Personal Care Industry in the US
E-Commerce Revenue
US$58,554m
2025Growth
5-10%
2025Growth Forecast
10-15%
25/26Average 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$58,554m in 2025, reflecting an e-commerce growth rate of 5-10% compared to the previous year. Projections for 2026 see the e-commerce market trending toward a change of 10-15%.
Annual Revenue
US$58,554m
2025Annual Growth Forecast
10-15%
25/26E-Commerce Market Size by Annual Revenue (in Million US$)
2023
2024
58,5542025
2026
2027
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 July of 2026 were US$5,307m. This represents a change of 0-5% from the previous month.
Revenue Current Month
US$5,307m
07/26Growth from Previous Month
0-5%
06/26-07/26Monthly Revenue (in Million US$)
03/2026
04/2026
05/2026
06/2026
5,30707/2026
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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 40% to the market'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
2025
Fragrances (40%)
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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, with an online revenue of US$847,350m in 2025. Its revenue changed by 5-10% in 2025. Following in second place is Walmart, followed by Sephora in third place.
# 1
Biggest Category
Biggest Country
Growth 24/25
5-10%
Revenue 2025 (GMV)
US$847,350m
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| Position | Retailer | Biggest Category | Biggest Country | Growth 24/25 | Revenue 2025 (GMV) |
|---|---|---|---|---|---|
| 1. | Electronics | United States | 5-10% | US$847,350m | |
| 2. | |||||
| 3. |
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Note: This ranking is based on GMV. Click here to learn more about our methodology and the drilldown available at ECDB.
US Personal Care E-Commerce Penetration: Online Market Share
The US Personal Care E-Commerce Market reached an online share of 25-30% in 2025. This e-commerce market share measures what percentage of revenues are generated through online channels. The online share is expected to reach 25-30% in 2026.
Online Share
25-30%
2024 Online Share Forecast
25-30%
2026Online Share/E-Commerce Market Share
2023
2024
25-30%2025
25-30%2026
2027
US Personal Care E-Commerce: Conversion Funnel KPIs
In 2025, 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.
15.0-15.5% 2025
Conversion Rate
2025Discount Rate
2025Return Rate
2025Averager Order Value
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