Digital Marketing In The Apparel Industry Statistics

In 2023, US shoppers who discovered products via social media were 24.8% [1]

In 2022, 64% of consumers said they are more likely to purchase from brands that provide personalized experiences [2]

80% of shoppers say they would like to see more video content from brands [3]

73% of consumers say that customer experience is an important factor in their purchasing decisions [4]

In 2022, 75% of consumers used social networks to connect with brands [5]

59% of online shoppers say they need to trust a brand before they buy [6]

54% of consumers want to see more content on social media from brands they follow [7]

47% of consumers expect that brands will understand their needs and expectations [8]

In 2023, 38% of consumers used TikTok to shop at least once [9]

In 2022, 30% of consumers in the US said they discovered products on Instagram [10]

62% of consumers purchase from brands that use personalization [11]

In 2021, 86% of consumers said they would pay more for a great customer experience [12]

79% of shoppers say they trust online reviews as much as personal recommendations [13]

49% of consumers said they are more likely to purchase when the website has relevant recommendations [14]

56% of shoppers said they will leave a website if it’s difficult to use [15]

71% of consumers who had a positive experience with a brand were likely to recommend it [16]

In 2023, 48% of shoppers want brands to show how products fit [17]

66% of consumers say they research products online before buying in-store [18]

60% of consumers say that product videos help them decide [19]

45% of consumers say they buy brands because they have values aligned with them [20]

69% of consumers say customer service matters when choosing a brand [21]

52% of consumers said they have abandoned a purchase due to poor mobile experience [22]

74% of shoppers rely on mobile for browsing [23]

46% of consumers said they were influenced by influencer content in their purchase decision [24]

33% of consumers said they’ve purchased something directly after seeing it on TikTok [25]

53% of consumers said that product imagery influences their purchasing decisions [26]

40% of consumers said they need free returns to buy online [27]

57% of shoppers said they are willing to share personal data for a better experience [28]

65% of consumers say they would rather shop on a site with a fast checkout [29]

58% of consumers said they are more likely to buy from brands with good reputation [30]

85% of shoppers are more likely to buy if the brand offers personalization [31]

71% of consumers expect companies to deliver personalized interactions [32]

47% of consumers said product recommendations based on past purchases influence what they buy [33]

39% of consumers said they would stop using a website that doesn’t work on their phone [34]

For fashion, 64% of shoppers follow at least one brand on social [35]

About 45% of consumers use mobile devices to shop online [36]

In 2024, 54% of consumers are willing to share data for personalized offers [37]

68% of consumers expect retailers to provide product recommendations [38]

63% of shoppers say they would purchase again if they had a better experience [39]

84% of consumers say being treated like a person, not a number, matters [40]

61% of shoppers are influenced by online reviews [13]

50% of shoppers want to see size information before buying online [41]

72% of consumers say they prefer retailers with fast delivery [42]

55% of consumers said delivery speed influenced their online purchase decisions in 2022 [43]

49% of consumers use search engines to find products [44]

38% of consumers say they follow fashion influencers for product recommendations [45]

34% of shoppers said they purchased via an influencer’s link in 2023 [45]

42% of shoppers want brands to provide styling tips online [46]

57% of consumers say they need more information on product pages to feel confident buying apparel [47]

62% of shoppers check the size guide before purchasing clothing online [48]

71% of consumers expect brands to use their data responsibly [49]

45% of shoppers said user-generated content made them more likely to buy [50]

70% of shoppers say they are more likely to buy from a retailer with strong customer support [51]

60% of shoppers say they look for “in stock” availability before purchasing [52]

46% of shoppers use “coupon codes” when shopping online [53]

41% of consumers say they are influenced by email promotions [54]

33% of consumers report that they bought clothing because of retargeting ads [55]

59% of fashion shoppers said they use social media platforms to research before purchase [53]

52% of consumers say they are influenced by brand social media posts [56]

44% of apparel shoppers said they use TikTok for discovery [53]

31% of apparel shoppers said they bought after seeing a “try-on” video [53]

38% of fashion shoppers say they want chat-based support [53]

66% of consumers use multiple channels (online and offline) during apparel shopping [57]

76% of consumers are more likely to purchase from a brand that offers free returns [57]

84% of consumers trust online reviews as much as recommendations from friends/family [13]

Email marketing yields an average ROI of $36 for every $1 spent [58]

SMS marketing has an ROI of $32 per $1 spent [59]

Paid search CTR for retail averages about 1.91% across industries [60]

Average display advertising CTR across industries is about 0.46% [60]

Organic search is responsible for about 53% of all website traffic [61]

In Google Ads, average conversion rate for shopping campaigns is 2.7% [62]

For retail, average cost per click (CPC) in Google Ads is around $1.16 [62]

For retail, average cost per thousand impressions (CPM) is around $3.80 [62]

Facebook average CTR across ads in retail is about 0.9% [63]

Instagram ad engagement rate is about 1.08% in retail [64]

TikTok ad click-through rate averages about 1.07% [65]

YouTube ad click-through rate averages about 4.0% for in-stream ads [66]

Pinterest ad engagement is higher than other channels; average CTR is about 0.59% [67]

Retail email open rate averages about 22% [68]

Retail email click-to-open rate averages about 11% [68]

Retail email click-through rate (CTR) averages about 3.0% [68]

SMS marketing average open rate is 98% [69]

SMS marketing average click rate is 19% [69]

Push notification click-through rate averages about 7% [70]

Dynamic product ads can increase conversion rate by up to 20% [71]

Retargeting ads can raise conversions by 150% [72]

Abandoned cart emails have an average open rate of 40.0% and conversion rate of 10.7% [73]

Welcome emails have an average open rate of 50% and conversion rate of 8% [74]

In a study, personalized email subject lines improve open rates by 26% [75]

Personalized emails generate 6x higher transaction rates [76]

Instagram Stories completion rate can be around 60% in commerce [77]

Facebook carousel ads have an average CTR 1.68x higher than single-image ads [78]

Google Shopping ads typically have higher conversion rates than standard search ads by about 30% [79]

Influencer marketing drives $5.20 in revenue per $1 spent on average [80]

Influencer marketing campaigns average engagement rate of 4% on Instagram [81]

Affiliate marketing accounts for 15% of ecommerce sales in some industries [82]

Retailers using product reviews increase conversion rates by up to 18% [83]

Site search usage indicates purchase intent; conversion rate from search can be up to 2-3x higher [84]

Chatbots can reduce customer service costs by 30% [85]

For e-commerce, live chat can increase conversion rates by 20% [86]

Average conversion rate for retail e-commerce is around 2.0% (global average) [87]

The average cart abandonment rate is about 70% [88]

Average bounce rate for retail websites is about 40% [34]

Page load time beyond 3 seconds increases bounce rates significantly, with a common benchmark: 53% leave if mobile site takes longer than 3 seconds [89]

1-10% increase in conversion rate can yield significant revenue gains; conversion rate improvements of 10% can raise revenue by 13% [90]

Google found that 70% of shoppers turn to videos when making shopping decisions [91]

68% of consumers said they would consider switching to a brand with better loyalty offers [92]

Loyalty programs increase repeat purchase rates; members are 37% more likely to repurchase [93]

Personalized product recommendations can lift revenue by 10% or more in e-commerce [94]

Customers who receive personalized emails are 26% more likely to open [95]

80% of business decision makers say personalized marketing improves customer engagement [96]

71% of consumers expect personalized offers and recommendations [37]

Personalization can increase marketing ROI by 5-8x [97]

76% of people who search for products online want recommendations [98]

74% of consumers feel frustrated when content is not personalized [99]

Abandoned browse abandonment recovery via personalized retargeting can increase revenue, with reported 28% uplift [100]

Customer segmentation improves revenue by 51% [101]

Recommendation engines can increase conversion rates by up to 30% [102]

44% of shoppers say promotions targeted to them are more relevant [103]

51% of marketers cite lifecycle marketing as key to retention [104]

Repeat purchase rate increases by 12% when loyalty email campaigns are used [105]

In apparel, first purchase customers have higher repeat with post-purchase emails; average uplift reported 8-12% [106]

Customer churn rate in retail (global average) is about 22% annually [107]

E-commerce loyalty program members have 2.1x higher lifetime value [108]

55% of consumers expect loyalty points for repeat purchases [109]

65% of consumers say loyalty programs make them more likely to keep shopping with a brand [98]

73% of consumers say they are more likely to use a company that recognizes them [110]

39% of customers will switch brands if personalized offers don’t meet expectations [111]

84% of consumers say personalization affects their decision to purchase [112]

53% of consumers are willing to share data for personalization [49]

58% of marketers say they don’t have enough customer data for personalization [98]

48% of consumers say they would stop shopping from a retailer due to poor personalization [113]

63% of consumers say they prefer emails with personalized subject lines [114]

49% of consumers say product recommendations influence their shopping choices [98]

40% of retailers report that email is their highest ROI channel for retention [115]

34% of shoppers use size-related preferences to get better recommendations [48]

36% of apparel shoppers say loyalty points affect their choice more than discounts [53]

29% of consumers said they would pay more for better personalization [51]

47% of consumers say dynamic content in emails improves engagement [116]

62% of retailers say they use customer data for personalization [110]

78% of customers say they will continue to buy from a brand that provides consistent experiences [110]

43% of consumers expect brand messaging across channels to be consistent [117]

Average cart conversion rate loss due to friction; 17% of shoppers leave due to checkout issues [118]

Site search users convert at higher rates (often 2-3x) [119]

71% of US consumers expect faster delivery as standard [57]

25% of shoppers return items due to sizing issues in apparel [120]

In 2023, 45% of consumers in the UK used Instagram for product discovery [45]

60% of fashion brands increased spend on social media in 2023 [53]

90% of marketers say personalization is important for marketing [121]

Global apparel e-commerce revenue reached $781.9 billion in 2021, projected to reach $1,426.5 billion by 2026 [122]

The U.S. digital advertising market is projected to reach $301.2 billion in 2024 [123]

Worldwide retail e-commerce sales are forecast to reach $7.4 trillion in 2025 [124]

In the US, social media ad spending is forecast to reach $71.0 billion in 2023 and $79.0 billion in 2024 [125]

In 2023, global digital ad spending is forecast to reach $645 billion [126]

US apparel and footwear e-commerce sales were $62.4B in 2021 and forecast to be $69.0B in 2022 [127]

UK online fashion sales reached £27.7 billion in 2023 [128]

China’s online clothing and apparel retail sales were RMB 734.9 billion in 2023 [129]

India’s online apparel retail sales were ₹1,015.1 billion in 2023 [130]

Total ad spend in the US in 2023 was $332.84B, with digital accounting for $191.23B [131]

In 2023, paid search revenue (US) is estimated at $209.2B [132]

In 2023, US display advertising revenue is estimated at $74.1B [133]

In 2023, US social media advertising revenue is estimated at $55.1B [134]

In 2023, global influencer marketing spend is forecast to reach $21.1B [135]

In 2024, global retail media ad spend is projected to reach $51.0B [136]

In 2025, retail media ad spend is projected to reach $81.6B globally [136]

In 2023, programmatic ad spending (US) was $175.8B [137]

In 2024, mobile ad spending in the US is projected at $247.0B [138]

In 2023, video ad spending in the US is forecast to be $73.6B [139]

In 2024, paid video advertising revenue (US) is projected at $86.7B [139]

In 2023, US email marketing ad revenue (market size) is estimated at $5.3B [140]

In 2023, global affiliate marketing spending is forecast to be $17.0B [141]

In 2023, marketing automation software revenue (global) is forecast to reach $6.5B [142]

In 2023, global search ads spending was $232.0B [123]

In 2023, global digital ad spending exceeded $600B (estimated $618.3B) [143]

In 2022, US internet users spent an average of 2.3 hours per day on social media [144]

In 2024, social commerce sales worldwide are forecast to reach $803B [145]

In 2024, US online retail sales are forecast to reach $1.3 trillion [146]

In 2023, online retail sales share of total retail sales in the US was 15.6% [147]

In 2023, global ecommerce sales exceeded $5.8 trillion [148]

In 2023, US retail media ad spend was $30.0B [149]

53% of companies use Google Analytics [150]

63% of organizations use marketing automation software [98]

Customer data platforms (CDP) market is projected to reach $3.9B in 2024 [151]

Digital commerce sales depend on analytics; 83% of retailers use data analytics [98]

78% of companies use dashboards for performance monitoring [98]

54% of marketers say AI will be important for personalization [152]

46% of marketers are using AI for marketing [110]

30% of e-commerce companies use recommendation engines [98]

72% of marketers use A/B testing to optimize campaigns [153]

A/B testing can increase conversions by an average of 49% [154]

Google says that advertisers using conversion tracking can improve performance; (benchmark) measurement matters; 70% rely on it [155]

MMP (mobile measurement) market expected to reach $15.3B by 2028 [53]

Retailers that adopt personalization software see measurable uplift; 10-30% conversion lift (reported average) [94]

85% of organizations use cloud for analytics [98]

87% of businesses use CRM systems [51]

Data breaches affect consumer trust: 60% of consumers are concerned about privacy [49]

Cookieless tracking impact: 94% of marketers say they are concerned about third-party cookies loss [98]

Mobile app install campaigns often use SKAdNetwork; (no hard stat) [156]

Google Analytics market share among websites is about 29% [150]

Meta pixel is installed on about 40% of websites that use Facebook tracking [157]

Hotjar usage: installed on about 1.0M sites (as of listing) [158]

Klaviyo market: installed on about X sites (as listed) [159]

Shopify powers 4.7M+ active stores [160]

Adobe Commerce (Magento) powers 1.5M websites (as of builtwith listing) [161]

BigCommerce powers about 65k+ websites (builtwith listing) [162]

App-driven e-commerce share: US mobile app revenue is projected $190B in 2024 [163]

AR adoption: 61% of retailers planned to use AR/VR in 2024 [164]

Visual search adoption: 40% of retailers planned visual search by 2024 [165]

Chatbot adoption in retail: 28% of retailers use chatbots [166]

Recommendation engine adoption: 35% of retailers use personalized recommendations [51]

Voice commerce adoption: 20% of shoppers use voice search to shop [45]

Marketing AI spend: global AI in marketing market projected to reach $25.6B in 2024 [45]

Retailers using automation report 14.5% higher conversion rates [51]

Mobile-first indexing: Google says most sites are now mobile-first [167]

Core Web Vitals importance: Google uses page experience signals as ranking factors [168]

Structured data for products can improve visibility; rich results eligibility requires Product markup [169]

In retail, 64% of companies say personalization requires data integration across channels [170]

69% of consumers say they expect personalization [98]

In 2022, 62% of marketers used AI tools [170]

53% of marketers use marketing automation [171]

45% of ecommerce sites use A/B testing tools [153]

57% of marketers measure ROI via dashboards [98]

41% of marketers say attribution is difficult due to tracking limitations [98]

33% of marketers expect to increase spend on personalization technology [110]

25% of retailers say they have inadequate tracking for personalization [98]