Where the Ecommerce Growth is – Part 1: Best Product Categories to Drive Growth and Profit
In this post we explore where we think ecommerce sellers should focus their product categories strategy in the coming months.
As we near the second half of 2025, UK and Ireland-based ecommerce businesses are in a strong position to grow. Consumer confidence is stabilising, online shopping is firmly embedded in everyday life, and new sales opportunities are opening up across a range of product categories.
Whether you’re already multichannel or planning to expand beyond your webstore or core marketplaces, understanding where product demand is heading – and where profits can follow – is key to unlocking your next phase of growth.
Let’s explore five product categories we think are showing the strongest signals for ecommerce success from the second half of 2025.
1. Health & Beauty – high growth, high margin product categories
Online beauty sales are booming, and the numbers prove it: makeup, skincare, and fragrance are all growing in double digits year-on-year. In a category where margins are strong and repeat purchases are common, this is fertile ground for ecommerce sellers.
What’s driving it?
- Consumers investing in self-care and personal wellness
- Social platforms (especially TikTok) driving discovery
- Influencer-led product launches and livestream shopping events
- Rising interest in niche skincare, wellness supplements, and men’s grooming
What you should do: If you’re already in the category, consider expanding your range with trending sub-niches like K-beauty, clean beauty, or sleep wellness. If you’re not in yet, think about launching or white-labelling a small line of high-quality essentials and using social commerce (like TikTok Shop) to test traction.
2. Home & Garden product categories – the “Improve Not Move” boom continues
With housing costs still high, UK consumers are putting their energy – and their money – into improving the spaces they already live in. From small DIY projects to garden upgrades and furniture makeovers, ecommerce sales in home and garden categories remain strong.
Growth indicators:
- Furniture, décor, and home improvement tools are steady sellers
- Online garden product sales are expected to hit £2.6 billion in 2025
- Outdoor living is now a year-round trend
What you should do: Optimise listings with great images, dimensions, and delivery info – shoppers want confidence when buying big items online. If you can support with videos or how-to content, even better. Look at listing on B&Q’s marketplace, which is now one of the fastest-growing DIY channels in the UK.
3. Fashion – back on trend and ready to grow
Fashion is the UK’s largest ecommerce category by value, and after a dip in recent years, it’s growing again. Online clothing sales turned a corner in 2024 and are gaining pace in 2025.
What’s hot right now?
- Occasionwear and premium fashion as events return
- Sustainable and inclusive brands
- Fast fashion with rapid design cycles
- Personalised shopping experiences through AI
What you should do: Differentiate with your brand story, sustainability credentials, or unique product lines. Explore selling on fashion-friendly platforms like TikTok Shop or Debenhams Marketplace. Use size guides, live shopping, and customer reviews to boost conversion and reduce returns.
4. Automotive Aftermarket – accelerating online, back on trend and ready to grow
The average age of cars in the UK is rising, and that means more DIY maintenance and upgrades. Consumers are continuing to turn to ecommerce for car parts, accessories, tools, and gadgets.
Category strengths:
- Strong search behaviour and high purchase intent
- High SKU value with moderate competition
- Repeat business for detailing, tools, and consumables
- Excellent fit for eBay (especially eBay Motors) and Amazon
What you should do: Use compatibility tools and detailed product information to build trust. Bundle tools or accessories to increase average order value. If you’re not in this space yet, consider starting with accessories like dash cams or phone mounts, which are seeing high demand and low barriers.
5. Sports, Leisure & Hobby Gear – product categories with passion-driven sales
Consumers are prioritising lifestyle, wellbeing, and fun. Sports equipment, fitness gear, hobby supplies, and outdoor toys are all part of this. It’s a category with high emotional engagement and great potential for repeat business.
Why it works:
- High demand in multiple seasons
- Opportunity to cater to specific passions or communities
- Ecommerce offers better variety and price than many brick-and-mortar retailers
- Strong potential for content marketing and upsells
What you should do: Carve out a niche and go deep – whether that’s camping, yoga, crafting, or gaming gear. Focus on community-led marketing and user-generated content. Be present on TikTok and YouTube, where many of these products are discovered and reviewed.
Final thoughts
Your next stage of growth might not come from doing more of what you’re already doing – it might come from what you choose to focus on next. Whether that’s launching a new category line, leaning into your bestseller, or cross-selling from one niche to another, the key is to be strategic with your product mix.
The UK and Ireland ecommerce market is maturing, and consumers expect more – more convenience, more choice, more clarity. But they’re also ready to buy from brands they trust and connect with.
Coming up in Part 2: We’ll explore the most promising channels and platforms for UK and Ireland ecommerce sellers, including where to go after Amazon and eBay, how TikTok Shop is changing the game, and why retailer marketplaces like Debenhams and B&Q are growing fast.
Contact us to discuss your ecommerce growth plans and challenges.
