eCommerce Report 2019 –

Toys, Hobby & DIY

Statista Digital Market Outlook – Segment Report

April 2019
Agenda

01 Segment Report 02 Appendix

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

2
eCommerce Toys, Hobby & DIY: Products
Overview: market scope
Hobby & Stationery
▪ Includes musical instruments,
photo and printing needs,
office equipment, collectors’
pieces (incl. art and antiques),
car parts and adult
entertainment products
▪ Hobby-related products
found in Sports & Outdoor or
DIY, Garden & Pets segments
are excluded
3 Source: Statista Digital Market Outlook 2019
Toys & Baby
▪ Includes sales of physical toys
via an online channel
(excluding online games)
▪ Also covers products for
infants (e.g. clothing, care
products, baby food, bottles,
nursing products, playpens,
strollers, and car seats)
DIY, Garden & Pets
▪ Includes items such as
flowers and plants, garden
furniture, BBQ equipment,
sun screens, fertilizer,
compost and garden tools
▪ Also covered are, pet food,
other pet products, tools for
handymen and DIY-ers, tools,
building materials, and craft
supplies are included
Sports & Outdoor
▪ Includes leisure products
relating to sport and outdoor
activities
▪ Sport and outdoor items also
include clothing, shoes, as
well as sport and outdoor
equipment (e.g. backpacks,
fitness equipment, hunting
devices, winter sports gear)
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
sales of products of the segments Sports & Outdoor, Toys & Baby,
Hobby & Stationery, and DIY, Garden & Pets.
Due to the wide product range in this segment, customer benefits vary
greatly. For customers willing to shop for DIY products online, e.g. tools,
trustworthy product reviews are the main advantage, as they help to
make informed choices, especially regarding product quality and price-
performance ratios.
Online shopping of Sports & Outdoor products allows customers to
choose from a wide range of products and brands to fit their needs. This
has a huge added value especially for sportsmen, who tend to have
strong brand preferences and can find their desired products and
brands more conveniently online, given the great number of possibilities
that eCommerce offers.
Hobby & Stationery online market places often aggregate specific niche
products and increase their availability in comparison to stationary
retail.
The overall eCommerce market for Toys, Hobby & DIY is a growing
market, with a global revenue of US$391.0 billion in 2018. Looking at the
three major regions, the U.S., China and Europe and their global shares,
the U.S. is the biggest regional market in 2018 with revenues of
US$151.9 billion.
The second largest market is China with revenues of US$111.8 billion.
Major segments in China are Toys & Baby and Hobby & Stationery. The
smallest region is Europe with revenues of US$69.4 billion in 2018.
Although it is considerably smaller than the other regions, the European
market still accounts for 18% of global revenues in this market.
The rapid development in Toys, Hobby & DIY eCommerce can be
attributed to high growth rates in emerging markets like China. Over the
whole segment, China’s CAGR1 2018-2023 is expected to be 12.3%.
The Toys, Hobby & DIY expected growth rates in Europe and the U.S. are
more moderate with CAGRs of 6.2% and 9.2%, respectively.

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 2019
Further technological penetration of niche markets
enhances new businesses and customized products
Segment overview: assumptions and trends
Assumptions
Based on two key assumptions, we predict a constantly growing Toys,
Hobby & DIY eCommerce market. First, we expect a further shift to
online shopping in the niche markets, as eCommerce technology
solutions become more affordable for smaller vendors. Second, the
number of potential customers is increasing in emerging economies due
to growing income per capita. This aspect should be particularly taken
into account in China with its population of more than 1.3 billion.
In addition to the growing customer base, revenues are driven by an
increase in smartphone penetration. Mobile shopping is becoming more
and more important in both developed and developing economies.
In Europe and the U.S., Internet and eCommerce penetration as well as
GDP per capita are much higher than in developing markets and
therefore not eligible to explain the market growth. It is rather the
cultural shift towards having more leisure time and self-expression that
contributes to the increasing number of marketplaces for niche and
specialized products.
If we consider the whole segment, Amazon.com, Inc. is clearly the
biggest global player. But although Amazon has a huge share of sales in
all segments, one can not necessarily regard the market as monopolistic.
For example, in the Hobby & Stationery sub-segment there are other
large players, like officedepot.com and staples.com.
1: Acronym for Social, Mobile, Analytics, Cloud, Things
5 Source: Statista Digital Market Outlook 2019
Trends
A trend for well-known brands in segments like Sports & Outdoor or
Toys & Baby is the expansion of from B2B to B2C. Big companies such
as Nike, Adidas and LEGO pursue this strategy very successfully. Direct
online sales generate higher margins, as products are sold directly to the
customer, skipping the middlemen. As a bonus for product
manufacturers, collecting customer data via an own online sales channel
helps study customer behavior and needs, which in its turn facilitates a
more successful, customer-centric product development.
On-demand 3D-printing is very likely to complement mass products with
customized items (mass customization) to add additional value. This
might apply to e.g. sportswear, toys, or garden and pet supplies.
Marketplaces are expected to keep growing as they offer a nearly infinite
product portfolio and aggregate a huge number of niche products,
which is expected to particularly increase sales from product categories
with a variety or completely different product families, like DIY. Also,
there is an increasing number of online retailers and marketplaces for
niche categories and undeveloped segments, e.g. zooplus.de,
windeln.de or auto1.com.
Many online shops and brands in all Toys, Hobby & DIY sub-segments
pursue a social media and content marketing strategy to build a
community that creates user-generated content and promotes a desired
image, that helps sellers diversify themselves on the market.
The Toys, Hobby & DIY segment shows average
growth rates of around 9.6% per year
Market sizes: global

Global segment sizes forecast in billion US$

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

618.8
587.8
+9.6%1
543.8 118.5
112.7
490.3
104.4
436.3
94.3 138.8
391.0 132.2
84.1
122.9
75.8 111.7
100.4
151.3
91.3 142.9
131.1
117.0
102.7
90.4

185.3 200.0 210.3

149.1 167.3
133.6

2018 2019 2020 2021 2022 2023

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 2019
China shows the biggest growth in Toys, Hobby & DIY
with a CAGR1 of over 12%
Market sizes: regional comparison (1/2)

Revenue forecast in billion US$

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

United States China Europe

236.4
+9.2%1
+12.3%1
52.4 199.9

30.3
151.9 7.6
74.8
32.4
111.8 78.2
+6.2%1
18.4 93.9
48.4 34.4 4.7 18.3
69.4
40.4 13.5
23.4 34.0
83.9 24.5
74.8 16.8
47.7 48.4 12.5
18.9 24.8

2018 2023 2018 2023 2018 2023

1: CAGR: Compound Annual Growth Rate / average growth rate per year
7 Source: Statista Digital Market Outlook 2019
With revenues of US$14.9 billion, the UK is the biggest
market among the EU top 5 in 2018
Market sizes: regional comparison (2/2)

Revenue forecast in billion US$

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

+5.7%1
+6.1%1
19.7
18.6
4.1 2.5
14.9 +7.5%1
13.9
3.1 12.6
6.3 1.9
8.2
2.7
4.9 8.8
5.8
1.9 +4.7%1
5.3 5.9 1.9 +6.4%1
3.8 4.0 1.6 4.1
3.2 3.6
6.1 0.8 2.7 0.7 1.0
1.9 0.6 1.3
3.9 1.4 4.5 1.1 0.5 1.0
3.1 2.1 0.6 0.8 0.7 0.7
1.4 0.9 1.1 0.7 0.9
2018 2023 2018 2023 2018 2023 2018 2023 2018 2023

1: CAGR: Compound Annual Growth Rate / average growth rate per year
8 Source: Statista Digital Market Outlook 2019
By 2023, 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

United States China Europe

407.3

343.2

285.7

241.5 238.4
195.2
177.6 184.5
167.3 169.3 160.8
128.6
125.8 108.3 118.8 121.0
109.1 114.4
103.7
87.7
72.3
60.6 61.1
47.5

2018 2023 2018 2023 2018 2023

9 Source: Statista Digital Market Outlook 2019

 The UK shows the strongest demand for Toys, Hobby
& DIY within Europe in 2018
User numbers: regional comparison (2/2)

Number of users forecast in millions

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

23.9
24.4 24.9 23.8
23.5 23.2
21.0

17.2 16.8 14.4

15.1 15.6 15.1 14.3
14.5 13.9 10.8
12.7 12.8 12.8 9.9 12.2
11.1 11.2
10.3
9.6 9.2 9.6
8.9
5.5
7.2 7.2
6.1 6.4 6.1 7.0
5.7 5.2
5.0

2018 2023 2018 2023 2018 2023 2018 2023 2018 2023

10 Source: Statista Digital Market Outlook 2019

Out of the three major regions, 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

United States China Europe

530 64 131

800 39 202
2018 2018 2018
324 241 97

1,004 201 165

481 74 114

690 45 185
2023 2023 2023
273 328 86

853 244 140

11 Source: Statista Digital Market Outlook 2019

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

Average revenue per user forecast in US$

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

245 136 104

284 407 122
2018 2018 2018
252 111 92
213 300 109
196 107 82
232 343 95
2023 2023 2023
219 79 73
165 246 79

381 100
456 148
2018 2018
150 86
250 179

299 76
381 99
2023 2023
114 65
199 117

12 Source: Statista Digital Market Outlook 2019

The top 6 European countries account for 72% 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
2018, split by country

Germany

8.9%

United Kingdom
33.4%
France
20.9%

7.4%
Spain
0.7% 1.2% 3.2%
14.3%
1.6% 3.5% Italy
Others 1.6% 3.3% Sweden
Finland Austria
Denmark Switzerland
Norway

13 Source: Statista Digital Market Outlook 2019; 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 2017

officedepot.com global
eCommerce net sales: US$1.2 bn

argos.co.uk global eCommerce

net sales: US$2.9 billion
thomann.de global eCommerce
net sales: US$0.82 billion

14 Source: eCommerceDB.com
In 2017, officedepot.com generated global
eCommerce net sales of US$1.2 billion
Company profiles: officedepot.com
Find out more on:
ecommerceDB.com

Key facts Global eCommerce net sales in billion US$

1.18 1.19 1.20 1.22
Headquarters: Delray Beach, U.S.

Launch: 1998

Global eCommerce
US$1.20 billion
net sales ‘17:

Main Category: Toys, Hobby & DIY

2015 2016 2017 2018

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 2017, argos.co.uk generated global eCommerce net
sales of almost US$3.0 billion
Company profiles: argos.co.uk
Find out more on:
ecommerceDB.com

Key facts Global eCommerce net sales in billion US$

3.10 3.02 3.01
Headquarters: Milton Keynes, UK 2.91

Launch: 1972

Global eCommerce
US$2.9 billion
net sales ‘17:

Main Category: Toys, Hobby & DIY

2015 2016 2017 2018

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 & 15 Furniture &
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 2017, thomann.de generated global eCommerce
net sales of over US$0.8 billion
Company profiles: thomann.de
Find out more on:
ecommerceDB.com

Key facts Global eCommerce net sales in billion US$

0.87
Headquarters: Burgebrach, Germany 0.82
0.77
0.71

Launch: 1996

Global eCommerce
US$0.82 billion
net Sales ‘17:

Main Category: Toys, Hobby & DIY

2015 2016 2017 2018

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
Online shopping in the U.S. is most popular among
millenials
User demographics: eCommerce users in the U.S.

Users by gender Users by income

Medium income
35.4%

High income
Low income
35.2%
29.3%
Female

48.6%
51.4% Male Users by age

27.2%
23.5%
20.0%
15.4%
13.9%

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

19 Source: Statista Global Consumer Survey, as at October 2018

Over 26% of Germans buying goods online are
between 45 and 54 years old
User demographics: eCommerce users in Germany

Users by gender Users by income

Medium income
34.4%

Low income High income

32.0% 33.6%
Female

47.5%
Users by age
52.5% Male
26.8%
21.4% 20.9%
18.6%

12.2%

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

20 Source: Statista Global Consumer Survey, as at October 2018

Fashion revenue streams
Market structure: Fashion

Segment Sub-segments Out of scope

Outdoor and sports clothing,

Includes the digital sale of almost all types of clothing
sports shoes
articles (e.g. t-shirts, coats, pants, underwear). The
Apparel main sales channels in this market segment are This type of clothing and shoes,
multi-brand merchants (e.g. Asos, Nordstrom) and which have a special purpose,
online shops of individual fashion retailers (e.g. Zara). can be found in the category
Sports & Outdoor

This segment includes all types of shoes (e.g. casual Toddler and baby clothes
shoes, slippers, etc.) – with the exception of sports
This kind of clothing can be
shoes – as well as shoe accessories and care
found in the segment Toys &
Fashion Footwear products. The main distribution channels in this
Baby
market segment are multi-brand merchants (e.g.
Asos, Zappos) and online shops of individual shoe
reCommerce
retailers (e.g. Clarks).
The resale of used, defective or
This segment contains various types of bags and repaired goods is not included
accessories. Included are for example leather bags,
suitcases and purses, jewelry, hats, scarves and Consumer-to-Consumer
Bags & Accessories gloves, among others. The main sales channels in
Sales between private persons
this market segment are online fashion retailers (e.g.
(e.g. via Craigslist) are not
Asos, Zalando, Nordstrom) or dedicated luggage
included
retailers such as eBags.

21
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About the Statista Global Consumer Survey
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The Statista Global Consumer Survey offers a global perspective

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More information on ecommerceDB.com

26
Author, Imprint, and Disclaimer

Ksenia Striapunina
Senior Analyst Digital Markets

ksenia.striapunina@statista.com

Ksenia Striapunina graduated in Hamburg with a focus on Finance.

She gained a comprehensive understanding of market structures and
mechanisms from her work in telecommunications and later in financial
markets, working as a consultant. At Statista she works on projects related
to the digital economy.

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