What Do People Buy the Most Online?

Some of the most popular products and services bought online include fashion, electricals, shoes, books, trips, stays, holidays, flights, lifts, and food.

 min read
August 15, 2023
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We’ve sold products successfully on both our own website and some of the biggest marketplaces, including Amazon. By doing so, we’ve done tons of research on what people buy the most online. 

In this article, we’ll share some of the top products purchased online, the most popular marketplaces and service websites, along with lots of helpful information to help you sell online.

Let's get started. 

Key Takeaways

  • Fashion products, including clothes, accessories, and footwear, are some of the best-sellers online.
  • Services, like trips and food deliveries, are also purchased online.
  • Online sales continually increase, suggesting it’s a great time to start dropshipping.

Keep reading to find out what people buy the most online and tips for dropshipping.

10 Popular Products Purchased Online 

  1. Fashion 
  2. Consumer Electricals
  3. Office Supplies
  4. Shoes
  5. Toys and Games 
  6. Books
  7. Sports and Fitness Products
  8. Outdoor Products
  9. Kitchen Products
  10. Pet Supplies  

1. Fashion

Fashion accounts for around 23% of all online retail sales in the US [1]. Even during the pandemic, when most industries saw decreases in demand, fashion saw an increase. 

Sites like Poshmark, GOAT, and Depop are some of the most used fashion apps in the US. This shows the interest in selling and buying second-hand clothes, usually at a discounted rate. It might also show the increasing awareness of sustainability in the fashion industry.

Should I Dropship Fashion Products?


  • Worldwide demand
  • It’s easy to expand your range in the fashion niche
  • Dropshipping allows you to easily launch new and trendy products.
  • Most products are small, making them cheap to ship


  • The market can be unpredictable with trends.
  • It can be challenging to find a supplier that has a large range of products.

Tips for Dropshipping Fashion Products

  • Consider using a print-on-demand service, as they are often reliable and unique designs can help set your business apart.
  • Add a size chart to your website to help avoid returns.
  • Try to keep your sizing consistent across your products to avoid confusion.
  • We recommend finding a supplier that sells a variety of fashion products so it’s easy to expand your range. It also makes fulfillment easy.

Our Top Fashion Product Recommendations

  • Kids clothes
  • Men's casual wear
  • Fashion jewelry
  • Sunglasses
  • Sports bags

2. Consumer Electricals

Comparing prices and specifications for electricals is vital. It’s far easier to do this online rather than in-store

There is also far less pressure when making a high-ticket purchase online than in-store. 

If you’re interested in dropshipping electronics and electronic accessories, we have an article with everything you need to know.

Should I Dropship Consumer Electricals?


  • Huge product variation, from cameras, laptops, white goods, hot hair tools, and more.
  • Easy to expand your product range with accessories.
  • Dropshipping allows you to keep up with new releases and technology, as you can easily add new listings to your store. 
  • We would avoid dropshipping phones, laptops, cameras, and other products dominated by major brands.


  • The ever-changing market means you can end up chasing the big brands.
  • High competition from big brands
  • Selling electricals requires you to adhere to specific regulations

Tips for Dropshipping Consumer Electricals

  • Consider selling electronic accessories, as there is less risk than selling electronics.
  • There are always new electronics released, so it can be difficult to keep up with big brands.
  • Find a supplier that provides a warranty, as this is important for electrical products.

Our Top Consumer Electrical Product Recommendations

  • Robotic vacuum cleaner
  • Sleep mask with headphones
  • Earphone and headphone accessories
  • Computer cleaning kit

3. Office Supplies

The demand for stationery products and commercial office supplies has decreased, but the demand for home office products has increased [6].

Cheaper prices, easy payments, and convenience are reasons shoppers choose to buy office supplies online rather than in-store.

Should I Dropship Office Supplies?


  • Products are often small and light and, therefore, cheap to ship
  • There are tons of products to choose from
  • There is high demand for office supplies from both individuals and businesses


  • Commercial office supplies are seeing reduced sales
  • High competition from online marketplaces and big-box superstores

Tips for Dropshipping Office Supplies

  • We don’t recommend selling desks, office chairs, or large products as they are heavy, making them expensive to ship. Furniture is also often more at risk for damage, resulting in refunds.
  • Consider selling products for home offices rather than commercial offices.
  • Choose a supplier with a large product range so you can easily expand your store.

Our Top Office Supply Recommendations

  • Desk storage
  • Laptop stand
  • Desk pad
  • Headphone stand
  • Monitors

4. Shoes

Shoes sell year-round, and there are lots of different styles and types of shoes.

The market has also grown annually, and shoes continue to feature in the best-selling lists on marketplaces like Amazon, eBay, and Alibaba.

If you’re interested in dropshipping shoes, we have an article with tons of helpful tips to get started.

Should I Dropship Shoes?


  • Huge variety of products
  • Large global audience
  • Shoes are a necessity in most countries
  • Demand year round


  • High return rate due to sizing issues
  • Competition with big brands

Tips for Dropshipping Shoes

  • Add a size chart to your site to reduce the risk of returns.
  • Don’t sell fake or counterfeit designer shoes. It could land you in serious trouble.
  • The climate and culture will dictate which shoes are popular in specific countries. Look at this information to find relevant products.

Our Top Shoe Recommendations

  • Slippers or house shoes
  • Kids shoes
  • Cycling shoes
  • Folding flats
  • Chunky sneakers

5. Toys and Games

Toys have a high demand, and online toy stores often have a high customer retention rate. 

There are toys for kids of all ages, from babies to teens. And if the toys and games sold are high quality, parents will often return to purchase new toys as the child grows.

If you want information about dropshipping toys, we have an article with everything you need to know.

Should I Dropship Toys and Games?


  • High demand
  • Variety of products
  • Evergreen
  • Appeal to a variety of age groups
  • Easy to offer upsells and order bumps


  • High competition
  • Choking hazards and warnings required
  • Strict regulations to adhere to
  • Risk of trademarks and copyright violations
  • Restrictions on certain marketplaces and platforms

Tips for Dropshipping Toys and Games

  • Avoid selling branded toys.
  • Look at kids' toys by age group and consider selling toys for a variety of ages.
  • We would recommend selling smaller toys. Large and heavy toys are more expensive to store and ship.
  • Certain toys have advertising restrictions, making it difficult to get your products in front of potential customers.
  • High product quality is vital.

Our Top Toys and Games Recommendations

  • Snake toys
  • Kids tents
  • Plushies
  • Wooden blocks
  • Magnetic drawing boards

6. Books

Amazon initially started as a marketplace for books and is still one of the most popular places to buy books.

Print books are still in high demand [5], making them a great product to sell.

E-book sales are also increasing year-on-year [6]. There are tons of websites you can easily sell e-books on, like Amazon, Sellfy, Podia, Teachable, LearnWorlds, and many more.

Should I Dropship Books?


  • Can usually request certain designs for your books to make them unique
  • High demand
  • Huge variety of products, including school supplies, notebooks, cookbooks, fiction, religion, and much more
  • Books are often small and light, making them cheap to ship


  • Can be difficult to find a supplier for certain books
  • High competition from print-on-demand book companies, like Kindle Direct Publishing
  • Might need to obtain permission to sell certain books

Tips for Dropshipping Books

  • Consider creating your own books. You can easily create your own puzzle books and coloring booking. This will avoid any copyright issues.
  • You can create a variety of covers and use the same contents for diaries, notebooks, or scrapbooks. This makes it easy to expand your range and test different designs.

Our Top Book Recommendations

  • Puzzle books (like sudoku, crosswords, word searches, etc.)
  • Scrapbooks
  • Coloring books for kids and adults
  • Kids picture books
  • Diaries

7. Sports and Fitness Products

Home fitness and sports equipment are incredibly popular online.

Convenience and quick delivery are two of the main reasons why people buy sports and fitness products online. 

Several fitness products, like benches, gym machines, and weights, are heavy and expensive. So people will often choose to buy these online so they can compare the specifications and have the items delivered. 

If you want to learn about dropshipping fitness products, we have an article with everything you need to know. 

Should I Dropship Sports Products?


  • Increased demand since the pandemic for home fitness products [5]
  • Huge variety of products 
  • Diverse niche, with products for all ages


  • Competition from established fitness brands
  • Low profit margin 

Tips for Dropshipping Sports Products

  • We recommend home gym products and smaller gym accessories.
  • Avoid selling large gym equipment, as it will usually require a warranty.
  • Heavy products, like weights, are expensive to ship and store.

Our Top Sports Product Recommendations

  • Yoga leggings
  • Resistance bands
  • Travel gym sets
  • Hand wraps
  • Gym gloves

8. Outdoor Products

Outdoor products, including camping, hiking, and travel gear, are expected to increase in revenue year-on-year. 

The online and offline split is also changing, with more people choosing to buy online every year. It is estimated that by 2027, 47.5% of all outdoor product sales will be made online [3].

Should I Dropship Outdoor Products?


  • Variety of products, from hiking jackets to first aid kits
  • High-value products, like tents, camping furniture, coolers, etc
  • Products are often in a variety of categories, meaning you can target a larger audience


  • Many products are seasonal, which can cause peaks and dips in sales
  • The nature of products means they need to be tested to ensure they are durable and resistant 

Tips for Dropshipping Outdoor Products

  • Choose products that aren’t seasonal so you can make sales year-round.
  • Find products that are versatile and target other niches, for example, backpacks, apparel, or cookware.
  • Look at camping trends to find winning products, for example, portable WiFi.

Our Top Outdoor Product Recommendations

  • Backpacks
  • Electronic cases
  • Tools
  • Outdoor clothes, including fleeces, water-repellent trousers, etc

9. Kitchen Products

Kitchen products are a necessity for most people. 

And sites like Walmart, Alibaba, and Amazon have a huge variety of kitchen products. 

These sites make shopping online easy. 

Online shopping is also ideal for comparing prices and specifications to help consumers find the right kitchen products.

If you’re interested in dropshipping kitchen products, we have an article with everything you need to know, with product and supplier recommendations.

Should I Dropship Kitchen Products?


  • Huge range of products, from kitchen utensils to appliances 
  • Global demand
  • High demand as many kitchen products are a necessity
  • The niche has grown year-on-year and is expected to continue growing [1]


  • High competition from superstores and discount online retailers
  • Can take a while to find a supplier with high-quality products
  • Difficult to compete with prices, often leaving you with low margins
  • Many kitchen products, like ceramics and glass, are fragile and can break in transit

Tips for Dropshipping Kitchen Products

  • Look for small and light kitchen products, as they are cheaper to ship.
  • Avoid selling white goods and appliances as they often require a warranty, and if they break or malfunction, you’ll be responsible for refunds.
  • As kitchen products touch food, ensure you adhere to any regulations, as there could be possible food contamination.

Our Top Kitchen Product Recommendations

  • Portable insulated tumblers with straws
  • Digital scales
  • Vegetable slicer
  • Storage and organization containers

10. Pet Supplies

The pet industry is increasing year-on-year. And in 2020, over 40% of pet owners bought their pet supplies online due to the cheaper prices [7]. 

There are tons of pet supplies available online, including grooming tools, food, medication, toys, beds, bowls, leashes, collars, tanks, cages, and much more.

If you’re interested in selling pet supplies, we have a list of the top 12 best pet suppliers and products.

Should I Dropship Pet Supplies?


  • High demand and increasing market
  • Huge variety of products to sell
  • Most products are sold year-round
  • Owners often consider pets part of the family and are willing to spend a lot on them


  • There is competition from big box stores, pet stores, and other online retailers
  • It can be hard to stand out from your competition
  • Pet supplies are often sold cheaply, meaning profit margins can be low

Tips for Dropshipping Pet Supplies

  • Avoid selling pet food and supplements, as they can be subject to strict restrictions.
  • Find a less competitive sub-niche, such as a specific dog breed or unique pets.
  • Make sure to include safety warnings on any product that could be a choking risk or cause damage.
  • Find a supplier that sells a variety of pet products, so you can easily expand your range.
  • Avoid larger pet products, like dog beds, as they can be expensive to ship.

Our Top Pet Supply Recommendations

  • Grooming tools
  • Pet feeding mats
  • Interactive pet toys
  • Dog bandanas
  • Reusable pet diapers

Why Should I Sell Online? 

E-commerce continues to grow, with many shoppers preferring to shop online rather than in-store.

It is thought that by 2040, 95% of purchases will be made online [1]. 

This reason alone should be enough to convince you to start selling online. But there are a few more too. These include the following:

  • Increasing demand for online retail
  • Reduced fees, including no storefront rental costs, shop assistants' wages, etc
  • Ability to reach a global audience
  • Not restricted by opening hours of a store
  • Gather customer data and purchase history to understand customers and improve sales
  • Receive product feedback from customers to help improve products
  • Choose how you showcase your products to customers
  • Contact customers with offers
  • Offer expert customer support easily

Who Shops the Most Online? 

Knowing who shops the most online can help you identify the largest target market. 

You can then look for products that are purchased by that target market. This could help you find products for a large target audience. 

For example, if the statistic shows that no one over the age of 80 shops online, then we wouldn’t recommend selling products designed for seniors. But it’s not that straightforward.

We’ll look at general statistics for those who shop online. 

  • Gender - Studies show that there is very little difference between the online shopping habits of men and women [4]. A study showed that 24% of women shop once or twice a week, compared to 30% of men.
  • Age - Studies show that millennials (those born between 1981 and 1996) and Gex X (those born between 1965 and 1980) are the biggest online shoppers [5].
  • Devices - Selling on marketplaces and platforms that are optimized for popular devices is vital. Studies show that smartphones are the most popular device to use to shop online [3]. 

So, make sure that your website and any marketplaces you’re selling your product on are optimized for mobile.

  • Global - China leads the way with the largest e-commerce market, generating $672 billion. China is followed by the USA, which generates $340 billion. The UK ranks third, Japan fourth, and Germany fifth [2].

What Are the Most Popular Marketplaces and Online Service Companies?

Looking at the top service and marketplaces can give us ideas for products to sell online.

Marketplaces sell various products and allow individuals and businesses to list their products.

The services like Airbnb and Uber allow users to reserve stays and rides, but individual property hosts and drivers make the service possible.


As the world's largest online retailer, I’m sure we all know what Amazon is.

It’s a multinational tech company that focuses on e-commerce. 

Its e-commerce platform allows individuals and businesses to sell products, and they list their own branded products. 

There are various ways to sell on Amazon, including its fulfillment by Amazon service. This allows sellers to send their stock to Amazon warehouses, and then Amazon fulfills the orders on the seller's behalf.

Amazon also has cloud computing, digital streaming, online advertising, and AI.

What Do People Buy Most on Amazon?

  • Homewear
  • Collectibles
  • Books and CDs
  • Kitchen accessories
  • Electronics
  • Clothes, shoes, and jewelry

Alibaba Group (including Alibaba, AliExpress, Taobao, and several others)

The Alibaba Group is a Chinese company that provides a digital marketplace for businesses to list their products. The group includes several subsidiaries.

You’ve likely heard of Alibaba and AliExpress if you dropship or sell online. 

Alibaba is a business-to-business retail service. It is suitable for businesses to buy in bulk, often with the intention of reselling. 

Whereas, AliExpress is a business-to-consumer e-commerce platform. Making it suitable for individual orders and better for dropshipping. 

What Do People Buy Most on Alibaba and AliExpress?

  • Sports products
  • Kitchen accessories
  • Hair and beauty products
  • Clothes and shoes
  • Electronic accessories 
  • Packaging


PinDuoDuo is a Chinese e-commerce platform that connects farmers and consumers.

The platform focuses on providing huge savings for consumers. Users can form shopping teams. These teams provide savings and aim to keep users motivated to spend more.

What Do People Buy Most on PinDuoDuo?

  • Fresh produce
  • Fashion
  • Household products
  • Electronics


eBay is an e-commerce site that doesn’t list any of its own products. Instead, individuals and businesses can list their items for sale. 

The platform originated as an online auction, where shoppers can bid on products and sellers can set a reserve price.

Now, as well as auctions, sellers can set a price for instant purchases. 

What Do People Buy Most on eBay?

  • Fashion
  • Home decor
  • Electronics and refurbished electronics 
  • Garden products
  • Collectibles
  • Health and beauty products

JingDong ( or Joybuy)

JingDong is the largest online retailer in China. It is a business-to-consumer retailer that prioritizes quality. 

It sells a huge variety of products, from electronics to fresh food.

What Do People Buy Most on Jing Dong?

  • Consumer electronics
  • Household appliances  
  • Furniture
  • Automotive parts
  • Clothes and shoes
  • Food and beverages is a travel marketplace where users can buy and book all types of trips. 

It is one of the largest and most used global travel marketplaces. There are all types of stays available, from large hotels to individual guest rooms. Hosts can also list their own properties for users to book.

As well as stays, users can also book flights, car rentals, attractions, and more.

What Do People Buy Most on

Hotels are the most popular product available on 

But you can also book the following: 

  • Stays
  • Complete trips
  • Flights
  • Car rentals
  • Attractions
  • Airport taxis


Rent holiday homes and apartments all over the world directly from the hosts.

Airbnb is a marketplace for homestays and experiences. 

Hosts can list properties, and users can search for and reserve their stays through the site. Hosts then pay a fee to Airbnb for every stay.

What Do People Buy Most on Airbnb?

Airbnb is used to sell accommodation.


Etsy is a marketplace of handmade or unique products offered by independent sellers. 

Independent sellers can set up their own shop fronts. Customers can then search for and buy from sellers. Sellers pay a transaction fee to Etsy and ship the products directly to users.

What Do People Buy Most on Etsy?

It's hard to see which products sell the most. But Etsy does have a ‘Popular Right Now’ section. The section includes the following products:

  • Personalized Cutting Board
  • Personalized Name Necklace
  • Personalized Tape Measure
  • Faceless Portrait
  • Family Name Metal Sign
  • Name Puzzle
  • Homemade Bath Tray
  • Ceramic Planters


Whether it’s requesting a ride or ordering food, the chances are you’ve heard of or used Uber.

The Uber app allows you to submit a trip request and be matched with a driver for a ride. 

It works in a similar way to a taxi service, but requests and payment is made through the app.

Uber also has other services, including food delivery, allowing popular restaurants to offer their food for takeaway without having to employ delivery drivers. 

What Do People Buy Most on Uber?

Uber's product is transportation. 

It’s most used for trips (Uber) and food deliveries (Uber Eats).

But a few other products are also offered, including Uber Freight, Uber for Business, and Same Day Delivery solution for packages.


Shopify is an e-commerce platform for all businesses. Many small businesses use Shopify to build their stores, and it is our favorite platform for creating a dropshipping store.

If you’re interested in joining Shopify, we have an exclusive discount. The discount allows you to join with a free trial and enjoy three months of Shopify for $1 per month

Over 4 million stores are built on Shopify, offering a diverse range of products. 

Some of the most successful stores built on Shopify include the following:

  • Fashion Nova
  • Gym Shark
  • Allbirds
  • Steve Madden
  • Shop Mr. Beast
  • ColourPop
  • Kith
  • Ruggable

What Do People Buy Most on Shopify?

Shopify allows you to create a store selling almost anything. There are stores in all niches, so it’s hard to say what people buy the most of. 

But the most popular stores mentioned above sell the following products:

  • Fashion Clothing
  • Gym Wear
  • Shoes
  • Cosmetics
  • Influencer Merchandise
  • Homewear

Frequently Asked Questions

What Products Sold the Most During the Pandemic Lockdown? 

Household necessities, hygiene products, hand sanitizer, disposable gloves, and medicine were in high demand. 

E-commerce also boomed, with high spikes in fashion. Sales for swimwear and travel products saw the biggest reduction.

If you want to uncover the sales a store is making, check out our Sales Tracker tool. You can monitor the sales performance of products over time. 

What Are the Most Consumed Products? 

Water is the most consumed product.

Other products include food and drugs (like aspirin or paracetamol).

If you’re looking to sell products that are heavily consumed, then you could look at toilet paper, paper, pens, health products, and hygiene products.

What Are the Most Profitable Products to Sell?

It’s hard to say exactly what are the most profitable products as we never know the exact costs and operating expenses. However, some of the most profitable niches include apparel, digital products (including courses, e-books, etc), jewelry, and furniture.

We have an article with the top 17 high-margin products. It has tons of tips on how to sell them and the best channels to sell them on.

Final Thoughts

Products, food, and other services are most sold online.

Hopefully, our list of popular products and most used marketplaces and services has answered your question. 

If you’re interested in finding winning products for your own store, check out the Product Database tool on our 7-day free trial.

Try Dropship
Discover winning products to sell today.
Shopify Offer
Start and sell with Shopify $1/month for 3 months.
Try Dropship
Discover winning products to sell today.
Shopify Offer
Start and sell with Shopify for $1 for one month.

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