E-commerce trends 2021 will bring and how to capitalise

Karolina Grabowska
E-commerce trends 2021 - large green leaf with wooden toothbrush and white cream container

2020 has been a tumultuous year that defied expectations and threw up unprecedented challenges and opportunities. We’ve compiled a list of e-commerce trends 2021 will bring to help you get a jumpstart on next year.

People have gravitated to e-commerce in record numbers in 2020 and are unlikely to alter this trajectory in 2021. Despite Brexit threats and the ever-looming pandemic in the room, 2021 could be a great year for e-commerce entrepreneurs. These ideas are suspected to flourish in 2021 and beyond.

1. Beauty

This is a great e-commerce trend because it encompasses two areas that are set to boom. Women are shunning commonplace brands and instead, looking for natural products that don’t contain harsh chemicals or come in environmentally damaging packaging. Additionally, men are getting in on the action. The success of the online razor blade subscription led to a growing demand for beard oils. Men enjoyed the effects and as a result, sales of moisturiser, lip balm and other beauty products targeted at men are selling well.

2. Fitness equipment

Fitness equipment is a regular e-commerce trend every January but the combination of people becoming more health-conscious and having sporadic access to gyms means January could see a massive boom in fitness equipment sales. HIIT is the current fitness trend but even generalised fitness equipment is likely to fly off the shelves.

3. Politically charged books

Maybe it was the time indoors, maybe it was the perfect storm of Boris and Trump, whatever it was, 2020 was the year that many consumers became more politically-savvy. Books on hot button topics such as race, and books on political figures or matters, became the reading of choice and this looks set to be an e-commerce trend 2021 continues. It can be hard to compete with the likes of Amazon on book sales but consider adding political slogans to apparel, homewares or other relevant items in your store.


E-commerce trends 2021 - a man and a woman sitting opposite each other in arm chairs using laptops on their knees

4. Cleaning goods

We’ve all spent far more money and time on cleaning our houses and our hands in 2020 and with COVID still very present in our lives, this will continue into 2021. Double-down on trends by looking at natural cleaning goods but be sure to clearly state what your product will or won’t do.

5. Organisers and home office items

Many large organisations have confirmed their staff will be working from home for the foreseeable future. This has created a massive demand for home office items, especially anything that helps to get things organised. Additionally, with people spending more time at home, they are craving fresh décor and organisers for their personal lives too.

6. Premium fashion items

Following the trend of sustainable and eco-friendly items, consumers have shifted away from cheap mass-manufactured fast-fashion items and are now favouring more premium items from private brands. Use sustainable fabrics, fair-trade labour, and environmentally sound packaging to justify a premium price point. Just remember, these items are all about the experience, so your e-commerce store must provide a flawless, premium journey from start to finish.

Next Steps

Use these e-commerce trends 2021 has to offer and maximise your store’s growth. If you would like help accounting for growth, recouping research costs, or other e-commerce accounting assistance, please get in touch with our team of specialists.

The best time to act is now.