# US eCommerce growth and evolving marketing scrutiny

> Live situation record from CLSTR: https://clstr.news/situations/us-ecommerce-market-growth-and-seasonal-trends
> Updated: 2026-10-06T00:00:00.000Z. Sources: 49. Developments: 2.

The US eCommerce sector continues to experience significant activity and growth. Growth in 2026 has exceeded initial forecasts, with the sector expanding by approximately 10 percent during the first three quarters, surpassing the projected 8 percent. This acceleration is attributed to resilient consumer spending and the use of AI-supported advertising on platforms such as Google and Meta. While Amazon holds a 42.9 percent market share, competitors like Shopify and Walmart have seen significant gains. Additionally, market concentration is rising, with the 14 largest US online platforms accounting for roughly 82 percent of gross merchandise value in the second quarter.

Recent reports indicate that while Amazon maintains its US market share, its growth in other regions remains dominant; for instance, in Germany, Amazon accounted for approximately 63 percent of online turnover in 2025. However, the industry is facing scrutiny regarding consumer engagement. Investigative reporting has highlighted the use of psychological marketing tactics, including “dark patterns” such as countdown timers, star ratings, and artificial scarcity to create a sense of urgency. Deceptive practices have also been noted in specific sectors, such as furniture, where advertised prices may not apply to featured items. Furthermore, recent tariffs have reportedly impacted the growth of companies like Temu and Shein.

## Claims

- The German government has prohibited the sale of an 80 percent stake in the Hamburg-based logistics company Zippel to the Chinese state-owned shipping company Cosco. (corroborated by 8 sources)
- The Federal Ministry for Economic Affairs will issue a formal prohibition notice following the cabinet decision. (corroborated by 8 sources)
- The Federal Cartel Office had previously approved the acquisition of Zippel by Cosco from a competition law perspective in February. (corroborated by 8 sources)
- The Federal Office for the Protection of the Constitution raised security concerns regarding Cosco's involvement in late April. (corroborated by 8 sources)
- The logistics company Zippel employs approximately 350 people and operates via rail, ship, and truck, primarily at the ports of Hamburg and Bremerhaven. (corroborated by 7 sources)
- The Chinese state-owned shipping group Cosco already holds a 24.99 percent stake in the Hamburg container terminal Tollerort. (corroborated by 7 sources)
- The acquisition would have deepened dependencies and jeopardized the resilience of Germany's and the EU's supply chains. (corroborated by 7 sources)
- The decision was based on the Foreign Trade and Payments Act and the Foreign Trade and Payments Ordinance. (corroborated by 7 sources)
- The acquisition could potentially jeopardize public order or security. (corroborated by 7 sources)
- Germany generally welcomes foreign investment. (corroborated by 7 sources)

## Timeline

### 2026-10-06: Germany blocks Cosco acquisition of Hamburg logistics firm Zippel

Germany has prohibited the sale of an 80 percent stake in Hamburg logistics firm Zippel to China's Cosco, citing national security and supply chain resilience concerns.

44 sources. https://clstr.news/cluster/us-e-commerce-growth-exceeds-forecasts-in-2026

### 2026-09-20: eCommerce businesses prepare for Q4 seasonal surges

eCommerce businesses prepare for Q4 surges by using long-term marketing roadmaps and outsourced support to manage increased traffic and sales, which reached $316.1 billion in the US in Q4 2025.

5 sources. https://clstr.news/cluster/ecommerce-businesses-prepare-for-q4-seasonal-surges

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Cite as: US eCommerce growth and evolving marketing scrutiny. CLSTR, https://clstr.news/situations/us-ecommerce-market-growth-and-seasonal-trends