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 | DoorDash | 87.8 | 83.2 | 71.9 | 61.0 | Public |
| 2 | Amazon | 86.7 | 74.4 | 80.1 | 67.2 | Public |
| 3 | Etsy | 84.8 | 77.7 | 75.0 | 59.8 | Public |
| 4 | PayPal | 83.6 | 73.6 | 76.8 | 62.5 | Public |
| 5 | Tripadvisor | 82.1 | 75.0 | 70.9 | 60.7 | Public |
| 6 | Wayfair | 81.9 | 76.1 | 71.5 | 57.3 | Public |
| 7 | Klaviyo | 80.5 | 78.4 | 67.5 | 52.3 | Public |
| 8 | Madison Reed | 79.0 | 80.5 | 59.4 | 51.7 | Private |
| 9 | eBay | 78.7 | 66.2 | 76.0 | 62.7 | Public |
| 10 | Moonshot AI | 77.3 | 78.1 | 47.7 | 62.7 | Private |
| 11 | Vuori | 76.3 | 72.7 | 64.6 | 53.3 | Private |
| 12 | Quince | 76.0 | 67.1 | 70.0 | 58.6 | Private |
| 13 | Rent the Runway | 75.0 | 71.4 | 63.5 | 53.2 | Public |
| 14 | Phia | 75.0 | 67.9 | 62.3 | 61.3 | Private |
| 15 | Warby Parker | 74.3 | 70.1 | 64.3 | 52.8 | Public |
| 16 | Carvana | 73.9 | 64.5 | 67.9 | 59.0 | Public |
| 17 | Snappr | 73.7 | 77.2 | 57.9 | 43.2 | Private |
| 18 | ZipRecruiter | 71.9 | 62.0 | 68.5 | 57.4 | Public |
| 19 | Allbirds | 71.5 | 69.7 | 60.1 | 48.9 | Public |
| 20 | Stord | 70.9 | 71.0 | 53.0 | 51.7 | Private |
| 21 | Sezzle | 70.6 | 64.1 | 65.8 | 51.6 | Public |
| 22 | Instacart | 70.3 | 60.3 | 70.3 | 53.8 | Private |
| 23 | Farmers Business Network | 70.2 | 72.7 | 60.4 | 38.5 | Private |
| 24 | BlinkRx | 69.4 | 66.1 | 56.3 | 53.4 | Private |
| 25 | StockX | 66.9 | 57.5 | 67.3 | 52.0 | 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 firms in July 2025 are Amazon, DoorDash, and Etsy 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* | Private or Public? |
| 1 | DoorDash | $5.22B | $2.75B | 5/27/2025 | 83.2 | Public |
| 2 | Madison Reed | $314M | $40M | 10/9/2025 | 80.5 | Private |
| 3 | Klaviyo | $1.35B | $195M | 8/13/2025 | 78.4 | Public |
| 4 | Moonshot AI | $13M | $10M | 10/21/2025 | 78.1 | Private |
| 5 | Etsy | $747M | $650M | 6/12/2025 | 77.7 | Public |
| 6 | Snappr | $41M | $28M | 10/8/2025 | 77.2 | Private |
| 7 | Wayfair | $3.78B | $700M | 3/11/2025 | 76.1 | Public |
| 8 | Amaze Software | $57M | $7M | 10/15/2025 | 75.5 | Public |
| 9 | Tripadvisor | $1.31B | $160M | 7/3/2025 | 75.0 | Public |
| 10 | Amazon | $8.11B | $8.00B | 1/3/2023 | 74.4 | Public |
*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, DoorDash leads the industry as it is the E-Commerce firm with the highest total funding and has recently in 2023 received a staggering funding amount of $2.75B.
- Klaviyo and Etsy have become promising firms in the E-Commerce industry as both have received over $100M in funds within the past 6 months.
1. DoorDash
GFD Funding Score*: 83.2
Total Funding Amount: $5.22B
Most Recent Funding Amount: $2.75B
Days Since Last Funding: 158
Out of our 212 ranked e-commerce companies, DoorDash ranks #1 in funding. The company’s total funding is $5.22B and the last time they were funded was on May 27, 2025 for $2.75B. The last funding type was Post-IPO Debt. The total amount of investors that DoorDash has is 32 and their top investors are: Temasek Holdings, Pear VC, Khosla Ventures, Sequoia Capital, Y Combinator.
2. Madison Reed
GFD Funding Score*: 80.5
Total Funding Amount: $314M
Most Recent Funding Amount: $40M
Days Since Last Funding: 23
Out of our 212 ranked e-commerce companies, Madison Reed ranks #2 in funding. The company’s total funding is $314M and the last time they were funded was on October 9, 2025 for $40M. The last funding type was Debt Financing. The total amount of investors that Madison Reed has is 30 and their top investors are: Norwest Venture Partners, Gaingels, Alumni Ventures, Goldman Sachs, Bossa Invest.
3. Klaviyo
GFD Funding Score*: 78.4
Total Funding Amount: $1.35B
Most Recent Funding Amount: $195M
Days Since Last Funding: 80
Out of our 212 ranked e-commerce companies, Klaviyo ranks #3 in funding. The company’s total funding is $1.35B and the last time they were funded was on August 13, 2025 for $195M. The last funding type was Post-IPO Secondary. The total amount of investors that Klaviyo has is 19 and their top investors are: Accel, Sands Capital Ventures, Lone Pine Capital, Employee Stock Option Fund, Irving Investors.
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 | 2.54B | 2.66B | -4.97% | 80.1 | Public |
| 2 | Fandom | 1.21B | 1.34B | -7.23% | 78.1 | Private |
| 3 | PayPal | 724.1M | 773.0M | -7.62% | 76.8 | Public |
| 4 | eBay | 514.1M | 521.6M | -5.84% | 76.0 | Public |
| 5 | Etsy | 327.7M | 324.5M | -3.48% | 75.0 | Public |
| 6 | DoorDash | 74.7M | 75.6M | 3.90% | 71.9 | Public |
| 7 | Wayfair | 75.6M | 80.2M | -3.43% | 71.5 | Public |
| 8 | Tripadvisor | 96.1M | 118.2M | -19.08% | 70.9 | Public |
| 9 | Instacart | 41.9M | 42.6M | 1.73% | 70.3 | Private |
| 10 | Poshmark | 47.5M | 44.7M | -3.05% | 70.2 | Private |
*GFD’s Website Score captures the volume of recent website visits and combines it with the companies’ website growth trends.
Key Takeaways:
- Amazon is the industry leader in terms of website visits as it has on average nearly 2.6B visitors in the last six months.
- The companies seeing the biggest increases in their monthly website visits include DoorDash and Instacart.
1. Amazon
GFD Website Score*: 80.1
Last Month’s Total Visits: 2.54B
Monthly Average Visits Over 6 Months: 2.66B
Monthly Visit Growth: -4.97%
Out of our 212 ranked e-commerce companies, Amazon ranks #1 in website traffic. Last month, the website saw 2.54B total visits and decreased by -4.97% from the month before that. The average visits over the past 6 months were 2.66B.
2. Fandom
GFD Website Score*: 78.1
Last Month’s Total Visits: 1.21B
Monthly Average Visits Over 6 Months: 1.34B
Monthly Visit Growth: -7.23%
Out of our 212 ranked e-commerce companies, Fandom ranks #2 in website traffic. Last month, the website saw 1.21B total visits and decreased by -7.23% from the month before that. The average visits over the past 6 months were 1.34B.
3. PayPal
GFD Website Score*: 76.8
Last Month’s Total Visits: 724.1M
Monthly Average Visits Over 6 Months: 773.0M
Monthly Visit Growth: -7.62%
Out of our 212 ranked e-commerce companies, PayPal ranks #3 in website traffic. Last month, the website saw 724.1M total visits and decreased by -7.62% from the month before that. The average visits over the past 6 months were 773.0M.
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 | -1720279.72 | – | 67.2 | Public |
| 2 | Moonshot AI | 15K | 2397.55 | + | 62.7 | Private |
| 2 | eBay | 55.6M | -260139.86 | – | 62.7 | Public |
| 4 | BNTO | 4K | 688.81 | + | 62.6 | Private |
| 5 | PayPal | 24.9M | 220279.72 | + | 62.5 | Public |
| 6 | Phia | 33K | 4346.50 | + | 61.3 | Private |
| 7 | DoorDash | 7.5M | 142657.34 | + | 61.0 | Public |
| 8 | Tripadvisor | 5.0M | 123111.89 | + | 60.7 | Public |
| 9 | Etsy | 20.4M | -211888.11 | – | 59.8 | Public |
| 10 | Carvana | 3.4M | 57587.41 | + | 59.0 | Public |
*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:
- PayPal is the fastest growing branded keyword with an average monthly search increase of about 227K searches.
- Despite Amazon’s decrease in branded keyword search volume, they remain the highest rank due to their immense volume.
1. Amazon
GFD Branded Keyword Score*: 67.2
Total Keyword Search Volume: 414.0M
Average Weekly Search Volume Change: -1720279.72
Out of our 212 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 -1720279.72, indicating a decrease in their 1-year trend.
2. Moonshot AI
GFD Branded Keyword Score*: 62.7
Total Keyword Search Volume: 15K
Average Weekly Search Volume Change: 2397.55
Out of our 212 ranked e-commerce companies, Moonshot AI ranks #2 in branded keyword searches. Last month, their total branded keyword search volume was 15K. Over the course of the last year, the average monthly change for their branded keyword search volume was 2397.55, indicating an increase in their 1-year trend.
3. eBay
GFD Branded Keyword Score*: 62.7
Total Keyword Search Volume: 55.6M
Average Weekly Search Volume Change: -260139.86
Out of our 212 ranked e-commerce companies, eBay ranks #2 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 -260139.86, 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
