Top Ecommerce Categories in the US

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	20%
8. Drugstore & health products	18%
9. Consumer electronics	17%
10. Toys & baby products	14%

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 April to March 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 2024, it’s forecast to rise by 3.6% as revenues hit $20.1 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 20%. 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 17% and 14%, respectively.