Home & Garden E-commerce Industry Trends in 2025

In 2025, $target ecommerce stores are navigating a shifting digital landscape. On average, Instagram accounts in this sector saw a weekly growth of " . number_format($tableData['industryTrends']['avgWeeklyIgGrowth'], 1) . " followers, with an average engagement rate of " . number_format($tableData['industryTrends']['avgEngagementRate'] * 100, 2) . "% — a sign that consumer interest remains strong on social media. However, organic search performance declined, with traffic dropping by " . number_format($tableData['industryTrends']['organicSearchTrafficGrowth'], 1) . "% across the industry. This suggests increased competition or reduced search visibility, which force SEO agencies to come up with new methods of bringing in Organic Traffic, such as ranking on AI models. When it comes to paid channels, approximately " . number_format($tableData['industryTrends']['storesWithTotalAds'], 1) . "% of stores have ran Meta ads at some point, and " . number_format($tableData['industryTrends']['storesWithActiveAds'], 1) . "% have ran Meta ads this year. Paid search is still underutilized, with only " . number_format($tableData['industryTrends']['storesWithPaidSearch'], 1) . "% of stores leveraging it—leaving room for growth-savvy brands to capitalize on less competitive ad space. This dataset reveals the patterns that matter most for agencies and ecommerce professionals looking to benchmark performance, spot untapped channels, and track industry-wide shifts.

Reports › Fastest Growing Home & Garden E-Commerce Stores

Fastest Growing Home & Garden E-Commerce Stores

Written by Diogo Matos | Last updated on 5th January, 2026

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This year, Home & Garden ecommerce stores are facing a shifting digital landscape.

Across the board, Instagram accounts in this niche saw a weekly growth of 67.4 followers, with an average engagement rate of 2.98% — showing that consumer interest persists on social media.

In contrast, organic search performance decreased, with traffic decreasing by -0.5% industry-wide. This reveals increased competition or reduced search visibility, compelling SEO agencies to devise innovative strategies for organic traffic growth, such as ranking on AI models.

Looking at paid channels, about 5.4% of stores have ran Meta ads at least once, and 5.4% have launched Meta ads this year. Paid search stays underdeveloped, with only 15.4% of stores leveraging it—leaving room for growth-savvy brands to leverage lower-competition paid opportunities.

This data highlights the patterns that matter most for agencies and ecommerce professionals looking to benchmark performance, discover hidden channels, and track industry-wide shifts.

How was this data collected?

This report was created by analyzing over 400,000 ecommerce stores across the U.S., Canada, Europe, Australia, and New Zealand. We use a combination of web scraping and APIs to collect data from various sources.

We analyze these and other metric evolutions in order to bring you the most accurate and up-to-date information. This data then powers our salels intelligence platform, Ecommerce Leads.

All data is publicly available and collected in accordance with each platform's terms of service.

Who are the fastest growing Home & Garden E-Commerce Stores?

This list shows the top 10 fastest growing Home & Garden E-Commerce Stores by total traffic increase this year, compared to last year, for Home & Garden stores. You can use this to breakdown best practices and improve your marketing strategies. Use the Chart button to view the traffic trends over time for each store.

#	Name	URL	% Increase	Total Increase
1	Messy Nessy Chic	messynessychic.com	-100.0%	-299,433
2	Twinkly	twinkly.com	-100.0%	-287,414
3	Pillow Cube	pillowcube.com	-100.0%	-314,614
4	Hudson Grace	hudsongracesf.com	-100.0%	-474,698
5	VIETRI	vietri.com	-100.0%	-148,693
6	TOV Furniture	tovfurniture.com	-100.0%	-176,918
7	Cielo	cielowigle.com	-100.0%	-337,324
8	Olsa Tools	olsatools.com	-100.0%	-126,796
9	Faribault Mill	faribaultmill.com	-100.0%	-207,396
10	MiiR.com	miir.com	-100.0%	-206,879

(Scroll horizontally to see all data)

Traffic Trends for Home & Garden E-Commerce Stores

Traffic trends for Home & Garden E-commerce Stores have seen significant fluctuations over the past two years. Starting in early 2024, there was an initial increase in average monthly traffic, peaking at 10,037.69 in October. However, 2025 saw a downward trend, with traffic dropping steadily to 2,593.76 by December.

SEO remains the dominant source of traffic, contributing to 91% of the overall visitor count. Meanwhile, sales channels like Paid Search and Organic Social account for smaller shares at 0.9% and 4.4%, respectively. Despite these modest figures, they provide essential support to the primary traffic channels.

Paid Social traffic, registering at 3.8%, continues to be a niche yet vital component of the overall traffic strategy. As Home & Garden e-commerce stores assess these patterns, there is an opportunity to refine marketing efforts, particularly in leveraging SEO and expanding social engagement.

Average Traffic Evolution

Monthly average total traffic across all Home & Garden stores

Current Traffic Distribution

Percentage breakdown of traffic sources for Home & Garden stores

SEO Trends for Home & Garden E-Commerce Stores

The Home & Garden E-Commerce vertical has experienced fluctuating SEO trends, particularly in the past two years. In 2024, average SEO traffic rose significantly, peaking in October with 9840.76. However, 2025 has seen a marked decline, with traffic dropping to 2359.5 by December. There was a notable dip in traffic during the first quarter of 2025, reflecting challenges in sustaining previous growth levels.

Despite the decrease in organic search traffic by 0.5%, the sector saw an impressive 14.2% growth in organic SERPs throughout 2025. This suggests that while the volume of traffic has dropped, rankings and visibility in search results have generally improved. This increased visibility can be crucial for E-Commerce stores in enhancing brand awareness and potentially driving future traffic.

Analyzing store performance, a significant number of Home & Garden e-commerce stores, 34,560 to be precise, have SEO traffic under 50k visitors per month. Meanwhile, a smaller segment of stores attracts between 100k to 250k visitors, accounting for 451 stores. Only 214 stores exceed 250k visitors monthly, indicating a competitive landscape where only a few hold a dominant share of organic traffic.

Traffic from SEO Over Time

Monthly average organic search traffic (Google + Bing) for Home & Garden stores

Paid Media Trends for Home & Garden E-Commerce Stores

Paid media trends for Home & Garden e-commerce stores have shown significant shifts in 2025, with notable changes in spending and platform preferences. Overall Google Paid Traffic experienced an impressive growth of +84.5% throughout the year. However, the paid search spend has fluctuated, peaking in May at 805.10 and experiencing its lowest in December at 239.64.

There was an increase in the number of stores using Google and Meta Ads, with 4.24% and 1.89% running campaigns in 2025, respectively. Interestingly, November saw a higher percentage of stores using these platforms, with Google Ads reaching 5.49% and Meta Ads at 5.36%. In terms of spend, Home & Garden stores spend 103.4% of the global average on Google Ads and 120.6% on Meta Ads, highlighting the emphasis on these platforms.

The paid search traffic for Home & Garden e-commerce stores saw varied trends, beginning the year with an average of 279.48 in January, and closing December with a decrease to 216.19. Despite the substantial growth in overall traffic, stores are investing significantly in paid media, with an average spend of 1470.08 compared to the global benchmark of 1458.75. This indicates a strategic focus among Home & Garden e-commerce stores on optimizing paid media to drive consumer engagement and sales.

Paid Search Traffic Over Time

Average monthly paid search traffic (Google + Bing) across Home & Garden stores

% of Traffic from Paid Search Over Time

Percentage of total traffic from paid search (Google Ads + Bing Ads) over time

4.2%

Ran Google Ads this year

5.5%

Ran Google Ads last month

1.9%

Ran Meta Ads this year

5.4%

Ran Meta Ads last month

It's worth examining where Home & Garden e-commerce stores compare to other markets. Worldwide, stores spend an average of $1,459, and examining each advertising platform, the data shows that Home & Garden businesses invest 103.4% more on Google and 120.6% more on Meta on average.

This comparison is very relevant for Paid Media agencies developing their go-to-market strategy, since they can see how Home & Garden paid media investments compare to the rest of the world.

Organic Social Trends for Home & Garden E-Commerce Stores

Organic social traffic for Home & Garden E-Commerce Stores has shown some significant trends in recent months. Instagram traffic, after an initial dip, was beginning to recover towards the end of 2025, with December showing an average traffic count of 305.08, reflecting a decline after the increases seen in October and November. On the other hand, TikTok exhibited remarkable growth with a spike in December, where traffic jumped to 213.26, after largely stable figures throughout the year.

Despite the variation in organic traffic, Instagram saw a positive average weekly growth, racking up 67.41 followers per week throughout 2025, but engagement rates remained modest at 0.03%. The average number of posts on Instagram fell by nearly 1 post per week in December compared to November, indicating a potential pivot in content strategies. For TikTok, however, the number of posts remained stable, increasing slightly in December, suggesting a consistent engagement approach.

A deep dive into traffic distribution reveals that most stores have monthly Instagram traffic under 10k visitors, showing the vast majority of small to medium-sized stores. Meanwhile, the stores experiencing higher traffic volumes consolidate the top categories, with 214 stores attracting over 250k monthly visitors, underscoring a concentration of high engagement among a few. These insights highlight the dynamic nature of organic social trends with differential gains across platforms like Instagram and TikTok.

Metric	Current	Previous	Change
Instagram Posts/Week	1.54	2.51	-0.96
TikTok Posts/Week	1.77	1.74	+0.02

% of Traffic from Organic Instagram Over Time

Percentage of total traffic coming from organic Instagram posts and stories

% of Traffic from Organic TikTok Over Time

Percentage of total traffic coming from organic TikTok videos

Website Performance for Home & Garden E-Commerce Stores

Website Performance for Home & Garden E-Commerce Stores

The Google Lighthouse Performance Score for Home & Garden e-commerce stores in 2025 stands at 54.79/100, reflecting no change in performance from previous months. The acceptance of innovative strategies aimed at enhancing site load times remains a key focus as businesses aim to improve performance metrics. The continued investment by stores to ensure a superior user experience is evidenced by their steady scores despite the challenges of handling extensive product SKUs.

SEO optimization remains a strength for Home & Garden e-commerce stores, with a consistent Google Lighthouse SEO Score of 91.74/100, showing stability over the past months. E-commerce operators in this sector have maintained robust engagement strategies, leveraging effective SEO techniques to enhance visibility and search engine ranking. This consistency is crucial for sustaining competitive advantage in a rapidly evolving digital market landscape.

The SKU distribution indicates a concentration in the lower brackets, with a majority of Home & Garden stores offering between 0-250 SKUs. This reflects a focused product strategy aimed at optimizing inventory management and meeting specific customer needs without overwhelming website performance. As the sector continues to grow, the challenge will be to balance expanded product offerings while maintaining optimal website accessibility and performance scores, such as the stable accessibility score of 86.38/100.

Website Performance Benchmarks

Metric	Current	Previous	Change
Performance	55/100	55/100	~0.00
Accessibility	86/100	86/100	~0.00
SEO Score	92/100	92/100	~0.00

Product Catalog Size Distribution

Distribution of Home & Garden stores by number of products in their catalog

Frequently Asked Questions

How can I use this data?

How was this data collected?

How do you measure growth?

How accurate is this list?

How often is this data updated?

What regions are covered in this dataset?

Can I download or export this data?

What other metrics do you track beyond traffic?

How can I use this data?

This list of fastest growing Home & Garden ecommerce stores provides valuable insights for agency owners and marketers. Use this data to analyze each store and identify emerging trends in the ecommerce sector, benchmark growth rates against competitors, and discover successful business models. Whether you're an agency looking to partner with high-growth brands or a store owner seeking competitive intelligence, this curated list offers actionable market intelligence.

How was this data collected?

This report was created by analyzing over 400,000 ecommerce stores across the U.S., Canada, Europe, Australia, and New Zealand. We use a combination of web scraping and APIs to collect data from various sources. We analyze these and other metric evolutions in order to bring you the most accurate and up-to-date information. This data then powers our lead generation algorithm. All data is publicly available and collected in accordance with each platform's terms of service.

How do you measure growth?

For this report, we're calculating their total traffic in 2025 so far, and comparing it to their traffic in the same period of 2024.

How accurate is this list?

I've personally tested the data against other tools and against live websites and it's accurate. This data drives decisions for agencies and service providers, meaning accuracy is critical.

How often is this data updated?

We update our database monthly with fresh data from all tracked stores. Traffic data, social metrics, and paid advertising information are refreshed on a rolling basis to ensure you always have access to the most current insights. Major industry reports like this one are regenerated monthly to reflect the latest trends.

What regions are covered in this dataset?

Our analysis covers ecommerce stores primarily operating in the United States, Canada, United Kingdom, Europe (EU countries), Australia, and New Zealand. These English-speaking markets represent the most comprehensive data availability and are the primary markets for most agencies and service providers.

Can I download or export this data?

While the report data shown on this page is not directly downloadable, you can access reports of stores losing traction in your ICP through our core service. Take a look here to filter stores by dozens of criteria and export contact information, traffic data, and growth metrics for your outreach campaigns.

What other metrics do you track beyond traffic?

Beyond organic traffic growth, we track over 50 data points including paid advertising spend (Google Ads, Meta Ads), social media performance (Instagram, TikTok, Facebook engagement), website performance metrics (PageSpeed scores, SEO scores), email marketing activity, technology stack, product catalog size, and more. This comprehensive approach helps agencies identify the best-fit prospects.

Fastest Growing Home & Garden E-Commerce Stores

Table of Contents

How was this data collected?

Who are the fastest growing Home & Garden E-Commerce Stores?

Traffic Trends for Home & Garden E-Commerce Stores

Average Traffic Evolution

Current Traffic Distribution

SEO Trends for Home & Garden E-Commerce Stores

Traffic from SEO Over Time

Paid Media Trends for Home & Garden E-Commerce Stores

Paid Search Traffic Over Time

% of Traffic from Paid Search Over Time

Website Performance for Home & Garden E-Commerce Stores

Website Performance Benchmarks

Product Catalog Size Distribution

Frequently Asked Questions

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