Online Apparel Sales Statistics

Share of clothing and footwear purchases made online in the UK was 34% in 2023 [1]

Share of clothing and footwear purchases made online in Germany was 32% in 2023 [2]

Share of clothing and footwear purchases made online in France was 36% in 2023 [3]

Share of clothing and footwear purchases made online in Spain was 33% in 2023 [4]

Share of clothing and footwear purchases made online in Italy was 28% in 2023 [5]

Share of consumers who bought shoes online in the last 3 months (UK) was 52% in 2023 [6]

Share of consumers who bought clothing online in the last 3 months (Germany) was 44% in 2023 [7]

Share of consumers who bought clothing online in the last 3 months (France) was 46% in 2023 [8]

Share of consumers who bought clothing online in the last 3 months (Netherlands) was 51% in 2023 [9]

Share of consumers who bought clothing online in the last 3 months (Sweden) was 55% in 2023 [10]

Share of consumers who bought clothing online in the last 3 months (Norway) was 59% in 2023 [11]

Share of consumers who bought clothing online in the last 3 months (Denmark) was 53% in 2023 [12]

Share of consumers who bought clothing online in the last 3 months (Finland) was 50% in 2023 [13]

Share of consumers who bought clothing online in the last 3 months (Poland) was 41% in 2023 [14]

Share of consumers who bought clothing online in the last 3 months (Czechia) was 39% in 2023 [15]

Share of consumers who bought clothing online in the last 3 months (Austria) was 46% in 2023 [16]

Apparel is the most purchased category online (in the EU) with 78% of internet users buying online at least once [17]

71% of shoppers in the US have bought apparel online [18]

54% of US online shoppers said they prefer buying apparel online due to convenience [19]

60% of US online shoppers said they use free shipping promotions to decide apparel purchases [20]

46% of US online shoppers said product reviews help them choose apparel [21]

38% of US online shoppers said size charts help them choose apparel online [22]

34% of US online shoppers said they buy apparel because of discounts [23]

29% of US online shoppers said they buy apparel due to brand availability online [24]

81% of shoppers say they do research before buying apparel online [25]

57% of apparel shoppers compare prices on desktop and mobile before buying [26]

49% of consumers say they buy apparel online because of wider selection [27]

42% of consumers say they buy apparel online because of convenience [28]

37% of consumers say they buy apparel online due to discounts and promotions [29]

28% of consumers say they buy apparel online because they can read reviews [30]

73% of consumers say they use mobile devices to shop online [31]

50% of global web traffic comes from mobile devices [32]

58% of consumers say they will become repeat customers after a positive customer experience [33]

53% of shoppers use search engines to discover products online [34]

45% of shoppers say product discovery through social media influences what they buy [35]

33% of US shoppers say they shop via social media ads [36]

56% of shoppers say they have abandoned a purchase due to a complicated checkout process [37]

39% of online shoppers say they abandon because shipping costs are too high [38]

65% of consumers say they check mobile site speed before buying [39]

53% of mobile shoppers abandon pages that take longer than 3 seconds to load [40]

62% of consumers say they will use a mobile app to shop in the future [41]

41% of shoppers say they used a coupon or promo code on a mobile device [42]

44% of fashion consumers use Instagram to research products [43]

29% of fashion shoppers say TikTok influenced their purchasing decisions in 2023 [44]

37% of US online shoppers use chatbots to find products [45]

24% of US shoppers prefer to use live chat rather than email [46]

76% of consumers say they have increased purchases during the last 12 months due to better personalization [47]

80% of marketers say personalization improves customer experience [48]

72% of customers will only engage with brands that provide relevant offers [49]

20% of shoppers say they will not buy if the site isn’t secure (no trust) [50]

45% of shoppers say they are influenced by influencer posts [51]

33% of shoppers say they find products via email promotions [52]

55% of consumers say they’ve used a mobile app for fashion shopping [53]

62% of consumers say they would shop more if brands offered better mobile experiences [54]

U.S. online apparel sales grew 6% in 2023 vs 2022 [55]

Global online clothing and footwear market forecast to reach $1,016B by 2028 [56]

China’s online clothing and apparel retail sales were RMB 773.8B in 2023 [57]

India’s online apparel and footwear retail market was $24.6B in 2023 [58]

UK online clothing and footwear sales were £16.9B in 2023 [59]

Germany online clothing and footwear sales were €24.1B in 2023 [60]

France online clothing and footwear sales were €13.2B in 2023 [61]

Japan online clothing and footwear sales were ¥1,687B in 2023 [62]

Canada online clothing and footwear sales were C$8.6B in 2023 [63]

Australia online clothing and footwear sales were A$9.8B in 2023 [64]

South Korea online clothing and footwear sales were KRW 6.7T in 2023 [65]

Brazil online clothing and footwear sales were R$ 29.5B in 2023 [66]

Mexico online clothing and footwear sales were MXN 85.3B in 2023 [67]

Spain online clothing and footwear sales were €9.1B in 2023 [68]

Italy online clothing and footwear sales were €8.5B in 2023 [69]

Sweden online clothing and footwear sales were SEK 8.0B in 2023 [70]

Netherlands online clothing and footwear sales were €7.1B in 2023 [71]

26% of consumers will pay more for sustainable apparel online [72]

47% of consumers say sustainability affects their buying decisions for apparel [73]

33% of consumers expect brands to provide more product sustainability information [74]

22% of shoppers say they buy secondhand apparel online [75]

44% of consumers have bought from a resale marketplace at least once [76]

64% of consumers expect consistent promotions across channels [77]

53% of shoppers say they rely on product pages and details before buying apparel online [78]

87% of consumers read online reviews for local businesses [79]

49% of shoppers say they trust influencer recommendations [80]

65% of people are visual and video helps convey information [81]

68% of ecommerce marketers say targeted advertising improves performance [82]

34% of marketers say they lack data to personalize [83]

55% of consumers say they expect tailored product recommendations [84]

80% of consumers are more likely to purchase when brands offer personalized experiences [85]

48% of shoppers say they add items to cart based on “related products” recommendations [86]

24% of shoppers say they use size recommendations to find the right fit [87]

52% of apparel shoppers say they prefer to browse “lookbooks” online [88]

46% of shoppers say they prefer brands with strong content marketing [89]

39% of marketers say automation improved their marketing productivity [90]

30% of online apparel shoppers abandon due to lack of fit information [91]

25% of shoppers cite “lack of reviews” as a reason they don’t buy [92]

43% of online shoppers expect to be able to return items easily [93]

30% of online shoppers have returned an item at least once in the last 12 months [94]

Clothing returns are about 30% of all orders in the US [95]

The overall online return rate for clothing in the US is 20%–30% [96]

Retailers’ return processing costs can be $100B+ annually in the US [97]

Fraud losses in ecommerce increased to $41.4B globally in 2023 (est.) [98]

Chargeback fraud and operational fraud are major ecommerce fraud types [99]

29% of ecommerce retailers reported chargeback abuse as a key issue [100]

22% of returns are due to sizing issues (apparel) [101]

60% of consumers say they prefer buying from brands with easy return policies [102]

58% of consumers say faster refunds improve return satisfaction [103]

18% of consumers cite return shipping cost as a reason for return avoidance [104]

32% of shoppers have used lockers for returns [105]

26% of shoppers have used pickup points for returns [106]

24% of ecommerce retailers said reverse logistics is a top operational challenge [107]

“Buy now, pay later” usage in the US increased to 43% of online shoppers in 2023 [108]

60% of consumers say they would use BNPL if available [109]

44% of shoppers say they use promo codes to get discounts [110]

37% of shoppers say free shipping is the biggest driver of online purchases [111]

48% of consumers say they will abandon a cart due to unexpected shipping costs [112]

62% of consumers expect discounts during holidays [113]

55% of consumers say they compare prices across multiple websites before buying apparel [114]

Price is the top factor for online apparel purchases for 66% of shoppers (US) [115]

58% of shoppers say loyalty programs influence repeat apparel purchases [116]

35% of shoppers say “limited time” discounts drive faster purchase decisions [117]

47% of shoppers say they wait for sales for apparel rather than buying full price [118]

28% of shoppers say “personalized offers” are their primary discount incentive [119]

54% of clothing and footwear sales were made online in the UK in 2023 (online share of total sales) [120]

25% of EU consumers bought clothing and sports goods online in the last year (percentage of consumers) [121]

In the US, 46% of adults purchased clothing online in 2023 (percentage of adults) [122]

36% of apparel shoppers worldwide used mobile devices to make purchases (percentage of shoppers) [123]