What categories are doing well in eCommerce this November?

November is underway, and that means so is the season of Cyber Five; the five-day period between Thanksgiving and Cyber Monday that had almost $30 billion in online sales in 2019.

In today’s blog, I’ll share how different categories are trending on various marketplaces, including which have the highest growth velocity and what to expect next. These insights are from proprietary Deliverr data, which we are sharing to help sellers increase their sales.

Category relativity table: November 17, 2020

As of November 15th, here are the fastest-growing categories across Amazon, Walmart, eBay, Wish, and Shopify.

How do you read the data? The numbers on the chart below signify category velocity ranking based on marketplace. That means if a category has a #1 beside it, it is currently the fastest-growing (high velocity) category for the corresponding marketplace.

How did we compile these results? We monitor the categories of the orders we fulfill to determine category velocity rankings.

Where is the rest of the data? You may have noticed some numbers missing in the velocity rankings. We selected some of the most interesting category movements to show here, but left some out. To learn more, contact your Deliverr account rep.

Best performing categories on Amazon

According to our data, the fastest-growing categories on Amazon in terms of order volume include:

  • Party & Occasions
  • Arts Crafts & Sewing
  • Industrial & Scientific
  • Health
  • Cell Phones
  • Household Essentials

Here are the trends behind these categories for 2020 (yellow) compared to 2019 (blue), as measured by average weekly order volume.

Party & Occasions

The average order volume of party supplies is going up, likely due to the upcoming holidays. This has followed 2019 trends so we can predict it will continue to rise from here.

Arts Crafts & Sewing

This category was a surprising wildcard this year, with sales spiking over the summer (likely with parents looking for activities for their kids to do over the summer) and continuing to have the occasional spike until now. This doesn’t follow 2019 trends, but another spike in sales for this category is not out of the picture.

Industrial & Scientific

This category has strong volumes across all marketplaces, making it a healthy multi-channel SKU that sellers can pursue everywhere they sell. Although there was a slight dip in average weekly order volume early November, we can see in 2019 sales rose sharply right before the holidays.

Health

Overall health purchases are up this year compared to last, but this category does not usually see a holiday-season sales bump. It’s a high-volume category for obvious reasons during a global pandemic.

Cell Phones

The cell phone category sales trend on Amazon follows 2019’s numbers, so we can expect a spike around December.

Household Essentials

Household essentials were at their highest earlier this year, in particular under the kitchen subcategory. Today those sales remain high compared to 2019, but have plateaued.

Best performing categories on Walmart

The top moving categories in Walmart, according to our data, include:

  • Industrial & Scientific
  • Household Essentials
  • Baby, Personal Care
  • Patio & Garden
  • Party & Occasions

That means these categories are growing the fastest. That said, if you have items in this group that aren’t on Walmart yet, now is a great time to get started.

Here’s how some of those categories have been performing on Walmart, measured by average weekly orders. The yellow line represents 2020, and the blue is 2019.

Top moving Walmart category: Seasonal

The top category of Walmart is seasonal items, and it looks like it’ll have a few spikes before year-end.

Industrial & Scientific

The data in this chart shows average order volume trends for Walmart specifically, but this category is doing well across all marketplaces, and is up overall compared to 2019.

Household Essentials

This data is unique to Walmart, but household essentials are another category that’s doing well almost everywhere, in particular under the kitchen subcategory. We can see how much higher the volume is overall than it was in 2019.

Baby

Baby goods are on the rise in the Walmart Marketplace, whereas last year they had begun to dip right before taking a sharp spike in late November/early December. It’s fairly safe to expect a similar spike this year as well.

Personal Care

Personal care is a popular category on Walmart, and has performed consistently well both this and last year. This category is more stable, and exhibits less seasonality – most of the items here are items that need to be replenished once consumed, so it has a steady and consistent order volume.

Patio & Garden

Patio and garden sales were quite high this summer and autumn, but are starting to dip now that we are entering winter. Last year there was a slight spike, but there’s a possibility that we won’t see that again this year due to the high volumes we already saw in the months prior.

Party & Occasions

It looks like shoppers are opting to have small celebrations at home this year, and stocking up on party items to go with it.

Black Friday(s) from Walmart

Walmart also has an interesting category movement owing to their multiple Black Friday deals this year spaced throughout November.

Here’s what they featured and on which dates (online).

  • November 4: toys, electronics and home products.
  • November 11: larger electronics (TVs, computers and tablets), movies, music and items in apparel, hardlines, and home.
  • November 25: even more electronics, toys and gifts across apparel and home, as well as seasonal décor favorites.

Toys

Toys are on the rise on Walmart Marketplace, as they were last year. The trend closely follows 2019 trends, which means we can expect an even higher bump in the future – especially as more Walmart Black Friday deals are released.

Electronics

Electronics are trending up lately, in line with what we saw in 2019 from Walmart. We can expect a bigger boost with multiple Black Friday deals from Walmart this year.

Home

Home goods have been doing especially well lately, and trends look fairly similar to 2019. If this continues, this category may see a spike in sales – it’s just a matter of how much, as impacted by the Black Friday deals.

Best performing categories on eBay

eBay has seen the fastest growth in the following categories:

  • Patio & Garden
  • Cell Phones
  • Industrial & Scientific
  • Household Essentials
  • Office Supplies

Let’s take a look at the sales volumes of those categories in 2020 (yellow line) and 2019 (blue line).

Top moving category: Seasonal

The top category on eBay is Seasonal, which had a healthy spike last week but has since started coming down. This category remains higher than it was last year, but did take a dip back in October.

Patio & Garden

This category has more sales overall than in 2019, and is on a rising trend. Overall the average weekly order volume is higher in 2020 than 2019, and if this year follows previous trends we can expect it to grow even further before December.

Cell Phones

This category can be dependent on manufacturer releases, but looking at last year’s trends we can expect a rise before the holidays.

Industrial & Scientific

This category is generally on an upward trend across many marketplaces, and if it follows last year’s trajectory we can expect another uptick soon.

Household Essentials

Household essentials are doing well on Walmart and Amazon as well. This category generally has higher volume than 2019, with relatively flat in-year growth.

Office Supplies

That the office supplies category is doing well shouldn’t come as a surprise given COVID-19. The sales are much higher than in 2019, and it looks like they will stay higher for the foreseeable future.

Best performing categories on Wish

Wish is doing well in:

  • Personal Care
  • Pets
  • Auto & Tires
  • Cell Phones

Wish has always done well in Personal Care, and this quarter’s trend is no exception.

Top moving category: Personal Care

The top-performing category on Wish is personal care, which is a strong category with or without the pandemic. It had good order volumes even in 2019, and had a spike even larger than 2020 volume.

Pets

The Pets category on Wish has been seeing multiple spikes, and is on the uptrend once again. Only time will tell what we’ll see closer to the holidays, since this category isn’t typically associated with holiday gifts.

Auto & Tires

Auto accessories is on the rise in Wish, and has performed better in 2020 than in 2019. This category had a big spike back in September to October, and volume has since gone down (although still higher than 2019 levels).

One reason for this may be reduced travel as more restrictions come into place. It could also be that consumers have already purchased their auto and tire needs over the summer due to road trips being one of the safer and more isolated ways to travel during the pandemic.

Cell Phones

The cell phone category on Wish went from much higher than it was in 2019, to relatively on par. Last week the 2019 volume caught up with a spike, and overtook what we’re seeing in 2020. However, order volume remains high this week, whereas last year it dropped sharply at the same time.

Best performing categories on Shopify

Shopify shared similar top performing categories as other channels. However, given that Shopify is D2C, the categories Personal Care, Pets, and Food are doing particularly well on this channel.

Here are the categories seeing an increase in velocity on Shopify:

  • Seasonal
  • Patio & Garden
  • Personal Care
  • Food
  • Sports & Outdoors
  • Pets
  • Industrial & Scientific

Shopify is seeing a fairly large spike in the Sports & Outdoors category. And, although seasonal is rising across multiple sales channels, Shopify has seen the sharpest spike in this category.

Top moving category: Seasonal

Seasonal Shopify items are on the rise, with a huge spike starting from late October and continuing to rise quickly week over week.

Patio & Garden

Patio and garden has been doing well on Shopify, with a large and lengthy spike from mid-September to mid-October. It has since gone down from peak, but is slowly on the rise again.

Some reasons behind this could be an increase in plant-related hobbies, as this is largely confined to home. As more and more professionals are working from home, plants are also a good way to liven up your apartment or workspace.

Personal Care

Personal care is on a rising overall trend, whereas last year it was largely flat. We can expect order volume to stay high, with potential spikes as we get close to the holiday season.

Food

Food has one of the biggest gaps in volume between 2020 and 2019. If you’re selling food items on Shopify, you’ve likely seen your order volume double and triple this year compared to last. It has been fairly flat in terms of week-over-week growth, but is starting to rise again.

Sports & Outdoors

This category was most popular over the summer, with a large spike earlier this Autumn. It’s tapered off since then, but remains higher volume than in 2019.

Pets

Now this is what we like to see! People are pampering their pets this November, as the growth of this category has spiked recently. Whereas last year, the category on Shopify was fairly flat, 2020 started out following the same trend with higher volume, and then got a spike mid-September that stayed fairly strong until now.

Industrial & Scientific

We saw a large spike in this category mid-October, then a drop that was still on par with the pre-spike volume. The category is going up slightly, and is much higher than last year’s numbers.

Interesting category to watch: Seasonal

Season items are doing well on Amazon, Walmart, and eBay. Take a look at seasonal category growth across all sales channels in the chart below.

Finally, we wanted to highlight how the Seasonal category was growing. It has been on a strong rise since late October, and looks like it’s going to continue from here on out.

Join 50,000+ sellers that receive the latest straight to their inbox.

You might also like

Share
Tweet
Share
Pin