US E-Commerce Acceleration and Key Gainers Analyzed by Bernstein

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Bernstein estimates third-quarter U.S. e-commerce growth at approximately 8.4%, while adjusted growth for the second and third quarters combined reached about 10.4% following Prime Day adjustments. First-quarter growth stood at 9.7%. The top 14 platforms captured roughly 82% of gross merchandise value in the second quarter, marking a 3 percentage point increase year-over-year. Shopify and Walmart achieved the largest market share gains among major platforms, with Shopify rising to 14.2% from 13.2% and Walmart climbing to 8.7% from 7.8%. Amazon experienced a minor increase to 42.9% from 42.3%. Bernstein projects second-quarter growth rates of 52% for Carvana, 25% for Walmart, 24% for eBay, and 21% for Shopify, outpacing Amazon at 14% and the broader market at 12%. While high interest rates and surging oil prices pose potential risks to consumer spending, analysts currently anticipate steady momentum ahead of projected slowing by 2027.

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The US e-commerce market showed a solid trend, recording a growth rate of about 10.4% in Q2 and Q3. While the top 14 platforms accounted for 82% of GMV, Shopify and Walmart significantly expanded their market shares to 14.2% and 8.7%, respectively. Bernstein warned that high interest rates and rising oil prices could weigh on consumer spending.

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According to Bernstein's analysis, the US e-commerce market is being reorganized around large platforms, with the market share of top companies rising by about 3 percentage points year-over-year. High growth in companies like Carvana (52%), Walmart (25%), and Shopify (21%) is driving the overall market, but the possibility of a consumption contraction due to future interest rate and oil price hikes could act as a downward pressure on valuations.

In the bullish scenario, a 10% level of growth is maintained next year, expecting upward earnings revisions, while in the bearish scenario, macroeconomic burdens could slow growth to the mid-single digits and compress multiples. Key monitoring indicators are consumer spending metrics and market share trends of major platforms.

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