Fashion E Commerce Statistics

In 2024, global online fashion shoppers are forecast at 1.3 billion [1]

By 2024, online clothing and footwear shoppers in China are forecast at 425.6 million [2]

By 2024, online apparel shoppers in the U.S. are forecast at 137.7 million [2]

By 2024, online apparel shoppers in the UK are forecast at 33.6 million [2]

By 2024, online apparel shoppers in Germany are forecast at 29.2 million [2]

By 2024, online apparel shoppers in France are forecast at 29.7 million [2]

By 2024, online apparel shoppers in India are forecast at 91.3 million [2]

By 2024, online apparel shoppers in Brazil are forecast at 46.2 million [2]

By 2024, online apparel shoppers in Japan are forecast at 68.0 million [2]

By 2024, online apparel shoppers in Spain are forecast at 18.5 million [2]

By 2024, online apparel shoppers in Italy are forecast at 25.1 million [2]

Global fashion e-commerce revenue share of total fashion retail was 11.0% in 2023 and projected to reach 18.1% by 2027 [3]

53% of online shoppers said they abandoned a purchase due to shipping costs [4]

49% of online shoppers said they abandoned a purchase due to the delivery time being too long [4]

49% of consumers use marketplaces like Amazon to discover and shop for fashion [5]

59% of consumers use social networks to research products [6]

45% of shoppers say they use product reviews to decide what to buy [7]

70% of shoppers say they are likely to purchase a product if it has positive reviews [7]

84% of customers trust online reviews as much as personal recommendations [8]

66% of consumers say they will pay more for a better customer experience [9]

65% of consumers are willing to pay more for sustainable products (survey) [10]

73% of consumers want more sustainability from retailers (survey) [11]

51% of consumers want to see a product’s environmental impact before purchasing [11]

62% of consumers say sustainability influences their fashion purchases [12]

30% of consumers bought clothing online in 2021 due to pandemic needs (survey) [13]

36% of consumers bought clothing online because of convenience [13]

28% bought clothing online because of better prices [13]

22% bought clothing online because of wider selection [13]

18% bought clothing online because of exclusive online promotions [13]

Fashion e-commerce customers have higher cart abandonment rates than average e-commerce (survey) [14]

Average e-commerce cart abandonment rate is 70% (industry average) [15]

Average e-commerce checkout abandonment rate is 67.6% (industry average) [16]

Average online conversion rate for retail e-commerce is 2.5% (benchmark) [17]

Average mobile conversion rate for retail e-commerce is 1.4% (benchmark) [17]

73% of millennials expect at least one new product notification per week (survey) [18]

23% of shoppers use mobile apps for product research (survey) [19]

48% of consumers shop online using their phone weekly (survey) [19]

61% of shoppers say they research on mobile and purchase on another device [20]

72% of online shoppers say they expect fit information (size/measurements) to be accurate [21]

60% of online apparel shoppers say they check size charts before purchasing [22]

21% of online apparel buyers say they buy because of fast delivery availability [23]

24% of online apparel buyers say they buy because of convenient payment options [24]

28% of consumers say they prefer to buy from brands with multiple payment options (survey) [25]

59% of shoppers are more likely to purchase if they can pay with PayPal (survey) [26]

48% of consumers say they use buy now, pay later (BNPL) [27]

23% of consumers say BNPL helps them afford more expensive items [27]

38% of consumers say they made an impulse buy after seeing a social post [28]

72% of fashion retailers use social media for marketing [29]

54% of consumers use Instagram to research products [30]

49% of shoppers follow brands on social media [31]

34% of consumers say social media is a key driver of purchase decisions for fashion [32]

27% of consumers are more likely to buy from brands that use video (survey) [33]

46% of consumers say they need reviews and ratings to feel confident about online fashion purchases (survey) [7]

39% of shoppers say customer service chat influences purchase decisions (survey) [34]

45% of consumers expect chat support to be available immediately (survey) [35]

57% of online shoppers prefer email for customer service (survey) [35]

42% of consumers expect delivery in 2 days or less [36]

61% of consumers expect free shipping [36]

55% of consumers want order tracking updates at least once a day [36]

46% of consumers say poor delivery experience prevents them from shopping with a retailer again [36]

63% of consumers expect a package to arrive within 3 days of purchase when selecting expedited options [36]

58% of consumers want multiple delivery options (e.g., delivery time windows) [36]

64% of consumers say product returns are important when making a purchase [37]

Returns are the #1 reason for retail customers returning online purchases (by survey) [38]

30% of consumers say returns are the biggest driver of higher retail costs [39]

20% of online shoppers return at least half of what they buy (survey) [39]

10% of online purchases are returned in general [39]

Apparel is the leading category for online returns in the U.S. (by Optoro) [39]

22% of retailers say returns are a major operational challenge [40]

54% of consumers say they expect easy returns when shopping online [41]

68% of consumers expect returns to be free or low-cost [41]

34% of shoppers abandon their cart if returns are difficult [41]

17% of online apparel buyers say they buy because of free returns [42]

38% of consumers say they check return policy before purchasing online [9]

64% of retailers cite improving returns processes as a priority (survey) [39]

16% of retailers say they use automated return management (survey) [39]

27% of returns come from wrong size purchases (survey) [39]

21% of returns are due to item not matching expectations (survey) [39]

18% of returns are due to defects/damage (survey) [39]

35% of returns are due to no longer wanting the item (survey) [39]

In the U.S., overall e-commerce return rate is 15%–20% (industry) [39]

Apparel return rate is higher than general e-commerce return rates, around 20%–30% (industry) [39]

33% of consumers return online purchases because it didn’t fit right (survey) [39]

17% return because it didn’t match what they expected (survey) [39]

12% return because the item was defective/damaged (survey) [39]

24% return because they changed their mind (survey) [39]

In 2023, 54% of shoppers said delivery speed is a major factor in choosing an online retailer (survey) [43]

In 2023, 64% of shoppers said tracking updates are important (survey) [43]

In 2023, 58% of shoppers said transparent shipping costs matter (survey) [43]

In 2023, 61% of shoppers said they want delivery options like lockers or pickup points (survey) [43]

In 2023, 45% of shoppers said they would switch retailers for better delivery options (survey) [43]

In 2023, 70% of shoppers said they are willing to pay for premium delivery when it improves certainty (survey) [43]

In 2023, 52% of shoppers said “free shipping” is still important even if delivery is not instant (survey) [43]

In 2023, 63% of shoppers said packaging matters (survey) [43]

In 2023, 49% said they would return to a retailer for better delivery and returns experience (survey) [43]

In 2023, 57% of shoppers said returns process affects loyalty (survey) [43]

In 2023, 30% of shoppers said they check the return policy before ordering (survey) [43]

88% of online consumers have less confidence in a brand that doesn’t communicate delivery status (survey) [44]

53% of consumers expect delivery tracking in their confirmation emails (survey) [44]

49% of consumers say they are more likely to shop again if delivery is reliable (survey) [44]

64% of consumers say they prefer flexible delivery options (survey) [44]

42% of consumers say they want same-day delivery for some items (survey) [44]

31% of consumers say poor delivery experience causes them to switch retailers (survey) [44]

50% of consumers want free returns [45]

22% of online retailers say their return costs are too high (survey) [45]

60% of consumers say that free returns makes them more likely to purchase online (survey) [45]

44% of shoppers say they have returned at least one online order in the past month (survey) [45]

26% of shoppers say return policy availability affects purchase decision (survey) [45]

Global apparel e-commerce sales were $824.7 billion in 2023, expected to reach $1,288.2 billion by 2028 [46]

U.S. apparel and accessories e-commerce sales were $114.5B in 2023, projected to reach $164.4B by 2028 [46]

Forecast: UK apparel e-commerce sales were £13.2B in 2023, expected to reach £19.7B by 2028 [46]

Forecast: Germany apparel e-commerce sales were €16.6B in 2023, expected to reach €25.4B by 2028 [46]

Forecast: France apparel e-commerce sales were €14.7B in 2023, expected to reach €21.7B by 2028 [46]

Forecast: China apparel e-commerce sales were $152.8B in 2023, expected to reach $269.0B by 2028 [46]

Forecast: India apparel e-commerce sales were $8.3B in 2023, expected to reach $23.1B by 2028 [46]

Forecast: Brazil apparel e-commerce sales were $10.7B in 2023, expected to reach $20.6B by 2028 [46]

Forecast: Japan apparel e-commerce sales were $20.2B in 2023, expected to reach $32.6B by 2028 [46]

Forecast: Spain apparel e-commerce sales were €4.3B in 2023, expected to reach €6.4B by 2028 [46]

Forecast: Netherlands apparel e-commerce sales were €2.9B in 2023, expected to reach €4.4B by 2028 [46]

Global retail e-commerce sales were 5.8% of global retail sales in 2021 and forecast to reach 8.2% by 2026 [47]

U.S. retail e-commerce sales grew 7.9% to $1,103.7B in 2023 per Census [48]

U.S. retail e-commerce sales for 2023 were 19.4% of total retail sales [49]

U.S. e-commerce sales for apparel and accessories were $166.3B in 2022 [48]

U.S. e-commerce sales for apparel and accessories were $176.1B in 2023 [48]

In the U.S., e-commerce sales of apparel account for about 10% of total apparel sales [50]

Fraud losses in e-commerce were $57B globally in 2019 (Juniper Research) [51]

Account takeover attacks caused $1.7B in losses (LexisNexis survey) [52]

Chargebacks represented 0.5% of e-commerce transaction volume (industry report) [53]

75% of retailers say they are concerned about payment fraud (survey) [54]

25% of retailers say they have experienced credit card fraud in the past year (survey) [54]

49% of consumers said they had concerns about privacy when shopping online (survey) [55]

84% of consumers say they want secure payment options [56]

54% of consumers abandon purchases due to payment security concerns (survey) [57]

35% of retailers reported higher fraud costs due to chargebacks (survey) [58]

20% of shoppers say they used a coupon/promo code in the past month (survey) [59]

70% of consumers say they check promotions before buying [60]

32% of consumers say they used an online coupon in 2023 (survey) [61]

41% of shoppers say promotions make them more likely to shop online (survey) [62]

61% of shoppers say they expect discounts on items they want to purchase (survey) [63]

27% of consumers said they were motivated to buy online due to limited-time offers (survey) [64]

52% of consumers say free shipping promotions influence their online shopping decision (survey) [65]

49% of consumers say they are more likely to purchase if there is a promo code [66]

38% of shoppers expect price matching online (survey) [67]

Dynamic pricing adoption in retail is increasing; 36% of retailers use dynamic pricing (survey) [68]

53% of shoppers will abandon cart if shipping costs appear too high late in checkout (survey) [4]

45% of shoppers said they would buy more if shipping were free (survey) [4]

40% of consumers say they wait for sales to buy fashion apparel online (survey) [69]

27% of consumers purchased during Black Friday/Cyber Monday sales online in 2022 (survey) [70]

63% of consumers shopped online on Black Friday 2022 (NRF survey) [70]

55% of consumers bought clothing online during holiday sales (survey) [70]

47% of retailers planned to offer promotions to clear seasonal inventory in 2023 (survey) [71]

28% of consumers say they use loyalty points when shopping online (survey) [72]

44% of consumers are members of at least one loyalty program (survey) [73]

62% of consumers say loyalty programs influence where they shop (survey) [73]

66% of consumers are more likely to purchase from brands with loyalty programs that offer personalized rewards (survey) [74]

30% of shoppers say they use influencer codes to get discounts [75]

16% of consumers say they rely on influencer recommendations when shopping online for fashion [76]

76% of consumers want a seamless experience between online and offline channels [77]

73% of shoppers say product content affects what they buy online [78]

72% of consumers say seeing a product in AR helps them decide to purchase [79]

87% of consumers will not return to a website after experiencing a bad experience (site speed) [80]

53% of mobile site visitors leave a page that takes more than 3 seconds to load [81]

Pages that load in 1 second have a 27% higher conversion rate than those that load in 5 seconds [82]

42% of shoppers say they expect a personalized shopping experience [83]

59% of shoppers are more likely to make a purchase if the brand provides personalization [84]

80% of shoppers will consider a retailer with strong personalization [85]

35% of retailers cite inventory availability as a top customer experience challenge [86]

40% of retailers report that site speed impacts conversions (survey) [87]

61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority [29]

73% of consumers expect personalization based on prior browsing or purchase history [88]

88% of online consumers are less likely to return to a site after a bad experience [89]

46% of consumers say that receiving personalized promotions increases likelihood of purchase (survey) [85]

42% of consumers say they would use chatbots to get fashion shopping assistance [90]

64% of consumers say they prefer messaging to phone calls for customer service [35]

55% of consumers say they will leave a site if it doesn’t load in 3 seconds (survey) [91]

38% of online shoppers expect product videos to decide what to buy [33]

62% of consumers who watched a brand’s product video said it helped them make a purchase [33]

65% of consumers say they use search engines to find products [92]

31% of shoppers say they do not trust online stores unless they have detailed product information [93]

44% of consumers are willing to share more data for better personalization (survey) [94]

40% of shoppers want to be able to try on products virtually (survey) [95]

55% of consumers say virtual try-on (VTO) increases confidence in purchase decisions (survey) [96]

28% of retailers say VTO is a priority technology investment (survey) [97]

62% of consumers say they are likely to purchase from a retailer with good product discovery (survey) [98]

58% of online shoppers say search within a store website helps them find products (survey) [99]

43% of shoppers say site search improves conversion (survey) [99]

70% of shoppers abandon websites that are not mobile-friendly (industry survey) [100]

53% of e-commerce traffic comes from mobile devices (benchmark) [101]

80% of fashion shoppers use mobile devices to browse (survey) [19]

52% of consumers said they used voice search at least once for shopping (survey) [102]

19% of consumers use voice assistants daily (survey) [103]

34% of consumers say they are willing to use AI recommendations for fashion purchases (survey) [104]

65% of executives say personalization with AI is essential (survey) [105]

48% of customers expect a personalized experience across channels (survey) [106]

35% of e-commerce marketers use personalization and 49% plan to increase personalization (survey) [107]

52% of marketers say AI is used for personalization in customer journeys (survey) [108]

38% of retailers report that personalization drives conversion rates (survey) [109]

46% of shoppers say they abandon a website after encountering errors (survey) [110]