Digital Marketing In The Fashion Retail Industry Statistics

52% of fashion brands plan to increase their influencer marketing budgets in 2024 [1]

36% of fashion brands say influencer marketing has been effective for ROI [1]

64% of marketers use Facebook Ads for fashion marketing [2]

45% of retailers use Google Ads to drive traffic [3]

34% of retail media spend is expected to shift to retail media networks [4]

14% of retailers are already spending on TikTok Ads [5]

31% of fashion marketers say email marketing is their top channel [6]

42% of marketers use marketing automation [7]

72% of marketers say content marketing increases engagement [8]

61% of consumers are more likely to buy after reading a blog post [9]

33% of fashion shoppers use price comparison sites [10]

46% of US shoppers used coupons in the last year [11]

18% of fashion ecommerce traffic comes from social media [12]

23% of ecommerce traffic comes from search [13]

9% of ecommerce traffic comes from display ads [14]

40% of consumers click on paid search ads [15]

3.5x higher conversion rate for retargeting ads vs prospecting [16]

22% of consumers are more likely to purchase after seeing a retargeting ad [16]

65% of marketers say they measure ROI for email [17]

36% of marketers say email is the highest ROI channel [18]

31% of marketers say paid social is their highest ROI channel [19]

55% of marketers say SEO is effective [20]

61% of marketers use social media to drive traffic [21]

74% of marketers say they use email marketing [22]

49% of marketers say they use SMS marketing [23]

67% of brands use live chat on their websites [24]

45% of marketers say chatbots improve customer engagement [25]

29% of shoppers start on a retailer’s homepage [26]

53% of fashion consumers use Instagram to research brands [27]

38% of retail buyers discover products on Instagram [28]

44% of fashion shoppers use search engines before purchasing [29]

56% of online shoppers discover fashion brands via organic search [30]

27% of shoppers use Pinterest to find style inspiration [31]

32% of consumers have used shoppable posts [32]

8% average open rate for fashion promotional emails (benchmark) [33]

1.6% average click-through rate for email across industries (benchmark) [33]

2.86% average unsubscribe rate (benchmark) [33]

23% of marketers say attribution is extremely/very challenging [34]

50% of marketers use some form of marketing attribution [35]

35% increase in conversions with marketing attribution improvements (benchmark) [36]

30% of marketers report email drives the highest ROI among channels (survey) [37]

42% of marketers say influencer marketing delivers measurable ROI [38]

38% of marketers say paid social delivers the best ROI [39]

15% of marketers report that they can’t measure ROI for social media campaigns [40]

10% of marketing spend is wasted on ineffective marketing [41]

43% of marketers say their organization needs better analytics [42]

28% of marketers say data quality is a top barrier to measurement [43]

60% of consumers say they’re willing to share personal data for personalization [44]

48% of marketing budgets are expected to shift to digital by 2025 (forecast) [45]

$1.5 trillion spent on retail media advertising globally (forecast) [46]

$27.5 billion influencer marketing spend in the US (forecast) [47]

$65.4 billion US ecommerce ad spend (forecast) [48]

$25.4 billion TikTok ad revenue in 2024 (forecast) [49]

3.2x ROI from abandoned cart email campaigns (benchmark) [50]

28% of marketers use marketing automation for lifecycle messaging [51]

19% lift in revenue from retention-focused programs (benchmark) [52]

23% of marketers say they measure performance by conversion rate [9]

17% of marketers measure by customer lifetime value (CLV) [9]

25% of marketers measure by engagement metrics [9]

33% of marketers say attribution modeling is improving [53]

31% of marketers say they’re using first-party data strategies [54]

78% of fashion and luxury consumers say social media influences their shopping decisions [55]

67% of luxury consumers use social media to research products before buying [55]

63% of luxury consumers say influencer recommendations affect what they buy [55]

42% of respondents across fashion and luxury said they bought a product due to something they saw on social media [55]

70% of fashion shoppers say they use social media to decide what to buy [56]

45% of fashion shoppers report discovering brands via social media [56]

44% of consumers said they are more likely to buy from brands that provide personalized experiences [57]

52% of consumers expect offers tailored to their interests [57]

80% of shoppers say personalization makes them more likely to purchase [58]

61% of consumers say they feel less positive about a brand when content is not personalized [58]

54% of consumers want to see more video content from brands they follow [59]

33% of people use Instagram to discover products [60]

33% of people use Instagram to find products [60]

49% of consumers said they are likely to buy from a brand they follow on social media [61]

60% of consumers say they prefer to see real-life photos over professionally produced images [62]

90% of shoppers say they find new products on Instagram [63]

74% of brands use Instagram for marketing [63]

75% of consumers take action after viewing branded social media posts [63]

56% of consumers say they have made a purchase after seeing a social media advertisement [63]

45% of consumers prefer to shop from retailers that have personalized experiences [64]

48% of consumers say online reviews impact their purchasing decisions [65]

87% of consumers read online reviews for local businesses [65]

73% of customers say good reviews make them trust a business more [65]

57% of consumers will not buy if there are no reviews [65]

81% of consumers need to trust a brand before they will buy [65]

39% of consumers think that brands should respond to their comments/messages [66]

70% of consumers say they expect companies to provide customer service via social media [66]

36% of consumers engage with a brand after seeing an ad they liked [67]

49% of marketers say they target the right audience [68]

80% of marketers believe personalization gives them better customer insights [68]

72% of shoppers will only engage with content tailored to them [69]

66% of consumers expect companies to understand their unique needs [69]

35% of consumers say they buy more from brands that offer discounts [70]

54% of consumers say they have bought something as a result of receiving an email promotion [71]

42% of consumers say they unsubscribe because emails are too frequent [72]

69% of shoppers use smartphones while shopping in-store [73]

30% of ecommerce purchases are influenced by mobile [74]

46% of shoppers use a smartphone to research products before buying [75]

67% of shoppers say they expect a brand’s website to be mobile-friendly [76]

79% of shoppers show interest in a brand after seeing its content online [77]

48% of consumers say they have searched online for product reviews before purchasing [78]

55% of online shoppers say that product ratings help them make decisions [79]

65% of consumers use search engines to find brands [80]

43% of consumers check product reviews on Amazon before buying [81]

28% of consumers say they rely on influencer content [82]

25% of consumers follow influencers for fashion content [82]

38% of consumers have purchased a product they saw on TikTok [83]

52% of consumers say they are likely to purchase after reading an influencer recommendation [84]

44% of consumers want more sustainability messaging from brands [85]

60% of consumers check product information online before buying clothing [86]

58% of consumers prefer brands that are transparent about sourcing [87]

49% of shoppers say sustainability is an important factor when purchasing apparel [88]

37% of consumers say they are willing to pay more for sustainable fashion [89]

80% of businesses use digital channels to attract customers [90]

60% of fashion brands use AI for personalization (survey) [91]

35% of retailers plan to increase investment in AI by 2025 [92]

60% of marketers say automation improves marketing performance [9]

79% of marketers say they use marketing automation tools [9]

45% of marketers say AI improves customer experience [93]

49% of companies use or plan to use chatbots [94]

30% of businesses use voice search [95]

61% of consumers are more likely to buy from a brand that offers AR try-on [96]

37% of shoppers have used AR for shopping [97]

20% of top retailers use AR experiences already [98]

73% of customers expect omnichannel engagement [99]

63% of consumers shop across multiple channels [99]

42% of shoppers use a retailer app [100]

55% of retailers say they have a digital transformation strategy [101]

48% of retailers report upgrading their ecommerce platform [102]

29% of retailers are adopting headless commerce [103]

46% of retailers use CDP (customer data platforms) [104]

38% of retailers are using retail media networks [105]

44% of advertisers plan to increase retail media spend [106]

26% of marketers are using first-party data strategies [107]

57% of marketers say cookies are becoming less effective [108]

72% of marketers are investing in cookieless tracking solutions [109]

52% of marketers say privacy regulation affects their marketing strategy [110]

66% of consumers care about privacy [44]

49% of shoppers abandon sites due to privacy concerns [65]

24% of fashion brands use machine learning for inventory forecasting [111]

17% of retailers plan to increase inventory optimization via AI [112]

41% of retailers say they struggle with supply chain data [113]

28% of fashion retailers are adopting dynamic pricing [114]

30% increase in conversion rate with personalized product recommendations (fashion retailer case study) [115]

18% lift in revenue from onsite personalization (fashion retail) [116]

75% of users never scroll past the first screen [117]

47% of consumers expect web pages to load in 2 seconds or less [118]

53% of mobile users leave a site that takes longer than 3 seconds to load [119]

79% of shoppers say they are less likely to shop again after a bad mobile experience [120]

37% of ecommerce revenue is lost due to cart abandonment (average) [121]

69.99% average cart abandonment rate in ecommerce [122]

78.65% average checkout abandonment rate [122]

4.26% average ecommerce conversion rate (2023) [123]

2.74% average conversion rate for fashion & apparel ecommerce [123]

35% of ecommerce users abandon carts due to unexpected shipping costs [124]

27% abandon due to slow delivery/lead times [124]

24% abandon due to inability to see accurate total price [124]

18% abandon due to account creation requirement [124]

56% of customers say they will not return to a site after a bad experience [125]

70% of consumers are willing to pay more for a better customer experience [126]

62% of customers say they expect personalization on e-commerce sites [127]

20% of ecommerce revenue comes from returning customers (benchmark) [128]

10% of visitors convert on mobile (median) [129]

41% of people click on an ad because they want to learn more about a product [130]

44% of consumers say they want to see product photos/videos before buying [131]

82% of consumers feel more confident buying after viewing videos about products [59]

92% of consumers want to shop with brands that offer quality content [132]

26% increase in revenue when using product reviews on apparel pages (benchmark) [133]

18% of ecommerce customers say reviews affect whether they purchase [133]

75% of consumers report that they judge a company’s credibility by the design of its website [134]

64% of consumers say they are unlikely to return if they experience a problem [135]