2015.

Stay with Slice Intelligence for daily holiday shopping updates by following our blog and Twitter.

About this data

With a panel of over 4.4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.


Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.


Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.

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