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]

42% of consumers expect delivery in 2 days or less [15]

61% of consumers expect free shipping [15]

55% of consumers want order tracking updates at least once a day [15]

46% of consumers say poor delivery experience prevents them from shopping with a retailer again [15]

63% of consumers expect a package to arrive within 3 days of purchase when selecting expedited options [15]

58% of consumers want multiple delivery options (e.g., delivery time windows) [15]

64% of consumers say product returns are important when making a purchase [16]

Returns are the #1 reason for retail customers returning online purchases (by survey) [17]

30% of consumers say returns are the biggest driver of higher retail costs [18]

20% of online shoppers return at least half of what they buy (survey) [18]

10% of online purchases are returned in general [18]

Apparel is the leading category for online returns in the U.S. (by Optoro) [18]

22% of retailers say returns are a major operational challenge [19]

54% of consumers say they expect easy returns when shopping online [20]

68% of consumers expect returns to be free or low-cost [20]

34% of shoppers abandon their cart if returns are difficult [20]

17% of online apparel buyers say they buy because of free returns [21]

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

64% of retailers cite improving returns processes as a priority (survey) [18]

16% of retailers say they use automated return management (survey) [18]

27% of returns come from wrong size purchases (survey) [18]

21% of returns are due to item not matching expectations (survey) [18]

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

35% of returns are due to no longer wanting the item (survey) [18]

In the U.S., overall e-commerce return rate is 15%–20% (industry) [18]

Apparel return rate is higher than general e-commerce return rates, around 20%–30% (industry) [18]

33% of consumers return online purchases because it didn’t fit right (survey) [18]

17% return because it didn’t match what they expected (survey) [18]

12% return because the item was defective/damaged (survey) [18]

24% return because they changed their mind (survey) [18]

Global apparel e-commerce sales were $824.7 billion in 2023, expected to reach $1,288.2 billion by 2028 [22]

U.S. apparel and accessories e-commerce sales were $114.5B in 2023, projected to reach $164.4B by 2028 [22]

Forecast: UK apparel e-commerce sales were £13.2B in 2023, expected to reach £19.7B by 2028 [22]

Forecast: Germany apparel e-commerce sales were €16.6B in 2023, expected to reach €25.4B by 2028 [22]

Forecast: France apparel e-commerce sales were €14.7B in 2023, expected to reach €21.7B by 2028 [22]

Forecast: China apparel e-commerce sales were $152.8B in 2023, expected to reach $269.0B by 2028 [22]

Forecast: India apparel e-commerce sales were $8.3B in 2023, expected to reach $23.1B by 2028 [22]

Forecast: Brazil apparel e-commerce sales were $10.7B in 2023, expected to reach $20.6B by 2028 [22]

Forecast: Japan apparel e-commerce sales were $20.2B in 2023, expected to reach $32.6B by 2028 [22]

Forecast: Spain apparel e-commerce sales were €4.3B in 2023, expected to reach €6.4B by 2028 [22]

Forecast: Netherlands apparel e-commerce sales were €2.9B in 2023, expected to reach €4.4B by 2028 [22]

Global retail e-commerce sales were 5.8% of global retail sales in 2021 and forecast to reach 8.2% by 2026 [23]

U.S. retail e-commerce sales grew 7.9% to $1,103.7B in 2023 per Census [24]

U.S. retail e-commerce sales for 2023 were 19.4% of total retail sales [25]

U.S. e-commerce sales for apparel and accessories were $166.3B in 2022 [24]

U.S. e-commerce sales for apparel and accessories were $176.1B in 2023 [24]

In the U.S., e-commerce sales of apparel account for about 10% of total apparel sales [26]

Fraud losses in e-commerce were $57B globally in 2019 (Juniper Research) [27]

Account takeover attacks caused $1.7B in losses (LexisNexis survey) [28]

Chargebacks represented 0.5% of e-commerce transaction volume (industry report) [29]

75% of retailers say they are concerned about payment fraud (survey) [30]

25% of retailers say they have experienced credit card fraud in the past year (survey) [30]

49% of consumers said they had concerns about privacy when shopping online (survey) [31]

84% of consumers say they want secure payment options [32]

54% of consumers abandon purchases due to payment security concerns (survey) [33]

35% of retailers reported higher fraud costs due to chargebacks (survey) [34]

20% of shoppers say they used a coupon/promo code in the past month (survey) [35]

70% of consumers say they check promotions before buying [36]

32% of consumers say they used an online coupon in 2023 (survey) [37]

41% of shoppers say promotions make them more likely to shop online (survey) [38]

61% of shoppers say they expect discounts on items they want to purchase (survey) [39]

27% of consumers said they were motivated to buy online due to limited-time offers (survey) [40]

52% of consumers say free shipping promotions influence their online shopping decision (survey) [41]

49% of consumers say they are more likely to purchase if there is a promo code [42]

38% of shoppers expect price matching online (survey) [43]

Dynamic pricing adoption in retail is increasing; 36% of retailers use dynamic pricing (survey) [44]

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) [45]

27% of consumers purchased during Black Friday/Cyber Monday sales online in 2022 (survey) [46]

63% of consumers shopped online on Black Friday 2022 (NRF survey) [46]

55% of consumers bought clothing online during holiday sales (survey) [46]

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

28% of consumers say they use loyalty points when shopping online (survey) [48]

44% of consumers are members of at least one loyalty program (survey) [49]

62% of consumers say loyalty programs influence where they shop (survey) [49]

66% of consumers are more likely to purchase from brands with loyalty programs that offer personalized rewards (survey) [50]

30% of shoppers say they use influencer codes to get discounts [51]

16% of consumers say they rely on influencer recommendations when shopping online for fashion [52]

76% of consumers want a seamless experience between online and offline channels [53]

73% of shoppers say product content affects what they buy online [54]

72% of consumers say seeing a product in AR helps them decide to purchase [55]

87% of consumers will not return to a website after experiencing a bad experience (site speed) [56]

53% of mobile site visitors leave a page that takes more than 3 seconds to load [57]

Pages that load in 1 second have a 27% higher conversion rate than those that load in 5 seconds [58]

42% of shoppers say they expect a personalized shopping experience [59]

59% of shoppers are more likely to make a purchase if the brand provides personalization [60]

80% of shoppers will consider a retailer with strong personalization [61]

35% of retailers cite inventory availability as a top customer experience challenge [62]

40% of retailers report that site speed impacts conversions (survey) [63]

61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority [64]

73% of consumers expect personalization based on prior browsing or purchase history [65]

88% of online consumers are less likely to return to a site after a bad experience [66]

46% of consumers say that receiving personalized promotions increases likelihood of purchase (survey) [61]

42% of consumers say they would use chatbots to get fashion shopping assistance [67]

64% of consumers say they prefer messaging to phone calls for customer service [68]

55% of consumers say they will leave a site if it doesn’t load in 3 seconds (survey) [69]

38% of online shoppers expect product videos to decide what to buy [70]

62% of consumers who watched a brand’s product video said it helped them make a purchase [70]

65% of consumers say they use search engines to find products [71]

31% of shoppers say they do not trust online stores unless they have detailed product information [72]

44% of consumers are willing to share more data for better personalization (survey) [73]

40% of shoppers want to be able to try on products virtually (survey) [74]

55% of consumers say virtual try-on (VTO) increases confidence in purchase decisions (survey) [75]

28% of retailers say VTO is a priority technology investment (survey) [76]

62% of consumers say they are likely to purchase from a retailer with good product discovery (survey) [77]

58% of online shoppers say search within a store website helps them find products (survey) [78]

43% of shoppers say site search improves conversion (survey) [78]

70% of shoppers abandon websites that are not mobile-friendly (industry survey) [79]