According to the latest report on European e-commerce commissioned by Eurostat, the European market has reached an estimated turnover of more than 757 billion euros and is experiencing a steady growth trend. Many product categories have contributed significantly to driving online sales. New purchasing habits are affecting several sectors, from wellness to technology-related devices and gadgets.
But what is the ranking of the best-selling products online between 2020 and 2021? Here are the main findings from sector studies and research on recent consumer habits.
More than 89% of European citizens have access to the internet.
Clothing and essential goods are among the most sought-after products online.
The 10 Best-Selling Product Categories Online
A study carried out by Eurostat estimates that more than 89% of European citizens have access to the internet. Since mid-2020, the relationship between consumers and e-commerce has changed: items that were not previously included in online purchases have risen to the top positions among the best-selling products online. Increasingly powerful internet connections and the use of smartphones have also made online shopping quick and easy: banking systems have adapted to transactions, helping to overcome mistrust and providing greater security in e-commerce purchases.
Based on the data collected in the report, among the product sectors most in demand by online consumers are clothing, household-related items and personal care products. Household appliances, children's toys and cosmetics follow in this ranking. These are the 10 main categories of the best-selling items online:
- Clothing: Clothing ranks first among the best-selling products online. Whether shoes, sports accessories or clothing, this sector is performing extremely well and leads the way among the most desired e-commerce items, meeting the needs and expectations of a very broad group of consumers.
- Furniture, home accessories and gardening products: Although these items have always ranked highly in online shopping, the growing spread of remote working and the search for spaces capable of meeting new needs have enabled this sector to make a significant leap forward. The use of virtual reality and the possibility of designing home environments according to individual spaces and needs have improved the furniture shopping experience and supported the growth of the entire sector.
- Consumer electronics: The technology sector records high sales levels every year, driven by smartphones, tablets, laptops and Bluetooth audio, music and video systems. The wide range of products offered by manufacturers and constantly evolving connectivity solutions, combined with the need for higher-performing devices, have pushed the electronics sector to increasingly high turnover levels.
- Cosmetics: Among the best-selling products online are those related to wellness and personal care. Previously driven almost exclusively by women, this sector has recently experienced significant growth among male consumers, who are increasingly attentive to personal care and more interested in beauty products. Recognised by consumers as essential products for daily care, facial creams, body or hair care lotions and children's hygiene products are now an integral part of the beauty routine of online shoppers.
- Pharmacy products: A recent addition to the ranking, these products were previously purchased almost exclusively in pharmacies and parapharmacies. Today they are ordered online thanks to fast delivery, made possible by efficient logistics processes, and the relationship of trust established between the seller and the user, two factors on which this sector is developing.
- Sports and fitness equipment: The need to find smart solutions to stay fit seems to be one of the factors that has contributed to the success of this sector. Among the best-selling products online are treadmills, indoor bikes, weights, fitness benches, rowing machines, mats and equipment for yoga and Pilates, as well as everything that can be used at home or in the garden for physical exercise.
- Children's toys: These items are often given as gifts and purchased to encourage shared leisure time with the family and to motivate children to take part in activities that keep them away from tablet and computer screens. Construction sets, board games and products related to music, art and design are among the most in-demand items when shopping online.
- Cleaning and hygiene products: Products in this category now benefit from diversified sales channels that make them available online through different portals and shops. Greater attention to hygiene has driven the purchase of hypoallergenic and antibacterial products, leading consumers to replace sponges, cloths and other cleaning tools more frequently.
- Books: Today, the web offers an almost endless catalogue of titles; this, combined with the possibility of saving on the cover price, has given new life to the publishing market. It is also worth considering how the number of booksellers who have activated online sales channels has grown, therefore adopting a business model that initially seemed to disadvantage the sector.
- Pet products: Among the sectors that have experienced the greatest growth in recent years are pet products. According to a study by Fediaf, the organisation representing the European pet food industry, almost 40% of families in Europe have pets, a figure that alone is enough to highlight the potential of the market, which has an estimated annual growth rate of almost 3%.
Summary of the Main Product Categories and Purchasing Trends
| Product Category |
Growth Drivers and Trends |
| Clothing and Footwear |
The clear leader in online sales, with high demand across different consumer groups and strong growth in sportswear. |
| Home, Furniture and Garden |
Growth in remote working, use of virtual reality and personalised space design. |
| Consumer Electronics |
Constant replacement of smartphones, tablets and connectivity or audio devices. |
| Cosmetics and Personal Care |
Growth of the male audience and consolidation of daily personal care and children's hygiene routines. |
| Pharmacy and Parapharmacy |
Fast logistics delivery and stronger trust between sellers and users. |
| Sports and Fitness |
Growth in home workout equipment such as treadmills, weights, yoga and Pilates products. |
| Toys and Games |
Demand for offline family activities, particularly board games, construction sets and creative products. |
| Cleaning and Hygiene |
Greater concern about disinfection, increased consumption of hypoallergenic products and more frequent replacement of cleaning items. |
| Books and Publishing |
Almost unlimited digital catalogues, better cover prices and the digitalisation of traditional bookshops. |
| Pets |
Present in almost 40% of European households, with sustained annual growth of close to 3%. |
The Key Role of Logistics in E-commerce
The ranking of the best-selling products online highlights a common denominator that can be identified in the synergy between logistics and e-commerce. Entrusting your shipments to an experienced and reliable partner gives companies the opportunity to offer quality services and free up internal resources, saving time.
For businesses based on online commerce, MBE offers solutions capable of meeting a wide range of needs, from fulfillment solutions for warehouse and order management, to packaging and international shipping.
Contact your nearest MBE Center to discover the best solutions for your business.
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