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eCommerce Report 2020 –

Toys, Hobby & DIY
Statista Digital Market Outlook – Segment Report

June 2020
Agenda

01 Segment Report 02 Appendix

▪ Overview ▪ User demographics
▪ Market sizes ▪ Market structure
▪ User numbers ▪ Product overview
▪ Average revenue per user ▪ Author
▪ Sales channels
▪ European market landscape
▪ Company profiles

2
eCommerce Toys, Hobby & DIY: Products
Overview: market scope

Hobby & Stationery Toys & Baby DIY, Garden & Pets Sports & Outdoor

▪ Includes musical instruments, ▪ Includes sales of physical toys ▪ Includes items such as ▪ Includes leisure products
photo and printing needs, via an online channel flowers and plants, garden relating to sport and outdoor
office equipment, collectors’ (excluding online games) furniture, BBQ equipment, activities
pieces (incl. art and antiques), sun screens, fertilizer,
car parts and adult ▪ Also covers products for compost and garden tools ▪ Sport and outdoor items also
entertainment products infants (e.g. clothing, care include clothing, shoes, as
products, baby food, bottles, ▪ Also covered are, pet food, well as sport and outdoor
▪ Hobby-related products nursing products, playpens, other pet products, tools for equipment (e.g. backpacks,
found in Sports & Outdoor or strollers, and car seats) handymen and DIY-ers, tools, fitness equipment, hunting
DIY, Garden & Pets segments building materials, and craft devices, winter sports gear)
are excluded supplies are included

3 Source: Statista Digital Market Outlook 2020

Toys, Hobby & DIY eCommerce makes specialized
goods much easier accessible for customers
Segment overview: customer benefit and market development

Customer benefit Market size and future development

The market for Toys, Hobby & “Do it yourself” (DIY) includes the online The overall eCommerce market for Toys, Hobby & DIY is a growing
sales of products of the segments Sports & Outdoor, Toys & Baby, market, with a global revenue of US$417.7 billion in 2019. Looking at the
Hobby & Stationery, and DIY, Garden & Pets. three major regions, the U.S., China and Europe and their global shares,
the China is the biggest regional market in 2019 with revenues of
Due to the wide product range in this segment, customer benefits vary US$212.7 billion. Major segments in China are Toys & Baby and Hobby &
greatly. For customers willing to shop for DIY products online, e.g. tools, Stationery. The smallest region is Europe with revenues of US$68.1
trustworthy product reviews are the main advantage, as they help to billion in 2019. Although it is considerably smaller than the other regions,
make informed choices, especially regarding product quality and price- the European market still accounts for 20% of global revenues in this
performance ratios. market.
Online shopping of Sports & Outdoor products allows customers to The rapid development in Toys, Hobby & DIY eCommerce can be
choose from a wide range of products and brands to fit their needs. This attributed to high growth rates in emerging markets like China. Over the
has a huge added value especially for sportsmen, who tend to have whole segment, China’s CAGR1 2019-2024 is expected to be 11.3%.
strong brand preferences and can find their desired products and
brands more conveniently online, given the great number of possibilities The Toys, Hobby & DIY expected growth rates in Europe and the U.S. are
that eCommerce offers. more moderate with CAGRs of 6.0% and 2.8%, respectively.

Hobby & Stationery online market places often aggregate specific niche
products and increase their availability in comparison to stationary
retail.

In Toys & Baby eCommerce, specialized online shops like mytoys.de and
individual brands like LEGO provide a more comprehensive product
portfolio with transparent prices.

1: CAGR: Compound Annual Growth Rate / average growth rate per year
4 Source: Statista Digital Market Outlook 2020
Further technological penetration of niche markets
enhances new businesses and customized products
Segment overview: assumptions and trends

Assumptions Trends
Based on two key assumptions, we predict a constantly growing Toys, A trend for well-known brands in segments like Sports & Outdoor or
Hobby & DIY eCommerce market. First, we expect a further shift to Toys & Baby is the expansion of from B2B to B2C. Big companies such
online shopping in the niche markets, as eCommerce technology as Nike, Adidas and LEGO pursue this strategy very successfully. Direct
solutions become more affordable for smaller vendors. Second, the online sales generate higher margins, as products are sold directly to the
number of potential customers is increasing in emerging economies due customer, skipping the middlemen. As a bonus for product
to growing income per capita. This aspect should be particularly taken manufacturers, collecting customer data via an own online sales channel
into account in China with its population of around 1.4 billion. helps study customer behavior and needs, which in its turn facilitates a
more successful, customer-centric product development.
In addition to the growing customer base, revenues are driven by an
increase in smartphone penetration. Mobile shopping is becoming more On-demand 3D-printing is very likely to complement mass products with
and more important in both developed and developing economies. customized items (mass customization) to add additional value. This
might apply to e.g. sportswear, toys, or garden and pet supplies.
In Europe and the U.S., Internet and eCommerce penetration as well as
GDP per capita are much higher than in developing markets and Marketplaces are expected to keep growing as they offer a nearly infinite
therefore not eligible to explain the market growth. It is rather the product portfolio and aggregate a huge number of niche products,
cultural shift towards having more leisure time and self-expression that which is expected to particularly increase sales from product categories
contributes to the increasing number of marketplaces for niche and with a variety or completely different product families, like DIY. Also,
specialized products. there is an increasing number of online retailers and marketplaces for
niche categories and undeveloped segments, e.g. zooplus.de,
If we consider the whole segment, Amazon.com, Inc. is clearly the windeln.de or auto1.com.
biggest global player. But although Amazon has a huge share of sales in
all segments, one can not necessarily regard the market as monopolistic. Many online shops and brands in all Toys, Hobby & DIY sub-segments
For example, in the Hobby & Stationery sub-segment there are other pursue a social media and content marketing strategy to build a
large players, like officedepot.com and staples.com. community that creates user-generated content and promotes a desired
image, that helps sellers diversify themselves on the market.

1: Acronym for Social, Mobile, Analytics, Cloud, Things

5 Source: Statista Digital Market Outlook 2020
The Toys, Hobby & DIY segment shows average
growth rates of 11% per year
Market sizes: global

Global segment sizes forecast in billion US$

Hobby & Stationary Toys & Baby DIY, Garden & Pets Sports & Outdoor

705.5
671.4
+11.1%1
627.2
568.8 208,9
199,0
505.7 185,1
167,9
417.7 148,2 124,6
119,7
113,5
124,4 106,0
96,9
80,3 228,0 242,2
211,2
186,2
161,7
126,6

108,7 117,5 124,6 129,8

86,4 98,8

2019 2020 2021 2022 2023 2024

1: CAGR: Compound Annual Growth Rate / average growth rate per year
Note: Revenue figures refer to Gross Merchandise Value (GMV)
6 Source: Statista Digital Market Outlook 2020
China shows the biggest growth in Toys, Hobby & DIY
with a CAGR1 of over 13.8%
Market sizes: regional comparison (1/2)

Revenue forecast in billion US$

Hobby & Stationery Toys & Baby DIY, Garden & Pets Sports & Outdoor

China United States Europe

+13.8%1
405.4

130,0

32,7
212.7
+5.6%1 +7.3%1
74,3 96.9 96.9
180,6 73.8 23,4
17.4 30,1 68.1
18,2 16,8
26,1 36,2
85,8 21,5 24,6
13,3 17,1 19,6
62,2 13,1
35,3 20,8 23,6 13,7 17,7
2019 2024 2019 2024 2019 2024

1: CAGR: Compound Annual Growth Rate / average growth rate per year
7 Source: Statista Digital Market Outlook 2020
With revenues of US$15.9 billion, Germany is the
biggest market among the EU top 5 in 2019
Market sizes: regional comparison (2/2)

Revenue forecast in billion US$

Hobby & Stationery Toys & Baby DIY, Garden & Pets Sports & Outdoor

+6.8%1 +6.0%1

22.1 20.4

4,1
5,5 +7.6%1
15.9 15.2
13.5
3,0 4,1
8,9 3,2
6,2
9.3
6,1 4,7 2,3 +6.4%1
6,0 +5.5%1
3,7 5,1
2,3 3,9 4.2 3.8
3,7 3.1 1,3 2.9 0,8
2,3 0,9
4,5 5,4 1,6 1,2 0,7 1,3
2,8 3,6 0.9 0,8 1.0
1,4 1,9 0,6 0,6 0,8
0.7 0.9 0.7 0.9
2019 2024 2019 2024 2019 2024 2019 2024 2019 2024

1: CAGR: Compound Annual Growth Rate / average growth rate per year
8 Source: Statista Digital Market Outlook 2020
By 2024, most online buyers of Sports & Outdoor
goods will live in China
User numbers: regional comparison (1/2)

Number of users forecast in millions

Hobby & Stationery Toys & Baby DIY, Garden & Pets Sports & Outdoor

China Europe United States

344,8

265,2
261,5 260.2

183,8 176,2
149,2 164,8
133,8 151,7
138.5
123,8 113,2
107,7 101,6
85,9 92,7 86,3
72,5 74,1 72,1
52,4 61,6
51,9

2019 2024 2019 2024 2019 2024

9 Source: Statista Digital Market Outlook 2020

Germany shows the strongest demand for Toys,
Hobby & DIY within Europe in 2019
User numbers: regional comparison (2/2)

Number of users forecast in millions

Hobby & Stationery Toys & Baby DIY, Garden & Pets Sports & Outdoor

30,2

22,7
23,7
21.1 20,9 19.0 18,8
19,7 17,5
15,1 14,5
15,1 14,1 13.5
12,7 12,8 12,5 12,8 10,7
13.4 13,3 10,8
10.6 11,1
9,5 8,9 9,1 9,9 9,7
7,1
7,8 6,7 7,9 8,0
6,7 7,1
5,6 5,9 5,9

2019 2024 2019 2024 2019 2024 2019 2024 2019 2024

10 Source: Statista Digital Market Outlook 2020

Out of the three major regions, Chinese and U.S.
buyers spend most on Toys, Hobby & DIY
Average revenue per user: regional comparison (1/2)

Average revenue per user forecast in US$

Hobby & Stationery Toys & Baby DIY, Garden & Pets Sports & Outdoor

China United States Europe

451 351 181

116 350 217

2019 2019 2019
641 183 153

285 397 127

377 418 154

126 303 206

2024 2024 2024
681 168 142

238 318 96

11 Source: Statista Digital Market Outlook 2020

The average spending on Sports & Outdoor goods
among the EU top 5 is highest in UK
Average revenue per user: regional comparison (2/2)

Average revenue per user forecast in US$

Hobby & Stationery Toys & Baby DIY, Garden & Pets Sports & Outdoor

321 226 263

267 308 414
2019 2019 2019
274 168 210
199 300 251
291 197 224
250 294 398
2024 2024 2024
270 174 179
158 226 213

130 110
130 127
2019 2019
84 86
88 116
115 87
117 102
2024 2024
75 71
73 91

12 Source: Statista Digital Market Outlook 2020

The top 6 European countries account for 90% of the
Toys, Hobby & DIY eCommerce market in Europe
European market landscape

eCommerce Toys, Hobby & DIY revenues in Europe in The biggest specialized shops in the top 6 countries
2019, split by country

Germany

18,8%
United Kingdom
31,0%

12,5% France

5,8%
Spain
1.8%
17,7% 1.1% 4,6%
0.8% 2.9% 2.3% Italy
Others Sweden
0.8%
Finland Austria
Denmark Switzerland
Norway

13 Source: Statista Digital Market Outlook 2020, eCommerceDB.com

argos.co.uk is the leading online shop specialized in
Toys, Hobby & DIY
Company profiles: overview

Biggest online shops per country with Toys, Hobby & DIY as a main product category in selected countries in 2019

officedepot.com global
eCommerce net sales: US$1.4 bn

argos.co.uk global eCommerce

net sales: US$3.1 billion
thomann.de global eCommerce
net sales: US$1.1 billion

14 Source: eCommerceDB.com
In 2019, officedepot.com generated global
eCommerce net sales of US$1.36 billion
Company profiles: officedepot.com
Find out more on:
ecommerceDB.com

Key facts Global eCommerce net sales in billion US$

1,36
Headquarters: Delray Beach, U.S. 1,18 1,19 1,20 1,22

Launch: 1998

Global eCommerce
US$1.36 billion
net sales ‘19:

Main Category: Toys, Hobby & DIY

2015 2016 2017 2018 2019

Background Revenue split by categories in %

officedepot.com, operated by Office Depot, Inc., is an online store with Toys, Hobby & DIY
nationally-focused sales. Its eCommerce net sales are generated almost
entirely in the United States. With regard to the product range, 80
officedepot.com achieves the greatest part of its online net sales in the Food &
Toys, Hobby & DIY category. Aside from that, the offer includes products Personal Care
from the categories Food & Personal Care, Furniture & Appliances and
Electronics & Media. The online store was launched in 1998. 10 Furniture &
Appliances
5
Electronics &
5 Media

15 Source: eCommerceDB.com
In 2019, argos.co.uk generated global eCommerce net
sales of almost US$3.13 billion
Company profiles: argos.co.uk
Find out more on:
ecommerceDB.com

Key facts Global eCommerce net sales in billion US$

3,17 3,13
Headquarters: Milton Keynes, UK 2,94 2,97
2,75

Launch: 1972

Global eCommerce
US$3.13 billion
net sales ‘19:

Main Category: Toys, Hobby & DIY

2015 2016 2017 2018 2019

Background Revenue split by categories in %

argos.co.uk, operated by Argos, Ltd., is an online store with nationally- Fashion Food & Personal Care
focused sales. Its eCommerce net sales are generated mostly in the Toys, Hobby & Furniture &
15 5
United Kingdom. Other countries only account for a small share of DIY Applicances
eCommerce net sales, e. g. the United States. With regard to the product 15
range, argos.co.uk is an all-round online store, with products on offer Electronics &
that cover different categories, such as Toys, Hobby & DIY, Electronics & 40
Media
Media as well as Fashion. 20

5 Others

16 Source: eCommerceDB.com
In 2019, thomann.de generated global eCommerce
net sales of over US$1.0 billion
Company profiles: thomann.de
Find out more on:
ecommerceDB.com

Key facts Global eCommerce net sales in billion US$

1,07
Headquarters: Burgebrach, Germany 1,00

0,79
0,72 0,73
Launch: 1996

Global eCommerce
US$1.07 billion
net Sales ‘19:

Main Category: Toys, Hobby & DIY

2015 2016 2017 2018 2019

Background Revenue split by categories in %

thomann.de, operated by Thomann GmbH, is an internationally-focused Toys, Hobby & DIY
online store that generates eCommerce net sales primarily in Germany 100
but also in France and the United Kingdom. With regard to the product
range, thomann.de specializes in the Toys, Hobby & DIY, particularly in
the area of Hobby & Stationery. The online store was launched in 1996.

17 Source: eCommerceDB.com
 APPENDIX
Detailed consumer information is one key factor
for describing market developments precisely. In
this appendix, we give detailed information on
three different user characteristics: the age,
income, and gender distribution of users. The data
is based on Statista's Global Consumer Survey.
Furthermore, we provide an overview of the
market structure presented in this report.

18
43% of eCommerce users in the US are under 35
years old
User demographics: eCommerce users in the U.S.

Users by gender Users by income

Medium income
34%

Low income
High income
35% 31%

48% Male
Female 52%
Users by age

26%
23%
20%
17%
14%

18-24 years 25-34 years 35-44 years 45-54 years 55-64 years

"Which of these items have you bought online in the past 12 months?"; Multi pick; n=4,120
19 Source: Statista Global Consumer Survey, as at August 2019
The highest share of eCommerce users in Germany is
between 45 and 54 years old
User demographics: eCommerce users in Germany

Users by gender Users by income

Medium income
34%

Low income
High income
35% 31%

Female 50% 50% Male Users by age

26%
22% 20%
20%

12%

18-24 years 25-34 years 35-44 years 45-54 years 55-64 years

"Which of these items have you bought online in the past 12 months?"; Multi pick; n=2,078
20 Source: Statista Global Consumer Survey, as at August 2019
Toys, Hobby & DIY revenue streams
Market structure: Toys, Hobby & DIY

Segment Sub-segments Out of scope

Includes sales of toys, and products for infants (e.g. Fashion

Toys & Baby clothing, care products, baby food, bottles, nursing Shoes and clothes not
products, playpens, strollers, and car seats). specifically dedicated to outdoor
and sports purposes

Musical instruments, photo and printing needs, B2B markets

office equipment, collectors’ pieces (incl. art and
Hobby & Stationery antiques), car parts and adult entertainment Business-to-Business sales, i.e.
products are included in this segment. sales from one merchant to
another, are excluded
Toys, Hobby & DIY
Includes items such as flowers and plants, garden
furniture, BBQ equipment, sun screens, fertilizer, reCommerce
DIY, Garden & Pets compost and garden tools. Furthermore, pet food, The resale of used, defective or
tools for handymen and DIY-ers, building materials, repaired goods is not included
and craft supplies are included.

Includes leisure products relating to sport and Consumer-to-Consumer

outdoor activities. Sport and outdoor items also
Sales between private persons
Sports & Outdoor include clothing, shoes as well as sport and outdoor
(e.g. via Craigslist) are not
equipment, for example backpacks, fitness
included.
equipment, hunting devices, and winter sports gear.

21
About the Statista Digital Market Outlook

80+ 150+ 8 30,000+

markets locations years (2017–2024) interactive statistics

The Digital Market Outlook presents up-to-date figures on markets of the

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The answers to these and many more questions can be found in the Statista
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About the Statista Consumer Market Outlook

200+ 150 12 50,000+

markets locations years (2012–2023) interactive statistics

The Consumer Market Outlook presents the key performance Home &
Accessories
indicators sales, revenues, and prices of the most important Laundry Care
consumer markets worldwide. Our specialized analysts’ market
calculations are based on data from validated sources. Alcoholic Drinks Hot Drinks

Household
▪ Revenues, volume sales, prices, and forecasts Apparel
Appliances
▪ More than 200 product categories in up to 150 countries
Consumer Non-Alcoholic
▪ Covering the period 2012 to 2023 Electronics Drinks

Beauty & OTC

Personal Care Pharmaceuticals

Eyewear Luxury Goods

Tissue &
Food
Hygiene Paper

Tobacco
Footwear
Products

Furniture Toys & Hobby

Find out more on www.statista.com/outlook/consumer-markets

23
About the Statista Global Consumer Survey 2020

50+ 55 6,500+ 700,000+

topics & industries countries int. brands interviews
Marketing & Finance & insurance
The Statista Global Consumer Survey offers a global perspective
social media
on consumption and media usage, covering the offline and online
world of the consumer. It is designed to help marketers, planners,
and product managers understand consumer behavior and
consumer interactions with brands. eCommerce & Health
retail
▪ Cross-tabulation
▪ Customized target groups
Food & nutrition Housing & household
▪ Trend and country comparisons equipment
▪ Export in Excel (CSV) or PowerPoint format

Internet & devices Travel

Media & digital media Services & eServices

Mobility Characteristics &

demographics

Find out more on www.statista.com/customercloud/global-consumer-survey

24
About Statista Research & Analysis
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25
About the ecommerceDB
The toolbox for all eCommerce-relevant questions

ecommerceDB.com offers direct access to URL-related revenue

information together with forecasts, customizable top, country,
region and category rankings, KPI analyses, and extensive
eCommerce-relevant contact information to over 20,000 online
stores.

In-depth analysis for over 20,000 online store URLs

Adjustable top, category, country & region

rankings

Download shop profiles for seamless processing

CONTACT US
Direct contact to our eCommerce analysts TEL +49 40 28 48 41 409
E-MAIL sukhdip.mann@statista.com

Find out more on ecommercedb.com

27
About the ecommerceDB Country Reports
In-depth analysis of national eCommerce markets

For the first time, ecommerceDB publishes the ecommerceDB

Country Report series. The reports provide a comprehensive
overview of a specific eCommerce market and its potential.
They are the perfect way to start your assessment and research and
can be relevant for understanding your (potential) customers,
strategic business development, or for benchmarking your store
against the market, its leaders, or fast-growing competitors.

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Find out more on https://ecommercedb.com/en/reports/country

Author

Alexandra Rotar
Analyst Digital Markets

a.rotar@statista.com

Alexandra Rotar graduated the master’s degree in Economics at the University

of Jena with the specialization area Innovation and Change. She gained a
comprehensive understanding of market structures and mechanisms from her
work in strategic marketing. At Statista she works on projects related to the
digital economy.

www.statista.com