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Fashion Ecommerce: 11 Essential Statistics

Fashion Ecommerce: 11 Essential Statistics


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During 2020 SaleCycle witnessed more than 77 million online conversions in the online fashion market from 150 of the world’s biggest and most prestigious fashion brands. 

We’ve compiled a list of online apparel shopping statistics in the online fashion market. These fashion ecommerce statistics include online fashion traffic, shopping cart abandonment, average order value stats & trends and much more.

Understanding key online fashion statistics will help you analyse your own fashion marketing performance while also being able to benchmark success of your campaigns. For example understanding peak times for online shopping and best retail months online allows for much more effective and targeted campaigns towards higher intent buying. 

Below we take a look at some key statistics in the fashion ecommerce market. 


Global Fashion Ecommerce Market

According to Statista, the global online fashion market was worth $533 billion in 2018, and is predicted to grow to $872bn by 2023. This is a clear sign that the demand for clothing and footwear is on an upward trend across the world and the online fashion market size is growing.

Womenswear was the best selling apparel in the ecommerce fashion market with the US alone accounting for $187 billion with $86 billion in menswear. Sportswear is valued at $353.5 billion worldwide. Sportswear has seen a very high level of growth recently. The pandemic has changed customer’s buying habits and daily lives. We explore how coronavirus has affected ecommerce in a recent article.

Global online fashion sales stats

Fashion Sales by Device

Online consumers in the last 10 years have been changing the way they buy products in the fashion industry. There are more digital transactions and online sessions coming from mobile devices and the fashion ecommerce market has been effective when it comes to converting mobile traffic into sales. Mobile accounts for 66% of online sales in the fashion industry and accounts for 76% of online traffic, according to SaleCycle client data 2020/2021.

share of traffic and sales by device in fashion ecommerce

Fashion and SEO

The PI Datametrics UK fashion market leaders report shows Next has the highest ‘share of voice’ meaning it is the most visible website in organic search results for fashion keywords. 

ASOS has taken over Debenhams in the last 12 months to take second place with retail giant Amazon taking 5th place in the table. 

fashion retailers share of voice

In the US, Amazon dominates the search results commanding 11.40% share of voice. Macy’s comes in at second place with Wikipedia and Pinterest also appearing in the top 20. This suggests fashion websites in the US have a lot of room to grow their SEO strategies. 

US fashion retailers share of voice

Online Traffic Patterns In Fashion

Each sector has a peak in online traffic, sales and activity. The fashion and apparel shopping traffic statistics show summer months and festival seasons perform well but November, around Black Friday sales, Cyber Monday, Thanksgiving and Christmas performs best. Using a browse abandonment solution is a great idea when you anticipate traffic to be high because this gives you a larger sample of data to collect, which feeds down into the rest of your marketing activity.

The seasonality of the fashion sector is a great platform to use when planning your conversion rate optimisation strategy. 

online fashion traffic in 2020

Total Fashion Products Sold  

Client data from SaleCycle shows November is the best performing month for online sales and converting fashion ecommerce customers. This also correlates with the majority of traffic visiting fashion websites in November. There is also a spike in online sales in May and July, which is around the summer months and festival seasons.

percentage of total fashion products sold per month

Average Order Value (AOV) In Fashion Ecommerce

SaleCycle data from 2020/2021 shows the average order value in the fashion industry is $97.97 with luxury fashion at $272.57 and consumer fashion significantly lower at $79.70. 

When we split these out by AOV by device we also notice that desktop devices have a much higher AOV than mobile in both luxury and consumer fashion. There are a suite of marketing tools to increase the average order value in the fashion industry. For example, collecting customer browsing and buying data to use cross selling in emails can increase the value of your baskets.

average order value in the fashion industry
average order value by device in fashion

Cart Abandonment In Fashion

Fashion websites used to enjoy the lowest abandonment rates of the sectors we monitor. However, as buying habits have changed due to COVID we notice retail cart abandonment rates are the lowest, which is perhaps down to essential buying such as groceries and pharmaceutical products. 

cart abandonment rate in fashion

Key Benefits of Shopping for Clothing Online

According to a survey by Rakuten there are a selection of reasons for choosing to buy online. The most popular reason is there’s more choice. However, it is widely known that there are better deals online with promo codes, sales and generally you can look at a handful of different websites to compare prices. 

why people buy fashion online stats

Cart Abandonment Rate by Device

The majority of online shopping sales volume and traffic comes from mobile devices. This means that the cart abandonment rate is understandably higher on mobile, but only by a small percentage.

cart abandonment rate by device

Email Marketing Conversion Rate Statistics In Fashion

The fashion industry traditionally has a solid conversion rate from email marketing. For example, fashion conversion rate has performed better than retail conversions in 2020. This is a significant statistic as we have already established retail had a lower cart abandonment rate than fashion due to the impact on buying habits from COVID. 

fashion email marketing metrics
retail email marketing statistics

Email Marketing Mobile vs Desktop In Fashion

Thanks to instant access to inboxes and optimised call the action (CTA) strategies via mobile the click rate on mobile is around 5% higher than desktop but the mobile conversion rate is very similar.. Although, engagement metrics like open rate and conversion rate are similar. The intent actions of users on mobile are stronger. 

mobile vs desktop email marketing

How To Use Fashion Ecommerce Statistics  

Online fashion retail trends and statistics make for an important platform to analyse your marketing and conversion rate optimisation plans. 

For example, online fashion trends in 2018, 2019 and 2020 may change with advancements in technology, customer’s buying habits and user behaviour may also change ahd have changed due to the impact of the global pandemic. This is why it’s always a good idea to analyse your industry data and compre fashion trends. 

One of the most significant changes in recent years has been the shift from the high street to online and then from desktop to mobile. In a previous SaleCycle ecommerce report we highlighted that mobile-add-to-cart rates were high on mobile compared to the actual conversion rates. However conversion rates on mobile are certainly improving. 

Reviewed by Brad Ward
Written by Graham Charlton
— Updated on 22/06/2021

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Brad Ward

Brad Ward is the SEO & Content Manager at SaleCycle. Brad is a former magazine journalist with over 8 years experience in digital, including SEO, social media and copywriting. Brad has written thousands of articles for a range of different sectors including online gambling, travel, education, sports and ecommerce.