Top global fashion industry players, such as H&M and Inditex, plan to shut some physical stores to focus more on online strategies
“Clothing” was the top segment to shop for online both locally and cross-border among consumers globally, as of 2021
Global fashion market shifts towards digital sales amid COVID-19 in 2020
The global fashion industry experienced a drastic decline the sales volume after the outbreak of the COVID-19 pandemic in 2020. In the meantime, the digital clothing market accelerated over the year with the consumers’ adoption of online shopping. More than half of the global retail growth is projected to come from online sales between 2020 and 2025, and around 10% of digital sales are expected to be in the hands of the fashion industry during that period. Dominant market players such as Global Fashion Group and ASOS saw sales growth of 10-20% from 2019 to 2020.
Online apparel market grew faster year-on-year in 2020 amid COVID-19 than the years before
A significant proportion of countries around the world saw an increase in apparel industry E-Commerce sales, especially after the COVID19 health crisis in 2020. For example, in Japan, the B2C apparel E-Commerce market grew faster in 2020 than between 2018 and 2019. South Korea also saw an increase in the value of its sales during the same period, with the apparel sector making the largest contribution to the country's B2C E-Commerce market in 2020. Online retail sales of apparel and accessories in the US increased year-over-year from 2019 to 2020 by nearly 19% which was the fastest growing product category.
The top visited websites for purchasing apparel online are Amazon and Shein, as of 2021
Shein was the most visited as of August 2021, according to the world ranking of the most popular clothing E-Commerce sites, with the US visitors prevailing. Moreover, in 2020, online apparel sales in the US were dominated by Amazon, followed by Target. In the UK, as of February 2021, the most popular industry players were Amazon and ASOS, followed by eBay. In Germany, online-only retailers, such as Zalando and Zooplus, were the most preferred ones when shopping for clothes, and following them was Amazon, as of 2021.
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Table of Contents
1. Management Summary
2. Global Developments
- Overview of Clothing B2C E-Commerce Market During & Post-COVID-19, October 2021
- COVID-19’s Impact on Market Players and News, October 2021
- Top 20 Clothing E-Comm. Websites, by Website Rank*, incl. Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Website Traffic, in %, August 2021
- Top Product Categories That Are Preferred to Be Purchased Online More, in % of Consumers, March 2021
- Top 3 Product Categories Purchased Online Cross-Border by Shoppers Aged 25 - 34, in % of Consumers, December 2020
- Top Product Categories That Will Be Purchased Online in the Future, incl. “Apparel”, in % of Consumers, October 2020
- Top 10 Product Categories Sold by Online Marketplaces, Number of Marketplaces, and Visits Per Month, in millions, April 2021
- Global Fashion Group Net Merchandise Value, in EUR million, and Year-on-Year Change, in %, 2019 & 2020
- ASOS Total Retail Sales, in GBP million, and Year-on-Year Change, in %, 2019 & 2020
3. Asia-Pacific
3.1. Advanced Markets
3.1.1. Japan
- B2C E-Commerce of “Clothing, Related Goods”, in JPY billion, 2018 - 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
3.1.2. South Korea
- B2C E-Commerce Sales of “Fashion”, in KRW trillion, 2019 & 2020
- B2C E-Commerce Transaction Value, in KRW trillion, Y-o-Y Change, in %, 2019 & 2020
3.1.3. Australia
- Purchases Made Online, by Selected Product Categories, in % of Respondents, September 2019 & September 2020
- Share of Online Sales of Domestic and International Merchants, by Selected Product Categories, and M-o-M and Y-o-Y Change, in %, September 2020
- Breakdown of E-Commerce Sales, by Category, Merchant Location (Domestic & International) and Product Category, in %, July 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
3.2. Emerging Markets
3.2.1. China
- Product Categories Imported Via Chinese E-Commerce Platforms, in % of Cross-Border Online Purchases, 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel, Footwear & Accessories”, in % of Adult Online Shoppers, February 2021
- Top Product Categories That Will Be Purchased Online in the Future, incl. “Apparel”, in % of Consumers, October 2020
3.2.2. India
- Breakdown of Online Sales During Festive Sale Period, by Product Category, incl. “Fashion”, in % of Value, 2019 & 2020
- Share of Kidswear Segment, in % of Overall Online Apparel Market, FY 2020 & FY 2021
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
3.2.3. Indonesia
- Top Product Categories Purchased Online and Offline, incl. “Fashion & Accessories”, in % of Respondents, H1 2021
- Product Categories Purchased Online, incl. “Fashion & Accessories”, in % of Respondents, H1 2020 & H1 2021
3.2.4. Thailand
- Product Categories Purchased in E-Commerce, incl. “Apparel & Accessories”, in % Online Shoppers, Q4 2020
3.2.5. Vietnam
- Top Product Categories Purchased Online in the Last 12 Months, incl. “Fashion”, in % of Online Shoppers, October 2020
3.2.6. Malaysia
- Top Product Categories Purchased on E-Commerce Platforms in the Past 6 Months, incl. “Fashion”, in % of Online Consumers, June 2021
- Top 10 Fashion E-Commerce Websites, by the number of Monthly Web Visits, in thousands, by AppStore and PlayStore Ranks, Q2 2020 & Q2 2021
4. North America
4.1. USA
- Apparel & Accessories Retail Sales Value, in USD billion, and Y-o-Y Change, in %, 2019 - 2023f
- B2C E-Commerce Sales Value, in USD billion, by Product Category, Y-o-Y Change, in %, Share, in % of Total B2C E-Commerce Sales, and in % of Total Retail Sales, 2021e
- Share of Apparel Sales, by Online and Offline, in % of Total Retail Apparel Sales, 2018 - 2020
- Breakdown of Top Online Apparel Merchants, in % of Online Apparel Sales, 2020
- Top Product Categories That Will Be Purchased Online in the Future, incl. “Apparel”, in % of Consumers, October 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Adult Online Shoppers, February 2021
- Amazon B2C E-Commerce Sales Value, in USD billion, by Product Category, Y-o-Y Change, in %, Share, in % of Total B2C E-Commerce Sales, and in % of Total Retail Sales, 2021e
4.2. Canada
- Share of Consumers Who Shop Less/Not at all In-Store for Fashion Items, in %, October 2020
5. Europe
5.1. Regional
- Online Purchases in “Clothes, Shoes & Accessories” Category, by Countries, incl. Germany, UK, Romania, in % of Online Shoppers and in % of Individuals, 2020
5.2. Advanced Markets
5.2.1. UK
- Textile, Clothing & Footwear B2C E-Commerce Sales Value, in GBP million, Year-On-Year Change, in %, 2019 - 2025f
- Top Fashion Shopping Sites, in % of Consumers, February 2021
- Top Product Categories That Will Be Purchased Online in the Future, incl. “Apparel”, in % of Consumers, October 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel, Footwear & Accessories”, in % of Online Shoppers, February 2021
- Top 10 Most Visited Fashion Websites, in % of Consumers, February 2021
- Top Popular Online Brands Purchased From In the Past Three Months, in % of Consumers, December 2020
5.2.2. Germany
- B2C E-Commerce Sales of Fashion-Related Product Categories, by Category, in EUR million, and Y-o-Y Change, in %, Q1 2020 & Q1 2021
- B2C E-Commerce Sales of “Clothing and Shoes”, in EUR billion, 2019 & 2020
- Top Channels for “Clothes, Shoes and Accessories” Online Shopping, in % of Consumers, February 2021
- Top Product Categories That Will Be Purchased Online in the Future, incl. “Apparel”, in % of Consumers, October 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
5.2.3. France
- Top Product Categories That Will Be Purchased Online in the Future, incl. “Apparel”, in % of Consumers, October 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
5.2.4. Spain
- Top 10 Product Categories Purchased Online in the Last 3 Months, incl. “Clothing/Shoes & Accessories”, in % of Online Shoppers, 2020
- Top Product Categories Purchased During COVID-19, incl. “Fashion”, in % of Online Shoppers, October 2020
5.2.5. Italy
- B2C E-Commerce Sales of “Apparel”, in EUR billion, 2019 & 2020
5.2.6. Netherlands
- Online Spending on Product Categories, incl. “Clothing”, by Actual and Expected, in % of Respondents, Q1 2021 & 2026f
5.2.7. Belgium
- Top 10 Product Categories Purchased Online in the Last 3 Months, incl. “Clothing/Shoes & Accessories”, in % of Online Shoppers, 2020
5.2.8. Sweden
- Top Product Categories Purchased Online, incl. “Clothes”, in % of Adults, December 2020
5.2.9. Switzerland
- B2C E-Commerce Sales of “Clothing and Shoes”, in CHF billion, 2019 & 2020
- Share of Non-Food Product Categories, incl. “Fashion/Shoes”, in % of Total Value, 2019 & 2020
5.2.10. Denmark
- Top Product Categories Purchased in the Past Week, incl. “Clothes, Shoes & Accessories”, in % of Respondents, 2019 & 2020
5.2.11. Austria
- Top 10 Product Categories Purchased Online in the Last 28 Days, incl. “Clothing”, in % of Respondents, December 2020
5.3. Emerging Markets
5.3.1. Russia
- Top 10 Product Categories Purchased, incl. “Clothing & Shoes”, in % of Online Shoppers, 2019 & 2020
- “Clothing & Shoes” B2C E-Commerce Sales, in RUB billion, January 2020 - December 2020
- Breakdown of Domestic B2C E-Commerce Sales by Product Categories, incl. “Clothes and Shoes”, in %, 2020
- Breakdown of Cross-Border E-Commerce Imports by Product Categories, incl. “Clothing and Shoes”, in %, 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
5.3.2. Poland
- Product Categories Purchased Online, incl. “Clothing”, in % of Online Shoppers, November 2020
5.3.3. Turkey
- Share of Consumers Who Purchased “Clothing Products” Online, in %, 2020
- Product Categories Purchased Online between January and March 2021, incl. “Clothes, Shoes & Accessories”, in % of Individuals, March 2021
5.3.4. Ukraine
- Clothing B2C E-Commerce Sales, in USD million, and Share, in % of Retail Sales, 2016 - 2023f
- Top 10 Clothing Online Stores, by Number of Visits, in millions, 2020
6. Latin America
6.1. Brazil
- Breakdown of Shopping Channels Preferred for Purchasing “Fashion” Items, in % of Internet Users, 2019 & 2021
- Product Categories Purchased, incl. “Fashion/Clothing”, by Online and Offline, in % of Internet Users, April 2021
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
6.2. Argentina
- Apparel B2C E-Commerce Sales, in BRL billion, Y-o-Y Change, in %, 2018 - 2020
6.3. Mexico
- Top Online Fashion Stores, in % of Online Shoppers, September 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
- Top Product Categories to be Purchased Online in the Following Months, incl. “Fashion & Accessories”, in % of Consumers, April 2020, October 2020 & January 2021
7. Middle East
7.1. Regional
- Overview of Clothing B2C E-Commerce Market and News about Players, October 2021
- B2C E-Commerce Market Value, by Product Category, in USD billion, incl. COVID-19 Adjustment, and Estimated B2C E-Commerce Penetration, in %, 2020e & 2025f
7.2. UAE
- Breakdown of Top E-Commerce Categories, incl. “Apparel & Footwear”, in % of B2C E-Commerce Market, 2020
7.3. Saudi Arabia
- Top Product Categories Purchased Online in the Last Month, in % of Adults, October 2020
- Top 10 Mobile Shopping Apps in the Apple App Store and Google Play Store, by Rank, July 2021
Samples
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Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Adidas
- Amazon
- American Eagle
- Apple
- Asos
- BoohooMan
- Burberry
- eBay
- Elle
- Farfetch
- FashionValet
- Fnac Darty
- Gap
- Global Fashion Group
- H&M
- Inditex
- JCpenney
- Liverpool
- Macys
- Marks and Spencer
- Motherhood
- Myntra
- Namshi
- Next
- Nike
- Noon Shopping
- Nordstrom
- Otto.de
- PayPal
- Pik
- SHAFA
- Shein
- Statistica
- Stockx
- Uniqlo
- Vinted
- Zalando
- Zalora
- Zara
- Zozo
- Zooplus
