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 February, 2026

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This year, Home & Garden ecommerce stores are dealing with a dynamic online marketplace.

On average, Instagram accounts in this sector experienced a weekly growth of 68.1 followers, with an average engagement rate of 2.96% — an indication that consumer interest persists on social media.

On the other hand, organic search performance dropped, with traffic declining by -1.4% across the industry. This suggests increased competition or reduced search visibility, which force SEO agencies to come up with innovative strategies for organic traffic growth, such as ranking on AI models.

When it comes to paid channels, approximately 5.2% of stores have launched Meta ads at least once, and 5.2% have launched Meta ads in 2025. Paid search remains underused, with only 18.8% of stores leveraging it—providing space for forward-thinking businesses to leverage less crowded advertising space.

This data reveals the most critical trends for agencies and ecommerce professionals wanting to benchmark performance, spot untapped 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	Current Organic Search Traffic
1	The Shoelada	theshoelada.com	-29.1%	-62,326	152,171
2	Sin in Linen	sininlinen.com	-64.7%	-93,466	50,929
3	Della Home	dellahome.com	-67.6%	-79,772	38,163
4	Lola Blankets	lolablankets.com	-72.0%	-266,627	103,448
5	hottub.com	hottub.com	-74.4%	-95,354	32,768
6	Neakasa	neakasa.com	-76.2%	-82,873	25,911
7	Perle de coton	perledecoton.com	-76.5%	-133,497	41,014
8	IBRAN	ibran.com	-76.8%	-135,279	40,773
9	All Cotton and Linen	allcottonandlinen.com	-78.2%	-803,115	224,271
10	Butcher BBQ	butcherbbq.com	-78.6%	-111,865	30,471

(Scroll horizontally to see all data)

Traffic Trends for Home & Garden E-Commerce Stores

Traffic trends for Home & Garden E-Commerce Stores have shown significant fluctuations over the past years. In early 2024, there was a noticeable rise, with average traffic climbing from 5339.92 in January to a peak of 9244.96 by November, an increase of +73.13%. However, in December, a decline started, and by January 2025, traffic had dropped to 5065.83. This downward trend persisted throughout 2025 and into 2026, with the average traffic falling to 2036.24 by January 2026.

Throughout this period, SEO remained the dominant source of traffic, contributing to 94% of the total. Paid Search and Paid Social accounted for a marginal 0.8% and 0.7%, respectively. Organic Social also played a role, generating 4.6% of the traffic.

The data highlights the heavy reliance of Home & Garden E-Commerce Stores on SEO strategies. There is a significant gap between free and paid traffic channels, suggesting potential opportunities for diversification. The shift in traffic patterns emphasizes the need for these stores to evaluate and potentially innovate their digital marketing strategies to ensure sustainable growth.

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 SEO landscape for Home & Garden E-Commerce Stores saw significant fluctuations from 2024 to 2026. Initially, SEO traffic grew steadily, peaking at 9090.91 in November 2024 before plummeting to 1913.49 by January 2026. Despite this decline, Organic SERPs growth in 2025 showed a positive trend (+16.6%), indicating improvement in organic search rankings.

In terms of store performance, there remains a vast number of stores (50634) with SEO traffic under 50k visitors monthly, showing potential areas for growth. Conversely, only 299 stores surpass the 250k SEO traffic milestone, revealing high competition in achieving top-tier visibility.

The contrasting figures between SEO traffic and SERPs growth suggest that while visibility on search engines has increased, converting this visibility into measurable traffic remains a challenge. This trend highlights the need for improved strategies in retaining and effectively engaging visitors to mitigate the decline in organic search 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

In 2025, Google paid traffic experienced a growth of +18.8% for Home & Garden e-commerce stores, indicating increased consumer interest in online shopping within this niche. However, despite the growth in traffic, the average paid search spend fluctuated, with significant spending in March and May. Home & Garden stores continue to spend more on paid media compared to global averages, with a notable +10.7% higher overall spend and a +30.6% higher expenditure on Google Ads.

The number of stores investing in Google Ads saw a slight increase, reaching 5.83% in 2025 compared to 5.30% in the most recent month. Conversely, the percentage of stores running Meta Ads slightly declined from 1.16% to 1.12% over the same period, while spending on Meta Ads remained +9.8% above the global average. Such trends suggest a partial shift or experimentation in advertising strategies among Home & Garden e-commerce players.

Overall, the data reflects fluctuating engagement with paid media channels, with some variability in monthly expenditures and ad preferences. Stores in this vertical appear to prioritize Google Ads, leveraging increased traffic and aligning spending above the global averages, suggesting a strong focus on maximizing visibility and conversion potential through paid media outlets.

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

5.8%

Ran Google Ads this year

5.3%

Ran Google Ads last month

1.1%

Ran Meta Ads this year

1.2%

Ran Meta Ads last month

It's also interesting to analyze how exactly Home & Garden e-commerce stores compare to the global average. On average, stores globally invest $1,690, and when analyzing by platform, we find that Home & Garden stores spend 130.6% more through Google and 109.8% more on Meta typically.

This comparison is very relevant for Paid Media agencies choosing their next sales strategy, since they can see how Home & Garden paid media investments measure against global benchmarks.

Organic Social Trends for Home & Garden E-Commerce Stores

Instagram continues to play a crucial role in organic social traffic for Home & Garden E-Commerce Stores. In January 2026, Instagram traffic averaged around 305.43, a slight decline from 309.14 in December 2025. While the average posts per week decreased by 0.11 compared to the previous month, stores with Instagram traffic under 10k visitors per month dominate the landscape, with 10,507 stores falling into this category.

TikTok traffic for these e-commerce stores saw significant growth, with an average of 178.77 in January 2026, although this is a decrease from the high of 211.83 in December 2025. This platform's popularity among Home & Garden stores is evident, especially with a 0.3 increase in posts per week from December 2025. TikTok's organic reach remains an exciting area of growth.

The average weekly Instagram growth in 2025 was 68.14 followers, and the engagement rate stood at a modest 0.03%. With most stores appearing to focus on growing their Instagram presence by maintaining an average of 2.42 posts per week, the social media strategy for Home & Garden E-Commerce Stores remains concentrated on engaging their audience steadily through consistent posting.

Metric	Current	Previous	Change
Instagram Posts/Week	2.16	2.28	-0.11
TikTok Posts/Week	1.92	1.62	+0.30

% 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 has shown positive growth over the past month. The Google Lighthouse Performance Score increased from 0.54 to 0.57, reflecting a 3% improvement. This uptick in speed can lead to better user experiences and potentially higher conversion rates for e-commerce stores in this niche.

The SEO performance of these stores has remained steady, maintaining a score around 0.92. Though there is no noticeable change in the SEO score, its consistency signifies that the stores are maintaining their optimization levels. Accessibility scores slightly improved from 0.86 to 0.87, highlighting a focus on a more inclusive user interface.

In terms of SKU distribution, a significant number of Home & Garden E-Commerce stores offer a limited product range, with 36,740 stores carrying between 0-250 SKUs. Stores with more extensive inventories are fewer, with only 2,607 having more than 2,500 SKUs. This suggests a potential opportunity for stores to expand their product offerings to cover more varied customer needs.

Website Performance Benchmarks

Metric	Current	Previous	Change
Performance	57/100	54/100	+3.00
Accessibility	87/100	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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