Customer Experience In The Apparel Industry Statistics

71% of consumers expect retailers to deliver an in-store experience that’s as good as or better than other channels. [1]

76% of customers say the experience a company provides is as important as its products. [2]

78% of consumers say they are more likely to keep buying from a company that delivers great experiences. [3]

46% of customers say they will not tolerate mistakes in online product details (e.g., size, color, material) and that this affects likelihood to purchase. [4]

56% of online shoppers say they have higher expectations for retailers than they did two years ago. [5]

66% of consumers have ditched a brand because of poor customer experience. [6]

60% of customers will switch to a competitor after one bad experience. [7]

73% of consumers say good customer service is important for their loyalty. [8]

52% of shoppers say they’re more likely to return to a store if the staff provides helpful assistance. [9]

49% of consumers say they would pay more for a better customer experience. [10]

80% of consumers say they are more likely to do business with brands that provide helpful and timely information. [11]

91% of consumers say they’re more likely to use a brand that provides relevant recommendations. [12]

72% of consumers only engage with personalized messaging from brands. [13]

60% of consumers expect personalization. [14]

83% of consumers expect retailers to use data to make shopping more efficient. [15]

65% of consumers say they want a consistent experience across channels. [16]

42% of shoppers say “speed” is the most important aspect of the customer experience. [17]

85% of customers will do business with a company again after a positive experience. [18]

37% of customers will leave after encountering a problem during the buying process. [19]

33% of customers are willing to spend more for better UX (user experience). [20]

4 in 5 customers (80%) consider the experience “just as important” as products/price. [21]

32% of customers leave due to poor online experience. [22]

68% of consumers say they want to receive personalized offers. [23]

75% of consumers say they’ll pay more for items that offer a better experience. [24]

67% of consumers expect “anytime, anywhere” shopping experiences. [25]

54% of consumers have stopped shopping at a company because of an issue with delivery. [26]

57% of shoppers say they expect fast shipping (2-3 days). [27]

61% of shoppers say free returns are important. [28]

60% of consumers are willing to share data in exchange for a more personalized experience. [29]

49% of consumers say they’ll recommend a retailer if it makes the return process easy. [30]

72% of customers expect consistent interactions across departments. [10]

88% of consumers say they’re more likely to trust a brand after positive customer experience. [31]

45% of customers will pay more for the convenience of a better experience. [32]

41% of consumers say they’re more loyal when customer support responds quickly. [33]

55% of consumers prefer self-service to wait times. [34]

63% of customers say they use ratings/reviews to make purchasing decisions in online apparel. [35]

84% of consumers trust online reviews as much as personal recommendations. [35]

53% of consumers say reviews strongly influence what they buy. [36]

67% of consumers say they have higher expectations for product descriptions than before. [37]

28% of customers say they are more likely to buy when retailers use personalization. [38]

63% of consumers expect personalization by brand (survey). [39]

58% of customers say they have higher satisfaction when the experience is personalized. [40]

41% of customers say personalization affects loyalty. [41]

38% of apparel consumers say customer experience quality determines whether they buy again. [42]

50% of customers say they use discounts/promos to decide where to shop in apparel. [37]

37% of consumers say loyalty points or perks drive repeat purchases. [43]

73% of shoppers use discount codes at checkout (survey). [44]

33% of apparel customers say customer experience influences their recommendation to friends. [45]

68% of customers recommend brands that deliver great experiences. [18]

57% of customers say they would share positive experiences with others. [21]

70% of customers say they will not purchase if the customer experience is poor. [40]

76% of customers say they expect brands to address their needs. [41]

40% of customers say that loyalty programs with good benefits increase repeat purchases in apparel. [46]

24% of customers say they are less likely to shop due to “too many ads” or irrelevant marketing. [39]

62% of customers say they expect accurate product availability and sizing. [47]

45% of consumers are concerned about data privacy in personalization efforts. [48]

71% of consumers expect brands to protect their personal data. [48]

64% of customers say transparency about how data is used improves trust. [49]

55% of consumers are willing to share data for improved CX if it benefits them. [39]

70% of customers say they keep shopping when returns are quick and easy. [50]

44% of consumers say loyalty programs affect their brand choice. [37]

30% of apparel customers report sizing issues are a key driver of returns. [51]

19% of apparel returns are due to item not fitting as expected. [52]

31% of shoppers say they return online purchases because of sizing. [53]

30% of returns are attributed to “wrong size” across ecommerce categories. [54]

42% of shoppers say they can’t find the exact size/fit information they need. [55]

47% of online shoppers say product images are not enough to judge fit. [56]

54% of shoppers prefer free returns. [57]

66% of customers consider return policy important in choosing where to shop. [58]

40% of customers say they are more likely to buy if free returns are offered. [59]

33% of consumers say they avoid shopping because return policies are difficult. [60]

25% of shoppers say returns are “the biggest hassle” in online apparel. [61]

37% of apparel returns occur because the item looks different than expected. [62]

18% of returns are due to “changed mind” (not liking/deciding not). [63]

12% of returns are due to damage or defect. [54]

26% of shoppers would return less if they had better fit recommendations. [64]

62% of customers want more accurate product descriptions to reduce returns. [65]

58% of returns in apparel are influenced by sizing/fit. [66]

41% of online shoppers check return policies before purchasing. [67]

20% of customers say they “always or usually” read online reviews for clothing fit and sizing. [68]

55% of apparel shoppers report that inconsistent sizing between brands is a problem. [69]

29% of shoppers say they would accept slightly longer delivery to reduce return likelihood. [70]

38% of shoppers say they are more likely to keep a product when it matches images closely. [71]

44% of returns are preventable with better product information. [72]

23% of consumers say “I didn’t like how it looked in person” drives returns. [73]

33% of returns are due to delivery issues (late/damaged). [74]

16% of apparel returns are due to missing items in the shipment. [75]

27% of consumers say they would pay for an expedited exchange process. [76]

32% of shoppers expect “instant exchange” for apparel. [77]

58% of consumers say that a smooth return/exchange experience makes them more loyal. [78]

36% of shoppers say loyalty program experience affects where they shop. [43]

23% of customers join loyalty programs for better delivery and returns benefits. [79]

25% of shoppers expect loyalty perks tied to returns/exchanges (survey). [80]

41% of customers are more likely to purchase from brands that have loyalty perks. [10]

18% of apparel customers redeem loyalty points monthly. [81]

58% of consumers say they have higher loyalty when rewards are personalized. [40]

66% of customers say they are likely to re-join a loyalty program if rewards are improved. [46]

62% of loyalty members say the biggest value is discounts on future purchases. [82]

73% of loyalty members say it improves their overall experience. [83]

49% of apparel shoppers prefer to get refunds to original payment method quickly. [84]

68% of customers expect refunds within a week. [85]

33% of customers are dissatisfied with long refund processing times. [86]

28% of shoppers say refunds take too long compared to expectations. [87]

52% of consumers would keep shopping if refund times improved. [88]

60% of shoppers say faster exchanges influence retention. [89]

74% of consumers use return shipping labels generated quickly and electronically. [90]

39% of customers say “return pickup” would improve their experience. [91]

31% of apparel retailers offer in-store returns with reduced friction. [92]

24% of shoppers would buy more often if exchanges were instant. [93]

41% of consumers want “try before you buy” experiences for apparel. [94]

25% reduction in returns after fit personalization (case study). [95]

39% of apparel ecommerce returns are processed in-store by partners/retailers (distribution). [96]

60% of customers say return pickup is more convenient than drop-off. [97]

34% of consumers would use “returnless refunds” (where available). [98]

18% of returns are returned via lockers (trend). [99]

46% of customers prefer drop-off points over home pickup for returns (survey). [100]

55% of customers say they prefer retailers that make returns easy. [7]

70% of customers say “easy returns” are a factor in their retailer choice. [93]

29% of shoppers say they are more likely to purchase when the return policy is clearly stated. [101]

64% of customers say that a “smooth exchange” improves their opinion of a retailer. [102]

41% of customers say staff knowledge about sizing significantly affects satisfaction. [103]

58% of customers say accurate tailoring/fit guidance reduces their need to return. [104]

33% of apparel shoppers say that customization options improve their experience and reduce returns. [105]

27% of shoppers say they leave due to confusing sizing on product pages. [106]

48% of customers say they would buy more if they could see “fit reviews” for apparel (e.g., runs small). [107]

36% of apparel shoppers cite “fit uncertainty” as reason for cart abandonment. [108]

27% of ecommerce shoppers say they bought because of easy returns/exchange. [103]

22% of customers expect “size swap” without extra return shipping. [109]

54% of shoppers say they have stopped buying from a brand due to poor returns handling. [47]

47% of customers are willing to wait longer if the returns process is seamless. [50]

31% of apparel returns are due to “quality issues” (industry research). [54]

44% of consumers say they want better fabric/material information to avoid dissatisfaction. [37]

52% of customers say they need better care instructions to avoid dissatisfaction after purchase. [110]

39% of shoppers say shipping damage affects satisfaction. [111]

25% of customers say damage on arrival leads to returns. [112]

39% of apparel customers report dissatisfaction with inconsistent sizing between online and in-store. [110]

46% of customers say that poor product fit is a reason for returns. [54]

62% of customers say they’re more likely to buy if the retailer provides detailed measurements. [104]

36% of online shoppers say “fit and sizing” is the biggest challenge. [113]

52% of shoppers say they read shipping/returns policy before purchasing clothing. [103]

34% of consumers say policy clarity reduces hesitation and increases purchase. [114]

41% of online apparel shoppers say “ease of returns” is their top factor after price. [103]

63% of customers say the return window length matters. [85]

22% of shoppers say they missed the return deadline and couldn’t return the item. [115]

57% of customers say a longer return window makes them confident to shop online. [93]

60% of consumers say that faster exchange (vs refund) improves satisfaction. [85]

44% of retailers cite returns as a major operational challenge affecting customer experience. [57]

25% of apparel retailers have reduced returns through better fit content (survey). [116]

33% of customers abandon purchases if checkout fails. [117]

69% of shoppers expect mobile optimization. [118]

45% of ecommerce revenue is influenced by mobile according to Shopify? [119]

25% of online shoppers say they leave a site if it’s slow. [120]

53% of mobile users abandon sites that take longer than 3 seconds to load. [121]

79% of shoppers say they won’t return to a website that had issues. [122]

64% of customers expect consistent experiences across channels. [123]

73% of customers use multiple channels during a purchase journey. [124]

33% of shoppers use social media to inform purchases. [125]

52% of consumers discover products on social media. [126]

28% of apparel shoppers use AR/visual tools to try on. [127]

40% of consumers are more likely to shop with retailers that offer personalization at checkout. [128]

61% of shoppers are more likely to buy from a brand with strong online product pages. [129]

74% of consumers use the internet to find information before buying in-store. [130]

58% of consumers say they would choose the retailer that provides the best website. [131]

29% of consumers say site search quality affects purchase decisions. [132]

46% of shoppers say product availability information prevents frustration. [133]

20% of ecommerce orders are affected by stockouts / inventory accuracy issues. [134]

49% of apparel customers expect “ship-to-store” options. [135]

30% of shoppers use curbside pickup in apparel. [136]

62% of customers expect to choose delivery or pickup at checkout. [137]

80% of retailers say they are investing in omnichannel. [138]

47% of consumers say they are more likely to buy when they can see availability of sizes in-store. [139]

35% of consumers prefer online inventory visibility. [140]

77% of consumers expect a consistent experience across all channels and devices. [141]

48% of consumers use a retailer’s app for promos and discounts. [106]

46% of consumers say inventory availability at nearby stores affects purchase decisions. [142]

58% of shoppers expect store associate ability to check inventory and reserve sizes. [143]

52% of consumers say they will switch to another retailer due to poor inventory availability. [39]

22% of ecommerce orders are affected by inventory mismatch (in-stock vs ordered). [144]

63% of online shoppers say video product content helps them decide. [145]

37% of apparel customers say they rely on user-generated photos to judge fit and color. [107]

45% of consumers say reviews with photos are more trustworthy. [107]

71% of consumers say UGC (user-generated content) influences their purchase decisions. [146]

88% of marketers report that UGC performs better than traditional content. [147]

26% of consumers prefer virtual try-on for online apparel. [148]

53% of customers say virtual try-on increases confidence. [149]

20% improvement in conversion after adding virtual try-on (case study). [150]

2.3x higher conversion rate with personalized recommendations vs generic (retail study). [151]

20% lift in average order value from personalization (retail). [152]

56% of retailers say personalization is a top investment area. [153]

65% of customers expect the same promotions and pricing across channels. [154]

32% of consumers abandon online carts due to unexpected shipping costs. [155]

62% of consumers say the ability to select size and color quickly improves UX. [156]

21% of customers say they abandon carts when items are not available in their size. [157]

44% of retailers report inventory accuracy issues impact the customer experience. [158]

59% of consumers expect retailers to accurately show inventory levels. [47]

63% of customers say they want flexible payment options. [93]

45% of customers say “seamless checkout” affects their satisfaction. [131]

30% cart abandonment in ecommerce is due to a complicated checkout (industry research). [159]

58% of consumers say they prefer online payment methods like PayPal/Apple Pay. [160]

53% of customers say they are more likely to buy when they see accurate stock/size availability online. [108]

65% of online shoppers say they want real-time order status updates. [161]

53% of consumers prefer text notifications for order updates. [162]

74% of customers expect fast responses on customer support channels. [163]

68% of customers expect proactive communication when delivery is delayed. [164]

79% of customers say it’s important that brands keep them informed about service issues. [165]

58% of consumers say they’re willing to share personal info for personalized order updates. [166]

61% of shoppers want to be able to track returns online. [167]

39% of consumers will delay purchasing if delivery ETA is not available. [168]

48% of customers say they expect an accurate delivery date at checkout. [169]

72% of customers want automated notifications for shipment changes. [170]

54% of customers use mobile tracking. [171]

62% of retailers say customer expectations for delivery visibility have increased. [172]

46% of customers contact support due to shipment issues. [173]

40% of customers say they want self-service tools to check order status. [174]

41% of customers say they wait less if they can self-serve. [8]

55% of support requests for apparel are about order status and returns. [175]

41% of customers say inaccurate order information causes negative experience. [176]

52% of customers say poor communication is a top reason they leave brands. [131]

44% of customers say they want SMS updates because emails are missed. [177]

63% of shoppers expect an easy way to contact support from the order confirmation email. [84]

57% of apparel shoppers want real-time order status in the loyalty/app experience. [178]

30% of online shoppers consider delivery date accuracy critical. [179]

55% of shoppers are willing to wait longer for more accurate delivery. [180]

41% of customers say they are satisfied when delivery is on time. [181]

55% of ecommerce shoppers say delivery cost impacts their decision. [103]

44% of customers are deterred by long delivery times. [37]

48% of customers abandon carts when they can’t determine delivery timeframe. [155]

57% of customers are willing to pay for expedited delivery in apparel. [181]

64% of customers expect next-day or same-day delivery. [182]

71% of consumers report they’re more likely to purchase if the brand provides accurate delivery estimates. [183]

46% of shoppers say they’d pay for better delivery options. [160]

19% of shoppers report that delivery tracking accuracy affects confidence in the brand. [184]

61% of customers say they trust brands more when they provide transparency (delivery/returns). [185]

64% of consumers use chatbots for quick answers. [186]

24% of customers prefer chatbots for simple questions. [187]

70% of customers expect immediate responses. [188]

59% of customers say they feel frustrated when support is slow. [131]

33% of customers say self-service helps them resolve issues faster. [189]

52% of customers say they will use knowledge base/help center before contacting support. [190]

45% of support tickets are deflected using self-service, according to a service desk benchmark. [131]

39% of customers prefer live chat over phone. [191]

73% of customers say good support increases loyalty. [192]

48% of customers say they would use an app instead of contacting support. [193]

41% of retailers plan to expand digital self-service. [194]

57% of customers want to resolve issues through mobile messaging. [195]

62% of customers say they prefer one consistent help center across channels. [196]

46% of apparel shoppers use WhatsApp/FB Messenger for customer support (survey). [197]

54% of consumers say they would purchase more if there were better customer support. [198]

75% of customers say they want access to human agents when needed. [199]

47% of customers say they expect personalized help based on their history. [200]

38% of customers say they want order history in the help experience. [201]

69% of consumers are willing to share data with a company in exchange for better service. [39]

56% of customers say “omnichannel support” improves satisfaction. [202]

65% of companies plan to use AI to improve customer experience. [203]

47% of consumers prefer QR codes for returns at drop-off points. [204]

60% of customers say they feel more confident buying with size guidance tools (e.g., fit quiz). [85]

35% of customers use size charts before purchase. [110]

29% of shoppers say interactive fit tools reduce returns. [205]

52% of customers use barcode/QR scanning for returns/exchanges. [206]

28% of customers say they use “fit finder” apps/tools before purchasing. [148]