Top Online Shopping Categories (2024) - Shopify (2024)

Ecommerce sales have increased every year for the past decade, with consumers now spending more than $5.7 trillion online. It’s no wonder more and more businesses want a piece of that revenue. To join in, it’s important to know which product categories are in demand.

Here are the top online shopping categories by revenue, worldwide and within the US. Use this data to help grow your ecommerce business.

Understanding the top online shopping categories

To understand the top online shopping categories, it’s important to look at two data points: how much money a category makes, and how popular it is.

An ecommerce category that’s growing in popularity could be a smart investment, even if it doesn’t yet drive the most revenue. On the other hand, a category’s high revenue could mask its fading popularity, presenting a business risk.

Keeping an eye on individual trending products is also crucial for businesses. Breakout items can boost revenue for an entire product category, causing a surge in interest for similar items.

Next, let’s delve into the top online shopping categories by revenue, both worldwide and in the US—as well as the categories that have seen big revenue changes in the past year.

Top online shopping categories by revenue: Worldwide

Electronics

With a forecasted spend of $922.5 billion, electronics represent a significant portion of global ecommerce sales. This category’s strength lies in its broad product range, from smartphones and other essential devices to niche items like drones and smart home gadgets.

Fashion and apparel

Fashion and apparel ranks second among the top online shopping categories. This year, consumers are expected to spend $760 billion on fashion-related products. The rise of fashion dropshipping has made it easier for entrepreneurs to launch online clothing stores, while established clothing brands are finding new opportunities for collaboration.

Food

Food, with expected sales reaching $460.1 billion, is a consistently popular ecommerce shopping category. The convenience of online grocery shopping, coupled with the rise of delivery apps, has transformed the way consumers shop for food.

Beverages

Beverages rank fourth on the list of top shopping categories online, with expected revenues of $248.7 billion. The popularity of craft beer, tea, and premium coffee shows a consumer trend toward unique and high-quality drinks.

DIY and hardware

DIY and hardware products are also popular online purchases. Consumers are forecast to spend $220.2 billion on home-improvement items. The convenience of comparing products, reading reviews, and having heavy items delivered is a significant advantage of online shopping in this category.

Furniture

Furniture ranks closely behind DIY and hardware, with a projected revenue of $220.1 billion. The rise of direct-to-consumer brands continues to disrupt the industry. By cutting out the middleman, mattress companies, home furnishing suppliers, and luxury designers can offer high-quality products at lower prices, making online furniture shopping an increasingly attractive option for consumers.

Media

Media ranks seventh on the list, with a projected revenue of $193.9 billion.

Beauty and personal care

Beauty and personal care items are expected to generate $169.6 billion in revenue. Brands that can offer a new ingredient, price point, or niche skin care product often thrive in this category.

Tobacco products

Tobacco products are projected to bring in $116.6 billion over this year. The availability of cigarette alternatives like e-cigarettes and vapes shows how this traditional industry is evolving in response to online consumer preferences and regulatory challenges.

Toys and hobbies

Toys and hobby items round out the list, with a projected revenue of $89.8 billion. The demand for toys and hobby items online is sustained by educational toys, collector’s items, and craft activities.

Top online shopping categories by revenue: US

Top ecommerce shopping categories in the US show a similar picture to worldwide trends. Across the US:

• Fashion is the top-earning category among US shoppers, with an expected annual revenue of $162.9 billion.
• Food comes second, with projected revenue of $125.6 billion.
• Electronics follow closely in third, with revenue forecast to hit $120.1 billion.
• Beverages are expected to generate $111.6 billion in revenue.
• DIY and hardware store items rank fifth, with projected revenues of $108.6 billion.
• Furniture revenue is projected to be $74.5 billion.
• Media is projected at $37.7 billion.
• Beauty and personal care items are expected to generate $28.4 billion in revenue.
• Toys and hobby items are projected to bring in $21.2 billion.
• Luxury goods round out the list with projected revenues of $14.9 billion.

Most popular online shopping categories

Looking at online shopping categories in terms of their popularity reveals slightly different results. When ranked by annual revenue change instead of total revenue, the top five global shopping categories are as follows:

Food

The food category saw huge growth of 51.6% in 2020, likely driven by the shift to online grocery shopping during the COVID-19 pandemic. Although its growth rate has slowed down in subsequent years, food remains a popular category, with current growth projected at 24.1%.

Household essentials

Household essentials also saw significant growth in 2020, at 39.6%, reflecting the increased demand for essential items during the pandemic. The growth rate is expected to remain steady, with a projected increase of 22.2%.

Beverages

Online beverage sales are expected to grow by 18.9%.

Electronics

After a revenue decline in 2022, online electronics revenue has since grown year over year. In 2024, projected growth is 18.1%.

Furniture

The furniture category is expected to grow by 17% this year, indicating a continued interest in buying furniture online.

How to use online shopping trends for your business

Online businesses can stay relevant by keeping up with the top trends. By adjusting your product catalog based on consumer demand, you may save money and build stronger brand recognition.

Here’s how to make the most of product popularity data:

Experiment with growing sectors

Many businesses find success by optimizing their online store for a particular product category. This allows them to offer an expert service to a target audience. At the same time, businesses can be limited by the size of their niche audience.

One way to expand beyond a product niche is to offer trending products through an additional sales channel, such as online selling sites. Marketplaces like Etsy and eBay can be particularly useful when a business wants to experiment with a growing sector without compromising its brand or website optimization.

For instance, a business known for its curated selection of craft products may want to expand by offering a range of handmade items created by the local community. By first listing these products on a platform like Etsy, the business can test a new market without having to overhaul its website.

Understanding market demands through product research is likewise crucial for businesses to align their product offerings. For example, a business might use tools such as Google Trends to identify popular home fitness products, then source or create similar products to meet the demand in this growing sector.

Personalize the shopping experience

Personalization is another way to attract attention when competing within a top product category. Businesses can use consumer data to understand shopper preferences, then personalize the shopping experience.

Personalized marketing and store design can be achieved through targeted email campaigns or personalized product recommendations based on a customer’s browsing and purchase history. Loyalty programs also encourage repeat purchases.

Even addressing a customer by their name can enhance the shopping experience and build stronger customer relationships.

Social media shapes online shopping trends

Social media doesn’t just influence the top online shopping categories; it’s a significant sales channel in its own right.From 2025, sales made via social media are expected to represent at least 20% of total ecommerce sales.

As Gen Z and Gen Alpha increase their buying power, businesses are adapting their strategies to reach these consumers on social media—where they spend as much as four hours per day. This involves embracing social selling, which includes publishing posts about products and setting up storefronts on social media platforms.

💡 Shopify makes it easy to connect your store to social media and sell on social media platforms.

Know what sells

Knowing which online shopping categories are currently trending is a good way to understand more about your ecommerce consumers. Whether you’re planning to expand your product range, enter a new market, or enhance your online shopping experience, use these insights to guide your ecommerce marketing strategy and decision-making.