Shopping for Plants Online Is a Trend That’s Sure to Grow

 

“From houseplants to hydrangeas, more Americans are ordering plants online, according to industry data.

 

While Americans can buy plants at a wide range of stores — from succulents at supermarkets to boxwoods at big-box retailers — a growing number are now adding flora to their digital carts, according to the latest survey by the National Gardening Association, an industry group.

 

According to a survey of 2024 consumer shopping habits, online plant sales grew nearly 7 percent between 2020 and 2024. While most gardeners still buy plants from home centers — where sales topped $29 billion in 2024 — the average online shopper spent more on plants and gardening supplies at Amazon: $209 per order, exceeding similar in-store purchases at Walmart ($205) and hardware stores ($193).

 

While this year’s survey won’t be released until the summer, Dave Whitinger, the N.G.A.’s executive director and owner of Victory Seed Company, expects a similar trajectory based on the last five years of data. Although buying online is still a small slice of the total lawn and garden category, compared to buying in person at home centers, he said that leaves room for growth. “The spending-per-household growth rate outpacing the participation growth rate tells us the people who are buying online are increasingly comfortable putting more of their garden budget there.”

 

Costa Farms, the country’s largest ornamental plant grower supplying Amazon, Walmart, Lowe’s and Home Depot, has seen a more than 120 percent growth in online sales from 2020 to 2024, including digital orders with same-day delivery, online purchases with an in-store pickup option and drop shipping. “The modern plant shopper wants convenience, immediacy and choice,” said Mari Carrasquillo, vice president of marketing at Costa Farms. This year, Costa Farms expects its drop-shipping business, in which Costa Farms fulfills orders placed at other retailers, to grow to 4 percent of total sales.

 

Grant Ludmer bought four indoor houseplants in the last year since moving into a home in Morris Plains, N.J. “When you buy online, it’s very easy to see reviews from other people who are buying this product,” Mr. Ludmer said.

 

Shoppers unsure about buying plants online can take comfort: Many retailers offer relaxed return policies — just submit a photo if a plant arrives damaged, and you’ll get a refund or replacement without having to ship back a sad salvia.

 

Online shoppers also have an increasing number of options: This spring, Monrovia, a large grower of high-end shrubs, trees and perennials, will begin shipping directly to consumers.

 

More online shopping likely means more reviews, which matters to younger consumers. “Online, I could see hundreds of people who have bought the plant and have opinions on what their experience was,” said Mr. Ludmer, 30. “Or I can go to Lowe’s down the street and talk to somebody who may or may not know what they’re talking about, or they likely haven’t had it in their homes themselves.”” [1]

 

1. Shopping for Plants Online Is a Trend That’s Sure to Grow: Calculator. Vaglica, Sal.  New York Times (Online) New York Times Company. Feb 26, 2026.