29 Product Categories Popularity Statistics for eCommerce Stores

Data-driven analysis of the most profitable eCommerce categories, growth trends, and consumer behavior patterns shaping online retail

Understanding which product categories drive the highest revenue and fastest growth is essential for eCommerce success, yet many store owners operate without clear market intelligence. Global eCommerce sales will reach $6.86 trillion in 2025, creating massive opportunities for brands that can identify and capture high-intent shoppers. Retailers using Opensend Connect to identify anonymous website visitors gain a significant advantage by converting category browsers into paying customers before they leave.

Key Takeaways

• Consumer electronics dominates globally – The category generated $660,386 million in 2024, making it the #1 eCommerce sector worldwide
• Fashion leads in consumer reach – 43% of US consumers purchased clothing online in the past year, representing the broadest market penetration
• Auto and parts showed explosive growth – The category grew 30.1% year-over-year in 2022, outpacing all other US sectors at the time
• Niche products are surging – Sports trading cards sales increased 1,786% YoY on Shopify, demonstrating massive opportunities in collector markets
• Mobile commerce is dominant – 59% of online sales will occur on mobile devices in 2025, making mobile optimization critical for success

Understanding eCommerce Product Categories: Market Size and Revenue Leaders

1. Global eCommerce reaches $6.86 trillion in 2025

The worldwide eCommerce market will hit $6.86 trillion in 2025, representing an 8.37% increase from 2024. This growth creates opportunities across all product categories for brands equipped to capture and convert high-intent traffic through effective visitor identification and retargeting strategies.

2. Consumer electronics generated $660,386 million in 2024

Consumer electronics generated $660,386 million ($660.4 billion) in global eCommerce revenue in 2024, securing the top position among all categories. The sector's dominance reflects high average order values, strong consumer demand for technology products, and high online shopping penetration rates.

3. Apparel produced $634,155 million in 2024

The apparel category produced $634,155 million ($634.2 billion) in global online sales in 2024, trailing consumer electronics by a narrow margin. Fashion's massive market size makes it critical for retailers to implement effective identity resolution strategies to recognize and re-engage shoppers across sessions.

4. Fashion eCommerce will exceed $920 billion globally

Fashion eCommerce will reach over $920 billion worldwide in 2025, demonstrating sustained growth in one of retail's most competitive sectors. This continued expansion reflects both increasing online penetration and growing consumer comfort with purchasing apparel without physical try-ons.

5. US eCommerce hits $1.29 trillion in 2025

US eCommerce sales are projected to reach about $1.29 trillion in 2025, up from $1,192.6 billion in 2024. The United States represents the second-largest national eCommerce market globally, offering substantial opportunities for retailers across diverse product categories seeking to capture American consumer spending.

6. 21% of retail purchases happen online

21% of all purchases will take place online in 2025, rising to 22.6% by 2027. This steady migration from physical to digital creates ongoing opportunities for eCommerce optimization, personalization, and customer experience improvements that can capture shifting consumer preferences.

Top Trending Product Categories: Explosive Growth Opportunities

7. Sports trading cards surge 1,786% YoY

Sports trading cards grew 1,786% year-over-year on Shopify, demonstrating how collector markets can create massive opportunities for specialized retailers. This explosive growth reflects renewed interest in sports memorabilia, investment-grade collectibles, and nostalgia-driven purchasing among millennial and Gen X consumers.

8. Printable fabric grows 1,608% annually

Printable fabric sales increased 1,608% YoY, reflecting growth in DIY, craft, and maker-related categories. This trend demonstrates strong consumer interest in customization, personalized home goods, and creative hobbies that accelerated during pandemic lockdowns and continues to maintain momentum.

9. Instant coffee rises 1,339% year-over-year

Instant coffee experienced 1,339% growth, signaling shifting consumer preferences in the beverage category toward convenience, premium instant varieties, and work-from-home consumption patterns. The category benefits from subscription models and repeat purchase behavior that drives customer lifetime value.

10. Auto and parts led US growth at 30.1% in 2022

Auto and parts grew 30.1% year-over-year in 2022, making it the fastest-growing US eCommerce category at the time. This growth rate significantly outpaced the overall US eCommerce increase of 14.1%, driven by increased consumer comfort purchasing automotive components online.

11. Food and beverage grew 20.7% in 2022

Food and beverage eCommerce grew 20.7% YoY in 2022, despite having the lowest online penetration of major categories. This growth demonstrates massive untapped potential as consumers become more comfortable purchasing groceries, specialty foods, and beverages through digital channels.

Consumer Purchase Behavior by Product Category

12. 43% of consumers buy clothing online

43% of US consumers purchased clothing online in the past year, making apparel the category with the broadest consumer reach. This high penetration rate reflects widespread consumer comfort with online fashion shopping despite traditional concerns about fit and quality verification.

13. 33% purchase shoes online annually

33% of US consumers bought shoes through eCommerce channels in the past year. Footwear represents a substantial market with high repeat purchase rates, strong brand loyalty, and increasing consumer confidence in sizing accuracy through improved product descriptions and return policies.

14. 26% buy food and beverages online

26% of US consumers purchased food and beverages online, excluding restaurant delivery services. This penetration rate demonstrates significant growth potential as grocery eCommerce infrastructure improves and consumer habits continue shifting toward digital-first shopping experiences.

15. 24% purchase cosmetics and body care

24% of Americans bought cosmetics and body care products through online channels. The beauty category benefits from strong subscription models, influencer marketing effectiveness, and social commerce integration that drives discovery and conversion among digitally-native consumers.

16. 22% buy pet products online

22% of US consumers purchased pet products online, representing a significant and growing market segment. Pet care demonstrates high customer lifetime value through repeat purchases of food, treats, and supplies, making it attractive for subscription models and loyalty programs.

Category Revenue Leaders: Understanding Market Share

17. US computer and electronics leads at $219.33 billion

Computer and electronics generates $219.33 billion in US eCommerce sales, representing 21.2% of total US online retail. The category's leadership position reflects high average order values, strong product research behavior online, and consumer preference for comparing specifications across multiple retailers.

18. US apparel reaches $203.75 billion

Apparel and accessories produces $203.75 billion in US eCommerce revenue, accounting for 19.7% of total sales. Fashion's massive market share demonstrates the category's maturity online despite traditional challenges around fit, sizing, and the inability to physically examine products.

19. Furniture and home furnishings hits $129.45 billion

Furniture and home furnishings generate $129.45 billion in US online sales, representing 12.5% market share. This substantial revenue reflects consumers' growing comfort making large-ticket purchases online, aided by augmented reality tools, improved product visualization, and generous return policies.

20. Fashion projected at $162.9 billion in 2025

Fashion will generate $162.9 billion in projected US revenue for 2025. This represents continued growth in the category despite market maturity, driven by fast fashion trends, influencer marketing, social commerce, and improved size recommendation technology.

21. Food eCommerce reaches $125.6 billion

Food will produce $125.6 billion in projected US revenue for 2025. The category's substantial growth reflects pandemic-accelerated adoption of online grocery shopping, improved last-mile delivery infrastructure, and consumer comfort with delegating food selection to digital platforms.

Online Penetration Rates: Identifying Category Maturity

22. Books/music/video leads at 68.4% online penetration

Books, music, and video has 68.4% online penetration versus 31.6% in physical retail—the highest of any category. This dominance reflects digital formats, easy shipping logistics, no sizing concerns, and early adoption of eCommerce by media retailers.

23. Electronics reaches 56.3% online share

Computer and electronics: 56.3% sold online versus 43.7% in physical stores. The category's high online penetration results from extensive product research behavior, price comparison shopping, detailed specifications online, and consumer comfort purchasing technology products sight-unseen.

24. Food and beverage only 6.4% online in 2022

Food and beverage had only 6.4% online penetration in 2022 versus 93.6% physical—representing massive untapped potential. This low penetration creates significant growth opportunities as infrastructure improves, delivery costs decline, and consumers overcome fresh product quality concerns.

Consumer Behavior and Market Dynamics

25. 2.77 billion people shop online globally

2.77 billion people shop online globally as of 2025, representing 33% of the world population. This substantial market size creates opportunities across all categories, geographies, and price points for retailers equipped to reach, convert, and retain international customers.

26. 52% buy from international retailers

52% of online shoppers purchase from international retailers, creating global opportunities for well-positioned brands. Cross-border eCommerce continues growing as shipping costs decline, delivery times improve, and consumers seek unique products unavailable in domestic markets.

27. Mobile commerce reaches 59% of sales

Mobile commerce will account for 59% of total online retail sales in 2025. This mobile dominance requires retailers to prioritize mobile-optimized experiences, fast loading speeds, simplified checkout flows, and thumb-friendly navigation to capture the majority of eCommerce transactions.

28. Mobile generates 78% of website traffic

Mobile devices generate 78% of all retail website traffic globally. This overwhelming traffic share demonstrates the critical importance of mobile-first design, responsive layouts, and mobile conversion optimization to maximize revenue from the primary source of visitor engagement.

29. B2C projected to reach $5.5 trillion by 2027

Global B2C eCommerce is expected to reach $5.5 trillion by 2027 at 14.4% CAGR. This sustained growth demonstrates continued consumer migration from physical to digital channels across categories, geographies, and demographics, creating ongoing opportunities for optimization and market share capture.

Turning Category Data Into Revenue: Your Next Steps

Understanding product category statistics provides the foundation for strategic decision-making, but converting this knowledge into revenue requires the right tools and execution. Successful eCommerce retailers combine market intelligence with visitor identification technology to maximize conversion rates across high-performing categories.

The categories with the highest growth rates—sports trading cards at 1,786% YoY, printable fabrics at 1,608%, and instant coffee at 1,339%—demonstrate that niche markets can deliver exceptional returns when properly targeted. Meanwhile, established categories like consumer electronics ($660.4 billion) and apparel ($634.2 billion) offer substantial revenue opportunities despite increased competition.

Retailers looking to capitalize on these trends should focus on three critical areas: identifying anonymous visitors through tools like Opensend Connect, unifying customer identities across devices using Opensend Reconnect, and maintaining customer engagement with Opensend Revive to replace bounced emails. These capabilities enable you to convert category browsers into paying customers before they leave your site, regardless of which product category you operate in.

Frequently Asked Questions

How do product categories influence my eCommerce marketing strategy?

Product categories determine your competitive landscape, target audience, and marketing channel selection. Categories with high online penetration like electronics (56.3%) require different strategies than emerging categories like food and beverage (6.4% online in 2022). Understanding your category's growth rate, return rate, and consumer behavior patterns enables more effective budget allocation and channel prioritization.

What are the most effective ways to identify trending products?

Monitor year-over-year growth data rather than total revenue alone. While consumer electronics leads in total sales at $660,386 million in 2024, niche categories like sports trading cards show 1,786% growth. Combine platform-specific data from Shopify merchant reports with broader market research to identify opportunities before market saturation, focusing on categories with strong growth momentum.

Can data analytics really predict future product popularity?

Yes, behavioral data combined with market trends provides reliable forecasting capabilities. The 20.7% growth in food and beverage despite only 6.4% online penetration in 2022 signals continued expansion potential. Analytics platforms that track visitor behavior and purchase intent help retailers identify emerging demand before competitors, enabling strategic inventory and marketing decisions.

How does customer identity resolution impact sales in specific product categories?

Identity resolution directly affects retargeting effectiveness and customer lifetime value across categories. With 43% of US consumers buying clothing online but facing a 25% return rate, recognizing returning visitors across devices enables personalized experiences that reduce returns and increase repeat purchases. Categories with longer purchase cycles benefit most from identity resolution capabilities.

What is the role of first-party data in understanding popular product categories?

First-party data reveals which categories resonate with your specific audience rather than relying on industry averages. While mobile generates 78% of traffic globally, your audience may behave differently. Owning your customer data allows you to segment by purchase behavior, identify cross-category opportunities, and build sustainable competitive advantages independent of third-party platforms.