Digital Commerce & Market Leaders
Online Sales & Industry Leaders
How digital commerce is reshaping the floral industry — and who is winning the online race.
Online floral sales, top 21 U.S. retailers, 2023
Digital Commerce 360, 2023
Digital Commerce 360, 2023
Grand View Research 2024
Annual growth rate of online flower merchants
IBISWorld / Petal Republic 2014–2019
Flowers produced annually worldwide
Credence Research 2024
Market Growth
Global Online Flower Delivery
Rising Fast
The global online flower delivery market is growing at nearly 7% annually and is on track to nearly double from $7.25 billion in 2024 to $12.3 billion by 2032. The shift to digital is being driven by younger consumers, same-day delivery expectations, and the convenience of mobile ordering.
Take a good look at the partnerships and brands on this page. They support end users — but not end users visiting the flower shop. As an industry, we need to create reasons why the end user walks through the florist's door. Online sales are a solution, but only for those who are technically advanced in SEO and digital marketing. Florists are wired differently. They are creative people — and that creativity, in the hands of a better-informed consumer, is the most powerful selling tool in the floral industry. That is exactly what this app is designed to unlock.
Sources: Credence Research; Grand View Research 2024
Market Leaders
Who Dominates Online Floral Sales
Four companies dominate the U.S. online floral market. Together, the top three retailers captured roughly 35% of total U.S. floral market share in 2023. The 2023 merger of FTD and From You Flowers created a powerful new combined entity — accelerating consolidation at the top.
Sources: 1-800-Flowers SEC filings; Credence Research; Petal & Poem; Digital Commerce 360 2023–2024
$1.83B
1-800-Flowers.com
Largest U.S. floral gifting company. Operates 1-800-Flowers, Harry & David, Cheryl's Cookies and more. Revenue declined from $1.90B in 2023 amid softer consumer spending on discretionary items.
Partnerships
- Instacart
- DoorDash
- Uber Eats
- Walmart GoLocal
Source: 1-800-Flowers SEC 8-K Filing, Aug 2024
$610M+
FTD + From You Flowers
Merged May 2023 to create a new global floral platform with 20M+ annual orders across 150+ countries. FTD controlled 29% of flower sales in early February 2025, up from 27.4% in 2024.
Brands
- FTD.com
- ProFlowers
- From You Flowers
- H.Bloom
Source: Credence Research; company filings 2023–2024
~$500M
Teleflora
World's largest floral delivery network, connecting consumers to 10,000+ member florists in North America alone. Differentiates through hand-delivered, locally arranged bouquets rather than shipped-in box flowers.
Partnerships
- The Wonderful Company
- Make-A-Wish Foundation
- Frontier Airlines
- Flowerbuyer.com
Source: Arizton Market Research 2024
$5M
UrbanStems
Fast-growing premium D2C floral brand targeting millennials and Gen Z. Secured $5M in January 2024 to expand same-day delivery to new U.S. cities including Miami — the world's largest floral market. Total funding raised: $57.7M across 7 rounds.
Partnerships
- Walmart GoLocal
- DRINKS + Avaline Wines
- Bridgerton / Netflix
- Affirm
Source: Globe Newswire, January 2024
The Decline of the Flower Shop
Flower Shops Worldwide Are Disappearing
The cut flower market is growing. The number of flower shops is not. In the U.S. alone, the number of florist businesses fell from 55,500 in 2018 to 33,420 in 2023 — a loss of over 22,000 shops in five years. The UK florist industry is contracting at 4.6% annually. The market is growing while the shops that serve it are closing. Someone else is capturing that growth.
Sources: IBISWorld; Petal Republic; SAF; MarketResearch.com; BLS 2023–2024
The Question the Industry Is Not Asking
There is limited publicly available data specifically documenting wire services forming direct partnerships with grocery chains to capture flower sales growth — yet the partnerships and brands are listed above.
This gap is itself revealing. What is well documented is that grocery stores are quietly expanding their floral departments — supermarket chains are re-evaluating the system and moving toward full-service floral operations, and grocery stores, online retailers, and national floral delivery services are dominating the market while employment for floral designers is expected to decline 10% between 2023 and 2033. Meanwhile wire services are directing their expansion energy toward delivery apps — Instacart, DoorDash, and Uber Eats — rather than the grocery store floor itself.
The wire services are not growing relationships with grocery stores — they are bypassing them entirely, moving directly into the consumer's pocket through delivery apps. The grocery store floor and the independent flower shop are both losing ground to the same force: the platform. As this happens its the app, the wire service and or the platform that owns the customer. Not the florist.
Expected decline in floral designer jobs 2023–2033
BLS via Breakwater M&A 2025
Major delivery platforms 1-800-Flowers now partners with
Instacart · DoorDash · Uber Eats
Of U.S. floral sales now happening online
Digital Commerce 360 2023
Channel Shift
Online vs Offline Sales Split
Online now accounts for 35% of all U.S. floral sales — up from just 34.3% in 2022. While offline still leads, the trajectory is clear. The fastest-growing buyer demographic online is 25–34 year olds, who account for nearly a quarter of all online floral purchases.
Who the consumers are slowly learning to trust are the wire services and not the flower shops. Our marketing wants to highlight the florist and not necessarily the wire services.
Sources: Credence Research; Grand View Research 2024
Key Trends
What's Driving Online Growth
Several converging forces are accelerating the shift to digital floral commerce — and reshaping consumer expectations across the industry.
Mobile & Same-Day Delivery
Consumers increasingly expect same-day and next-day delivery options, especially around key holidays. 1-800-Flowers partnered with Walmart GoLocal in 2024 to expand same-day delivery capacity and route efficiency.
NEW — February 2026: Instacart x 1-800-Flowers In February 2026, Instacart announced its first nationwide pure-play floral partnership with 1-800-Flowers.com — delivering fresh bouquets from over 700 florist locations across the U.S., at no markup to consumers. Bouquet and rose orders surged more than 1,000% on Valentine's Day 2025 through the platform. This marks a significant new competitive front for independent flower shops — a major delivery platform channelling demand directly to a large floral network, bypassing local shops entirely.
Cut flowers online CAGR: +8.3% through 2030 · Grand View Research
AI-Powered Personalisation
Roughly 40% of the top 50 global floral platforms now use AI-powered recommendation engines and virtual design tools. Nearly 50% of millennials and Gen Z consumers prioritise personalisation when buying gifts online.
40% of top 50 platforms use AI recommendations · Market Reports World 2024
Sustainability & Local Sourcing
Eco-label flowers reached 58% of retailer shelf share in 2024. Consumers are increasingly seeking sustainably grown, locally sourced flowers — and online platforms that can communicate provenance are gaining ground.
Certified organic flower sales: $500M in North America · Astute Analytica 2023
Subscription Services
Seasonal subscription arrangements increase customer retention by 20%, with average member spend reaching $75 per month. The Bouqs Co. expanded into Whole Foods locations in 2024, blending online subscriptions with in-store presence.
Subscription members avg. $75/month spend · Market Reports World 2024
Social Commerce
The floral industry saw a 23% increase in sales via social media platforms during 2022–2023. Influencer partnerships and visual platforms like Instagram and TikTok are now meaningful drivers of online floral purchases, especially for premium brands.
+23% social media-driven sales 2022–2023 · Gitnux Floral Industry Statistics
Sources: Market Reports World; Gitnux; Grand View Research; Globe Newswire 2023–2024
Be Part of What Comes Next
The shift online is accelerating — but independent florists and growers are being left behind. World Cut Flower Commission is building the direct connection that changes that.
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