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EMARKETER
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Baby Care Products
Overall
Retail Ecommerce Sales, by Product Category
Retail Ecommerce Sales Growth, by Product Category
Retail Ecommerce Sales Share, by Product Category: % of Total Retail Ecommerce Sales
Retail Ecommerce Sales Penetration, by Product Category: % of Category Retail Sales
by Product Category
Alcohol Off-Premise
Apparel
Apparel Accessories
Apparel, Footwear, & Accessories
Auto & Parts
Auto Parts & Accessories
Baby Care Products
Book, Music, & Video
Computer & Consumer Electronics
Computer
Consumer Electronics
Cosmetics & Beauty
Cosmetics
Food & Beverage
Footwear
Fragrance
Fresh & Frozen Foods
Furniture
Furniture & Home Furnishings
Haircare
Household & Personal Consumables
Home Furnishings
Home Improvement
Household Cleaning Products
Household Goods
Household Paper & Plastics
Jewelry
Kidswear
Large Appliances
Menswear
New Auto
Non-Alcoholic Beverages
Office Equipment & Supplies
Packaged & Shelf-Stable Foods
Pet Products
Skincare
Sporting Goods
Toys & Hobby
Used Auto
Womenswear
Other Auto & Parts
Other Cosmetics & Beauty
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Source & Notes
Data Table
Source: EMARKETER Forecast- February 2025 
Note: includes products ordered using the internet, regardless of the method of payment or fulfillment; includes baby care products that people regularly buy from a grocery store such as diapers and wipes
Additional Note: Baby care includes diapers, wipes, and baby toiletries such as baby wash, baby haircare, diaper rash cream, baby lotion, baby powder, and others. Baby food and baby formula are excluded. Sales can occur through channels outside of traditional grocers or supermarkets, such as warehouse clubs and superstores, convenience stores, gas stations, pharmacies, drugstores, and online delivery and meal-kit subscription services. EMARKETER benchmarks its US total retail sales figures against US Department of Commerce data from 2018 onward. The last full year measured was 2024.
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers, consumer online buying trends, and macro-level economic conditions.
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