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Health and personal care is the fastest-growing ecommerce category in the US, per our July 2024 forecast, with projected growth of 14.2% YoY this year. Furniture and home furnishings ranks toward the bottom, with a projected 4.5% growth this year. But brand accounts may still be performing strongly on TikTok due to the popularity of DIY content.

Growth has slowed, but bright spots remain in key categories.

Health and personal care is slated to become a major ecommerce category. The most prominent ecommerce-buying trend of the last few years has been the explosive growth of essential goods, including personal hygiene products and household goods.

Other top categories include apparel and accessories; furniture and home furnishings; books, music, and video; and health and personal care. 2. Third-party marketplace sales generate over half of Amazon鈥檚 total sales. Third-party marketplace ecommerce sales will grow faster than overall online sales in the US, according to our US Retail Ecommerce Marketplaces Forecast 2023 report.

E.l.f. Beauty has built its brand on democratizing access to beauty products by maintaining affordability in an increasingly expensive market, as well as creating a company culture that values diversity and disruption. This prioritization of diversity stands out as other brands like Target and Walmart roll back diversity, equity, and inclusion initiatives.

The Ulta and Target partnership may not last: Ulta is pausing its expansion of Target shop-in-shops this year as it looks to 鈥渦nlock value鈥� from its existing locations.

The big takeaway: AI-written portal notes from JAMA鈥檚 study were better quality and more empathetic, but patients don鈥檛 seem to care. Patients value personal connections and the perception that physicians personally care about them. The final word: People trust their healthcare providers, but serving up AI messages without telling them is unethical and a sure way to lose trust.

Because the fitness audience is large and diverse, health and personal care products could be a good match for these consumers. US health and personal care retail ecommerce sales will total $153.86 billion this year, according to our December 2023 forecast. The drawbacks: Gym-goers may be cautious about sharing data as exercise machines and apps can monitor biometrics.

Footwear ranked alongside health and personal care for online purchases, at 38.6%. Complete survey results can be found in this report's crosstabs. Clothing consistently leads all other retail categories for online purchasing. Apparel was the top category for online purchases among respondents in all our bimonthly surveys conducted from December 2022 to December 2023.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

While influencers are major drivers of beauty, personal care, and apparel purchases among US adults, they have less influence over grocery or gourmet food products, according to a July 2023 survey by Feedvisor.

Digital grocery (comprising both the food and beverage and the health and personal care categories) will be the largest driver of growth over the next few years, though auto and parts, toys and hobby, and office equipment and supplies will also see above-average sales growth. More like this:. Apple introduces Apple Pay Later. Pinterest brings shopping to Shuffles.

Walmart and Instacart are outperforming Amazon in digital grocery, which could prevent the company from market share gains in food and beverage and health/personal care/beauty. So far, Amazon has held off competition from Temu and Shein, but the upstarts could stunt future growth in categories like apparel, footwear, and accessories. Read the full report, US Amazon Ecommerce Forecast 2024.

Essential categories are driving ecommerce growth this year, with food and beverage sales rising by 20.0% and health and personal care rising by 18.9%, per our forecast. However, sales growth in many retail categories has resulted from inflation rather than increased unit purchases.

As an established generation more likely to downsize than dramatically grow their household, boomers have redirected digital purchases toward personal care and their animal companions. Outdoor supplies and pharmacy/health products are two of the few categories that either meet or exceed the index when compared with the total population.