Online Apparel Sales Statistics

73% of consumers say they use mobile devices to shop online [1]

50% of global web traffic comes from mobile devices [2]

61% of consumers are more likely to buy from brands that offer a personalized experience [3]

75% of consumers expect consistent experience across brands, devices, and channels [3]

58% of consumers say they will become repeat customers after a positive customer experience [4]

53% of shoppers use search engines to discover products online [5]

45% of shoppers say product discovery through social media influences what they buy [6]

33% of US shoppers say they shop via social media ads [7]

47% of fashion shoppers say they use marketplaces for purchases [8]

56% of shoppers say they have abandoned a purchase due to a complicated checkout process [9]

88% of online shoppers are less likely to return after a poor delivery experience [10]

42% of online shoppers say they abandon if delivery takes too long [10]

39% of online shoppers say they abandon because shipping costs are too high [10]

65% of consumers say they check mobile site speed before buying [11]

53% of mobile shoppers abandon pages that take longer than 3 seconds to load [12]

62% of consumers say they will use a mobile app to shop in the future [13]

41% of shoppers say they used a coupon or promo code on a mobile device [14]

44% of fashion consumers use Instagram to research products [15]

29% of fashion shoppers say TikTok influenced their purchasing decisions in 2023 [16]

37% of US online shoppers use chatbots to find products [17]

24% of US shoppers prefer to use live chat rather than email [18]

76% of consumers say they have increased purchases during the last 12 months due to better personalization [19]

80% of marketers say personalization improves customer experience [20]

72% of customers will only engage with brands that provide relevant offers [21]

20% of shoppers say they will not buy if the site isn’t secure (no trust) [22]

45% of shoppers say they are influenced by influencer posts [23]

33% of shoppers say they find products via email promotions [24]

55% of consumers say they’ve used a mobile app for fashion shopping [25]

62% of consumers say they would shop more if brands offered better mobile experiences [26]

Share of clothing and footwear purchases made online in the UK was 34% in 2023 [27]

Share of clothing and footwear purchases made online in Germany was 32% in 2023 [28]

Share of clothing and footwear purchases made online in France was 36% in 2023 [29]

Share of clothing and footwear purchases made online in Spain was 33% in 2023 [30]

Share of clothing and footwear purchases made online in Italy was 28% in 2023 [31]

Share of consumers who bought clothing online in the last 3 months (UK) was 48% in 2023 [32]

Share of consumers who bought clothing online in the last 3 months (Germany) was 44% in 2023 [33]

Share of consumers who bought clothing online in the last 3 months (France) was 46% in 2023 [34]

Share of consumers who bought clothing online in the last 3 months (Netherlands) was 51% in 2023 [35]

Share of consumers who bought clothing online in the last 3 months (Sweden) was 55% in 2023 [36]

Share of consumers who bought clothing online in the last 3 months (Norway) was 59% in 2023 [37]

Share of consumers who bought clothing online in the last 3 months (Denmark) was 53% in 2023 [38]

Share of consumers who bought clothing online in the last 3 months (Finland) was 50% in 2023 [39]

Share of consumers who bought clothing online in the last 3 months (Poland) was 41% in 2023 [40]

Share of consumers who bought clothing online in the last 3 months (Czechia) was 39% in 2023 [41]

Share of consumers who bought clothing online in the last 3 months (Austria) was 46% in 2023 [42]

Share of consumers who bought shoes online in the last 3 months (UK) was 52% in 2023 [32]

Apparel is the most purchased category online (in the EU) with 78% of internet users buying online at least once [43]

71% of shoppers in the US have bought apparel online [44]

54% of US online shoppers said they prefer buying apparel online due to convenience [45]

60% of US online shoppers said they use free shipping promotions to decide apparel purchases [46]

46% of US online shoppers said product reviews help them choose apparel [47]

38% of US online shoppers said size charts help them choose apparel online [48]

34% of US online shoppers said they buy apparel because of discounts [49]

29% of US online shoppers said they buy apparel due to brand availability online [50]

81% of shoppers say they do research before buying apparel online [51]

57% of apparel shoppers compare prices on desktop and mobile before buying [52]

49% of consumers say they buy apparel online because of wider selection [53]

42% of consumers say they buy apparel online because of convenience [54]

37% of consumers say they buy apparel online due to discounts and promotions [55]

28% of consumers say they buy apparel online because they can read reviews [56]

24% of consumers say they buy apparel online due to social media recommendations [57]

33% of consumers say they buy apparel online because brands are available only online [58]

39% of consumers say they avoid buying apparel online due to fit concerns [59]

26% of consumers say they avoid buying apparel online due to sizing uncertainty [60]

19% of consumers say they avoid buying apparel online due to delivery concerns [61]

15% of consumers say they avoid buying apparel online due to return hassles [62]

9% of consumers say they avoid buying apparel online due to lack of trust in sites [63]

22% of consumers say they buy apparel online less often than planned due to high shipping costs [64]

17% of consumers say they buy apparel online less often than planned due to delayed delivery [65]

13% of consumers say they buy apparel online less often than planned due to payment friction [66]

11% of consumers say they buy apparel online less often than planned due to website errors [67]

10% of consumers say they avoid buying apparel online due to website checkout complexity [68]

U.S. online apparel sales reached $54.2B in 2023 [69]

U.S. online apparel and accessories sales were $51.3B in 2022 [69]

U.S. online apparel sales were $46.8B in 2021 [69]

U.S. online apparel sales were $37.0B in 2020 [69]

U.S. online apparel sales were $28.8B in 2019 [69]

U.S. online apparel sales were $26.0B in 2018 [69]

U.S. online apparel sales were $23.9B in 2017 [69]

U.S. online apparel sales were $21.8B in 2016 [69]

U.S. online apparel sales were $20.0B in 2015 [69]

U.S. online apparel sales were $18.5B in 2014 [69]

U.S. online apparel sales were $16.9B in 2013 [69]

U.S. online apparel sales were $15.4B in 2012 [69]

U.S. online apparel sales were $13.8B in 2011 [69]

U.S. online apparel sales were $12.6B in 2010 [69]

U.S. online apparel sales were $11.3B in 2009 [69]

U.S. online apparel sales were $10.1B in 2008 [69]

U.S. e-commerce share of total retail sales was 16.8% in 2023 [69]

U.S. e-commerce sales (all categories) were $1.1T in 2023 [69]

U.S. e-commerce sales were $1.03T in 2022 [69]

U.S. e-commerce sales were $936B in 2021 [69]

U.S. e-commerce sales were $861B in 2020 [69]

U.S. e-commerce sales were $694B in 2019 [69]

U.S. e-commerce sales were $601B in 2018 [69]

U.S. e-commerce sales were $554B in 2017 [69]

U.S. e-commerce sales were $515B in 2016 [69]

U.S. e-commerce sales were $472B in 2015 [69]

U.S. e-commerce sales were $400B in 2014 [69]

Global online clothing and footwear market reached $619B in 2022 [70]

Global online clothing and footwear market forecast to reach $1,016B by 2028 [70]

China’s online clothing and apparel retail sales were RMB 773.8B in 2023 [71]

India’s online apparel and footwear retail market was $24.6B in 2023 [72]

UK online clothing and footwear sales were £16.9B in 2023 [73]

Germany online clothing and footwear sales were €24.1B in 2023 [74]

France online clothing and footwear sales were €13.2B in 2023 [75]

Japan online clothing and footwear sales were ¥1,687B in 2023 [76]

Canada online clothing and footwear sales were C$8.6B in 2023 [77]

Australia online clothing and footwear sales were A$9.8B in 2023 [78]

South Korea online clothing and footwear sales were KRW 6.7T in 2023 [79]

Brazil online clothing and footwear sales were R$ 29.5B in 2023 [80]

Mexico online clothing and footwear sales were MXN 85.3B in 2023 [81]

Spain online clothing and footwear sales were €9.1B in 2023 [82]

Italy online clothing and footwear sales were €8.5B in 2023 [83]

Sweden online clothing and footwear sales were SEK 8.0B in 2023 [84]

Netherlands online clothing and footwear sales were €7.1B in 2023 [85]

U.S. online apparel sales grew 18% in 2021 vs 2020 [69]

U.S. online apparel sales grew 38% in 2020 vs 2019 [69]

U.S. online apparel sales grew 10% in 2022 vs 2021 [69]

U.S. online apparel sales grew 6% in 2023 vs 2022 [69]

26% of consumers will pay more for sustainable apparel online [86]

47% of consumers say sustainability affects their buying decisions for apparel [87]

33% of consumers expect brands to provide more product sustainability information [88]

22% of shoppers say they buy secondhand apparel online [89]

44% of consumers have bought from a resale marketplace at least once [90]

70% of consumers say reviews influence purchase decisions [91]

87% of consumers read online reviews for local businesses [91]

49% of shoppers say they trust influencer recommendations [92]

53% of shoppers say they rely on product pages and details before buying apparel online [8]

42% of shoppers want more content like videos and images on product pages [93]

72% of consumers prefer learning about products via video [93]

65% of people are visual and video helps convey information [93]

68% of ecommerce marketers say targeted advertising improves performance [94]

61% of marketers say they use personalization tactics [95]

34% of marketers say they lack data to personalize [95]

55% of consumers say they expect tailored product recommendations [96]

80% of consumers are more likely to purchase when brands offer personalized experiences [97]

48% of shoppers say they add items to cart based on “related products” recommendations [98]

24% of shoppers say they use size recommendations to find the right fit [99]

52% of apparel shoppers say they prefer to browse “lookbooks” online [100]

46% of shoppers say they prefer brands with strong content marketing [101]

64% of consumers expect consistent promotions across channels [3]

39% of marketers say automation improved their marketing productivity [102]

30% of online apparel shoppers abandon due to lack of fit information [103]

25% of shoppers cite “lack of reviews” as a reason they don’t buy [104]

41% of shoppers say they have used a “buy now, pay later” option for apparel purchases [105]

“Buy now, pay later” usage in the US increased to 43% of online shoppers in 2023 [105]

60% of consumers say they would use BNPL if available [106]

44% of shoppers say they use promo codes to get discounts [107]

37% of shoppers say free shipping is the biggest driver of online purchases [108]

48% of consumers say they will abandon a cart due to unexpected shipping costs [109]

62% of consumers expect discounts during holidays [110]

55% of consumers say they compare prices across multiple websites before buying apparel [111]

Price is the top factor for online apparel purchases for 66% of shoppers (US) [112]

58% of shoppers say loyalty programs influence repeat apparel purchases [113]

35% of shoppers say “limited time” discounts drive faster purchase decisions [114]

47% of shoppers say they wait for sales for apparel rather than buying full price [115]

28% of shoppers say “personalized offers” are their primary discount incentive [116]

43% of online shoppers expect to be able to return items easily [117]

30% of online shoppers have returned an item at least once in the last 12 months [118]

Clothing returns are about 30% of all orders in the US [119]

The overall online return rate for clothing in the US is 20%–30% [120]

Retailers’ return processing costs can be $100B+ annually in the US [121]

Fraud losses in ecommerce increased to $41.4B globally in 2023 (est.) [122]

Chargeback fraud and operational fraud are major ecommerce fraud types [123]

29% of ecommerce retailers reported chargeback abuse as a key issue [124]

22% of returns are due to sizing issues (apparel) [125]

64% of consumers expect free returns [126]

36% of consumers say return policies influence where they shop for apparel [126]

41% of consumers say they will shop again if returns are easy [126]

58% of consumers say faster refunds improve return satisfaction [127]

53% of shoppers prefer drop-off returns over shipping [128]

32% of shoppers have used lockers for returns [129]

26% of shoppers have used pickup points for returns [130]

18% of consumers cite return shipping cost as a reason for return avoidance [128]

24% of ecommerce retailers said reverse logistics is a top operational challenge [131]

60% of consumers say they prefer buying from brands with easy return policies [126]