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.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 201,923 12.99%
2 Misc. Arts and Entertainment 78,833 5.07%
3 Misc. Food and Beverages 68,149 4.38%
4 Misc. Sporting and Outdoor 66,579 4.28%
5 Jewelry and Watches 65,033 4.18%
6 Fashion Accessories 61,126 3.93%
7 Womens' Fashion 45,341 2.92%
8 Antiques and Collectibles 42,172 2.71%

There are 11.2M eCommerce companies globally in 2022
There were more than 6.8M eCommerce companies globally in 2021
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United States Market Share in 2022 | eCommerce Product Categories Market Share

Miscellaneous Fashion and Apparel includes brands that sell products across multiple sub-categories and also brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing. 11% of all US eCommerce businesses fall within this sub-category and account for 11% of total GMV. Other sub-categories had less than 6% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 78,983 10.92%
2 Jewelry and Watches 35,521 4.91%
3 Fashion Accessories 33,390 4.62%
4 Misc. Arts and Entertainment 31,555 4.36%
5 Misc. Sporting and Outdoor 28,641 3.96%
6 Antiques and Collectibles 25,145 3.48%
7 Womens' Fashion 24,775 3.42%
8 Footwear,Sportswear,Accessories 21,997 3.04%

The United States has 60% market share of eCommerce companies globally (excluding China).
There were more than 6.8M eCommerce companies globally in 2021
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United Kingdom Market Share in 2022 | eCommerce Product Categories Market Share

In terms of revenue, the United Kingdom with a 10% share has the second-largest eCommerce market in the world. It leads in Europe both in terms of revenue and the number of eCommerce companies. With 12% share, Miscellaneous Fashion and Apparel which includes brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing accounted for the largest market share in the sub-product category. Other sub-categories had less than 5% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 11,439 11.83%
2 Misc. Arts and Entertainment 4,700 4.86%
3 Misc. Sporting and Outdoor 4,283 4.43%
4 Jewelry and Watches 3,774 3.90%
5 Misc. Food and Beverages 3,600 3.72%
6 Fashion Accessories 3,546 3.67%
7 Antiques and Collectibles 2,748 2.84%
8 Coffee and Tea 2,637 2.73%

The United Kingdom has 5% market share of eCommerce companies globally (excluding China)
There are 617,985 eCommerce companies in the United Kingdom
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Germany Market Share in 2022 | eCommerce Product Categories Market Share

With 9% share, Germany is the third-largest eCommerce market globally and the second largest in Europe. The B2C eCommerce sales is 17% of the country's retail sales. With 12% share, Miscellaneous Fashion and Apparel which includes brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing accounted for the largest market share in the sub-product category. Other sub-categories had less than 6% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 8,698 11.92%
2 Misc. Arts and Entertainment 3,894 5.34%
3 Misc. Sporting and Outdoor 2,900 3.98%
4 Misc. Food and Beverages 2,780 3.81%
5 Jewelry and Watches 2,669 3.66%
6 Fashion Accessories 2,507 3.44%
7 Antiques and Collectibles 1,969 2.70%
8 Womens' Fashion 1,858 2.55%

Germany has 3% market share of eCommerce companies globally (excluding China)
There are 330,935 eCommerce companies in Germany

Brazil Market Share in 2022 | eCommerce Product Categories Market Share

Brazil is the largest eCommerce market in Latin America and accounts for 77% of all eCommerce businesses and 82% of all GMV in LATAM . In 2020, Brazilian eCommerce was USD 51B in aggregate GMV. With 13% share, Miscellaneous Fashion and Apparel which includes brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing accounted for the largest market share in the sub-product category. Other sub-categories had less than 5% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 6,942 12.56%
2 Misc. Arts and Entertainment 2,680 4.85%
3 Jewelry and Watches 2,534 4.59%
4 Fashion Accessories 2,382 4.31%
5 Misc. Food and Beverages 2,192 3.97%
6 Womens' Fashion 1,767 3.20%
7 Footwear, Sportswear, Accessories 1,569 2.84%
8 Florists 1,255 2.27%

Brazil has 3% market share of eCommerce companies globally (excluding China)
There are 309,367 eCommerce companies in Brazil

Australia Market Share in 2022 | eCommerce Product Categories Market Share

France has one of the largest eCommerce markets in Europe with B2C physical goods of USD 57.8B. The eCommerce market accounts for 14% of France's total retail market. With 13% share, Miscellaneous Fashion and Apparel which includes brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing accounted for the largest market share in the sub-product category. Other sub-categories had less than 6% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc .Fashion and Apparel 5,903 12.78%
2 Misc. Arts and Entertainment 2,424 5.25%
3 Misc. Sporting and Outdoor 2,295 4.97%
4 Misc. Food and Beverages 2,044 4.42%
5 Jewelry and Watches 1,723 3.73%
6 Fashion Accessories 1,621 3.51%
7 Womens' Fashion 1,201 2.60%
8 Antiques and Collectibles 1,107 2.40%

Australia has 2.6% market share of eCommerce companies globally (excluding China)
There are 294,661 eCommerce companies in Australia

France Market Share in 2022 | eCommerce Product Categories Market Share

France has one of the largest eCommerce markets in Europe with B2C physical goods of USD 57.8B. The eCommerce market accounts for 14% of France's total retail market. With 13% share, Miscellaneous Fashion and Apparel which includes brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing accounted for the largest market share in the sub-product category. Other sub-categories had less than 5% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 5,553 13.32%
2 Misc. Arts and Entertainment 2,051 4.92%
3 Jewelry and Watches 1,721 4.13%
4 Misc. Food and Beverages 1,698 4.07%
5 Misc. Sporting and Outdoor 1,671 4.01%
6 Fashion Accessories 1,620 3.89%
7 Womens' Fashion 1,200 2.88%
8 Other Consumer Electronics and Appliances 1,130 2.71%

France has 2% market share of eCommerce companies globally (excluding China)
There are 231,162 eCommerce companies in France

Russia Market Share in 2022 | eCommerce Product Categories Market Share

Online sales in Russia account for 12% of the retail sales. Russia's online retail market expanded by more than 40% y-o-y in 2021. With 13% share, Miscellaneous Fashion and Apparel which includes brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing accounted for the largest market share in the sub-product category. Other sub-categories had less than 5% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 6,229 12.86%
2 Misc. Arts and Entertainment 2,288 4.72%
3 Jewelry and Watches 2,216 4.58%
4 Fashion Accessories 2,083 4.30%
5 Misc. Food and Beverages 1,921 3.97%
6 Womens' Fashion 1,545 3.19%
7 Footwear, Sportswear, Accessories 1,372 2.83%
8 Antiques and Collectibles 1,183 2.44%

Russia has 2% market share of eCommerce companies globally (excluding China)
There are 217,807 eCommerce companies in Russia

Canada Market Share in 2022 | eCommerce Product Categories Market Share

With a 5% share in aggregate GMV, Canada has the fourth largest eCommerce market in the world. Canada has a well-developed eCommerce market. With 13% share, Miscellaneous Fashion and Apparel which includes brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing accounted for the largest market share in the sub-product category. Other sub-categories had less than 6% each of the total market share. had less than 7% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 4,952 12.61%
2 Misc. Sporting and Outdoor 2,356 6.00%
3 Misc. Arts and Entertainment 2,022 5.15%
4 Misc. Food and Beverages 1,789 4.56%
5 Jewelry and Watches 1,401 3.57%
6 Fashion Accessories 1,316 3.35%
7 Antiques and Collectibles 1,035 2.64%
8 Misc. Home and Garden 1,022 2.60%

Canada has 2% market share of eCommerce companies globally (excluding China)
There are 216,198 eCommerce companies in Canada

Italy Market Share in 2022 | eCommerce Product Categories Market Share

eCommerce in Italy accounts for 22% of GDP. Around 76% of the individuals access the internet at least once a week (including every day). 49% of internet users shop online. With 12% share, Miscellaneous Fashion and Apparel which includes brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing accounted for the largest market share in the sub-product category. Other sub-categories had less than 6% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 4,478 11.58%
2 Misc. Arts and Entertainment 2,137 5.53%
3 Misc. Food and Beverages 1,724 4.46%
4 Misc. Sporting and Outdoor 1,683 4.35%
5 Jewelry and Watches 1,332 3.45%
6 Fashion Accessories 1,250 3.23%
7 Antiques and Collectibles 1,064 2.75%
8 Womens' Fashion 927 2.40%

Italy has 2% market share of eCommerce companies globally (excluding China)
There are 206,726 eCommerce companies in Italy

Netherlands Market Share in 2022 | eCommerce Product Categories Market Share

The Netherlands has a lucrative eCommerce market with one of the largest online spenders in the EU. More than 97% of the households have internet access and 87% of the individuals make online purchases. With 14% share, Miscellaneous Fashion and Apparel which includes brands that sell beauty and personal care products, fragrances, hair care products, and niche clothing accounted for the largest market share in the sub-product category. Other sub-categories had less than 6% each of the total market share.


#Sub-product CategoryeCommerce companiesMarket Share
1 Misc. Fashion and Apparel 5,278 14.12%
2 Misc. Arts and Entertainment 2,008 5.37%
3 Misc. Food and Beverages 1,939 5.19%
4 Misc. Sporting and Outdoor 1,679 4.49%
5 Jewelry and Watches 1,384 3.70%
6 Fashion Accessories 1,305 3.49%
7 Womens' Fashion 974 2.61%
8 Footwear, Sportswear, Accessories 868 2.32%

The Netherlands has 1.4% market share of eCommerce companies globally (excluding China)
There are 165,926 eCommerce companies in the Netherlands
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