Erotic Online Stores in the U.S.

In the digital age, shopping for intimate products has been completely reimagined. Once a niche market tucked away in specialty stores, the sexual wellness industry is now a burgeoning sector valued in the billions. Its catalog has expanded to encompass not just pleasure products, but a whole gamut of items related to sexual health and reproductive wellness. 

The appeal of online shopping in this space goes beyond mere convenience. It offers customers a broad range of options and a level of privacy hard to find in physical outlets. Plus, online platforms provide a rich trove of information, empowering consumers to make well-informed decisions. 

For our analyses, we're focusing on the leading online erotic retailers in the U.S., drawing from insights gleaned from their homepages and data sourced from ecommerceDB.

1. Adameve.com 

Starting off with number 1 on our list, adameve.com reported domestic revenues of US$281.5 million in 2022, which made up a substantial 92.8% of its total global income of US$303.4 billion. Despite experiencing a slight 1.7% dip in growth last year, Adam & Eve is by far the biggest erotic online store in the U.S. 

With a legacy spanning over 50 years in the U.S. adult toy sector, Adam & Eve offers a diverse array of products that go beyond toys to include wellness essentials and intimate apparel. These offerings are tailored for both singles and couples. 

The brand's emphasis on confidentiality, along with its varied product lineup, underscores its industry leadership and attuned understanding of evolving consumer preferences in the U.S. market.

2. Lovense.com 

Last year, lovense.com posted strong financial results, with U.S. domestic revenues amounting to US$81 million or 54.6% of the company's global earnings. Total worldwide sales for the brand touched an impressive US$148.3 billion. Moreover, Lovense experienced a 5.1% YoY (year-over-year) growth rate, indicating its thriving business and enlarging footprint in the market.  

What sets Lovense apart in the digital adult toy industry is its emphasis on high-tech capabilities. The company specializes in products that facilitate long-distance interactions, enhancing intimate experiences irrespective of physical location. Their proprietary "Lovense Remote App" amplifies this aspect by allowing remote toy control and featuring an extensive selection of customizable vibration settings. 

Beyond mere product offerings, Lovense enriches the customer journey with additional features like interactive gaming and erotic audio narratives, fortifying their all-encompassing market strategy.

3. Pinkcherry.com

In the fiercely competitive online retail landscape, pinkcherry.com distinguished itself by recording robust domestic sales of US$78.6 million. This impressive sum makes up a significant 94.2% of its global revenue for the year. When looked at in a broader scope, the company's worldwide sales reached a notable US$83.5 billion. Further accentuating its strong performance, pinkcherry.com experienced a 38.3% increase in sales compared to the previous year. 

This robust performance reflects a company in tune with its customer needs. The brand offers a wide array of products, from simple vibrators to elaborate wellness items, exemplifying their holistic approach to the market. Strategic alliances with renowned brands like LELO (at #7 on our list) and CalExotics further strengthen their market position. Their marketing efforts, aimed at a broad spectrum of audiences including women, men, couples, and novices, affirm their inclusive strategy and wide consumer appeal.

Technology and societal shifts are reshaping consumer behaviors. Within this change, the U.S. stands out. Data from Klarna Insights reveals that by the third quarter of 2022, 17% of American consumers had purchased sex toys online, cementing the U.S. as a key player in the global sexual wellness market.

4. Lovehoney.com 

In 2022, lovehoney.com, a key player in the sexual wellness arena, announced U.S. domestic sales amounting to US$64 million, a sum that equates to their global revenue, implying that the brand's focus remains solely on domestic operations. After experiencing a fluctuating growth pattern—with a high of 58.7% in 2020 followed by a precipitous drop of 89.5% in 2021—the brand has weathered its fair share of challenges. 

The setback in 2021 is largely credited to issues with dominant technology platforms like Google and Instagram. An alteration in Google's SafeSearch feature notably dimmed Lovehoney's online presence, resulting in a loss of an estimated one million customers.  

To directly confront Google's impact on their business, Lovehoney launched its "Ogle" billboard campaign in June last year. The campaign featured a billboard with the recognizable primary colors of Google's search engine and carried the provocative message: "Turn off SafeSearch to lay eyes on our full range." 

Despite this bold initiative and subsequent discussions with Google's advertising division, the brand found no relief in policy changes. Additional hurdles arose from third-party sales platforms like Amazon and various social media outlets, due to their conservative guidelines on product listings and advertisements. 

Nevertheless, Lovehoney rebounded impressively, posting a staggering 737.7% growth in 2022. This turnaround highlights the brand's resilience and ingenuity in traversing a convoluted digital landscape.

5. Bad-dragon.com 

Since its inception in 2008, bad-dragon.com has uniquely positioned itself in the eCommerce landscape by bringing fantasies to life. Its offerings boast colorful and imaginative designs inspired by folklore and mythology. This creative angle permeates their wide array of products, from intimate wearables to dildos, offering a refreshing alternative in an otherwise crowded marketplace. 

The year 2022, however, proved to be financially testing for the company. It reported domestic revenues of US$52.8 million, which constituted 69.2% of its total global income. Although the overall global revenue stood at a respectable US$76.4 billion, the company faced a significant downturn, experiencing a 21.7% drop in growth in the same year. This contraction could hint at market saturation or unforeseen obstacles that emerged during the year. 

Despite the financial hiccups, bad-dragon.com's consistent focus on quality, innovation, and safety for the body speaks volumes about the resilience embedded in the brand's philosophy. As they steer through these market hurdles, their unwavering dedication to craftsmanship and customer contentment reinforces their enduring charm and augurs well for a potential rebound.

6. Fleshlight.com 

Fleshlight.com's domestic sales in 2022 reached a significant US$49.9 million, accounting for 69% of its global revenue. The total global sales for the year amounted to US$72.3 billion. Despite these substantial figures, the company saw a 15.2% dip in its growth rate, signaling possible market saturation or increased competition. 

Established in Austin, Texas, in 1997, Fleshlight has cemented its presence in the adult toy market, primarily targeting male customers. With a focus on realistic and intimate experiences, the brand features select items that are replicas of renowned adult film stars. Uniquely designed to resemble a flashlight, their products offer the utmost discretion for privacy-conscious users. Emphasizing user well-being and enjoyment, Fleshlight crafts its offerings from materials that are 100% safe for the body, hypoallergenic, and environmentally friendly. 

Accentuating their commitment to authenticity, the brand uses its custom-made Superskin material designed to mimic the texture of real skin. To serve a clientele interested in holistic sexual well-being, the brand runs the "Fleshlife" blog, which delves into extensive sexual wellness topics.

7. Lelo.com 

Recording strong domestic earnings amounting to US$48.4 million last year, lelo.com's total worldwide sales for the year were an impressive US$103.6 billion. The company also showcased a growth rate of 13.5%, illustrating a diversified and growing footprint in both domestic and international markets. 

Lelo.com distinguishes itself not just as a maker of luxury sexual wellness products, but also as a leader in the broader self-care arena. Emphasizing inclusivity across various demographics like gender, orientation, race, and age, the platform holds a unique spot in the industry. With a comprehensive approach that combines an array of products and a focus on consumer education, the brand has set itself apart. 

A two-decade-long legacy adds to the brand's strong market credibility. As it continues to evolve, lelo.com stands as a symbol of quality, inclusivity, and educational outreach in the realm of intimate care products.

Recent data from PwC reveals significant changes in the U.S. market for sexual wellness devices. Online sales accounted for 59% of the market in 2019, jumping to 73% during the pandemic peak of 2020-2021. However, in 2022, there was a modest decline to 70%, potentially suggesting a renewed preference for in-store shopping as conditions improved post-pandemic.   

8. Edenfantasys.com 

Known for its wide variety of intimacy products, edenfantasys.com posted domestic revenues of US$43.2 million last year. This accounted for 91.2% of its total global sales of US$47.4 billion. However, the brand did experience a 8.1% degrowth in the same year, suggesting challenges in retaining its customer base or expanding its market presence. 

The company caters to individuals and couples of all genders, offering products that range from vibrators to lubricants, and striking a balance between affordability and luxury. 

The platform also distinguishes itself by cultivating an active online community via its "Adult toys forum," where consumers can discuss experiences and ask questions about products. On the sustainability front, EdenFantasys is committed to eco-friendly practices, including minimizing its carbon footprint. 

Further bolstering customer confidence, the company employs discreet shipping practices and secure payment options. While the company has faced some growth challenges in 2022, its well-rounded approach to the market suggests areas where strategic adjustments could drive future success.

9. Bboutique.co 

Bboutique.co, also known as Bellesa Boutique, recorded substantial domestic revenues of US$41 million, comprising nearly 80% of its global sales in 2022. While the enterprise's worldwide earnings reached a remarkable US$51.5 billion, the company experienced a minor contraction in growth by 3%, suggesting some competitive headwinds or market saturation. 

Bellesa Boutique is not just about sales figures; it offers a comprehensive product line designed for a diverse audience that includes individuals, couples, and the LGBTQ+ community. The company's dedication to discreet shipping and its distinction as the "Best Sex Toy Retailer 2022" underlines its commitment to customer satisfaction and privacy. Targeting primarily a female audience, the brand promotes the concept of "pleasure equality," signifying a deep resonance with and understanding of its core consumer base.

10. Spicylingerie.com 

As the last online store on our list, spicylingerie.com solidifies its standing in the digital market for intimate wear. The eCommerce site posted domestic sales of US$40.6 million in 2022, contributing to a substantial 95.8% of its global earnings, which totaled US$42.4 billion. The company also saw a modest but positive growth rate of 0.9%, highlighting its ongoing relevance and adaptability in the ever-changing consumer landscape. 

Spicy Lingerie distinguishes itself through an extensive inventory of over 15,000 items that range from timeless romantic pieces to modern, edgy styles. Tailoring to inclusivity and diverse body types, Spicy Lingerie offers a wide array of sizes and a specialized selection of plus-size lingerie. Complementing its broad product range, the brand also provides a one-stop shopping experience with accessories like silky stockings and heels, all while upholding its promise of offering luxury without breaking the bank.

Where is the Market Headed?

As noted earlier, the minor decline in online sales for sexual wellness devices last year warrants attention, especially in the context of robust eCommerce activity.

Consumers are increasingly drawn to physical stores, potentially enticed by tactile experiences and direct consultations that are at times lacking online. The option for cash payments in-store adds a layer of privacy difficult to match online. Further, supply chain issues, such as shipping delays and rising costs, make in-store purchases more appealing for some.

This subtle change in consumer behavior demands continued observation, particularly as the market is set to grow significantly—from US$11 billion in 2022 to US$11.8 billion in 2023, and up to US$19.9 billion by 2030.

While the overall market's growth doesn't guarantee a similar surge in online sales, the market's sensitive nature and privacy concerns, along with potential resolution of supply chain disruptions, make the future of online sales cautiously promising.

Top 10 Erotic Online Stores in the United States: Key Takeaways 

Navigating the U.S. erotic online retail space reveals a landscape marked by diversity and innovation. Each brand brings its unique strengths to the table, offering something distinct to consumers. Before we delve into the key insights that shape this industry's top contenders, it's important to note: just because a particular aspect is highlighted for one store—EdenFantasys and its commitment to sustainability, for instance—doesn't mean other stores lack that quality:  

Lovense.com specializes in high-tech, long-distance products, while lelo.com focuses on quality and inclusivity. In contrast, adameve.com leverages a 50-year legacy, pinkcherry.com builds on brand alliances, and edenfantasys.com prioritizes community and sustainability.

Bad Dragon offers folklore-inspired items, and Fleshlight delivers realistic, discreet experiences for men, both emphasizing quality and safety.

Lovehoney.com faced tech challenges but has successfully rebounded.

Bboutique.co targets a female audience with "pleasure equality," while spicylingerie.com offers expansive, affordable luxury. Both aim for inclusivity and a wide product range.

A minor dip in online sales for sexual wellness devices highlights a shift toward physical stores, despite a market set to grow to US$19.9 billion by 2030. The outlook for online sales remains cautiously optimistic.

Sources: Adam & Eve, Lovense, PinkCherry, Lovehoney, Bad Dragon, Fleshlight, LELO, EdenFantasys, Bellesa, Spicy Lingerie, Klarna Insights, PwC, The Drum, Grand View Research, Statista, ecommerceDB