US Ecommerce by Category 2024

A Slowdown in Growth Reshapes the Landscape

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

Last year, US ecommerce sales grew at the slowest pace since 2009. In 2024, we expect a tepid boost in growth, fueled by sales of household goods in two key categories: health, personal care, and beauty and food and beverage. This deck will:

  • Share our forecast for US retail ecommerce sales.
  • Reveal a shift in the ecommerce landscape, as household essentials outpace growth of the categories that have historically dominated ecommerce.
  • Help brands and retailers capitalize on opportunities for growth.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Blake Droesch


Cosima Balletti-Thomas
Associate Forecasting Analyst
Sky Canaves
Senior Analyst, Retail & Ecommerce
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Donte Gibson
Senior Chart Editor
Kyndall Krist
Senior Copy Editor
Brian Lau
Forecasting Analyst
Wendy Louie-Lam
Senior Forecasting Analyst
Wendy Malloy
Director, Report Editing
Emma Noyes
Graphic Designer, Data Visualization
Amy Rotondo
Director, US Research

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