The Customer Motto for Next Year Will Be ‘I Want a Broom, Not Heels’

According to forecasts from the German company ECDB, which analyzes e-commerce market data based on billions of transactions, the fastest-growing category worldwide, with significant potential for online revenue growth, will be food products next year.

It is expected that within this category, the most notable growth will come from meal kit sets that consist of recipes for meal preparation and all the necessary ingredients. The market for such kits has grown significantly in recent years, with an increasing number of service providers entering the market, leading to ECDB’s forecast that revenues from their online sales worldwide will increase by 19 percent.

However, looking at subcategories of various types of products, the true winner of online sales next year is expected to be household cleaning equipment, for which ECDB forecasts a growth of 21 percent. The popularity of this category in e-commerce is attributed to noticeably lower prices compared to the same or similar goods in physical stores and the ability to effectively compare prices in online sales.

Alongside the growth of this category, it is also forecasted that online sales of other household cleaning products will significantly increase next year (19 percent), as well as various detergents (18 percent).

A growth of 19 percent is also expected for pharmaceutical products, which include both over-the-counter and prescription medications, which are increasingly sought after by online shoppers. Forecasts indicate that by 2029, the global online share of the pharmaceutical subcategory within the health category will reach 50 percent.

On the other hand, the worst forecast pertains to cameras, for which an online sales decline of three percent is expected. Among the losers next year will also be furniture, including gaming chairs, whose sales are projected to fall by one percent. ECDB also forecasts very weak demand growth for heels and pumps, a subcategory within footwear, whose online sales are expected to grow by barely two percent.