Hobby & Leisure market in the UK

The UK Hobby & Leisure eCommerce market is predicted to reach US$24,684.5 million by 2024 and accounts for 15.6% of the total eCommerce market in the United Kingdom. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 4.5%, resulting in a projected market volume of US$29,451.2 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Stationery, Crafts & Art Supplies, Sports Equipment, Toys, Pet Supplies, Flowers & Gifts, Camping & Adventure, Musical Instruments, Erotic & Adult, Bullion & Precious Metal, Other Hobby & Leisure, and Smoking Supplies.

Monthly revenues

Monthly eCommerce revenues in the UK Erotic & Adult market

The monthly eCommerce revenue of the UK Erotic & Adult market was US$63 million in November 2024. This refers to a growth of 13.7% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 10.2% of the total 2023 revenue of the UK Erotic & Adult market and the lowest in August 2024 with 7.2% of the total 2024 revenue.

Revenue Last Month

US$63.1m

The eCommerce revenue grew by 13.7% from October 2024 to November 2024.

11-2024+13.7%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)19.496.568.799.686.272.915.720.366.62.841.23.4

Market development

eCommerce revenue development in the Erotic & Adult market in the UK

The UK Erotic & Adult eCommerce market is predicted to reach US$629.6 million by 2024 and accounts for 2.6% of the Hobby & Leisure eCommerce market in the United Kingdom. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 5.8%, resulting in a projected market volume of US$788.3 million by 2028. The Erotic & Adult eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Erotic & Adult market in the UK

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Erotic & Adult market in the UK

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)35.425.21.417.63.352.983.66.9

Online share

eCommerce online share of the total Erotic & Adult market in the UK

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the UK Erotic & Adult retail market, the online share is 25.9% and will increase by an average of 3.9% to 30.2% by 2028.

eCommerce online share of the total Erotic & Adult market in the UK

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)90.4%64.6%78.6%72.4%19.6%81.1%92.3%50.6%

Top stores

Top five Erotic & Adult online stores in the UK by net sales 2023

With sales in the UK Erotic & Adult market, lovehoney.co.uk generated a revenue of US$108.9 million in 2023, which means it is the leading online store in this market. The Erotic & Adult ranking of the United Kingdom is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Erotic & Adult market in the UK in 2023

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Erotic & Adult United Kingdom - Erotic & Adult United Kingdom - All Categories

Market definition

Definition of the Erotic & Adult market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Erotic & Adult The category Erotic & Adult comprises digital sales of erotic lingerie, sex toys, lubricants and sexual wellness products, and more. This category does not cover erotic books, contraceptives or online dating and matchmaking services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Erotic lingerie
  • Sex toys
  • Lubricants and sexual wellness products
  • Fetish gear

Out-of-scope

  • Erotic books
  • Contraceptives
  • Online dating and matchmaking services