Business opportunities in the US e-commerce market! Analysis of the top 10 most popular categories last year

It is learned that GivingAssistant recently identified the top ten most popular categories in the US e-commerce market in 2021 based on survey data released by Statista of 7,013 consumers aged 18-64 across the United States.

Since the pandemic, the online shopping habits of baby boomers in the United States have undergone a major shift, increasing their share of online spending from 25% to 37%. Generation X has also seen growth, rising from 39% to 47%. Despite the reopening of physical stores, online shopping has continued to grow.

1. Clothing

Percentage of consumers who have purchased: 54%

In 2020, the U.S. apparel e-commerce market revenue was close to $111 billion, up from $72.9 billion in 2018. As more and more retailers offer free return and delivery services, the demand for online clothing shopping has increased rapidly.

According to eMarketer, the most attractive service when shopping for clothing online is free shipping. Gen Z has particularly high and specific expectations for online shopping, and when it comes to fashion items, they will pay more for environmentally friendly products.

2. Shoes

Percentage of consumers who have purchased: 43%

The reason most consumers buy shoes online is that online retailers have a larger inventory and a wider variety of products than physical stores. The second reason is that online shopping is more convenient.

Additionally, many also found that buying shoes online was cheaper than in-store, with the top online shoe stores for 2020 including Amazon, Walmart, Nike, and DSW.

3. Media products

Percentage of consumers who have purchased: 43%

This category includes only physical purchases such as DVDs, books, game consoles, and CDs. According to a 2018 report by Statista, Amazon is the leader in this area of ​​the e-commerce market, with net sales of $13 billion in 2018, followed by Walmart, Target, Best Buy, and GameStop.

In 2021, online sales revenue for this category in the United States exceeded $31 billion. Online shopping offers lower prices and a wider variety of goods.

4. Consumer electronics

Percentage of consumers who have purchased: 31%

According to the "2021 Consumer Electronics Global E-commerce Market Report", the consumer electronics online market is expected to grow significantly, with the market expected to reach US$511.06 billion in 2025, with a compound annual growth rate of 10%.

Consumer electronics include televisions, digital video and still cameras, e-readers, and audio products, etc. According to a 2020 report by Statista, the top three online retailers selling consumer electronics in the United States are Amazon, Best Buy, and Apple, with Amazon topping the list with a net sales of $38 billion.

5. Food and Drinks

Percentage of consumers who have purchased: 30%

As advances in shipping perishable items have made it easier for consumers to buy online, online food and beverage purchases will total $34 billion in 2021 and are expected to increase to nearly $48 billion by 2025.

6. Cosmetics and body care

Percentage of consumers who have purchased: 29%

In 2020, online sales of beauty and personal care products in the United States generated $32 billion, accounting for approximately 7.4% of total online retail revenue. While brick-and-mortar stores still beat online retailers when it comes to beauty products, things are changing.

The main reason consumers shop for cosmetics and body care products online is the ability to compare many different brand products at once. Online retailers can often offer a wider variety of products than their brick-and-mortar competitors, including skin care, hair care, makeup, fragrance, and deodorant products.

7. Medicines and health products

Percentage of consumers who have purchased: 24%

In 2020, the top three retailers selling medicines and health products in the U.S. e-commerce market were Walgreens, CVS, and RiteAid. The main reason consumers buy these products online is that it can provide convenience and cost savings, and set a fixed purchase time.

In 2019, Amazon joined the market after acquiring PillPack, Inc., and the new Amazon Pharmacy program may quickly become a leader in the field.

8. Pet Products

Percentage of consumers who have purchased: 23%

According to data from a 2020 Statista online survey, 40% of pet-owning consumers in the United States have purchased pet products online. The biggest reasons they choose to shop online are convenience and lower prices.

Amazon and Chewy.com were the most popular online retailers of pet products in the United States in 2020. Pet food was the best-selling product in 2020, and dry dog ​​food was the most popular choice among American pet owners.

9. Bags and accessories

Percentage of consumers who have purchased: 21%

According to IBISWorld, Nordstrom, Inc., Neiman Marcus Group, Inc. and Macy's, Inc. have the largest market share in online sales of luggage.

Global fashion e-commerce sales are expected to continue to grow. This market share is expected to increase to 24.2% by 2024.

10. Home appliances

Percentage of consumers who have purchased: 18%

Home appliances are in high demand during the COVID-19 pandemic. A 2020 Bain & Company survey found that 26% of consumers are now more willing to buy home appliances online than before the pandemic. In addition, 31% of large home appliances and 49% of small appliances are sold online worldwide.

Editor ✎ Xiao Zhu/

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