It’s 2025. E-commerce is still expanding, but it can feel like the big wave is over, and capturing demand across owned, social, and media channels is becoming increasingly challenging.
Yet, today, online accounts for 20.5% of global retail sales (up from 19.9% in 2024). How can marketers capitalize on that climbing interest while fighting new headwinds?
E-Commerce is a unique vertical in terms of marketing. Traffic’s not the problem to the extent that other industries find, but the idea that perfectly good traffic doesn’t mean demand pervades. Conversion rates and trust-building via media mentions are key. And marketing that capitalizes on digital PR is a core differentiating factor, with smart brands building third-party trust to cut through lookalikes, international competitors, and copycats.
In the end, customers are out there, buying. But finding the veins to mine for sustainable growth is getting more strategic than ever.
We put our heads together and refined metrics on E-commerce companies that have received lots of funding and are funded in the Silicon Valley ecosystem. This ranking sheds light on the hottest E-commerce companies and allows for clear comparisons with similar funding and business models. It also applies the power laws to funding and company concentration in this space.
Top 25 E-Commerce Startups Ranking Table
We analyzed data from Crunchbase and Keywords Everywhere to uncover the top US E-Commerce companies with top investors from Silicon Valley.
| Ranking | Company | GFD Tech100 Final Score* | GFD Funding Score* | GFD Website Score* | GFD Branded Keyword Score* | Private or Public? |
| 1 | PayPal | 100 | 99.8 | 88.7 | 68.2 | Private |
| 2 | Wayfair | 90.5 | 87.8 | 85 | 61.9 | Public |
| 3 | Carvana | 89.6 | 86.9 | 81.6 | 64.1 | Private |
| 4 | Gopuff | 87.8 | 87 | 80.7 | 58.5 | Private |
| 5 | Amazon | 87.5 | 73.3 | 92 | 73.3 | Public |
| 6 | DoorDash | 87.3 | 80.2 | 84.3 | 66.4 | Private |
| 7 | Whatnot | 87.1 | 81.4 | 80.4 | 67.3 | Private |
| 8 | Etsy | 84.6 | 74.5 | 87.7 | 65.2 | Private |
| 9 | FedEx | 83.1 | 73.2 | 86 | 64 | Private |
| 10 | Tripadvisor | 82.4 | 71.5 | 84.3 | 66.5 | Private |
| 11 | Rebels | 80.5 | 75.4 | 76.2 | 60.1 | Private |
| 12 | Wonder | 80.4 | 74.2 | 76.7 | 61.5 | Private |
| 13 | eBay | 80.3 | 65.1 | 88.1 | 68.1 | Public |
| 14 | Klaviyo | 80.1 | 74.1 | 79.7 | 57.6 | Private |
| 15 | Rent the Runway | 77.4 | 72.2 | 73.9 | 57.8 | Private |
| 16 | Onton | 76.1 | 78.3 | 62 | 52.7 | Private |
| 17 | Warby Parker | 75.2 | 67.1 | 76.4 | 57.4 | Private |
| 18 | Moonshot AI | 74 | 66.6 | 65 | 65.8 | Private |
| 19 | Stord | 73.5 | 68 | 70.1 | 55.8 | Private |
| 19 | Phia | 73.5 | 62 | 73.2 | 64.6 | Private |
| 21 | Instacart | 73.1 | 59.4 | 82.6 | 59.5 | Private |
| 21 | Sezzle | 73.1 | 63.8 | 77.3 | 56 | Private |
| 23 | BlinkRx | 72 | 64.1 | 70.8 | 57.7 | Private |
| 24 | Farcaster | 71.9 | 61.4 | 80 | 53.7 | Private |
| 25 | BNTO | 71.7 | 55.6 | 77.4 | 67.1 | Private |
*GFD’s Tech100 score is a final composite score of the Funding Score, Website Score, and the Branded Keyword score.
Key Takeaways:
- The three hottest e-commerce companies in October 2025 are PayPal, Wayfair, and Carvana due to the volume and freshness of their funding, the recent performance of their website, and the growth trends of their branded keyword.
Ranking the Top Startups by Funding Score
Funding is huge. This breakout highlights those firms that have raised the most venture capital rounds, ranked by a combination of date and volume. Note we are also including post-IPO raises as well. These are worth considering because they’re all part of the competitive system that all E-commerce startups are competing in.
| Ranking | Company | Total Funding Amount | Most Recent Funding Amount | Last Funding Date | GFD Funding Score* | Public or Private? |
| 1 | PayPal | $12.17B | $6.95B | 11/17/2025 | 99.8 | Private |
| 2 | Wayfair | $4.48B | $700M | 11/4/2025 | 87.8 | Public |
| 3 | Gopuff | $3.70B | $250M | 11/13/2025 | 87 | Private |
| 4 | Carvana | $5.16B | $99M | 11/19/2025 | 86.9 | Private |
| 5 | Whatnot | $975M | $225M | 10/28/2025 | 81.4 | Private |
| 6 | DoorDash | $5.22B | $2.75B | 5/27/2025 | 80.2 | Private |
| 7 | Onton | $9M | $8M | 11/26/2025 | 78.3 | Private |
| 8 | Rebels | $48M | $25M | 11/12/2025 | 75.4 | Private |
| 9 | Blueprint | $60M | $60M | 10/28/2025 | 74.7 | Private |
| 10 | Etsy | $747M | $650M | 6/12/2025 | 74.5 | Private |
*GFD’s Funding Score captures funding volume and velocity by combing total funding with recent funding amount and recency.
Key Takeaways:
- When accounting for funding volume and freshness, PayPal leads the industry as it is the e-commerce company with the highest total funding of $12.17B and has recently in the past two months received a funding amount of $6.95B.
- Onton is a rising company within the e-commerce space that has been heavily funded in the past month. Their most recent funding amount was $8M and this funding amount accounts for more than half of their total funds.
- PayPal leads the e-commerce industry with a total funding amount of $12.17B.
1. PayPal
GFD Funding Score*: 99.8
Total Funding Amount: $12.17B
Most Recent Funding Amount: $6.95B
Days Since Last Funding: 14
Out of our 170 ranked E-commerce companies, PayPal ranks #1 in funding. The company’s total funding is $12.17B and the last time they were funded was on November 17, 2025 for $6.95B. The last funding type was Post-IPO Debt. The total amount of lead investors that PayPal has is 6 and their top investors are: Sequoia Capital, Temasek Holdings, Deutsche Bank, Goldman Sachs, Madison Dearborn Partners.
2. Wayfair
GFD Funding Score*: 87.8
Total Funding Amount: $4.48B
Most Recent Funding Amount: $700M
Days Since Last Funding: 27
Out of our 170 ranked E-commerce companies, Wayfair ranks #2 in funding. The company’s total funding is $4.48B and the last time they were funded was on November 4, 2025 for $700M. The last funding type was Post-IPO Debt. The total amount of lead investors that Wayfair has is 2 and their top investors are: Battery Ventures, ICONIQ Growth, Great Hill Partners, Spark Capital, HarbourVest Partners.
3. Gopuff
GFD Funding Score*: 87
Total Funding Amount: $3.70B
Most Recent Funding Amount: $250M
Days Since Last Funding: 18
Out of our 170 ranked E-commerce companies, Gopuff ranks #3 in funding. The company’s total funding is $3.70B and the last time they were funded was on November 13, 2025 for $250M. The last funding type was Venture – Series Unknown. The total amount of lead investors that Gopuff has is 9 and their top investors are: Accel, Valor Equity Partners, Robinhood, Headline, Eldridge Industries.
GFD Website Score Breakdown
Website traffic and traffic growth is important but doesn’t always line up perfectly with other attributes and events like funding. We were curious as to which of these companies saw the strongest website traffic and growth. The website score we captures the volume of recent website visits and combines it with the companies’ website growth trends.
| Ranking | Company | Last Month Total Visits | Average Visits (6 Months) | Monthly Visit Growth | GFD Website Score* | Private or Public? |
| 1 | Amazon | 2.77B | 2.69B | 8.99% | 92 | Public |
| 2 | Fandom | 1.37B | 1.34B | 12.59% | 90.8 | Private |
| 3 | PayPal | 744.9M | 765.8M | 2.87% | 88.7 | Private |
| 4 | eBay | 543.4M | 528.5M | 5.70% | 88.1 | Public |
| 5 | Etsy | 365.9M | 332.7M | 11.66% | 87.7 | Private |
| 6 | FedEx | 202.5M | 186.0M | 6.51% | 86 | Private |
| 7 | Wayfair | 88.3M | 80.6M | 16.76% | 85 | Public |
| 8 | DoorDash | 82.4M | 77.0M | 10.33% | 84.3 | Private |
| 8 | Tripadvisor | 98.3M | 115.6M | 2.26% | 84.3 | Private |
| 10 | Poshmark | 50.5M | 46.4M | 6.45% | 82.9 | Private |
*GFD’s Website Score captures the volume of recent website visits and combines it with the companies’ website growth trends.
Key Takeaways:
- The e-commerce company with the most average monthly website traffic over the last six months is Amazon with 2.69B visits per month.
- Two e-commerce industry leaders with the most average monthly website traffic volume over the last six months are Amazon and Fandom.
- Two companies in the e-commerce space with fast growing websites over the past month are Wayfair and Fandom. Both companies have seen their website traffic increase by 12.00% over the last month.
1. Amazon
GFD Website Score*: 92
Last Month’s Total Visits: 2.77B
Monthly Average Visits Over 6 Months: 2.69B
Monthly Visit Growth: 9.0%
Out of our 170 ranked E-commerce companies, Amazon ranks #1 in website traffic. Last month, the website saw 2.77B total visits and increased by 9.0% from the month before that. The average visits over the past 6 months were 2.69B.
2. Fandom
GFD Website Score*: 90.8
Last Month’s Total Visits: 1.37B
Monthly Average Visits Over 6 Months: 1.34B
Monthly Visit Growth: 12.6%
Out of our 170 ranked E-commerce companies, Fandom ranks #2 in website traffic. Last month, the website saw 1.37B total visits and increased by 12.6% from the month before that. The average visits over the past 6 months were 1.34B.
3. PayPal
GFD Website Score*: 88.7
Last Month’s Total Visits: 744.9M
Monthly Average Visits Over 6 Months: 765.8M
Monthly Visit Growth: 2.9%
Out of our 170 ranked E-commerce companies, PayPal ranks #3 in website traffic. Last month, the website saw 744.9M total visits and increased by 2.9% from the month before that. The average visits over the past 6 months were 765.8M.
E-Commerce Startups with Strongest Branded Search Growth
A great way to measure brand growth is by analyzing keyword growth for the company across a period of time. We sourced Google Search keyword data for companies on the list and ranked by a score that accounted for total keyword search as well as search volume change over the last year.
| Ranking | Company | Total Keyword Search Volume | Average Monthly Search Volume Change (1 Year) | 1 Year Trend Positive or Negative? | GFD Company Keyword Ranking* | Private or Public |
| 1 | Amazon | 414.0M | -1.3M | – | 73.3 | Public |
| 2 | PayPal | 24.9M | 213K | + | 68.2 | Private |
| 3 | eBay | 55.6M | -434K | – | 68.1 | Public |
| 4 | Whatnot | 673K | 47K | + | 67.3 | Private |
| 5 | BNTO | 4K | 744 | + | 67.1 | Private |
| 6 | Tripadvisor | 5.0M | 123K | + | 66.5 | Private |
| 7 | DoorDash | 7.5M | 119K | + | 66.4 | Private |
| 8 | Moonshot AI | 18K | 2K | + | 65.8 | Private |
| 9 | Etsy | 20.4M | -248K | – | 65.2 | Private |
| 10 | Phia | 41K | 4K | + | 64.6 | Private |
*GFD’s Branded Keyword Ranking is a metric that combines monthly branded keyword search volume with a 1-year linear trend that is observed weekly and adjusted by search volume.
Key Takeaways:
- BNTO is the fastest growing branded keyword in the e-commerce industry. It has an average monthly increase of about 744 searches.
- Amazon is the company among the top ten companies for branded keyword search for e-commerce that has the most volume. It has a search volume of 414.0M searches.
- Two fast rising companies in the e-commerce space are BNTO and Moonshot AI according to their branded keyword search trends.
1. Amazon
GFD Branded Keyword Score*: 73.3
Total Keyword Search Volume: 414.0M
Average Weekly Search Volume Change: -1.3M
Out of our 170 ranked E-commerce companies, Amazon ranks #1 in branded keyword searches. Last month, their total branded keyword search volume was 414.0M. Over the course of the last year, the average monthly change for their branded keyword search volume was -1.3M, indicating a decrease in their 1-year trend.
2. PayPal
GFD Branded Keyword Score*: 68.2
Total Keyword Search Volume: 24.9M
Average Weekly Search Volume Change: 213K
Out of our 170 ranked E-commerce companies, PayPal ranks #2 in branded keyword searches. Last month, their total branded keyword search volume was 24.9M. Over the course of the last year, the average monthly change for their branded keyword search volume was 213K, indicating an increase in their 1-year trend.
3. eBay
GFD Branded Keyword Score*: 68.1
Total Keyword Search Volume: 55.6M
Average Weekly Search Volume Change: -434K
Out of our 170 ranked E-commerce companies, eBay ranks #3 in branded keyword searches. Last month, their total branded keyword search volume was 55.6M. Over the course of the last year, the average monthly change for their branded keyword search volume was -434K, indicating a decrease in their 1-year trend.
Methodology and Sources
- Methodology: We collected data for 10k+ companies from Crunchbase and aggregated it into a set of scores through the use of quantitative transformations and expertly curated weighted averages.
- Sources: Crunchbase and Keywords Everywhere
Update Log
- December 1st, 2025: Monthly update.
- November 1st, 2025: Monthly update.
