Global Hobby & Leisure market

Market development

eCommerce revenue development in the global Toys market

The global Toys eCommerce market is expected to increase over the next years. It is predicted to reach US$72,703.0 million by 2024 and the expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 5.9%. The Toys eCommerce market is a sub-market of the Hobby & Leisure market and accounts for 10.8% within this market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Erotic & Adult, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, and Stationery, Crafts & Art Supplies.

eCommerce revenue development in the global Toys market

in million US$

eCommerce revenue growth in the global Toys market

in %

Net eCommerce revenue split by sub-category

in %
Revenue (in mUS$)
Growth (in %)75.741.

Online share

eCommerce online share of the total Toys 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 Toys retail market, the online share is 12.4% and will increase by an average of 7.3% to 16.4% by 2028.

eCommerce online share of the total Toys market

in %
Online share (in %)31.9%82.3%92.2%45.4%57.7%71.4%2.6%0.7%

Top stores

Top five Toys online stores worldwide by net sales 2023

With sales in the global Toys market, generated a revenue of US$4,585.1 million in 2023, which means it is the leading online store in this market. The global Toys 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 Toys.

eCommerce net sales generated in the Toys market in 2023

in million US$
Filtered revenue / share
Global revenue

Market definition

Definition of the Toys market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Toys In the category Toys digital channels are used to sell a variety of products, including baby and toddler toys (e.g. cuddly toys, rattles) and games (e.g. board games, card games). Not part of the category are video games and collectibles. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.


  • Baby and toddler toys (e.g. cuddly toys, rattles)
  • Games (e.g. board games, card games)


  • Video Games
  • Collectibles