Growth Drivers in American Eyewear E-Commerce
Updated · Mar 24, 2025
E-commerce continues to grow in the United States, with the eyewear market seeing a significant boost that will continue in the next few years. Within the last quarter of 2024 alone, the US generated the most revenue in eyewear sales, with a total of $35.2 million. Within this segment, the major brands with a foothold in online eyewear purchases are Warby Parker, Eyebuydirect, Glasses USA, and Zenni Optical.
As shopping preferences continue to shift to the digital space, several key factors are expected to continue fuelling growth in the eyewear e-commerce sector in 2025. Here are some of them:
Increased awareness of eye health
Insights from recent ISO-certified market data on the e-commerce market outline that due to a growing awareness around eye health, it is helping to drive the global eyewear e-commerce market. Additionally, with the increase in screen time and resources that alert different demographics to the risks and statistics concerning their ocular health, purchasing behaviors will respond accordingly in the coming years.
A survey by the American Optometric Association (AOA) revealed that nearly all Americans believe their eye health is just as important as their heart health. A 2024 report from VSP Vision Care found that American workers are working longer hours and are keenly aware of the impact this has on their eyes. With screentime, environment, and lifestyle combined, 43% of workers report their eye health getting worse. Even younger Gen Z workers report concerns over eye strain, blurred vision, and headaches. With the increased consciousness of eye health, there is a reactive demand for affordable eyewear options that address these concerns.
Ease of access to specialized goods
Vision impairments continue to skyrocket across the US, with up to 50 million reporting some level of sight loss. In light of this, there is a rising demand for medical devices that can address these issues. Prescription eyewear remains the most popular to date, with upwards of 64% of Americans using at least one pair regularly.
Given this need, the growing number of e-commerce platforms that also cater to these specialized needs has only helped convince more consumers to buy prescription glasses online. This is evident by the increased online presence and customer acquisition achieved by Eyebuydirect, which offers multiple lens options and price points on its website with a 365-day guarantee. The Buy One Get One format is also heavily used to cater to modern online shopping habits of getting multiple variants for aesthetic reasons and shipping consolidation. With easier access to such specialty eyewear from virtually anywhere with an internet connection, consumer pools are also expanding to include those who face logistics or mobility issues, thereby increasing overall revenue.
The aging American population
Optometry Times reports a global eyewear boom of $76 billion by 2027. The US leads this, in part, due to the increase in the country’s aging population dealing with vision-related disorders. One in three Americans are already dealing with myopia or hypermetropia, not to mention the rising number of individuals with cataracts, glaucoma, and age-related macular degeneration (AMD).
While this has caused an understandable uptick in eyewear sales in the US, e-commerce is seeing a surge as seniors also turn to online shopping. Statistics show that more than half of American baby boomers have an Amazon Prime membership, and 53% shop at online retailers. This is why popular chain retailer Target Optical has carefully crafted promotions and payment options that account for an older consumer’s Medicare or AARP member benefits.
Additionally, the oldest millennials have already entered their mid-40s, which is when eye problems become more common and apparent. This demographic has shown itself to be the most likely to prefer online shopping due to its convenience. Despite the resurgence of in-person shopping, more than a fourth of millennials still opted to spend significantly more online in the last couple of years.
With millennials and baby boomers still making up the majority of the American population, the increased need for vision care paired with their digital shopping habits will be one of the most notable drivers in the growth of eyewear e-commerce in the country.
Tajammul Pangarkar is the co-founder of a PR firm and the Chief Technology Officer at Prudour Research Firm. With a Bachelor of Engineering in Information Technology from Shivaji University, Tajammul brings over ten years of expertise in digital marketing to his roles. He excels at gathering and analyzing data, producing detailed statistics on various trending topics that help shape industry perspectives. Tajammul's deep-seated experience in mobile technology and industry research often shines through in his insightful analyses. He is keen on decoding tech trends, examining mobile applications, and enhancing general tech awareness. His writings frequently appear in numerous industry-specific magazines and forums, where he shares his knowledge and insights. When he's not immersed in technology, Tajammul enjoys playing table tennis. This hobby provides him with a refreshing break and allows him to engage in something he loves outside of his professional life. Whether he's analyzing data or serving a fast ball, Tajammul demonstrates dedication and passion in every endeavor.