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Asia-Pacific Clothing B2C E-Commerce Market 2015

Asia-Pacific Clothing B2C E-Commerce Market 2015

Mobile a major trend in clothing B2C E-Commerce in Asia-Pacific

Clothing is one of the largest segments of the B2C E-Commerce markets worldwide. Clothing rivals closely the consumer electronics category for first rank among product categories by share of online shoppers buying worldwide and tops it in many countries. Pure online, store-based mass merchants and clothing specialists compete for a share in this booming market.

Clothing has been the most purchased physical product in recent years in many countries across the Asia-Pacific region, including China, India, Indonesia, Vietnam and others. In China B2C E-Commerce approached a one-third share of total retail sales of clothing in 2014. Mobile strategy has become vitally important for both online and store-based retailers of apparel. South Korea is the worldwide leader by share of consumers buying clothing via smartphones: according to a survey, close to one in three online buyers of clothing conducted their last purchase via smartphone. Furthermore, M-Commerce reached a high double-digit share on total online sales of clothing in South Korea. This suggests that mobile optimized websites, applications and a seamless shopping experience across different channels has become vitally important.

The competition landscape features online pure-plays, store-based and multichannel retailers, clothing specialists, brands and mass merchants. In China and Japan, online mass merchants and marketplaces are the most popular destinations among online shoppers who want to buy clothing. Tmall maintains a dominant share of the online clothing market in China, hosting local and foreign brands and sellers. In India, the largest general online retailers merge with clothing specialists to increase their share of the booming market: Flipkart acquired the online fashion store Myntra in 2014 and Amazon was reported to be in talks to buy another one, Jabong.


1. Management Summary
2. Global
Products to Purchase Online in the Next 6 Months, incl. Clothing, in % of Internet Users, Q1 2014
Product Categories Purchased Online, incl. “Fashion and Apparel”, in % of Online Shoppers, by Selected Countries, July 2014
Share of Online Shoppers Who Made Their Last Online Purchase of Clothing and Footwear via Smartphone, by Selected Countries, in %, Q1 2014
Places to Purchase Clothing and Footwear from After Researching the Product Online, by Online and In Store, in % of Shoppers Who Researched the Product Online, Q1 2014
Share of Clothing and Footwear on Cross-Border Online Purchases, by Regions, in %, 2014
3. Asia – Pacific
3.1. Regional
Breakdown of the Last Online Purchase of “Clothing & Footwear”, by Type of Merchant Purchased From, in % of Online Shoppers, by Country, Q1 2014
3.2. China
Overview of Clothing B2C E-Commerce Market and Players, January 2015
Product Most Purchased Online, incl. Clothing, in % of Female Online Shoppers, 2013
Product Most Purchased Online, incl. Clothing, in % of Male Online Shoppers, 2013
Top 3 Product Categories Purchased in Cross-Border B2C E-Commerce, incl. “Apparel, Accessories and Handbags”, in % of Cross-Border Online Shoppers, August 2014
B2C E-Commerce Sales of Apparel, in CNY billion, 2012 - 2014e
B2C E-Commerce Sales of Clothing, in CNY billion and in % Year-on-Year Change, Q1 2013 - Q3 2014
Share of Clothing on Total B2C E-Commerce Sales, in %, Q1 2013 - Q3 2014
Share of B2C E-Commerce on Total Sales of “Apparel, Hats and Bags”, in %, 2013
Average Online Spending on Apparel per Oder, by Age Group, in CNY, 2013
Top 10 Brands of Women’s Clothing on Tmall/Taobao Marketplace, by Sales Value, in CNY million, September 2014
Top 10 Brands of Men’s Clothing on Tmall/Taobao Marketplace, by Sales Value, in CNY million, September 2014
Breakdown of Clothing B2C E-Commerce Market by Players, in %, Q3 2014
3.3. Japan
Overview of Clothing B2C E-Commerce Market and Players, January 2015
B2C E-Commerce Sales of Clothing and Accessories, in JPY billion, 2011, 2012 & 2013
Share of B2C E-Commerce on Total Sales of Clothing and Accessories, in %, 2012 & 2013
3.4. South Korea
Overview of Clothing B2C E-Commerce Market and Players, January 2015
E-Commerce Sales of Clothes, Fashion and Related Goods, in KRW billion, 2011, 2012 & 2013
E-Commerce Sales of Clothes, Fashion and Related Goods, in KRW billion, Q1 2013 - Q3 2014
M-Commerce Sales of Clothes, Fashion and Related Goods, in KRW billion, Q1 2014 - Q3 2014
Product Categories Purchased in B2C E-Commerce, in % of Online Shoppers, 2013
3.5. Australia
B2C E-Commerce Sales of Women’s Clothing, in AUD million, 2009 & 2014e
B2C E-Commerce Sales of Men’s Clothing, in AUD million, 2009 & 2014e
Breakdown of B2C E-Commerce Sales, by Product Categories, incl. “Fashion Products”, in % and in AUD billion, 12 Months to March 2013
Product Categories Purchased in B2C E-Commerce, incl. “Clothes, Cosmetics or Jewellery”, in % of Online Shoppers, 2012/2013
Products Most Purchased Online from Local Websites, incl. “Women’s Clothing” and “Men’s Clothing”, by Four-Week Average Number of Buyers, in thousands, 12 Months to September 2014
Products Most Purchased Online from Overseas Websites, incl. “Women’s Clothing”, “Men’s Clothing” and “Shoes/Footwear”, by Four-Week Average Number of Buyers, in thousands, 12 Months to September 2014
3.6. India
Overview of Clothing B2C E-Commerce Market and Players, January 2015
B2C E-Commerce Sales of Fashion, Footwear and Accessories, in USD million, 2012, 2013 & 2016f
Breakdown of B2C E-Commerce Transactions Number and Value, by Product Categories, incl. “Fashion, Footwear and Accessories”, in %, 2013
3.7. Indonesia
Products Purchased Online, incl. “Apparel”, “Shoes”, “Bags”, “Watch”, in % of Online Shoppers, 2013
Products to Purchase Online in the Next 6 Months, incl. “Clothing/Accessories/Shoes”, in % of Internet Users, Q1 20144.8. New Zealand
Breakdown of B2C E-Commerce Sales, by Product Categories, incl. “Fashion Products”, in %, 2013
Breakdown of B2C E-Commerce Sales, by Product Categories, incl. “Fashion and Accessories”, in %, 12 Months to April 2014
Product Categories Purchased in B2C E-Commerce, in %, 2013
3.9. Malaysia
Products Purchased Online, in % of Online Shoppers, 2013
3.10. Singapore
Average Online Spending on Selected Product Categories, incl. “Watches”, “Fashion”, “Shoes”, in USD, 3 Months to May 2014
3.11. Thailand
Product Categories Purchased Online via Social Media, in % of Online Shoppers Buying via Social Media, May 2013
Breakdown of E-Commerce Businesses, by Segment, incl. “Fashion and Accessories”, in %, May 2013
3.12. Vietnam
Products Purchased Online, incl. “Clothes, Shoes, Cosmetics”, in % of Online Shoppers, 2013
Breakdown of Frequency of Fashion Product Return and Reasons for Return, in % of Shoppers who Purchased Fashion Products Online, December 2014
Share of Online Buyers of Fashion Products who Ordered Fashion Products Online via Facebook Pages, in %, December 2014
E-Commerce Websites Used to Purchase Fashion Products from, in % of Online Shoppers who Purchased Fashion Products, by Age Group, December 2014

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