Online Nursery Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Flowering Plants, Shrubs, Vegetable Seeds, Indoor Plants, Air Purifying Plants, Others), By End User (B2B and B2C), By Region and Competition, 2020-2030F

Market Overview

The Global Online Nursery Market, valued at USD 189.32 Million in 2024, is projected to experience a CAGR of 7.36% to reach USD 289.90 Million by 2030. The Global Online Nursery Market encompasses the digital retail of live plants, seeds, gardening tools, and related supplies to consumers and businesses via e-commerce platforms. Key drivers supporting market growth include the escalating consumer interest in home gardening and indoor plant cultivation, driven by lifestyle changes and environmental awareness, alongside the inherent convenience and extensive product variety offered by online shopping platforms. According to the International Association of Horticultural Producers (AIPH), the ornamental horticulture industry, which includes online nurseries, was valued at $70 billion in 2024.

However, a significant challenge impeding market expansion is the perishable nature of live plants, which necessitates specialized packaging and logistics to prevent transit damage, potentially increasing operational costs and customer dissatisfaction. Additionally, limited plant availability in certain regions due to climate restrictions also restricts market reach.

Key Market Drivers

The convenience and accessibility of online shopping stand as a significant driving force within the Global Online Nursery Market. Online platforms enable consumers to browse and purchase plants and gardening supplies around the clock, transcending the geographical and time limitations of physical retail establishments. This 24/7 access, coupled with direct home delivery services, simplifies the acquisition process for busy individuals and those without easy access to traditional nurseries, thereby broadening the market's reach and enhancing customer satisfaction. According to the Horticultural Trades Association (HTA) August Market Update, in July 2025, total transactions for UK garden centers, including online channels, reached a three-year high, with transactions up 4% from the same period in the previous year. This growth reflects an increasing consumer reliance on convenient purchasing methods.

Equally influential is the broader selection and availability of plant varieties facilitated by online nurseries. Unlike brick-and-mortar stores constrained by physical display space, digital platforms can offer an expansive inventory, including rare, exotic, and niche plant species that would be impractical for local garden centers to stock. This extensive choice caters to diverse consumer interests and specialized gardening requirements, encouraging horticultural exploration and expanding the overall plant market. For instance, according to The Guardian citing the Royal Horticultural Society (RHS), in December 2023, enquiries to the RHS about wildlife gardening increased by more than 28% in 2023, indicating a growing demand for specific plant types that online retailers can readily supply due to their wide selection. Furthermore, the global horticulture industry continues to experience robust digital integration. According to the Dutch Association of Wholesalers in Floricultural Products (VGB), in January 2025, flower and plant exports jumped by 7% from the corresponding period in 2024, demonstrating the significant and expanding role of digitalized trade networks in facilitating market growth.

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Key Market Challenges

The perishable nature of live plants represents a substantial challenging factor for the Global Online Nursery Market. Successfully delivering live plants to consumers and businesses necessitates highly specialized packaging and sophisticated logistical solutions to mitigate transit damage. This inherent requirement significantly elevates operational expenditures. For instance, according to the Horticultural Trades Association, the cost of shipping containers was 82% more in February 2024 compared to an equivalent container in February 2023, reflecting a broader increase in logistics expenses that disproportionately affects the delicate nature of live plant transportation.

These increased costs directly impact market expansion by necessitating higher retail prices, which can deter potential customers, or by compressing profit margins for online nurseries, limiting their capacity for investment and growth. Furthermore, despite specialized efforts, the risk of transit damage remains, leading to customer dissatisfaction, higher return rates, and a potential erosion of consumer trust, thereby directly hampering the sustained growth and broader market penetration of online plant retail platforms.

Key Market Trends

The emergence of subscription-based plant delivery models represents a significant evolution in the Global Online Nursery Market, shifting consumer engagement from one-time purchases to ongoing relationships. These models provide customers with regular, curated plant selections, often including care instructions and replenishment reminders, thereby simplifying plant ownership and fostering a sense of community. This approach helps online nurseries secure predictable revenue streams and enhance customer loyalty, as individuals appreciate the convenience of scheduled deliveries and the discovery of new plant varieties. According to Bloom & Wild, in their June 2024 company update, their subscription service achieved a 15% increase in active subscribers over the preceding year, demonstrating the growing consumer appetite for recurring plant delivery options. Furthermore, according to the Horticultural Trades Association (HTA) 2024 Annual Review, online retailers who introduced subscription models reported a 5% increase in customer retention rates compared to those without such offerings, making plant acquisition more accessible and sustaining interest in horticulture over time.

The integration of smart gardening technology is transforming the online nursery market by making plant care more accessible and successful for a wider consumer base. This trend involves offering automated watering systems, plant health sensors, and mobile applications that provide real-time data and personalized care advice. Such technologies reduce the perceived complexity of gardening, encouraging new enthusiasts and supporting existing plant owners in maintaining thriving collections. According to AmericanHort's 2024 State of the Industry Report, consumer spending on smart gardening tools and technologies saw an estimated 9% rise in the past year, reflecting growing interest in automated plant care. For instance, in a February 2025 press release, Click & Grow announced a partnership with a major online plant retailer to integrate their smart garden technology into bundled plant kits, projecting a 20% sales uplift for compatible products in the first quarter. This focus on technological enhancement differentiates online offerings, addresses common pain points like over or under-watering, and expands the market by catering to tech-savvy individuals seeking innovative solutions for their green spaces.

Segmental Insights

The Indoor Plants segment is experiencing rapid growth within the Global Online Nursery Market, primarily driven by increasing urbanization and the resulting demand for integrating nature into compact living spaces. Consumers are increasingly aware of the significant aesthetic and health benefits provided by indoor plants, including improved air quality, enhanced mental well-being, and stress reduction. The convenience offered by online nurseries, which provide a vast selection, detailed care instructions, and direct-to-door delivery, further supports this trend, catering to a lifestyle shift towards home gardening and interior embellishment.

Regional Insights

North America leads the global online nursery market due to its established e-commerce ecosystem and a high rate of gardening hobbyists. The region benefits from consumers' increasing awareness of indoor farming and home gardening trends, particularly in the United States, which drives demand for online plant purchases. Furthermore, a strong preference for convenience, coupled with continuous advancements in e-commerce and logistics technology, makes online platforms an attractive option for a diverse customer base seeking plants and nursery products. The developed infrastructure supports efficient delivery of live plants, contributing significantly to market dominance.

Recent Developments

• In September 2025, Planteva Farms announced a strategic partnership with Swedish cultivation technology supplier PlantVation AB. This collaboration aimed to introduce a "Seedling-as-a-Service" model across North America, leveraging PlantVation's QS GreenBox-Stationary systems for efficient and automated seedling propagation. The Montreal facility was slated to be equipped with two GreenBox units, providing capacity for over 50 million seedlings and transplants annually once fully operational in 2026. This initiative by Planteva Farms directly influences the supply chain for the global online nursery market by improving the scalability and consistency of young plant production.

• In January 2025, Plant Development Services, Inc. unveiled its latest lineup of innovative plant varieties set to debut throughout the year. Among the new introductions were Ilex Golden Sky™, a versatile holly with vibrant yellow foliage, Ilex Nelliet™, an exceptional privacy plant featuring dense dark green foliage and red berries, and 'Mila' Pineapple, a unique pineapple plant known for its striking variegated foliage and compact growth. These new plant varieties were made available through the company's nationally recognized brands, including the Southern Living® Plant Collection and Sunset® Plant Collection, enriching the product selection for consumers in the global online nursery market.

• In December 2024, Monrovia, a prominent grower of premium plants, trees, and shrubs, released findings from its annual research study on homeowner gardening trends and motivations. The research indicated a rising consumer focus on gardening as "me time" and a new hobby, with increased interest among men aged 35-45. These insights directly inform Monrovia's new plant selections, marketing outreach, and customer programs, influencing the types of plants developed and supplied to garden retailers, including those operating in the global online nursery market.

• In November 2024, GrowGeneration Corp. launched several new proprietary product lines aimed at the indoor growing and greenhouse hydroponics sectors. The company introduced its ION 135 Watt Under Canopy LED Light, designed to enhance harvest quality and increase yields for cultivators. Additionally, GrowGeneration announced upcoming releases for December, including new pest management traps under The Harvest Company brand and Char Coir Crush Pots within its grow medium category. These new offerings contribute to the expanding product range available to both commercial and hobbyist growers, many of whom source their supplies through online channels within the global online nursery market.

Key Market Players

• Great Garden Plants
• Monrovia Nursery Company
• Prairie Nursery
• Greenwood Nursery
• Desert Horizon Nursery
• The Davey Tree Expert Company
• Pike Nurseries
• Gardens Alive!, Inc.
• Moon Valley Nurseries
• Bay Laurel Nursery

Report Scope:

In this report, the Global Online Nursery Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Online Nursery Market, By Type:

o   Flowering Plants

o   Shrubs

o   Vegetable Seeds

o   Indoor Plants

o   Air Purifying Plants

o   Others

• Online Nursery Market, By End User:

o   B2B

o   B2C

• Online Nursery Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia Pacific

§  China

§  India

§  Japan

§  Australia

§  South Korea

o   South America

§  Brazil

§  Argentina

§  Colombia

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Online Nursery Market.

Available Customizations:

Global Online Nursery Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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