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Source & Notes
Data Table
Source: Insider Intelligence | eMarketerFebruary 2024 
Note: represents the gross value of products or services sold on (browser or app), regardless of the method of payment or fulfillment; excludes travel and event tickets, Amazon Web Services (AWS) sales, advertising services, and credit card agreements; includes direct and marketplace sales
Additional Note: Apparel accessories includes all accessories for personal adornment such as belts, costume jewelry, fine jewelry, handbags, hats, nonprescription sunglasses, scarves, and watches; it excludes footwear. Apparel and accessories includes clothing, footwear, and accessories. Apparel includes all clothing for adults and children, as well as personal attire such as bridal gowns, lingerie, furs, swimwear, hosiery, uniforms, etc. Auto and parts includes vehicles and aftermarket products such as auto accessories, replacement parts, auto equipment, and tools. Computer includes desk-based PCs, notebook PCs, ultramobile premium devices (e.g., Microsoft Surface), and Chromebooks; it excludes iPads. Software, accessories, and attachments are included. Computer and consumer electronics includes large appliances. 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 includes color cosmetic products for eyes, lips, face, and nails. 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. Other cosmetics and beauty includes products such as salon styling tools, shaving products, deodorants, and nailcare. Footwear includes boots, sandals, shoes, slippers, and sneakers of all materials; it excludes specialty sports footwear (e.g., bowling shoes, golf shoes, cleats). 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. Haircare includes products used for the care and styling of hair such as shampoo, conditioner, hair masks, styling products, and hair color; it excludes hair salon services. 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.
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.
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