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Blog / Style & trends / 18 Fashion Ecommerce Statistics: Growth, Trends, and Insights

Style & trends

18 Fashion Ecommerce Statistics: Growth, Trends, and Insights

18 Fashion Ecommerce Statistics: Growth, Trends, and Insights
Sandra Ķempele

By Sandra Ķempele

13 min read

Did you know that the fashion industry—spanning apparel, accessories, and footwear—is the leading player in the ecommerce market

The ecommerce fashion market is buzzing, growing faster than ever on a global scale. If you’re eager to learn what’s driving this growth, you’ve come to the right place.

In this blog post, we’ll dive into 18 fashion ecommerce statistics that demonstrate how tech developments and changing consumer preferences have shaped the fashion industry, positioning itself at the forefront of ecommerce success.

Let’s get started!

Overview of the fashion ecommerce market

The online fashion market has rapidly transformed how we shop for clothes, shoes, and accessories, marking a significant shift from traditional brick-and-mortar retailing to a dynamic online landscape. Now, this bustling sector allows consumers to access a vast array of styles, trends, and brands at their fingertips.

Below, let’s look at the key numbers of the ecommerce fashion industry, exploring its current state and emerging trends.

1. The global fashion ecommerce market is projected to reach a staggering $1.2T by 2027.

Apparel makes up the majority of online purchases in the global fashion market, with the footwear, bags, and accessories segment also accounting for significant amounts of the apparel market by revenue worldwide.

That highlights the shifting consumer preferences toward online shopping, driven by the convenience of shopping 24/7, a wide selection of products, and the accessibility it offers. The fashion ecommerce industry is predicted to expand rapidly due to its global reach and personalized shopping experiences, all while adapting to tech advancements and consumer trends.

2. One-fifth of global fashion retail sales come from ecommerce.

The fact that 20% of fashion retail sales come from online stores underscores the widespread adoption of digital technologies by consumers around the world. The ability to compare prices, read reviews, and access a wider variety of products than in physical stores has helped ecommerce become a significant part of the fashion retail sector.

The growth is also driven by the diversity of ecommerce sites available for sellers of all sizes. From giant online marketplaces like Amazon to more niche websites and social commerce on Instagram, Facebook, and TikTok, it’s never been easier for fashion brands to engage and sell online. 

Fashion brands who can effectively integrate digital strategies into their business models are likely to lead the future of fashion retail.

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3. Asia is the largest market for fashion ecommerce, with revenue set to surpass $680B by 2027.

Asia’s economic development and urbanization have been driving its ecommerce boom. Countries like South Korea, China, and Japan lead in smartphone usage, making it easier than ever to buy apparel online.

Shein, a Chinese-founded online-only fashion retailer, has significantly contributed to the growth and visibility of Asia’s fashion market. In fact, Shein is the second most downloaded shopping app globally and boasts a valuation of over $100B.

a screenshot of a websiteSource: Shein

4. The apparel segment dominated the print-on-demand market, accounting for nearly 40% of the revenue share in 2022. 

Consumers are actively looking for products that resonate with their personal style and ethical values, an emerging trend particularly relevant for those starting a clothing brand. Print-on-demand (POD) services like Printful are at the forefront of addressing this demand, offering the capability for low-volume, highly customized orders.

Plus, ecommerce platforms are making it easier than ever to sell custom designs without the need for significant upfront investment. As technology evolves and consumer demands increase, the apparel segment’s share of the POD market is likely to expand further.

Among the five main categories—Fashion, Electronics and Media, Toys, Hobbies, and DIY, Furniture and Appliances, and Food and Personal Care—fashion claimed the largest dropshipping market share, according to a comprehensive analysis by Grand View Research in 2022. 

What’s more, the fashion sector is predicted to grow and achieve a Compound Annual Growth Rate (CAGR) of 24.8% by 2030

global dropshipping market by product typeSource: Grand View Research

The dropshipping model allows brands to offer a wide range of fashion items without holding inventory. Working together with dropshipping suppliers that can send products all over the world makes shipping and handling a lot easier, reducing logistical challenges. 

Additionally, clothing items are easy to dropship and customize. When partnering with a print-on-demand supplier, fashion brands can sell personalized items and offer added value even amidst fierce competition.

6. Online shoppers in the US are spending $220 per purchase—the highest average order value (AOV) in the fashion ecommerce market.

This statistic highlights a key trend in consumer spending behavior, indicating that American consumers are comfortable with online shopping. That’s likely bolstered by secure online payment methods, effective customer service, and shopping experiences that make higher-value purchases more appealing. For example, Black Friday deals or flash sales are known to increase consumer spending per order. 

The high AOV also highlights the importance of curating a premium product selection. More and more people are willing to invest in higher-priced fashion items and luxury goods online. For online retailers, there’s potential for growth in the luxury and premium sectors.

Consumer behavior and preferences

Today’s fashion consumers are looking for experiences, personalization, and convenience. They’re increasingly environmentally conscious, favoring sustainable and ethical brands. Social media has also significantly influenced purchasing habits, with influencers playing a key role in decision-making processes. 

To better understand shifting consumer behaviors, let’s look at the key statistics showing what shoppers look for when buying online. 

7. In the US, consumers prefer to shop for casual clothing, footwear, and athleticwear.

The growing preference for casual and athletic wear reflects a broader lifestyle shift toward comfort and functionality. The rise of remote work, accelerated by the pandemic, has led to a reassessment of daily attire, with many shoppers prioritizing comfort.

The increased focus on health and well-being has also played a crucial role in shaping consumer preferences toward athletic wear. The athleisure trend, which blurs the lines between workout gear and everyday wear, has become firmly entrenched in the fashion vocabulary. So, it’s not surprising that consumers are increasingly shopping for apparel that supports an active lifestyle.

8. More than half of the UK population buys clothing, shoes, and accessories online.

Britain is set to become the first country in Europe where the majority of clothing is purchased through online platforms. A country with major fashion retail players like ASOS, Boohoo, and Next, the UK has now reached a tipping point where most consumers are comfortable shopping for fashion online.

Looking ahead, the growth of ecommerce and online fashion retail in the UK signals a potential blueprint for other European brands to boost their online sales.

9. Women make up the majority of fashion ecommerce buyers and are most likely to fall within the 26 to 35-year-old age range.

Statista reports that at least 82% of shoppers worldwide between 26 and 35 years old had purchased a fashion item online in the previous 12 months. This age group is typically characterized by shoppers who are in the early to mid-stages of their careers, likely experiencing stability in their income and starting families. These factors contribute to increased spending, with fashion playing a key part.

Women in this age group highly value the convenience of online shopping, from the ease of browsing and purchasing to the home delivery of products. To attract these consumers, brands need to adopt a multi-channel online presence and actively engage on social media platforms like Instagram, TikTok, and Pinterest.

10. 60% of women worldwide report making their clothing purchases online on impulse.

The statistic underscores how ecommerce stores effectively use online marketing strategies to drive sales. Engaging content, targeted advertisements, and time-limited offers are likely contributing to spontaneous purchases. These tactics, coupled with the instant gratification offered by online shopping, create a conducive environment for impulse buying.

That also reflects the psychological aspects of shopping, particularly in the fashion category. The thrill of finding something new, the excitement of a good deal, or even the desire for a mood lift can trigger impulse purchases. Fashion ecommerce platforms, with their vast selection and constantly updated inventory, tap into these emotional drivers effectively.

Finally, this behavior also points to the challenges of overconsumption. While impulse buying can lead to a short-term dopamine hit, it may also result in buyer’s remorse or even financial strain.

11. In Europe, the fashion items that are most often returned are dresses, skirts, and backless slippers.

The high return rates point to a combination of issues with fitting, differences between how items are perceived online versus their actual appearance, and quick changes in fashion trends.

One way that fashion retailers could address this is by having more accurate sizing guides, adding realistic product imagery, and being open to customer feedback. In addition, sharing styling tips and customer photos shows potential buyers different ways to wear or accessorize an item and even how to mix and match their purchases.

12. Apparel and jewelry were the most sought-after gift items during Black Friday sales in 2023.

Jewelry and clothing traditionally hold sentimental value, so they’re often chosen as gifts to mark special occasions. In turn, this makes apparel and jewelry items popular choices during sales. 

Additionally, the economic backdrop leading up to Black Friday 2023 might have influenced consumers’ willingness to spend on more substantial, long-lasting goods, seeing them as investment pieces.

For retailers, this trend underscores the importance of offering compelling deals on fashion items during major sales events. It also suggests an opportunity to highlight the value, quality, and emotional significance of these products.

That shows a growing consciousness among consumers about the environmental impact of their purchases. The fashion industry, known for its considerable environmental footprint, is at the forefront of this scrutiny. 

Consumers are now seeking out brands that align with their values, prioritizing those that demonstrate a commitment to sustainability through eco-friendly materials, ethical labor practices, and minimized waste.

Transparency about sourcing, manufacturing processes, and the lifecycle of products can help build trust and brand loyalty with environmentally-conscious consumers. A prime example is Tala, a brand that has positioned itself strongly within the sustainable activewear market. Tala caters to the growing demographic of shoppers unwilling to compromise on style or ethics.

a screenshot of a websiteSource: Tala

This shift in consumer expectations also opens up growth opportunities for innovation, like the development of more sustainable materials, circular fashion models, and resale markets. 

The adoption of organic cotton, recycled polyester, and textiles made from bamboo reduces the environmental footprint of clothing production. 

14. Among things to buy second-hand, fashion is the most lucrative used goods category for online shoppers.

The online market for second-hand clothing is set to generate over $33B by 2027. Its rapid growth underscores consumer interest in sustainable, affordable clothing. By giving clothes a second life, the resale market is reducing the demand for new products.

Ecommerce platforms like Depop, Poshmark, and Vinted have played a key role in expanding the second-hand fashion market. These platforms have created accessible, user-friendly spaces for consumers to buy and sell pre-owned fashion items online. By offering a wide range of products from high-street to top luxury fashion brands, they cater to different consumer needs and preferences, making second-hand fashion increasingly popular.

a screenshot of a clothing storeSource: Vinted

The impact of technology on fashion ecommerce

Advanced technologies keep reshaping shopping experiences, offering personalized recommendations, virtual try-ons, and more secure transactions. The impact on fashion ecommerce has been transformative, helping the sector show agility and continuous growth. 

In this final section, we dive into the statistics that highlight how technological advancements have shaped the ecommerce fashion industry and what the future might hold.

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15. 81% of fashion ecommerce transactions now occur on mobile devices.

The data collected from a global database of fashion, jewelry, and home decor brands in 2022 reveals that only 20% of shoppers used their desktop computers to complete fashion transactions when shopping online. The convenience of mobile shopping, combined with the mobile-first user experiences offered by leading fashion companies, has changed consumer shopping behavior.

It’s no secret that mobile devices provide an on-the-go shopping experience that aligns with modern lifestyles. This necessitates that fashion brands prioritize mobile-friendly web designs, making sure that their websites and apps are easy to navigate, load quickly, and display products attractively on smaller screens. 

Additionally, mobile payments and seamless social media integrations improve the mobile shopping experience, making it easy for users to transition from inspiration to purchase.

16. Social commerce sales are expected to nearly triple by 2025.

This statistic points to the fact that social media platforms have transformed from mere channels for brand awareness into direct sales avenues. Shoppable posts, live shopping, and direct checkout features on platforms like Instagram, Facebook, and TikTok enable fashion brands to shorten the path to purchase and increase online sales.

screens screenshots of a phoneSource: TikTok Shop

As shoppers look to social media for fashion inspiration and advice, influencer endorsements and fashion trends increasingly guide their purchasing decisions. Influencer marketing is, therefore, a powerful mechanism for fashion brands to reach potential customers in a more engaging, effective way.

17. Nearly 50% of online shoppers in the US express a preference for personalized shopping.

Personalization has become a key differentiator in the competitive online fashion market. Brands are leveraging data analytics and artificial intelligence (AI) to offer personalized recommendations and tailored marketing messages.

For fashion and apparel retailers, personalization technologies can improve customer satisfaction by making shoppers feel understood on a personal level. In turn, repeat purchases and higher conversion rates boost ecommerce sales.

Overall, personalized shopping experiences help build a stronger emotional connection between the brand and the consumer, which is crucial for customer retention and word-of-mouth marketing.

18. The worldwide market for AI in fashion is expected to reach $4.4B by the end of 2027.

The forecasted market value of $4.4B points to the transformative impact AI technologies are set to have on the whole fashion industry. Recently, we’ve observed an increased adoption of AI tools within the fashion ecommerce sector, particularly for predicting ecommerce fashion trends and developing personalized shopping experiences.

AI is increasingly used to analyze customer data to help forecast future purchasing behaviors. That allows fashion ecommerce brands to tailor product recommendations and promotional offers to individual customers.

AI technologies also enable visual search capabilities, allowing customers to find similar products instantly. A notable recent example is Google’s “Circle to Search,” which allows users to move quickly from product discovery to purchasing from fashion retailers across the web. That makes it easy for consumers to find what they’re looking for, directly aligning with their taste.


In an industry where the only constant is change, the fashion ecommerce sector continues to evolve and redefine the customer experience. This article delves into the latest fashion ecommerce statistics and trends, from the rise of social commerce to the growing demand for sustainable practices.

As we move forward, the key for brands will be to remain agile, making the most of technology to create personalized, engaging shopping experiences that resonate with consumers’ values and lifestyles. Staying abreast of the latest developments will be key to understanding the broader implications for the fashion industry.

Read next: Athleisure Market Report: Trends and Opportunities


By Sandra Ķempele on Apr. 9, 2024

Sandra Ķempele

Guest author

Sandra is a freelance writer and educator with a background in art and communication. She holds an MA in Art Museum and Gallery Studies, and in her free time enjoys reading, museum visits, and outdoor adventures.

Sandra is a freelance writer and educator with a background in art and communication. She holds an MA in Art Museum and Gallery Studies, and in her free time enjoys reading, museum visits, and outdoor adventures.