The Top 7 Online Shopping Categories by Revenue (2026)

Global ecommerce revenue is projected to reach $3.89 trillion in 2026. By now, that kind of growth is familiar. What’s more useful? Knowing where that money goes.

But not all online shopping categories grow evenly: Some soak up demand year after year, while others spike, stall, or get eaten alive by logistics costs and returns. The gap between “popular” and “profitable” is widening.

That’s why category selection still does a lot of the heavy lifting in ecommerce. 

Below are the seven top online shopping categories by revenue, globally and in the US. Use this guide as a reality check to start selling online in your own category.

How the top online shopping categories are chosen

To identify the current top online shopping categories, the analysis is anchored in a single data source.

According to Statista, ecommerce spans 14 main markets—using one framework standardizes category definitions and avoids the inconsistencies that come from combining multiple reports.

From there, the scope was narrowed. Rather than analyzing all 14 markets, the focus was on the categories that generate the highest ecommerce revenue and show sustained demand at scale.

In that vein, the selected popular online shopping categories were evaluated using two core metrics:

• Revenue size: How much money does the category generate today?
• Growth trajectory: How quickly is that revenue expected to increase through 2026 and beyond?

Together, they clarify which online shopping categories truly lead ecommerce in 2026.

Top online shopping categories by revenue: worldwide

1. Consumer electronics

Consumer electronics continue to grow at scale; global revenue reached $976.02 billion in 2024, up $98.73 billion since 2018, reflecting steady, sustained demand.

Looking ahead, worldwide sales are projected to surpass $1 trillion by 2030, driven primarily by high-velocity segments like smartphones, gaming equipment, and smart home gadgets.

💡Key insight for merchants: For consumer electronics—direct to consumer (DTC)—owning the storefront means owning the margin, the data, and the customer relationship—three things marketplaces don’t give back easily. Brands moving to Shopify’s unified stack are seeing fast, measurable results:

• Nanoleaf doubled conversion rates after going headless. 
• Turtle Beach tripled direct-to-consumer (DTC) sales by consolidating 11 regional sites on Shopify Plus. 

2. Fashion 

Revenue in the global fashion ecommerce market is projected to reach $957.31 billion in 2026. From 2026 to 2030, the category is expected to expand at a 4.91% compound annual growth rate (CAGR), pushing total market volume to $1.16 trillion by 2030.

And within the category, apparel drives the majority of revenue.

💡Key insight for merchants: Fashion ecommerce wins on personalization at scale. Features like virtual try-on, size guidance, style recommendations, and reviews reduce uncertainty and increase conversion. At the same time, ecommerce removes geographic limits, letting brands reach new customers without adding physical stores. 

3. Food

Revenue in the global food ecommerce market is projected to reach $905.74 billion in 2026. Between 2026 and 2030, the category is expected to expand at a 9.42% CAGR, pushing total market volume to $1.3 trillion by 2030.

Food ecommerce is growing because it fits how people shop today. Sustainable sourcing, ethical production, plant-based options, and alternative proteins all influence buying decisions, especially for younger consumers—including the convenience of food delivery enabling businesses to be in lockstep with consumer preferences.

💡Key insight for mechants: Personalization helps turn shoppers’ preferences into revenue. Magic Spoon uses Rebuy to tailor cross-sells and subscription offers based on customer behavior, driving a 14.75% increase in average order value.

4. DIY and hardware

DIY and hardware is one of the largest ecommerce categories globally. In 2024, the market generated $493.8 billion in global revenue, led by hardware and building materials, with lawn and garden, heating and cooling, and paint and supplies also accounting for meaningful share.

Looking ahead, revenue in the DIY and hardware ecommerce market is projected to reach $394.82 billion in 2026, reflecting sustained demand for home improvement, maintenance, and renovation purchases moving online.

💡Key insight for mechants: DIY and hardware ecommerce is driven by problem-led purchasing. Shoppers are either fixing, replacing, or installing. Merchants that surface the right product through compatibility filters, project-based bundles, and clear usage guidance reduce returns and increase conversion.

5. Furniture

Globally, furniture ecommerce generated an estimated $263 billion in revenue in 2025. That growth continues into 2026, with revenue projected to reach $280.84 billion. 

From 2026 to 2030, the category is expected to grow at a 4.73% CAGR, pushing total market volume to $337.91 billion by 2030.

Furniture ecommerce accelerated during the COVID-19 pandemic, as more time spent at home increased demand for home décor and improvement projects.

💡Key insight for mechants: Furniture is a high-consideration purchase. Take Oakywood, a Polish furniture maker focused on durable, sustainable office furniture. In 2017, the brand moved from Etsy to Shopify Plus, gaining access to a broader app ecosystem. Oakywood also leaned into product confidence: Using Shopify AR with Precismo’s 3D scanning, shoppers can generate and view realistic 3D models of custom furniture in their own space—“just as natural as photographs,” according to founder Mateusz Haberny.

6. Beauty and personal care

In 2025, the global beauty and personal care ecommerce market was valued at approximately $257 billion. From 2026 to 2030, the category is expected to expand at a 5.32% CAGR, reaching a projected market volume of $264.69 billion by 2030.

The key players in the beauty and personal care market include L'Oréal, Estée Lauder, and Procter & Gamble.

💡Key insight for merchants: Beauty scales through personal connection; online and offline. Take Rare Beauty. At one pop-up, guests stepped into a “dream closet” featuring a magic mirror, and within seconds, the mirror delivered a personalized compliment and recommended the right shade of Soft Pinch Liquid Blush. The results were impressive and immediate: More than 1,500 personalized blushes gifted, more than 700 pieces of organic user-generated content (UGC), and four million earned social impressions.

7. Beverages

The global beverages ecommerce market generated $235.7 billion in revenue in 2024. Growth continues at a steady pace, with revenue projected to reach $251.06 billion in 2026, and up to $344.47 billion by 2030.

The category spans three core segments:

• Alcoholic drinks. Digital sales of beer, wine, spirits, and mixers.
• Hot drinks. Coffee, tea, and hot chocolate.
• Non-alcoholic drinks. Soft drinks, juices, bottled water, and energy drinks.

💡Key insight for merchants: Each segment behaves differently, but all benefit from repeat purchasing and strong brand loyalty: two factors that make beverages a reliable ecommerce category. Learn how you can brand your beverage business on an episode of Shopify Masters featuring Better Booch founders Ashleigh and Trey Lockerbie.

Top online shopping categories by revenue: US

Let’s zoom in a little bit: US ecommerce revenue was estimated to reach $1.3 trillion in 2025, with forecasts pointing to $1.8 trillion by 2029, as online shopping continues to absorb more consumer spend.

• Apparel and accessories. $197.4 billion in 2024; projected to approach $300 billion by 2029, making this the largest US ecommerce category by a wide margin.
• Food. Ecommerce grocery sales alone reached $203.7 billion in 2025; growth is expected to continue, with online grocery revenue projected to exceed $271 billion by 2028.
• Furniture. $124.97 billion in 2024; up $38.63 billion since 2017, with revenue expected to grow by another $52.47 billion through 2029, despite uneven year-to-year movement.
• Consumer electronics. $33 billion in 2025; a smaller category by revenue, but one with consistent year-over-year (YoY) growth, driven by smartphones, laptops, and home entertainment systems.

Online shopping category growth trends

When you compare categories by projected CAGR and behavioral momentum, there’s a clear split between categories that are still accelerating and those that are stabilizing.

Fastest-growing categories

These categories combine strong revenue bases with above-average growth rates, driven by repeat purchasing and habit formation.

• Food. Food ecommerce is one of the fastest-growing categories globally. Revenue is projected to grow at a 9.42% CAGR through 2030, reaching $1.3 trillion. In the US, online grocery alone is expected to exceed $271 billion by 2028—growth driven by replenishment behavior, delivery normalization, and subscription-friendly purchasing.
• Beverages. Beverages ecommerce continues to rise steadily, with global revenue projected to grow from $251.06 billion in 2026 to $344.47 billion by 2030. Frequent consumption and brand loyalty support predictable repeat orders across alcoholic, hot, and non-alcoholic segments.
• Beauty and personal care. Beauty ecommerce is projected to grow at a 5.32% CAGR through 2030, reaching $264.69 billion globally. Short replenishment cycles and strong retention mechanics keep demand compounding.

Slowest-growing categories

These categories remain major revenue drivers, but growth is moderating; so gains come from execution, not category tailwinds.

• Fashion. Fashion ecommerce is projected to reach $957.31 billion in 2026, growing to $1.16 trillion by 2030 at a 4.91% CAGR. Demand is stable, but competition, returns, and margin pressure limit upside. 
• Furniture. Furniture sales are expected to grow at a 4.73% CAGR through 2030, reaching $337.91 billion globally. Pandemic-driven acceleration pulled demand forward. Current growth reflects normalization.
• DIY and hardware. DIY and hardware remains one of the largest ecommerce categories, but growth is incremental rather than rapid. Demand is tied to maintenance and renovation cycles, not discretionary browsing.
• Consumer electronics. Consumer electronics revenue continues to grow, nearing $1 trillion globally, but at a slower pace, driven by replacement cycles and upgrades. Growth is consistent, not accelerating; favoring brands that own DTC relationships and ecosystems.

What do these online shopping trends mean?

The fastest-growing ecommerce categories share one trait: repeatability. Food, beverages, and beauty benefit from habitual purchasing and predictable demand.

The slowest-growing categories are maturing rather than shrinking. In fashion, furniture, DIY, and electronics, growth comes from sharper execution, instead of category tailwinds.

How to use online shopping trends for your ecommerce business

The value is in what fast-growing categories do differently, and what slower ones need to fix.

Experiment with growing sectors

Various categories like food, beverages, and beauty grow because customers come back often. If your online business relies on one-time purchases, look for small ways to introduce repeat behavior.

That might mean testing refills, subscriptions, bundles, or reminder-based reorders. You don’t need to switch categories to learn from them. Start with a limited experiment and measure whether it brings customers back more often.

Personalize the shopping experience

As growth slows, relevance starts to matter more than reach.

Customers expect to see recommendations and offers that match what they’ve already shown interest in. Personalization doesn’t need to be complex—use purchase history, browsing behavior, and basic preferences to make the experience clearer and easier. 

Take Ruggable, for example. The premium home furnishing retailer sells spill-proof rugs—products that cost more than most alternatives. That makes buying a rug a high-stakes decision, especially for first-time customers.

To reduce hesitation, Ruggable built a Rug Quiz that helps shoppers choose the right style, size, and fit. The quiz also captures first-party data in the process. According to Daniel Graupensperger, Ruggable’s director of product management, shoppers who complete the quiz convert at four times the rate of those who don’t.

Plan for category-specific logistics

There’s no universal logistics playbook. Each category carries its own failure points: returns, support, shipping cost, or reliability. But planning for those realities upfront protects margins and keeps growth sustainable.

Fashion

Fashion carries some of the highest return rates in ecommerce, driven by fit, sizing, and subjective preference. Free returns may lift conversion, but they compress margins fast.

Plan for:

• Clear sizing guides and fit content to reduce avoidable returns
• Return rules that protect margin (final sale items, exchange-first flows)
• Fast reverse logistics to restock inventory quickly

Furniture

Furniture logistics are expensive by default—items are bulky, fragile, and often customized.

Plan for:

• Freight shipping
• Clear delivery timelines and white-glove options
• Damage handling and replacement workflows

DIY and hardware

Returns here often happen because customers bought the wrong item, not because they changed their mind.

Plan for:

• Compatibility filters and detailed specs
• Project-based bundles to reduce guesswork
• Clear use and installation guidance

Food and beverages

Food logistics depend on consistency; late deliveries or stockouts break habits fast.

Plan for:

• Cold-chain or shelf-life management where required
• Predictable delivery windows
• Subscription fulfillment that doesn’t fail

How does social media shape online shopping trends?

eMarketer’s social commerce survey found that 39.4% of US social media users (ages 15 to 77) had made a purchase from a creator or influencer-linked brand in the past 12 months.

Social media platforms are driving discovery and handling the sale, all in the same platform. 

On TikTok alone, the hashtag #TikTokMadeMeBuyIt has 24 million tagged posts. The same pattern shows up on Instagram and Facebook, where product tags, in-app checkout, and creator storefronts turn content into commerce without a handoff to a traditional ecommerce site.

This is why certain categories perform especially well on social: beauty, fashion, home, food, and everyday problem-solvers. They’re easy to demonstrate, easy to validate socially, and easy to buy on impulse.

If you’re a Shopify merchant, the platform sits directly underneath this shift.

Shopify’s social commerce integrations allow you to sync products, inventory, and checkout across social platforms; so what someone sees in a video or post is actually purchasable in that moment.