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United StatesUS Retail Ecommerce Sales, by Product Category
Retail Ecommerce Sales, by Product Category
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Retail Ecommerce Sales, by Product Category
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Retail Ecommerce Sales Growth, by Product Category
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Retail Ecommerce Sales Share, by Product Category: % of Total Retail Ecommerce Sales
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Retail Ecommerce Sales Penetration, by Product Category: % of Category Retail Sales
by Product Category
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Alcohol Off-Premise
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Apparel & Accessories
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Auto & Parts
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Books, Music & Video
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Computer & Consumer Electronics
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Computer
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Consumer Electronics
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Cosmetic & Beauty
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Food & Beverage
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Fragrance
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Furniture & Home Furnishings
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Health & Personal Care
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Home Improvement
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Jewelry
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Large Appliances
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Office Equipment & Supplies
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Pet Products
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Sporting Goods
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Toys & Hobby
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Jump to Source Comparisons Below

US Retail Ecommerce Sales, by Product Category

billions
Timeframe20232024202520262027
Apparel & accessoriesMaximum of two rows can be charted.
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– JewelryMaximum of two rows can be charted.
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Auto & partsMaximum of two rows can be charted.
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Books, music & videoMaximum of two rows can be charted.
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Computer & consumer electronicsMaximum of two rows can be charted.
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– ComputerMaximum of two rows can be charted.
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– Consumer electronicsMaximum of two rows can be charted.
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– Large appliancesMaximum of two rows can be charted.
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Food & beverageMaximum of two rows can be charted.
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– Alcohol off-premiseMaximum of two rows can be charted.
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Furniture & home furnishingsMaximum of two rows can be charted.
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Health & personal careMaximum of two rows can be charted.
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– Cosmetic & beautyMaximum of two rows can be charted.
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– FragranceMaximum of two rows can be charted.
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– Pet productsMaximum of two rows can be charted.
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Office equipment & suppliesMaximum of two rows can be charted.
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Toys & hobbyMaximum of two rows can be charted.
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– Sporting goodsMaximum of two rows can be charted.
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Other categoriesMaximum of two rows can be charted.
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– Home improvementMaximum of two rows can be charted.
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TotalMaximum of two rows can be charted.
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Source: eMarketer- May 2023 

Note: includes products or services ordered using the internet, regardless of the method of payment or fulfillment; excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, restaurant sales, food services and drinking place sales, gambling and other vice goods sales

Additional Note: Alcohol off-premises includes alcoholic beverages (e.g., beer, wine, spirits) purchased at retail stores (e.g., supermarkets, liquor stores, convenience stores, general merchandise stores) for off-premise consumption; it excludes alcohol purchases made on-premises (i.e., at restaurants, bars, etc.) and non-alcoholic beverage purchases. Apparel and accessories includes clothing, footwear, and accessories. Auto and parts includes vehicles and aftermarket products such as auto accessories, replacement parts, auto equipment, and tools. Computer and consumer electronics includes large appliances. Computer includes desk-based PCs, notebook PCs, ultramobile premiums (e.g., Microsoft Surface), and Chromebooks; it excludes iPads. Software, accessories, and attachments are included. Consumer electronics includes home theaters, audio equipment, headphones, smart home devices, wearables, tablets, and mobile phones; it excludes video gaming consoles and handheld video gaming devices. Cosmetics and beauty includes products such as cosmetics, haircare, fragrance, skincare, and salon styling tools; it excludes hand soaps, sanitizers, and other consumer packaged goods-type toiletries. Food and beverage includes packaged foods, fresh foods, and beverages. Fragrance includes personal fragrance but excludes home fragrance and car fragrance. Furniture and home furnishings includes furniture, housewares, and small appliances; it excludes home improvement and tools. Health, personal care, and beauty includes over-the-counter products such as medicines, vitamins, and supplements, personal care or hygiene products, beauty products, and other household products like toiletries, baby products, and pet products. Home improvement includes building materials, flooring, paint, hardware, fixtures, and lighting; it excludes items related to home decor (e.g., furniture, area rugs, drapery) and lawn and gardening supplies. Large appliances includes refrigerators, ranges, dishwashers, vacuum cleaners, air conditioners, etc.; parts and accessories are included. It excludes small appliances, such as coffee makers, blenders, and food processors. Pet product includes pet food and supplies; it excludes pet medicine. Sporting goods includes team sporting equipment, guns, ammunition, camping gear, home fitness equipment, bicycles, e-bikes, scooters, and specialty sports apparel and footwear (e.g., fencing jackets, bowling shoes, cleats); it excludes generic athletic apparel, other athletic footwear, uniforms, and large motorized recreational vehicles (e.g., all-terrain vehicles, golf carts). Toy and hobby includes sporting goods. The “other” product category includes home improvement and tools, garden equipment, building materials, auto fuel, and other items such as flowers, cards, photos, luggage, and cigarettes.

Methodology: Estimates are based on the analysis of data from US Department of Commerce, estimates from other research firms, historical trends, reported and estimated revenues from major online retailers, consumer online buying trends, and macro-level economic conditions.

Comparative Estimates from Additional Sources:

Retail ecommerce sales, US, billions

Sources2021202220232024202520262027
eMarketer,February 2023
J.P. Morgan,December 2019
Forrester Research,August 2018
JMP Securities,March 2020
Raymond James,June 2018
Cowen and Company,March 2019
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