| 1995 | Major launch | Online marketplace | Amazon.com, an extremely prominent online marketplace, is launched by Jeff Bezos.[16] |
| 1995 | Major launch | Online marketplace | eBay.com, also an extremely prominent online marketplace, launches. Initially, eBay.com was called AuctionWeb.[17] |
| 1996 | Major launch | Online marketplace | IndiaMART, a prominent Indian online marketplace, launches.[18] |
| 1996 | Major launch | Online marketplace | ECPlaza, a prominent Korean online marketplace, launches.[19] |
| 1995 | Major launch | Online advertising | DoubleClick, a prominent and influential advertising launches. This one of the first services to serve ads on the internet.[20] |
| 1997 | Major launch | Media streaming service | Netflix, an extremely popular subscription video on demand service, launches. Netflix also offers a DVD delivery service. Netflix only began offering online video streaming in 2007.[21][22] |
| 1998 | Acquisition | N/A | CompuServe is acquired by AOL.[5] |
| 1998 | Major launch | E-commerce payment system | PayPal, a very prominent online payment system, launches.[23] |
| 1999 | Major launch | Online marketplace | Zappos, a popular online marketplace for shoes and other apparel, launches.[24] |
| 1999 | Invention | N/A | Amazon patents its 1-Click service, which allows users to make faster purchases.[25] |
| 1999 | Major launch | Online marketplace | Tradera, an online marketplace similar to eBay.com in function, launches.[26] |
| 1999 | Major launch | Online marketplace | Alibaba.com, a very prominent Chinese online marketplace, launches.[27] |
| 2000 | Major launch | Online marketplace | StubHub, a very popular online marketplace for event tickets, launches.[28] |
| 2000 | Major launch | Online advertising | Google launches AdWords, an advertising service that allows users to show an advertisement in Google search results that is related to the viewer's search.[29] |
| 2000 | Major launch | Brick and mortar retailer | Walmart launches its website, allowing customers to shop online.[30] |
| 2001 | Major launch | E-commerce payment system | Skrill (formerly known as Moneybookers.com), a prominent online payment platform, launches.[31][32] |
| 2001 | Major launch | Brick and mortar retailer | Costco launches its own business-to-business online shopping system.[33] |
| 2001 | Major launch | Online marketplace | Newegg, a very prominent online marketplace for technology, launches.[34] |
| 2002 | Acquisition | N/A | eBay.com acquires PayPal for $1.5 billion in stocks.[35][36] |
| 2002 | Major launch | Online marketplace | Bossgoo, a prominent business-to-business (B2B) online marketplace, launches.[37] |
| 2002 | Major launch | Brick and mortar retailer | Safeway Inc. launches online delivery service, allowing customers to shop online.[38] |
| 2003 | Major launch | Online advertising | Google launches AdSense, allowing users to promote their goods on the web based on the product's relevance to the viewer of the advertisement.[39][40] |
| 2003 | Major launch | Online marketplace | Valve Corporation launches Steam, the most popular Digital rights management (DRM) and gaming platform in the world.[41] |
| 2005 | Invention | N/A | Amazon launches its Amazon Prime service, which allows users to expedite shipping on any purchases for a flat annual fee.[42] |
| 2006 | Major launch | Online storefront service | Shopify, a prominent storefront service, launches.[43]` |
| 2006 | Acquisition | N/A | Tradera is acquired by eBay.com for approximately $50 million.[44] |
| 2007 | Acquisition | N/A | StubHub is acquired by eBay.com.[45] |
| 2007 | Major launch | Media streaming service | Hulu, a popular subscription video on demand service, launches. Hulu is composed of various media organizations.[46] |
| 2007 | Major launch | Online advertising | Facebook launches its Facebook Beacon service to display more relevant information to users by collecting data on their web browsing outside of Facebook.[47] With this, Facebook can also promote products based on whatever is relevant. |
| 2007 | Major launch | Online marketplace | Flipkart, a popular Indian online marketplace, launches.[48] |
| 2007 | Major launch | Online food ordering service | AmazonFresh, a very prominent online food ordering service, launches in Seattle.[49] It has since spread to dozens of cities across the US.[50] |
| 2008 | Major launch | Online storefront service | Magento. a popular online storefront service, launches.[51] |
| 2008 | Acquisition | N/A | Google acquires DoubleClick for $3.1 billion in cash.[20][52] |
| 2008 | Acquisition | N/A | PayPal Credit (formerly known as Bill Me Later), is acquired by eBay.com.[53] |
| 2008 | Major launch | Online marketplace | GOG.com, a prominent online gaming marketplace that offers DRM-free games, launches.[54] |
| 2009 | Major launch | Online storefront service | BigCommerce, another popular online storefront service, launches.[55] |
| 2009 | Acquisition | N/A | Amazon acquires Zappos.com for $1.2 billion.[56] |
| 2009 | Major launch, Milestone | E-commerce payment system | Bitcoin, a very prominent cryptocurrency launches, and changes how consumers can pay for online purchases or even in restaurants.[57][58] |
| 2010 | Major launch | Online marketplace | Groupon, a prominent online marketplace, launches.[59] |
| 2010 | Major launch | Media streaming service | HBO Go, a popular subscription video on demand service that offers streaming of exclusively HBO content, launches.[60] |
| 2011 | Acquisition | N/A | Magento is acquired by eBay.com.[61] |
| 2011 | Major launch | E-commerce payment system | Google Wallet, a prominent online payment system similar to PayPal, launches.[62] |
| 2011 | Dysfunction | Online advertising | Facebook Beacon is shut down due to privacy concerns.[47][63] |
| 2012 | Major launch | Online food ordering service | Instacart, a popular and growing online food ordering and delivery, launches.[64][65] |
| 2013 | Major launch | Online advertising | Facebook begins letting users sponsor posts, which helps give their posts or products more publicity among their friends, followers, and those to whom the post is relevant.[66][67] |
| 2013 | Major launch | Online food ordering service | Google Express (formerly known as Google Shopping Express), a service similar to AmazonFresh and Instacart launches in several cities across the US, starting with San Francisco.[68] |
| 2013 | Milestone | N/A | China becomes the largest e-commerce market in the world.[69] |
| 2014 | Major launch, Milestone | E-commerce payment system | Apple Pay, a prominent payment system in the form of a mobile app that mimics a credit or debit card, launches.[70] |
| 2014 | Major launch | Online marketplace | Jet.com, an online marketplace, launches.[71] |
| 2015 | Major launch | E-commerce payment system | Google launches Android Pay, a prominent payment system similar to Apple Pay.[72] |
| 2014 | Milestone | N/A | Singles' Day sales on Alibaba sites reach US$9.3 billion.[73] |
| 2015 | Milestone | N/A | Cyber Monday sales set a new record of $3 billion.[74] |
| 2015 | Major launch | Online marketplace | Pinterest enters the e-commerce scene by adding Buyable Pins, a feature that allows users to sell their pins to other users.[75][76][77] |
| 2015 | Milestone | N/A | Singles' Day sales on Alibaba sites reach US$14.3 billion.[78] |
| 2016 | Acquisition | N/A | Walmart announces it will be acquiring Jet.com for $3 billion.[79] |
| 2016 | Acquisition | N/A | Alibaba announces it will be acquiring a controlling stake in Lazada Group for around US$1 billion.[80] |
| 2016 | Milestone | N/A | Singles' Day sales on Alibaba sites reach US$17.7 billion.[81] |
| 2018 | Acquisition | N/A | Flipkart is acquired by Walmart.[82] |
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