Global Hobby & Leisure market

The global Hobby & Leisure eCommerce market is expected to increase over the next years. It is predicted to reach US$638,322.6 million by 2024 and the expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 7.2%. ECDB considers the following twelve sub-markets within the Hobby & Leisure market: Media, Sports Equipment, Stationery, Crafts & Art Supplies, Pet Supplies, Toys, Camping & Adventure, Erotic & Adult, Bullion & Precious Metal, Musical Instruments, Other Hobby & Leisure, Flowers & Gifts, and Smoking Supplies. Media is the largest sub-market and accounts for 27.3% of the global Hobby & Leisure market.

Monthly revenues

Monthly eCommerce revenues in the global Erotic & Adult market

The monthly eCommerce revenue of the global Erotic & Adult market was US$2,643 million in October 2024. This refers to a growth of 15.8% compared to September 2024. Within the last 12 months, the monthly revenue share was the highest in November 2023 with 9.4% of the total 2023 revenue of the global Erotic & Adult market and the lowest in July 2024 with 7.1% of the total 2024 revenue.

Revenue Last Month

US$2,643.4m

The eCommerce revenue grew by 15.8% from September 2024 to October 2024.

10-2024+15.8%

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 %)7.03.611.793.559.530.363.486.034.587.695.320.6

Market development

eCommerce revenue development in the global Erotic & Adult market

The global Erotic & Adult eCommerce market is expected to increase over the next years. It is predicted to reach US$29,469.0 million by 2024 and the expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 8.6%. The Erotic & Adult eCommerce market is a sub-market of the Hobby & Leisure market and accounts for 4.6% within this 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 global Erotic & Adult market

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 global Erotic & Adult market

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 %)25.080.521.438.946.393.332.11.1

Online share

eCommerce online share of the total Erotic & Adult market

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 global Erotic & Adult retail market, the online share is 11.6% and will increase by an average of 6.1% to 14.7% by 2028.

eCommerce online share of the total Erotic & Adult market

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)22.6%80.5%0.0%64.3%19.2%73.9%50.9%46.3%

Top stores

Top five Erotic & Adult online stores worldwide by net sales 2023

With sales in the global Erotic & Adult market, jd.com generated a revenue of US$2,316.7 million in 2023, which means it is the leading online store in this market. The global Erotic & Adult ranking 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 ranking shows a filtered revenue. It only includes sales within the market Erotic & Adult.

eCommerce net sales generated in the Erotic & Adult market 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 Worldwide - 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