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Compare the activity, then the code

NAICS code for an ecommerce business

There is no single 2022 U.S. NAICS code for every ecommerce business. Online retailers are classified by the activity and merchandise they sell. Start with the product line, then check whether the establishment primarily retails, wholesales, manufactures or publishes.

2022 U.S. NAICS Census records checked

The activity changes the answer

Which work does the business primarily do?

Compare the service or product itself. The business name alone does not settle the classification.

4581102022 U.S.

Clothing and Clothing Accessories Retailers

Retailing new clothing and clothing accessories, including specialized apparel lines.

Check the boundaryNew shoes, precious jewelry, secondhand clothing and producing custom apparel have different cross-references.

Read the official definition
4492102022 U.S.

Electronics and Appliance Retailers

Retailing new consumer electronics, household appliances or new software without publishing.

Check the boundaryUsed electronics, software publishing, repair without retail sales and office-supply combinations have separate boundaries.

Read the official definition
4552192022 U.S.

All Other General Merchandise Retailers

Retailing a general line of new and used merchandise with no line predominating, excluding department stores, warehouse clubs and supercenters.

Check the boundaryThis is not a default ecommerce code. A specialized product line, qualifying department store or warehouse-club model changes the candidate.

Read the official definition

Take the candidates into the Finder

Open the official records side by side and download a source-backed shortlist.

Compare three illustrative retail product linesSearch a different activity

When to investigate another classification

These activity differences take the comparison beyond the starting candidates.

Gifts, novelties and souvenirs

459420 · Gift, Novelty, and Souvenir Retailers

A retailer specializing in new gifts, souvenirs or greeting cards has its own product-line candidate.

Census record

Used merchandise

459510 · Used Merchandise Retailers

Used merchandise retailing has a separate record; specialized examples must be checked rather than assume a new-product code.

Census record

Publishing subscription or downloadable software

513210 · Software Publishers

Software publishing is not simply retail resale of downloadable software.

Census record

Wholesale distribution

42 · Wholesale Trade

Wholesale Trade is a different sector from the Retail Trade family; the retail-sector definition distinguishes wholesaler customers and organization.

Census record

Making and selling products

31-33 · Manufacturing

The retail-sector definition places establishments that both manufacture and sell their products in manufacturing, while noting exceptions for processing incidental to retailing.

Census record

Follow the decisive activity

Worked classification examples

Illustrative businesses for comparison, rather than individual filing advice.

An online shop primarily resells new clothing and apparel accessories.

Choose the product-line candidate; selling through a website does not create a separate universal ecommerce industry.

Compare 458110 · Clothing and Clothing Accessories Retailers

An online retailer primarily sells new consumer electronics.

The merchandise line matches the electronics/appliance retail definition.

Compare 449210 · Electronics and Appliance Retailers

A retailer offers a general line of merchandise with no line predominating and is not a department store, warehouse club or supercenter.

The nonpredominating general merchandise condition and exclusions are decisive.

Compare 455219 · All Other General Merchandise Retailers

An online shop specializes in new gifts and greeting cards.

The specialized gift/novelty definition is a better candidate than a generic online-sales label.

Compare 459420 · Gift, Novelty, and Souvenir Retailers

A business publishes and distributes its own software through subscriptions rather than resells software.

Publishing has an explicit cross-reference separate from software retailing.

Compare 513210 · Software Publishers

Read the classification behind the comparison

Official definitions and hierarchy

The wording below is from the U.S. Census Bureau’s 2022 records. Activity explanations above are from BiznTools.

458110Clothing and Clothing Accessories Retailers

2022 U.S. NAICS Census records checked

This industry comprises establishments primarily engaged in retailing general or specialized lines of new clothing and clothing accessories, such as hats and caps, costume jewelry, gloves, handbags, ties, wigs, toupees, and belts. These establishments may provide basic alterations, such as hemming, taking in or letting out seams, or lengthening or shortening sleeves.

Open 458110 in the Census reference
Hierarchy, activity phrases and cross-references

Official hierarchy

  1. 44-45Retail Trade
  2. 458Clothing, Clothing Accessories, Shoe, and Jewelry Retailers
  3. 4581Clothing and Clothing Accessories Retailers
  4. 45811Clothing and Clothing Accessories Retailers
  5. 458110Clothing and Clothing Accessories Retailers

Selected official activity phrases

  • Apparel accessory stores
  • Apparel stores, children's and infants' clothing
  • Apparel stores, men's and boys' clothing
  • Apparel stores, women's and girls' clothing
  • Baby clothing shops
  • Bridal gown shops (except custom)
  • Clothing accessories stores
  • Clothing stores, children's and infants'

Official cross-references

  • Selling custom apparel and accessories made on the premises--are classified in Subsector 315, Apparel Manufacturing;
  • Retailing new shoes (except specialty sports footwear, such as golf shoes, bowling shoes, and cleated shoes)--are classified in Industry 458210, Shoe Retailers;
  • Retailing precious jewelry and watches--are classified in Industry 458310, Jewelry Retailers;
  • Retailing new luggage, briefcases, trunks, or these products in combination with a general line of leather items (except leather apparel)--are classified in Industry 458320, Luggage and Leather Goods Retailers;
  • Retailing athletic uniforms--are classified in Industry 459110, Sporting Goods Retailers;
  • Retailing secondhand clothes and used clothing accessories--are classified in Industry 459510, Used Merchandise Retailers; and
  • Providing clothing alterations and repair--are classified in Industry 811490, Other Personal and Household Goods Repair and Maintenance.

449210Electronics and Appliance Retailers

2022 U.S. NAICS Census records checked

This industry comprises establishments primarily engaged in one of the following: (1) retailing an array of new household-type appliances and consumer-type electronic products, such as televisions, computers, electronic tablets, and cameras; (2) specializing in retailing a single line of new consumer-type electronic products; (3) retailing these new products in combination with repair and support services; (4) retailing new prepackaged or downloadable computer software (without publishing); and/or (5) retailing prerecorded audio and video media, such as downloadable digital music and video files (without production or publishing), CDs, and DVDs. Illustrative Examples: Appliance retailers, household-type Consumer-type electronics retailers (e.g., televisions, computers, cameras) Cellular telephone accessories retailers Stereo and sound system retailers (except automotive)

Open 449210 in the Census reference
Hierarchy, activity phrases and cross-references

Official hierarchy

  1. 44-45Retail Trade
  2. 449Furniture, Home Furnishings, Electronics, and Appliance Retailers
  3. 4492Electronics and Appliance Retailers
  4. 44921Electronics and Appliance Retailers
  5. 449210Electronics and Appliance Retailers

Selected official activity phrases

  • Appliance stores, household-type
  • Audio equipment stores (except automotive)
  • Camera shops, photographic
  • Cellular telephone accessories stores
  • Citizens' band (CB) radio stores
  • Computer equipment stores
  • Computer software, prepackaged, new, mail-order houses
  • Computer stores

Official cross-references

  • Retailing used appliance and electronic products--are classified in Industry 459510, Used Merchandise Retailers;
  • Retailing automotive electronic sound systems--are classified in Industry 441330, Automotive Parts and Accessories Retailers;
  • Retailing new electronic toys, such as dedicated gaming consoles and handheld electronic games--are classified in Industry 459120, Hobby, Toy, and Game Retailers;
  • Retailing new sewing machines in combination with selling new sewing supplies, fabrics, patterns, yarns, and other needlework accessories--are classified in Industry 459130, Sewing, Needlework, and Piece Goods Retailers;
  • Retailing new computers, computer peripherals, and prepackaged software in combination with retailing new office equipment, office furniture, and office supplies--are classified in Industry 459410, Office Supplies and Stationery Retailers;
  • Selling wireless communication service plans and cellular telephones, as agents for wireless telecommunications carriers and resellers--are classified in U.S. Industry 517122, Agents for Wireless Telecommunications Services;
  • Providing television, computer, or other electronic equipment repair services without retailing new televisions, computers, or electronic equipment--are classified in Industry 811210, Electronic and Precision Equipment Repair and Maintenance;
  • Providing household-type appliance repair services without retailing new appliances--are classified in U.S. Industry 811412, Appliance Repair and Maintenance;
  • Developing film and/or making photographic slides, prints, and enlargements without retailing a range of new photographic equipment and supplies--are classified in Industry 81292, Photofinishing;
  • Renting prerecorded digital video discs (DVDs)--are classified in U.S. Industry 532282, Video Tape and Disc Rental;
  • Publishing and distributing software through subscriptions and/or downloads--are classified in Industry 513210, Software Publishers;
  • Producing and distributing motion pictures and videos--are classified in Industry 512110, Motion Picture and Video Production; and
  • Producing records and/or releasing, promoting, and distributing sound recordings to wholesalers, retailers, or directly to the public--are classified in Industry 512250, Record Production and Distribution.

455219All Other General Merchandise Retailers

2022 U.S. NAICS Census records checked

This U.S. industry comprises establishments primarily engaged in retailing new and used general merchandise (except department stores, warehouse clubs, superstores, and supercenters). These establishments retail a general line of new and used merchandise, such as apparel, automotive parts, dry goods, groceries, hardware, housewares or home furnishings, and other lines in limited amounts, with none of the lines predominating. This industry also includes establishments primarily engaged in retailing a general line of new and used merchandise on an auction basis. Illustrative Examples: Dollar stores General merchandise (new and used) auction houses General merchandise showrooms General merchandise trading posts General stores Home and auto supply stores Variety stores

Open 455219 in the Census reference
Hierarchy, activity phrases and cross-references

Official hierarchy

  1. 44-45Retail Trade
  2. 455General Merchandise Retailers
  3. 4552Warehouse Clubs, Supercenters, and Other General Merchandise Retailers
  4. 45521Warehouse Clubs, Supercenters, and Other General Merchandise Retailers
  5. 455219All Other General Merchandise Retailers

Selected official activity phrases

  • Auctions, general merchandise (new and used), Internet retail
  • Dollar stores
  • Electronic auctions, general merchandise (new and used), retail
  • General merchandise (new and used) auction houses
  • General stores
  • Home and auto supply stores
  • Internet auctions, general merchandise (new and used), retail
  • Internet retail sales sites (except department store, warehouse club, and supercenter sites), new general merchandise

Official cross-references

  • Auctioning on the location of others as independent auctioneers--are classified in Industry 561990, All Other Support Services;
  • Retailing automotive parts--are classified in Industry 441330, Automotive Parts and Accessories Retailers;
  • Retailing a general line of new merchandise, generally known as department stores--are classified in Industry 455110, Department Stores;
  • Retailing a general line of merchandise in combination with a significant amount and variety of perishable groceries, generally known as warehouse clubs, superstores, or supercenters--are classified in U.S. Industry 455211, Warehouse Clubs and Supercenters;
  • Retailing farm supplies--are classified in Industry 444240, Nursery, Garden Center, and Farm Supply Retailers;
  • Retailing a general line of new home repair and improvement materials and supplies, generally known as home centers--are classified in Industry 444110, Home Centers;
  • Retailing used merchandise, including by auction--are classified in Industry 459510, Used Merchandise Retailers; and
  • Providing warehousing services for goods owned by others--are classified in Industry Group 4931, Warehousing and Storage.

Check the original source files

Definitions, titles, activity phrases and exclusions come from the same 2022 U.S. edition.