eCommerce Market Share By Product Categories 2022

Updated as of Jul 10, 2022


PipeCandy gives you an overview of the global eCommerce market by major product categories


Share of Major Product Categories in Global eCommerce

Fashion and Apparel is the largest category by number of merchants while Sporting and Outdoor is the largest category by GMV. In terms of GMV, North America is the leader with a 47% share. The total number of eCommerce companies increased by 65% between 2021-2022 in the global market.


#Product CategoriesCompaniesMarket Share
1 Fashion and Apparel 489,856 31.52%
2 Food and Beverages 224,273 14.43%
3 Arts and Entertainment 138,587 8.92%
4 Sporting and Outdoor 112,753 7.25%
5 Consumer Electronics and Appliances 101,607 6.54%
6 Health and Fitness 91,451 5.88%
7 Home and Garden 80,932 5.21%
8 Automotive and Vehicles 59,367 3.82%
9 Weebly General Merchandise 44,405 2.86%
10 Grocery and Home Supplies 38,856 2.50%

There are 11.2M eCommerce companies globally in 2022.
There were more than 6.8M eCommerce companies globally in 2021.
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North America Market Share in 2022 | eCommerce Product Categories Market Share

North America is home to more than 62% of all eCommerce companies globally (excluding China). Around 89% of the companies in North America has a GMV of less than USD 1M.


#Product CategoriesCompaniesMarket Share
1 Fashion and Apparel 250,545 32.42%
2 Food and Beverages 123,808 16.02%
3 Arts and Entertainment 71,641 9.27%
4 Sporting and Outdoor 62,942 8.15%
5 Health and Fitness 47,602 6.16%
6 Consumer Electronics and Appliances 40,257 5.21%
7 Home and Garden 39,168 5.07%
8 Automotive and Vehicles 27,906 3.61%
9 General Merchandise 20,093 2.60%
10 Children and Infants 16,488 2.13%

North America has 62% market share of eCommerce companies globally (excluding China).
There are 7,022,243 eCommerce companies in North America.
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Europe Market Share in 2022 | eCommerce Product Categories Market Share

Europe is home to 20% of all eCommerce companies globally (excluding China). 28% of Europe's eCommerce businesse are in the UK followed by 15% in Germany and 11% in France. Europe has a larger share of online consumer electronics sales than North America. The region also has a large market for online retail of fashion and apparel, almost comparable to North America despite having much lower number of online stores


#Product CategoriesCompaniesMarket Share
1 Fashion and Apparel 129,398 29.87%
2 Food and Beverages 55,397 12.79%
3 Arts and Entertainment 37,260 8.60%
4 Consumer Electronics and Appliances 35,067 8.09%
5 Sporting and Outdoor 28,435 6.56%
6 Health and Fitness 23,764 5.49%
7 Home and Garden 23,453 5.41%
8 Automotive and Vehicles 18,121 4.18%
9 Grocery and Home Supplies 14,288 3.30%
10 General Merchandise 13,927 3.21%

Europe has 20% market share of eCommerce companies globally (excluding China).
There are 2,242,591 eCommerce companies in Europe.
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APAC Market Share in 2022 | eCommerce Product Categories Market Share

With an 8% share, APAC has the third-largest number of eCommerce companies in the global market. Around 86% of the companies are a lower web sales range of less than USD 1M. 33% of all APAC eCommerce businesses are Fashion and Apparel stores.


#Product CategoriesCompaniesMarket Share
1 Fashion and Apparel 44,813 30.48%
2 Food and Beverages 20,133 13.69%
3 Arts and Entertainment 12,723 8.65%
4 Consumer Electronics and Appliances 12,716 8.65%
5 Sporting and Outdoor 9,424 6.41%
6 Health and Fitness 8,799 5.98%
7 Home and Garden 7,520 5.11%
8 Grocery and Home Supplies 5,286 3.60%
9 Automotive and Vehicles 5,230 3.56%
10 Hobbies and Interests 4,036 2.74%

The APAC region has 8% market share of eCommerce companies globally (excluding China).
There are 942,816 eCommerce companies in the APAC region.

LATAM Market Share in 2022 | eCommerce Product Categories Market Share

With a 4% share in the number of eCommerce companies, LATAM has a small eCommerce market. It accounts for 3% of global aggregate GMV. In LATAM, 86% of the eCommerce companies are in the lower web sales range of less than USD 1M.


#Product CategoriesCompaniesMarket Share
1 Fashion and Apparel 25,357 33.23%
2 Food and Beverages 9,330 12.23%
3 Arts and Entertainment 6,143 8.05%
4 Consumer Electronics and Appliances 4,829 6.33%
5 Sporting and Outdoor 4,305 5.64%
6 Health and Fitness 4,050 5.31%
7 Home and Garden 3,805 4.99%
8 Grocery and Home Supplies 3,549 4.65%
9 Automotive and Vehicles 2,900 3.80%
10 General Merchandise 2,294 3.01%

The LATAM region has 4% market share of eCommerce companies globally (excluding China).
There are 452,793 eCommerce companies in the LATAM region.

Africa Market Share in 2022 | eCommerce Product Categories Market Share

Africa has a very small share in terms of the number of eCommerce companies in the global market. Around 88% of the companies in Africa have a web sales range of less than USD 1M. Less than 1% of eCommerce companies have web sales of more than USD 5M.


#Product CategoriesCompaniesMarket Share
1 Fashion and Apparel 5,822 29.53%
2 Food and Beverages 3,098 15.71%
3 Arts and Entertainment 1,995 10.12%
4 Health and Fitness 1,519 7.70%
5 Sporting and Outdoor 1,348 6.84%
6 Consumer Electronics and Appliances 980 4.97%
7 Home and Garden 976 4.95%
8 Automotive and Vehicles 777 3.94%
9 Grocery and Home Supplies 610 3.09%
10 General Merchandise 511 2.59%

Africa has 0.94% market share of eCommerce companies globally (excluding China).
There are 106,148 eCommerce companies in Africa.
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