Exclusive Internet Retailer data, including a 5-year history of online versus total sales in the category, median conversion rates and a list of the top 5 players.

E-commerce accounted for more than 22% of total sales in the category in 2016, up from 15% in 2012. Collectively, the Top 1000 retailers in the toys/hobbies category grew 13.7% in 2016, slower than the 15.5% growth of the overall e-commerce market last year. Over the last five years, online sales in the category have grown 14.6% on a compound annual rate. This compares with total retail sales of toys growing 4.2% over the same period.

See below for a snapshot of the U.S. online toys/hobbies industry. This includes data from merchants ranked in the Internet Retailer 2017 Top 1000, including those in the following segments:

    • Board Games/Video Games
    • Hobbies
    • Knitting/Sewing/Beading
    • Toys/Learning