Amazon, ASOS and eBay are the most commonly visited fashion websites in the United Kingdom, as of 2021, according to this report. The report provides insights into possible future developments of the industry, based on the forecasted market values, consumers’ preferences and intentions, as well technological trends.
B2C E-Commerce apparel sales in Europe are projected to progressively accelerate over the years following a spike in 2020
A large percentage of Europe saw growth in apparel E-Commerce sales, especially notable after the COVID-19 Health crisis of 2020. In the United Kingdom, B2C textile, apparel and footwear E-Commerce growth is expected to reach nearly a quarter in 2021, due to the country's lockdowns. In Germany, B2C E-Commerce sales in the apparel category showed the highest year-over-year growth in the first quarter of 2021, leading other categories. Ukraine is also projected to see a gradual acceleration in online apparel purchases over the next few years, with B2C E-Commerce sales reaching more than half a billion U.S.
dollars by 2023.
In most European countries, Fashion and Apparel was the main product segment for online shopping in 2020
When it came to online shopping in most European countries, consumer choices focused on the fashion and apparel sector. In the United Kingdom, according to an October 2020 survey, clothing ranked second in future online shopping preferences, as it did in Germany. In Spain, the clothing product segment led others. In Russia clothing and shoes were the dominant choice for cross-border online shopping, while domestic B2C e-commerce sales clothing and shoes were the second most important category in 2020.
Online-only retailers are the leading choice for purchasing apparel online in European countries in 2021
Online-only retailers were commonly used across Europe to shop online for clothing items, as of 2020 and 2021. For instance, in Germany and the UK, as per a February 2021 survey, online-only retailers, such as Zalando, led the choice of shopping websites. In Ukraine, the leading fashion retail website was the local one, SHAFA, followed by domestic merchants Klubok and Kloomba.
Report Coverage
- This report covers the B2C E-Commerce market for clothing in Europe. It takes into account a wide definition of the clothing segment, including productsreferred to as apparel, fashion, clothing, accessories and footwear. The exact definition of the segment covered on each particular chart may differ depending on the original source used. Besides sales figures, penetration and rankings, this report also reveals important market trends that affect clothing B2C E-Commerce, such as mobile, cross-border and omnichannel shopping.
Report Structure
- The global chapter opens the report, including an overview of global market developments and trends
- Information about regional development and country comparisons are included
- The rest of the report contains country-specific information. Countries are grouped by advanced and emerging markets
Within the country chapters, the following information is covered, where available:
- B2C E-Commerce sales of clothing
- The share of online shoppers buying clothing online and the rank of this category among other product categories
- The share of B2C E-Commerce on total retail sales of clothing and the share of clothing on total B2C E-Commerce sales.
Not all types of information mentioned are provided for each country due to varying data availability. For the top countries, a ranking of E-Commerce websites specialized in clothing is included.
Please note: For this report, the purchase of an Enterprise license allows up to ten worldwide users of an organization access to the report
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. Europe
3.1. Regional
Online Purchases in “Clothes, Shoes & Accessories” Category, by Countries, incl. Germany, UK, Romania, in % of Online Shoppers and in % of Individuals, 2020
3.2. Advanced Markets
3.2.1. 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
3.2.2. 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
3.2.3. 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
3.2.4. 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
3.2.5. Italy
B2C E-Commerce Sales of “Apparel”, in EUR billion, 2019 & 2020
3.2.6. Netherlands
Online Spending on Product Categories, incl. “Clothing”, by Actual and Expected, in % of Respondents, Q1 2021 & 2026f
3.2.7. Belgium
Top 10 Product Categories Purchased Online in the Last 3 Months, incl. “Clothing/Shoes & Accessories”, in % of Online Shoppers, 2020
3.2.8. Sweden
Top Product Categories Purchased Online, incl. “Clothes”, in % of Adults, December 2020
3.2.9. 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
3.2.10. Denmark
Top Product Categories Purchased in the Past Week, incl. “Clothes, Shoes & Accessories”, in % of Respondents, 2019 & 2020
3.2.11. Austria
Top 10 Product Categories Purchased Online in the Last 28 Days, incl. “Clothing”, in % of Respondents, December 2020
3.3. Emerging Markets
3.3.1. 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
3.3.2. Poland
Product Categories Purchased Online, incl. “Clothing”, in % of Online Shoppers, November 2020
3.3.3. 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
3.3.4. 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
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Adidas
- Amazon
- American Eagle
- Apple
- Asos
- Boohoo Man
- 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
- Zooplus
- Zozo
Methodology
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