Black Friday 2025: Top E-Commerce Stocks to Trade

Black Friday 2025: E-Commerce Giants Set to Surge as Holiday Shopping Breaks Records

As shoppers prepare for the Macy’s parade and scout the best Black Friday deals 2025 has to offer, savvy traders are eyeing a different kind of opportunity: the explosive growth potential of e-commerce stocks during the holiday shopping bonanza. With Walmart Thanksgiving Hours already announced and major retailers gearing up for what analysts predict will be the biggest shopping season yet, understanding retail platforms potential could be crucial for your trading strategy.

The Holiday Shopping Landscape: Beyond Walmart Thanksgiving Hours

The 2025 holiday season is shaping up to be unprecedented. Whilst traditional retailers like Walmart adjust their Thanksgiving hours to accommodate eager shoppers, the real battleground has shifted online. In 2010, WiserNotify revealed that online sales represented just 6.4% of total Black Friday revenue, with shoppers camping outside physical stores hours before dawn. Fast-forward to today: online sales now account for over 50% of Black Friday transactions, fundamentally reshaping how consumers hunt for deals.

According to WiserNotify, from 2010 to 2020, online Black Friday sales exploded from 6.4% to 29.3% of total sales, and that trajectory hasn’t slowed. Recent industry forecasts indicate that global e-commerce sales during the Black Friday to Cyber Monday period are to exceed $285 billion, a 12% increase from 2024. Beyond growth, consumer behaviour should be studied here.

While traditional retailers like Walmart adjust their Thanksgiving hours to accommodate eager shoppers, the real battleground has shifted online. VT Markets clients have access to leading e-commerce stocks that typically experience significant volatility during this crucial trading period, presenting both opportunities and risks for informed traders.

The Old School Way vs. New Reality

Remember the viral videos of shoppers wrestling over discounted televisions? That adrenaline-fuelled game-day atmosphere of physical Black Friday created a unique sense of satisfaction, the thrill of victory after battling crowds and securing limited stock. As one recent TikTok video demonstrates, there’s an almost competitive sporting element to in-store shopping that many consumers genuinely enjoy.

Today’s online shopping experience couldn’t be more different. Convenience is undeniable, but it lacks that tangible immediacy. You don’t know if you’ve truly “won” until the package arrives. This psychological shift has profound implications for both consumers and traders watching these e-commerce platforms.

Trading Strategies for the Holiday Season

Today’s consumers no longer wait for Black Friday. Monthly sales events, flash deals, and Prime Day-style promotions have conditioned shoppers to expect discounts year-round. The democratisation of sales has fundamentally altered consumer psychology and, consequently, stock volatility patterns.

The difference between physical and online shopping extends beyond convenience. It’s about predictability. Physical Black Friday was a concentrated, high-energy event traders could anticipate with relative certainty. Online shopping disperses that energy across weeks of “early access” deals, creating more complex trading patterns but also extended opportunities for those watching closely.

Last month’s 11.11 Singles Day created waves across Asia’s market, offering a glimpse into patterns traders can observe during Western shopping seasons. As detailed in our recent analysis of Singles Day and Starbucks’ Bearista cups, limited-edition product drops combined with e-commerce sales can drive significant short-term stock movements, a dynamic that repeats during Black Friday but across a broader range of Western retail platforms.

VT Markets offers access to all major e-commerce stocks, allowing traders to:

• Capitalise on pre-Black Friday momentum to year-end (typically building from early November all the way into EOY, time spent browsing online is almost synonymous to time spent with loved ones, which will rise during the holiday seasons )
• Trade post-earnings volatility as companies report holiday results (Earnings Seasons in January will reflect how companies performed.)
• Diversify across regions to manage risk

North American E-Commerce Powerhouses to Watch

Amazon (AMAZON): The Undisputed Leader

Amazon continues to dominate with its Prime Day-style Black Friday strategy. Historical data shows AMZN shares typically rallied 8–15% during Q4, driven by holiday sales momentum. With the company’s expanded logistics network and AI-powered recommendations, 2025 could see even stronger performance.

Walmart (WMT): Bridging Physical and Digital

The retail giant’s e-commerce platform has grown exponentially, especially beyond Walmart Thanksgiving hours that draw in-store crowds. Walmart’s online sales now account for nearly 18% of total revenue, with Q4 traditionally showing the strongest digital growth. Traders using VT Markets can capitalise on WMT’s seasonal patterns.

Shopify (SHOP): Empowering Independent Retailers

As thousands of merchants prepare to offer the best Black Friday deals 2025, Shopify powers many of these transactions. The Shopify platform processes over $7.5 billion during Black Friday weekend alone, making SHOP a volatility play worth monitoring.

Best Buy (BBY): Electronics Specialist

Best Buy captures significant market share in electronics during Black Friday, with online sales complementing physical locations. BBY shares historically rise by 5–12% in November as anticipation builds.

Global and Regional E-Commerce Contenders

Americanas (AMER3): Brazil’s E-Commerce Recovery Story

Brazilian platform Americanas is staging a comeback after restructuring, with analysts projecting robust holiday performance as South American digital commerce expands.

Asian Giants: Alibaba, Taobao, and Shopee

While Single’s Day (11.11) is Asia’s premier shopping event, these platforms now actively participate in Black Friday, extending deals to Western consumers and creating cross-border trading opportunities.

The Verdict: More Than Just Macy’s Parade Excitement

While millions of families tune into the traditional Macy’s Thanksgiving Day parade and queue during Walmart Thanksgiving hours—rituals that symbolise the start of the holiday season—savvy traders can witness real financial action in e-commerce stock movements.

The parade draws viewers; e-commerce platforms process billions in transactions. Shoppers care about Walmart’s physical store hours, while investors should pay attention to Walmart’s (WMT) e-commerce growth trajectory for their portfolios. Recognise traditions; through old and new forms, when we see where capital flows.

With consumer spending shifting increasingly online and platforms from VT Markets providing access to both established giants like Amazon and emerging regional players like Americanas, the 2025 holiday season presents compelling trading opportunities that extend far beyond a single Friday in November.

Find your asset of choice on VT Markets and discover the opportunities waiting for you in every market condition.