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Health and personal care will drive growth but won鈥檛 be enough to improve Amazon鈥檚 share of the overall US ecommerce market.

Beauty and personal care sales on TikTok Shop totaled $1.06 billion from September 2023 to September 2024, according to Charm.io data cited by Practical Ecommerce, nearly double the next highest-grossing category. Beauty and personal care accounted for 22.5% of TikTok Shop鈥檚 gross merchandise value (GMV) as of November 2024, per AfterShip data. TikTok leads social platforms for beauty purchases.

Health, beauty, and personal care will also grow ahead of the market. Sales in this category will rise 10.4% in 2025 to 拢3.53 billion ($4.51 billion) as consumers continue spending on small luxuries and affordable beauty 鈥渄upes鈥� from online specialists. TikTok Shop, meanwhile, is appealing to cost-conscious shoppers. Elsewhere, growth will be modest.

Prioritize local products in search results and navigation to help shoppers lean in to the 鈥淏uy Canadian鈥� movement鈥攅specially in food, household, and personal care. Streamline the digital experience for older buyers. Simplify payment options, offer personalized product recommendations, and test voice or large-font interfaces. The 65-and-older group is growing fastest鈥攄on鈥檛 make them work for it.

Amazon and Walmart scoop up beauty sales as shoppers search for convenience: Our Industry KPIs data shows that the two account for the majority of purchase intent clicks in the beauty and personal care category.

While retail sales growth is expected to slow this year, ecommerce sales will grow by double digits to reach $1.148 trillion, buoyed by online grocery, health and personal care, and online resale. Here are five charts on the categories, retailers, and channels driving ecommerce growth

Amazon will gain the most share in health and personal care.

Gen Z women trust beauty influencers: Roughly eight in 10 Gen Z women shop for creators鈥� beauty and personal care recommendations.

Amazon will increase its share of US ecommerce sales in five product categories next year, per our forecast. The biggest gains will be in health and personal care, furniture and home furnishings, and apparel and accessories.

The future of ecommerce is grocery. Historically, three categories led the US ecommerce market: apparel and accessories, computer and consumer electronics, and furniture and home furnishings. But in recent years, growth has been fueled by essential goods, including food and beverage items, personal care products, and household supplies. This shift will take grocery to the top of the four major ecommerce categories by 2026.

Among US beauty shoppers of all ages, beauty and personal care shoppers are most likely to buy in-stores.

Motor vehicle and parts dealer sales; furniture sales; electronics and appliance sales; building material and garden equipment sales; food and beverage sales; health and personal care sales; gasoline sales; clothing and clothing accessories sales; sporting goods, hobby, book, and physical music sales; general merchandise sales; miscellaneous sales; nonstore sales (i.e., pure-play ecommerce platform sales

Motor vehicle and parts dealer sales; furniture sales; electronics and appliance sales; building material and garden equipment sales; food and beverage sales; health and personal care sales; gasoline sales; clothing and clothing accessories sales; sporting goods, hobby, book, and physical music sales; general merchandise sales; miscellaneous sales; nonstore sales (i.e., pure-play ecommerce platform sales

With online penetration in 2025 at 30.8%, textiles, clothing, and footwear outpaces other major categories, including health/personal care/beauty (20.6%) and food and beverage (10.0%), per our forecast. Only computer and telecoms equipment (38.2%) and household goods (30.2%) achieve comparable digital adoption rates. Digital penetration has plateaued, establishing a new baseline.

Amazon鈥檚 ever-faster Prime delivery speeds paid off in Q3, with more shoppers purchasing everyday essentials like personal care items and nonperishable goods. 鈥淲hen customers purchase these types of items from us, they build bigger baskets, shop more frequently, and spend more on Amazon,鈥� CFO Brian Olsavsky said on the company鈥檚 Q3 earnings call.

Amazon鈥檚 relentless focus on delivery speed drove ecommerce share in essential categories like health and personal care. In the US, the company delivered over 2 billion essential items within a day of being ordered, up 50% YoY, as faster speeds lead shoppers to order more, and more frequently.

Men are spending more on beauty and personal care. Over half (52%) of men use facial skincare products, according to a July 2024 Mintel survey. Interest in other categories is also rising: For instance, 53% of male teens report wearing a fragrance daily, up 10 percentage points YoY, per Piper Sandler.

A new four-day format for Amazon鈥檚 tentpole event will shake up the playing field.

Household and personal consumables鈥攚hich includes the grocery subcategories of household goods, pet food, personal care, and beauty鈥攚ill also see online sales growth slip to 4.0% from 10.1% in 2024. This will be well below the full-year average of 10.6%. Shoppers are willing to cut back on essential categories to spend on gifts.

After beauty's social return on ad spend (ROAS) dipped to $1.90 in Q4 2024, the category saw a marked jump up to $3.50 in Q1 2025, according to a March report from Cart.com.

The news: President Donald Trump is expected to sign an executive order against alleged 鈥渄ebanking,鈥� claiming that JPMorgan Chase and Bank of America discriminated against him by rejecting his company's deposits, per The New York Times. The fallout: Some FIs may alter their risk management practices to avoid a personal vendetta. But by mandating that banks cannot debank certain groups for fear of being accused of political bias, the order essentially limits their ability to manage risk. This could expose FIs to clients with legitimate compliance or reputational concerns. It also forces FIs to choose between political and financial blowback and carries a long-term risk of losing young, socially conscious customers. Gen Zers particularly care about banks鈥� actions when it comes to what they deem as moral issues, like the environment or DEI. Diverting from prior commitments young consumers supported could risk their loyalty.