Between 15% and 29% of US jewelry sales happen online, depending on who measures and which retailers count. At Signet, the largest US jeweler, e-commerce was 21.8% of sales in fiscal 2026, and falling.
The numbers
| Figure | What it measures | Year | Source |
|---|---|---|---|
| 21.8% | E-commerce share of Signet's sales, fiscal 2026$1.49 billion, down from 22.7% the year before as shoppers returned to stores. | 2026 | Signet FY2026 10-K |
| 29.2% | Online share of jewelry sales, Top 1000 US retailersDown from 31.4% in 2022. The most recent full-year measurement published. | 2023 | Digital Commerce 360 |
| 15.4% | Online share of total US jewelry revenuePhysical jewelry stores held 84.6% of revenue in this estimate of the whole market. | 2025 | Grand View Research |
| 51% | Drop-ship share of Signet's North American e-commerceHalf of what the largest jeweler sells online never sits in its own inventory. | 2026 | Signet FY2026 10-K |
The ranges, explained
The 29.2% figure counts the Top 1000 US online retailers, which skews toward companies that sell online well. The 15.4% figure estimates the whole market, including thousands of independent stores that sell little or nothing online. The truth for any given store type sits between them, and every measure agrees on the direction since 2022: down, as shoppers went back to stores.
Online-native bridal had the roughest stretch. Signet attributes its e-commerce decline to the James Allen brand, and wrote down its digital brands partly because falling lab-grown diamond prices hit online bridal hardest. Selling diamonds online got harder just as the product got cheaper.
All jewelry industry figures, across every category, live on the statistics almanac. Our analysis: Best jewelry configurators and ring builders · Lab-grown diamonds, by the numbers.