5. Fashion is the leading category in the dropshipping market
Fashion claims the largest dropshipping market share in 2024.
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.
Source: Grand View Research
6. Online shoppers in the US are spending over $220 per purchase—the highest average order value (AOV) in the fashion ecommerce market
Th big spend is 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 customer spending per order.
The high AOV also highlights the importance of curating a premium product selection as more people are willing to invest in higher-priced fashion items and luxury goods online. For online retailers, there’s potential for growth in luxury fashion.
Consumer behavior and preferences
Today’s fashion shoppers are looking for experiences, personalization, and convenience. They’re increasingly environmentally conscious, favoring sustainable and ethical brands. Social media has also significantly impacted 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 people look for when shopping online.
With remote work becoming the norm, the need for stiff office attire has taken a backseat, making room for clothing that’s both comfortable and versatile. Consumers are choosing functional, easy-to-wear pieces that transition seamlessly from home to errands to workouts, proving that style and practicality can go hand in hand.
At the same time, a growing focus on health and well-being has propelled the demand for athletic wear beyond the gym. The athleisure movement, once a niche category, is now a wardrobe staple. Whether it’s breathable fabrics or sleek silhouettes, today’s shoppers want apparel that keeps up with their active lifestyles—without compromising on style.
8. Nearly half of the EU population buys clothing, shoes, and accessories online
In 2024, 46% of EU shoppers bought clothing, shoes, or accessories online. This is largely driven by leading European retailers like Zalando, ABOUT YOU, and ASOS. They attract millions of shoppers with vast selections, fast shipping, and hassle-free returns.
Zalando, Europe’s largest online fashion marketplace, sets the standard with AI-powered recommendations and a diverse brand portfolio. ABOUT YOU stands out with its influencer-driven shopping experience, making fashion feel more personal and engaging. Meanwhile, ASOS is a favorite for trend-conscious consumers, offering everything from high-street staples to premium designer pieces.
The rise of fashion ecommerce in the EU reflects shifting consumer expectations—convenience, variety, and speed now matter more than ever. Features like same-day delivery, flexible payment options, and sustainable collections are shaping the way Europeans shop for fashion, pushing retailers to innovate and stay ahead in this highly competitive market.
9. Women, ages 26 to 35-year-old, are the majority of fashion ecommerce buyers
Reports show that at least 82% of shoppers between 26 and 35 years old had bought a clothing 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 ads, and time-limited offers are likely contributing to spontaneous purchases. These tactics, coupled with the instant gratification of online shopping, tip the scales toward 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.
Finally, this behavior also points to the challenges of overconsumption. While impulse buying can lead to a short-term dopamine hit, it also results in buyer’s remorse or even financial strain.
11. In Europe, dresses, skirts, and backless slippers are the most often returned fashion items
High return rates usually result from a few things: inaccurate sizing, visual misrepresentation, and fast-changing ecommerce fashion trends.
Fashion retailers should address this through precise sizing guides, realistic product visuals, and welcoming customer feedback. In addition, sharing styling tips and customer photos shows potential buyers different ways to wear or accessorize an item.
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