Ecommerce Categories in the US: Top 10
Launching an online store requires a deep understanding of the market's top-performing ecommerce categories to ensure you stock the right products, enhance sales, and facilitate your business's growth.
In this article, we’ll explore the top online shopping categories to better understand what products consumers are spending their money on online.
Top online shopping categories list (2024)
|
Ecommerce category |
Percentage of US consumers who bought items online |
|
1. Clothing |
43% |
|
2. Shoes |
33% |
|
3. Food & beverages (excl. restaurant delivery) |
26% |
|
4. Cosmetics & body care |
24% |
|
5. Pet products |
22% |
|
6. Books, movies, music & games |
21% |
|
7. Accessories |
19% |
|
8. Drugstore & health products |
18% |
|
9. Consumer electronics |
16% |
|
10. Toys & baby products |
13% |
What do people buy the most online?
According to recent data on ecommerce sales by product category, the top-selling product in the United States is clothing. This finding is based on a comprehensive survey of over 10,000 participants conducted from October 2023 to September 2024. As many as 43% of individuals say they purchased items related to clothing online, which translates to more than two out of every five. The apparel and accessories category witnessed a 5.6% growth in sales in 2023, making it one of the fastest-growing consumer product sectors in the US.
Footwear emerges as the second-largest ecommerce category, with a third (33%) of consumers reporting online shoe purchases over the past 12 months. For entrepreneurs eyeing this category, analyzing the strategies of the top shoe companies worldwide could provide valuable insights into successful practices.
Food and beverages hold the third spot, with a 26% penetration rate, excluding restaurant deliveries. This category's growth signifies a rising consumer preference for the convenience of online grocery shopping. Following closely are cosmetics and body care, which 24% of consumers say they purchased online. It’s worth noting that the US cosmetics market size has been expanding every year since 2020. In 2025, it’s forecast to rise by 3.6% as revenues hit $20.9 billion.
Rounding out the top five ecommerce categories is pet supplies, with 22% of Americans buying pet-related products online, reflecting a strong bond between pet owners and their furry companions. Entertainment items such as books, movies, music, and games follow, engaging 21% of the consumer base.
Accessories rank next, with 21%. Drugstore and health products also carve out a significant niche, with 18%. Consumer electronics and toy and baby products complete the top 10 ecommerce categories in the US, with 16% and 13%, respectively.
Top ecommerce categories in the US: leveraging this data
This data on ecommerce sales by product category not only helps new entrepreneurs identify lucrative markets but also underscores the dynamic nature of consumer preferences, encouraging businesses to adapt and respond to market changes. Businesses that are quick to do so are more likely to thrive.
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Ecommerce Categories FAQ
How do I choose the right ecommerce category for my store?
Choose a category by checking which products US consumers already buy online, then match that demand to items you can source and sell. Clothing (43%), shoes (33%), and food and beverages (26%) lead the list. Preferences shift, so review the data regularly and adjust your catalog as the market changes.
How many people buy clothing online?
Clothing is the most purchased online category in the US, with 43% of consumers saying they bought apparel online, which is more than two in five shoppers. The figure comes from a survey of over 10,000 participants. Apparel and accessories sales also grew 5.6% in 2023, making it one of the fastest-growing consumer product sectors.
Is food and beverage a growing ecommerce category?
Yes, food and beverages are a growing ecommerce category, ranking third with 26% of US consumers buying them online (excluding restaurant delivery). That position reflects a rising preference for the convenience of online grocery shopping, which gives sellers a way to reach shoppers who want groceries delivered.
Are cosmetics and body care popular ecommerce categories?
Yes, cosmetics and body care rank fourth, with 24% of US consumers buying these products online. The US cosmetics market has expanded every year since 2020, and it's forecast to grow 3.6% to reach $20.9 billion in revenue. That steady growth gives sellers in the niche a rising market to work with.
Which top ecommerce categories have the lowest online share?
Toys and baby products sit at the bottom of the top 10, with 13% of US consumers buying them online. Consumer electronics is next at 16%, followed by drugstore and health products at 18%. Fewer shoppers buy these items online than clothing (43%), so weigh that gap when choosing a niche.