Galaxus Sex Report: online shoppers are discovering sex dolls
Sex dolls were the fastest-growing erotic product of 2024, with sales across Germany, Austria and Switzerland rising by 42 per cent. That’s more than any other sex toy in online retailer Galaxus’s range. In terms of overall sales, the best-selling products in the Love + Play range were vibrators, masturbators and anal toys.
Warning: if sex toys aren’t your bag – or if the subject alone is a bit of a turn-off – look away now.
«Easy to clean», «pleasant material», «vibrates well». According to Galaxus customers, these are some of the most important plus points a sex doll can have. Still, nothing’s ever perfect. «Can only be used with lube», «colour wore off the vagina» or «not very suitable for large penises» are among the more unexpected issues (or non-issues) mentioned in sex doll reviews.
Flaws aside, with sales up 42 per cent on the previous year, sex dolls were the fastest-growing adult toy on Galaxus in 2024. Following behind were penis sheaths (+29 per cent) and anal douches (+25 per cent). Masturbators (+20 per cent) and vibrators (+19 per cent) also saw healthy growth. In fact, vibrators held onto the top spot on the sex toy bestseller list.
Quite the buzz around vibrators and masturbators
As was the case in our 2024 Sex Report (and in previous editions), vibrators were our undisputed number-one sex toy. Hot on their heels in second place were masturbators, followed closely by anal toys. Dildos and penis rings snagged fourth and fifth place respectively.
After that, the ranking goes as follows: anal douches, love boxes, love eggs, penis sheaths and sex dolls.
Someone who’s been observing trends in the sex toy industry for a while now is Mara Agnelli, a Senior Category Business Manager at Galaxus, whose remit includes the Love + Play range. She says: «Sex toys represent a growing market, and it’s continually diversifying. Strong brands such as Womanizer are testing interactive marketing campaigns at public events to break down taboos even further and portray sexuality as part of a healthy lifestyle. In terms of products, app-controlled models are becoming more and more important. Generally speaking, we’re increasingly seeing sex toys associated with self-care and well-being. The phrase «sexual wellness» is gaining traction too. Galaxus customers particularly appreciate being able to shop discreetly and receive their products in neutral packaging.»
Bondage + fetish: special tools for pain-seekers
Alongside sex toys, Galaxus has a product category dedicated to bondage – and it’s a growing market. In 2024, sales of bondage products across Germany, Austria and Switzerland rose by 24 per cent. The most sought-after items were:
• Sex furniture (+56 per cent) – including swings, chairs and special loungers
• Sex machines (+48 per cent) – tireless fun, the mechanical way
• Penis cages (+36 per cent) – advanced chastity training
Already got your bits locked up in a chastity cage? Can you recommend a sex doll? Or are you still trying yours out?
Header image: Pixel Shot / Shutterstock
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Daniel Borchers
Senior Communications Manager
Daniel.Borchers@galaxus.deA soft spot for good series, loud music, science fiction and (second division) football. As PR Manager, I am available to answer journalists' questions about Galaxus and honest e-commerce.
