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Women make up a significant share of the global eCommerce market, driving trends and shaping consumer demand. As online shopping continues to grow, understanding what women are buying is crucial for eCommerce businesses seeking to align with customer preferences and boost sales.
What Do Women Buy Online Most? Top Three Categories
- Clothing and Shoes Leading the way in 2025, clothing and shoes are the most purchased items by women online. Recent data shows that 52% of female shoppers globally purchase fashion products through eCommerce platforms. In the United States, this figure rises to 60%, highlighting the dominance of this category in developed markets.
With the global fashion market forecasted to exceed $1.2 trillion in 2025, this remains a lucrative opportunity for sellers. From casual wear to luxury brands, catering to this demand can drive significant growth for online retailers. - Beauty and Personal Care Beauty products hold the second spot, with 40% of women globally purchasing items in this category online. In the U.S., skincare and personal care products dominate, fueled by the growing popularity of sustainable and clean beauty brands.
The global beauty industry is expected to hit $800 billion in 2025, presenting immense potential for brands offering high-quality and innovative products tailored to women's needs. - Entertainment products, including books, digital content, and subscriptions, rank third, with 30% of female shoppers purchasing these items. The rise of eBooks, audiobooks, and streaming services has fueled growth in this category, catering to women seeking convenience and variety in their entertainment options.
Other Popular Categories
Pharmaceutical Products and Groceries
Between 25% and 28% of women buy pharmaceuticals and groceries online, reflecting the growing reliance on digital platforms for convenience in everyday needs. Subscription models and same-day delivery services have driven growth in this area.
Electronics
Electronics are another popular category, with 23% of women purchasing gadgets, appliances, and personal devices online. This trend is bolstered by increasing tech adoption and the accessibility of user-friendly eCommerce interfaces.
Leisure, Sports, and Hobbies
Approximately 22% of women shop for leisure and hobby-related items, from fitness equipment to craft supplies. The rising focus on health and wellness has made this category a staple in women’s online shopping habits.
Jewelry and Home Products
Jewelry and accessories (20%) and home and garden products (19%) are also key categories. Women are particularly drawn to unique designs and customizable options in these segments.
Automobile Parts
Although this ranks as the least popular category, 14% of women still purchase auto parts online, underscoring niche opportunities for businesses targeting female car enthusiasts or practical buyers.
Key Takeaways for eCommerce Sellers in 2025
- Prioritize Top Categories: Focus on clothing, beauty, and entertainment to capture a large share of the female audience.
- Embrace Emerging Niches: Expand into growing categories like health, wellness, and sustainable beauty for differentiation.
- Leverage Personalization: Offering tailored recommendations and seamless shopping experiences can enhance customer loyalty.
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