In 2025, offline retail still accounts for the majority of global consumer appliance sales, but retail e commerce is gaining share faster, led by small appliances and Asia Pacific. Appliances and electronics specialists remain critical for major appliances, while marketplaces, social commerce platforms and hybrid shopping journeys are reshaping how consumers discover and purchase appliances globally.
Delivery
This report comes in PPT.
Key findings
E-commerce continues to erode share of offline retail
In 2025, offline retail still accounts for the majority of global consumer appliance sales, reflecting consumers’ continued need to see, test and seek guidance on high‑value and complex products. However, retail e‑commerce is gaining share at a faster pace, driven by convenience, broader assortments, improved logistics and persistent post‑pandemic digital habits.
Appliances and electronics specialists leads offline retail
Within offline retail, appliances and electronics specialists remains the most important channel globally, particularly for major appliances, where technical advice, installation and after‑sales support remain critical, while hypermarkets and supermarkets retain relevance for small domestic appliances and impulse purchases.
Growth of e-commerce led by small appliances and Asia Pacific regionally
Retail e‑commerce performance continues to be led by small appliances, where lower price points reduce perceived risk and accelerate online adoption. Asia Pacific stands out as the most mature e‑commerce region for appliances, supported by strong domestic platforms, fast delivery and reliable returns.
Content-led platforms reshaping routes to consumer
Amazon continues to dominate global e‑commerce, leveraging its unmatched assortment, fulfilment capabilities and high‑impact promotional events. At the same time, ByteDance’s rapid rise underscores a structural shift towards content‑led commerce, where discovery and purchase are embedded within short‑form video and livestreaming.
Seamless integration of online and offline channel remains crucial
Looking ahead, retail e‑commerce is set to capture a larger share of appliance sales globally, supported by generational change, improving logistics and growing consumer confidence in online channels. However, offline retail is not expected to lose relevance, particularly in major appliances, where store‑based expertise and service remain key.
Key findings
Key facts to share
Growth slows for major appliances amid housing headwinds
Small appliances experiencing a slow-burn recovery globally
Microwaves and dishwashers lead growth; Asia Pacific gains momentum
Vacuum cleaners surge, while the US leads per capita demand
Asia Pacific leads in size in major appliances, while emerging regions drive growth
Beauty boom and vacuums innovate in small appliances; kitchen categories plateau
Retail e-commerce grows at a faster pace, but retail offline continues to dominate
Expertise still matters most for big-ticket items
Price sensitivity boosts discounters and warehouse clubs in offline appliances retail
Appliances and electronics specialists resilient but under pressure
Sathya Agencies leverages omnichannel and underserved smaller cities in India
E-commerce becoming the default as hybrid purchasing growing
Asia Pacific mature in e-commerce growth, while emerging markets accelerate
Uneven channel transformation across categories and regions
The changing routes to purchase reflected in global retail e-commerce rankings
Allegro grows to regional power after acquiring legacy appliances e-tailers
Blurring lines between offline and online continues
Recommendations and how to win in consumer appliances
Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
See all of our definitionsNEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!