Top-Selling Product Categories in Cross-Border E-commerce Over 6 Years: From Electronics to Home & Living, CAGR Exceeds 30%

Shift in Best-Selling Categories

Over the past six years (2018-2023), the best-selling product landscape in cross-border e-commerce has undergone significant changes. Early on, 3C electronics (e.g., phone accessories, smart wearables) dominated, but competition intensified and margins shrank. Subsequently, high-repurchase, high-value categories such as home & garden, pet supplies, beauty & personal care, and sports & outdoor rose.

• 2018-2019: 3C electronics held about 45% of top-selling product share, but growth slowed to 15%.
• 2020-2021: The pandemic spurred the "stay-at-home economy," with home & garden (e.g., air fryers, gardening tools) booming, annual growth exceeding 60%, and share rising to 35%.
• 2022-2023: Pet supplies and beauty & personal care became new growth drivers, with pet supplies growing 50% annually and beauty & personal care 40%, while 3C electronics' share fell to 25%.

Growth Drivers

• Consumption Upgrade: Overseas consumers shift from low prices to quality and functionality, boosting high-value categories.
• Supply Chain Advantage: China has a complete industrial chain and cost advantages in home and pet supplies.
• Platform Support: Amazon, TikTok Shop, etc., increase traffic allocation for vertical categories.

Product Selection Strategy Insights

• Data-Driven: Use sales data and user experience feedback (e.g., ratings, return rates) to optimize product selection.
• Differentiation: Avoid homogenization through customization and branding to increase premium.
• Compliance Barriers: Pay attention to target country certifications (e.g., FDA, CE) and intellectual property risks.

Chart Data Explanation

The chart below shows the CAGR of GMV for core best-selling categories from 2018-2023 (based on industry estimates). Data source: industry comprehensive estimation.