Key Insights
Essential data points from our research
The global apparel e-commerce market was valued at USD 553.2 billion in 2021, and it is expected to reach USD 1003.5 billion by 2028
Online apparel sales in the U.S. reached $130.7 billion in 2022
In 2021, apparel held the largest share (29.5%) of total U.S. e-commerce sales by product category
Mobile commerce accounted for 72.9% of global apparel e-commerce sales in 2021
65% of U.S. consumers purchased clothing online at least once a month in 2021
44% of online fashion shoppers are influenced by social media advertising
The return rate in online apparel sales is approximately 30%
55% of Gen Z shoppers prefer to shop apparel online rather than in physical stores
48% of consumers cited free shipping as the top reason for shopping apparel online
In 2022, Amazon accounted for 34-38% of the U.S. apparel e-commerce market share
53% of online clothing shoppers abandon carts due to high shipping costs
74% of consumers expect personalized apparel product recommendations while shopping online
Global cross-border apparel e-commerce sales exceeded $100 billion in 2022
Consumer Behavior & Preferences
- 65% of U.S. consumers purchased clothing online at least once a month in 2021
- 44% of online fashion shoppers are influenced by social media advertising
- The return rate in online apparel sales is approximately 30%
- 55% of Gen Z shoppers prefer to shop apparel online rather than in physical stores
- 48% of consumers cited free shipping as the top reason for shopping apparel online
- 53% of online clothing shoppers abandon carts due to high shipping costs
- 74% of consumers expect personalized apparel product recommendations while shopping online
- 31% of online apparel returns occur due to wrong sizing
- The average conversion rate for online apparel stores is 1.41%
- 52% of U.S. online shoppers said product reviews significantly influenced their apparel buying decisions
- 87% of consumers check multiple sites before buying apparel online
- 88% of consumers are less likely to return apparel purchases if fit assistance tools are provided
- 64% of luxury fashion purchases are now digitally influenced
- In the UK, online apparel sales accounted for 46% of total clothing sales in 2022
- The average order value for online fashion retail is $134
- 90% of online shoppers expect free returns for apparel purchases
- 1 in 4 consumers say online apparel subscription services improve their shopping experience
- Apparel goods have the highest cart abandonment rate at 40%
- The average number of steps in the online apparel checkout process is 5.6
- Shoppers are 85% more likely to purchase apparel from sites offering 360-degree product views
- 72% of Millennials are more loyal to online apparel brands that engage via social media
- TikTok-influenced apparel purchases grew by 52% in 2022
- Over 50% of U.S. shoppers have bought second-hand apparel online in the last year
- Personalized size recommendations increase conversion rates by up to 20% for apparel e-commerce
- 82% of online shoppers read sizing charts before purchasing fashion items
- 56% of surveyed consumers tried a new clothing brand during the pandemic through online shopping
- Only 12% of online apparel shoppers are completely satisfied with virtual try-on technology
- 41% of online apparel shoppers prefer brands with clear return policies
- 86% of consumers are more likely to purchase apparel from retailers offering loyalty programs
- Augmented Reality increases consumer confidence in apparel purchases by 33%
- Apparel subscription boxes have a customer retention rate of 45%
- 60% of consumers are more likely to purchase apparel with user-generated content displayed
- 92% of online apparel shoppers want real customer photos over brand images
- Gen Z consumers are 3 times more likely to use TikTok over Google to discover apparel
- 71% of Gen Z prefer to shop apparel directly from brand websites
- 89% of consumers check multiple product images before purchasing fashion items
- The average online apparel shopper visits 6 websites before making a purchase
- Retailers offering 24/7 customer support see 2x higher apparel conversion rates online
- Personalized product emails improve repeat apparel purchases by 26%
- 50% of consumers follow at least one fashion e-commerce brand on Instagram
- 29% of Gen Z online apparel shoppers seek gender-neutral collections
- Virtual fashion influencers promote $3 billion in apparel related e-commerce sales
- 77% of consumers prefer retailers that offer augmented reality when buying clothing
Interpretation
In the fast-stitching world of online fashion, where TikTok dictates taste, free shipping fuels carts, and a staggering 30% return rate looms large, success belongs to brands that blend personalized tech, social savvy, and size precision into an experience as seamless as the clothes they sell.
Market Size & Growth
- The global apparel e-commerce market was valued at USD 553.2 billion in 2021, and it is expected to reach USD 1003.5 billion by 2028
- Online apparel sales in the U.S. reached $130.7 billion in 2022
- In 2021, apparel held the largest share (29.5%) of total U.S. e-commerce sales by product category
- In 2022, Amazon accounted for 34-38% of the U.S. apparel e-commerce market share
- Global cross-border apparel e-commerce sales exceeded $100 billion in 2022
- The online resale apparel market was worth $14 billion in 2022 and is expected to double by 2026
- In 2023, China was the world's leading apparel e-commerce market, generating over $320 billion in revenue
- Social commerce accounted for $67 billion in apparel sales globally in 2021
- The top 10 U.S. apparel e-commerce retailers account for 70% of online fashion sales
- U.S. online resale apparel grew 32% year over year in 2021
- Fast fashion brands account for 23% of online apparel sales worldwide
- Global online footwear market revenue reached $96.3 billion in 2022, forming a major subset of apparel e-commerce
- Apparel e-commerce in India grew by 39% YoY in 2022
- Apparel e-commerce makes up 35% of total fashion industry revenue globally
- Apparel e-commerce has a projected compound annual growth rate (CAGR) of 8.6% from 2022 to 2028
- Live-stream shopping influenced $17 billion in online fashion sales in China in 2022
- The resale apparel market is growing 11x faster than traditional retail
Interpretation
As wardrobes go digital and consumers click their way through closets, apparel e-commerce has become the fashion industry's runway to trillion-dollar growth—starring Amazon as the model retailer, resale as the breakout trend, and China as the global style superpower.
Mobile & Omnichannel Trends
- Mobile commerce accounted for 72.9% of global apparel e-commerce sales in 2021
- 65% of luxury online apparel purchases are made via mobile devices
- Average site load time for apparel e-commerce websites is 6.1 seconds on mobile
- Online shoppers spend 36% more when shopping on brand-specific apps than websites
Interpretation
In an era where smartphones are the new dressing rooms, failing to speed up and optimize your mobile app is like locking the doors to your most fashion-forward customers.
Sustainability & Ethical Shopping
- 39% of global consumers bought fashion items online because of sustainability features in 2022
- 62% of online fashion buyers prefer brands that use recyclable packaging
- 44% of global online apparel shoppers prioritize ethical sourcing
- 66% of shoppers are willing to pay more for sustainable fashion online
Interpretation
In the digital catwalk of conscious consumerism, shoppers are proving that sustainability isn’t just a trend—it’s the new dress code, with wallets open for eco-friendly threads, recyclable wrap, and ethically stitched stories.
Technology & Innovation
- Apparel brands that offer live chat see a 29% higher conversion rate than those that do not
- Only 18% of fashion retailers offer virtual fitting rooms
- Predictive analytics are used by 45% of apparel e-commerce retailers to target customers
- 43% of online apparel brands use AI for customer service applications
- 82% of fashion e-commerce brands experienced digital acceleration in COVID-19 era
- 83% of fashion retailers plan to invest in AI for online platforms by 2025
- Use of AI chatbots in apparel e-commerce improves customer satisfaction by 33%
Interpretation
In the fast-paced runway of e-commerce, fashion brands that leverage AI, live chat, and predictive tools are tailoring success with precision, while those ignoring tech trends risk becoming last season’s news.
