DIY and Hobby: DIY projects meet digital performance

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MARKET DATA · GLOBAL · 2026

DIY & hobby in numbers – 2026

DIY products, including tools, building materials and home improvement, generated about $327 billion in e-commerce revenue worldwide in 2025.
ECDB expects the category to grow by 5–10% in 2026.
Figures are worldwide unless stated otherwise.

DIY e-commerce revenue, worldwide

$326.9B

2025 (latest full year, ECDB) [1]

Affiliate marketing industry, worldwide

$27.8B

2026, all niches [4]

Share of e-commerce driven by affiliates ESTIMATE

~9.4%

US benchmark, all niches – not niche-specific [5]

Europe and the Nordics

Region	2025	2026 (forecast)	Growth
Europe – B2C e-commerce	$1.02T	$1.08T	+5%
Northern Europe – B2C e-commerce	$78.1B	$82.9B	+6%
Denmark – B2C e-commerce per person	$5,007	–	#1 in Europe

All-sector B2C e-commerce [6].
DIY & hobby is not reported separately, so use these figures as market context, not as niche totals.
Exchange rates: USD→EUR 0.89, USD→DKK 6.66, EUR→DKK 7.48 (October 2026) [7].

Affiliate networks to check for this niche

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TYPICAL COMMISSION

3–10%

Home improvement and DIY programmes usually pay a one-time percentage of each sale, typically 3–10%. Lower margins on tools and building materials keep rates below those in fashion or beauty. [2]

Key takeaways

Worldwide DIY e-commerce revenue was $326.9 billion in 2025, up 5–10% on the year before [1].

ECDB projects a further 5–10% change in 2026 [1].

Online sellers of tools and DIY products in the EU must meet the General Product Safety Regulation's online information duties, which have applied since 13 December 2024 [3].

Sources

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