Personal Care Industry in the US
E-Commerce Revenue
Growth
Growth Forecast
Average Order Value
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US Personal Care E-Commerce: Market Size & Growth
E-Commerce Revenue by Year & Annual Growth Rate
The US Personal Care E-Commerce Market generated an e-commerce revenue of US$54,289m in 2024, reflecting an e-commerce growth rate of 5-10% compared to the previous year. Projections for 2025 see the e-commerce market trending toward a change of 5-10%.
Annual Revenue
Annual Growth Forecast
E-Commerce Market Size by Annual Revenue (in Million US$)
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Monthly E-Commerce Revenue & Growth
Online sales are subject to changes throughout a year that are determined by broader consumer habits, cultural preferences, and the general state of the economy. In the US Personal Care E-Commerce Market, monthly revenues in November of 2025 were US$6,081m. This represents a change of 10-15% from the previous month.
Revenue Current Month
Growth from Previous Month
Monthly Revenue (in Million US$)
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US Personal Care E-Commerce: Product Categories
In the US Personal Care E-Commerce Market, Fragrances is the largest category, contributing 39% to the markets's total revenue. Among all e-commerce product categories, it holds the leading position in terms of revenue share and consumer demand.
Revenue Breakdown by Category
Fragrances (39%)
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Biggest Online Retailers in US Personal Care E-Commerce
The largest e-commerce retailer in the US Personal Care E-Commerce Market is amazon.com, with an online revenue of US$14,204m in 2024. Its revenue changed by 5-10% in 2024. Following in second place is walmart.com, followed by tiktok.com in third place.
Electronics
United States
5-10%
US$14,204m
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| Position | Store | Biggest Category | Biggest Country | Growth 24/25 | Revenue (GMV) |
|---|---|---|---|---|---|
| 1. | Electronics | United States | 5-10% | US$14,204m | |
| 2. | |||||
| 3. |
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US Personal Care E-Commerce: Conversion Funnel KPIs
In 2024, the add-to-cart rate for the US Personal Care E-Commerce Market was 15.0-15.5%, while the cart abandonment rate was 74.0-74.5%,. The e-commerce shopping statistics of consumers buying are used to benchmark performance for e-commerce retailers in the market.
Conversion Rate
2024Discount Rate
2024Return Rate
2024Averager Order Value
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