Europe Clothing B2C E-Commerce Market 2016

Europe Clothing B2C E-Commerce Market 2016

Apparel leads products purchased online in Europe, says report from yStats.com

Apparel was purchased by more than half of online shoppers in the EU las year, and was the leading product category purchased online in many countries of the continent, according to the yStats.com publication. The major online fashion sellers in Europe include store-based clothing retailers such as H&M and NEXT as well as online pure-play merchants ASOS, Zalando, Wildberries and others.

The share of online purchases compared to total retail clothing sales exceeded 10% in the UK and approaches that figure in some other nations of Western Europe. The yStats.com report reveals that the B2C E-Commerce share of total apparel sales in Germany is predicted to reach over one third by 2025. The double digit growth rate of Internet fashion sales in some emerging nations of Eastern Europe augers an increasing online share of total retail sales in that region also.


1. Management Summary
2. Global Developments
Product Categories Purchased Online, incl. “Fashion-Related Products”, in % of Online Shoppers, Q4 2015
Product Categories Most Purchased Online, by Generation, incl. “Apparel”, in % of Online Shoppers, November 2015
Product Categories Purchased Cross-Border, incl. “Clothing and Footwear”, in % Cross-Border Online Shoppers, September 2015
Breakdown of Preferred Channels of Buying “Clothing and Footwear”, in % of Online Shoppers, September 2015
Top 20 Clothing E-Commerce Websites, by Website Rank, incl. Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, July 2016
3. Europe Regional
Product Categories Purchased Online in the EU, incl. “Clothes, Sports Goods”, in % of Online Shoppers, 2015
Share of Online Shoppers Buying “Clothing, Sports Goods” Online, by EU Countries, Switzerland, Norway and Turkey, in % of Online Shoppers and in % of Individuals, 2014 & 2015
B2C E-Commerce Sales of Clothing and Footwear, by the UK, Germany and Italy, in USD billion, 2015 & 2020f, and CAGR, in %, 2015-2020f
Share of Online Shoppers Purchasing “Clothing and Footwear” Online, in % and in millions, by Belgium, France, Germany, Italy, the Netherlands, Poland, Scandinavia, Spain, the UK, April 2015
Share of Internet Users Webrooming and Showrooming for “Clothing, Shoes and Accessories”, Compared to “Electronics”, by Germany, Austria and Switzerland, in %, May 2015
4. Western Europe
4.1. UK
Overview of Clothing B2C E-Commerce Market, August 2016
B2C E-Commerce Sales of Clothing and Footwear, Electrical and Electronic Goods and Groceries, in GBP billion, 2014 & 2015e, in % Share of Total B2C E-Commerce Sales and in % Share of Retail Sales in the Respective Category, 2015e
B2C E-Commerce Sales of Clothing and Footwear, in GBP billion, B2C E-Commerce Share of Total Retail Sales of Clothing and Footwear, in %, and B2C E-Commerce Share of Total Retail Sales of Clothing, in %, 2015 & 2020f
B2C E-Commerce Share of Total Retail Sales of Textile, Clothing and Footwear Retailers, Compared to B2C E-Commerce Share of Total Retail Sales, in %, 2011-2015 & Q1-Q2 2016
Product Categories Purchased Online, incl. “Clothes or Sports Goods”, in % of Online Shoppers, Q1 2015 & Q1 2016
Product Categories Purchased Online, incl. “Clothes or Sports Goods”, in % of Online Shoppers, by Age Group and Gender, Q1 2016
Overview of Clothing B2C E-Commerce Players, August 2016
Breakdown of Device Usage by Unique Visitors to 10 Selected Clothing Retailers’ Websites, by Device, in %, December 2015
Top 10 Clothing E-Commerce Websites, by Website Rank, incl. Total Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and UK’s Share of Total Visits, in %, July 2016
4.2. Germany
Overview of Clothing B2C E-Commerce Market and Players, August 2016
B2C E-Commerce Sales of Clothing, in EUR billion, and Year-on-Year Change, in %, 2011 - 2015
B2C E-Commerce Sales of Fashion and Accessories, in EUR billion, 2014 & 2015
Breakdown of B2C E-Commerce Sales of Fashion and Accessories by Sub-Categories, in %, 2014
B2C E-Commerce Share of Total Retail Sales of Clothing, Shoes and Accessories, in %, 2015 & 2025f
Product Categories Purchased Online, incl. “Clothing and Sports Goods”, in % of Online Shoppers, Q1 2015
Top 5 Online Clothing Shops by B2C E-Commerce Revenue, in EUR million, 2014
Top 5 Online Shops and Marketplaces to Purchase Clothing and Shoes, in % of Clothing Online Shoppers, October 2015
Top 10 Clothing E-Commerce Websites, by Website Rank, incl. Total Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Germany’s Share of Total Visits, in %, July 2016
4.3. France
B2C E-Commerce Sales, by Product Category, in EUR billion, and Share of Total Retail Sales in the Respective Category, in %, incl. “Clothing”, 2015
B2C E-Commerce Sales of Clothing, Shoes and Home Textile, in EUR billion, 2014 & 2015
Product Categories Purchased Online, in % of Online Shoppers, 2015
Product Categories Purchased Online via Desktop and Smartphone, incl. “Clothing’, in % of Internet Users and in % of Mobile Internet Users, H1 2016
Breakdown of B2C E-Commerce Sales of Clothing by Retailer Types, in %, 12 Months to June 2015
Top 10 Clothing E-Commerce Websites, by Website Rank, incl. Total Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and France’s Share of Total Visits, in %, July 2016
4.4. Spain
Breakdown of B2C E-Commerce Sales of Fashion by Sub-Categories, in % and in EUR million, 2015
B2C E-Commerce Share of Total Retail Sales of Clothing, Footwear, Accessories and Home Textiles, in Q1 2014 – Q2 2016
Number of Online Shoppers of Clothing, Footwear, Accessories and Home Textiles Online, in millions, February 2014, February 2015 & February 2016
Products Purchased Online, incl. “Fashion”, in % of Online Shoppers, 12 Months to November 2015
Products Purchased via Mobile, incl. “Fashion”, in % of Online Shoppers, 12 Months to November 2015
4.5. Italy
B2C E-Commerce Sales of Clothing and Accessories, in EUR billion, 2015 & 2016f
B2C E-Commerce Exports of Clothing and Accessories, in EUR billion, 2015 & 2016f
B2C E-Commerce Share of Total Retail Sales of Clothing and Accessories, in %, 2015 & 2016f
Breakdown of Online Purchases of Clothing by Retailer Segment and Type, in %, 2016f
Breakdown of Online Purchases of Clothing by Sub-Categories, in %, 2016f
4.6. Netherlands
B2C E-Commerce Sales of Clothing and Shoes, in EUR million, 2014
Online Share of Total Spending on Clothing, in %, H1 2015 & 2020f
Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Frequent Online Shoppers, 2014
4.7. Belgium
Product Categories Purchased Online, incl. “Clothing and Sports Equipment”, in % of Online Shoppers, 2014
4.8. Austria
Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Online Shoppers, Q1 2015
4.9. Switzerland
B2C E-Commerce Sales of Fashion and Shoes, in CHF billion, 2014 & 2015
5. Eastern Europe
5.1. Russia
B2C E-Commerce Sales of Clothing and Shoes, in RUB billion, 2014 & 2020f
B2C E-Commerce Sales by Product Categories, incl. “Clothing, Shoes”, in RUB billion, 2013 & 2014
Product Categories Purchased Online, in % of Online Shoppers, incl. “Clothing, Shoes, Sports Goods”, 2014 & 2015
Share of Online Purchasing “Clothing, Shoes and Sports Goods” Online, by Gender and Location Type, in %, 2014 & 2015
Share of Online Shoppers Purchasing Clothing and Footwear Online from Russian Online Shops, Chinese Online Shops and Others, by Total, Moscow, Large Cities, Medium Cities and Small Cities, in % of Online Shoppers, and Rank of Clothing and Footwear among Other Product Categories, 2015
Breakdown of Cross-Border E-Commerce Imports by Product Categories, incl. “Clothing and Shoes”, in %, 2015
Channels Used to Purchase Clothing, incl. Online, in % of Consumers, March 2015 & March 2016
Reasons for Buying Clothing Online, in % of Consumers Buying Clothing Online, March 2016
Top Online Retail Categories by Audience Reach, incl. “Apparel”, in million Unique Visitors, July 2015
Top 10 Online Shops Specialized in Clothing, Shoes an Accessories, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, and Average Check, in RUB, 2015
Top 10 Clothing E-Commerce Websites, by Website Rank, incl. Total Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Russia’s Share of Total Visits, in %, July 2016
5.2. Poland
Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Online Shoppers, 2014 & 2015
Product Categories Most Purchased Online, incl. “Clothing/Footwear”, in million Online Shoppers, April 2015
Product Categories Purchased from Foreign Online Merchants, incl. “Clothing and Accessories”, in % of Cross-Border Online Shoppers, April 2015
Average Monthly Online Spending per Shopper, by Selected Product Categories, incl. “Clothing and Accessories”, in PLN, April 2015
Most Known E-Commerce Websites for Buying Clothing Online, in % of Internet Users, April 2016
Top 10 Clothing E-Commerce Websites, by Website Rank, incl. Total Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Poland’s Share of Total Visits, in %, July 2016
5.3. Turkey
B2C E-Commerce Sales of Clothing and Footwear, in USD million, 2015 & 2020f
Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Online Shoppers, by Gender, 12 Months to March 2015
Product Categories Researched via Social Media Prior to Purchase, incl. “Clothing”, in % of Social Media Users, 2015
Top 10 Clothing E-Commerce Websites, by Website Rank, incl. Total Website Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Turkey’s Share of Total Visits, in %, July 2016
5.4. Greece
Product Categories Purchased Online, incl. “Clothes, Footwear, Sports Goods”, in % of Online Shoppers, 12 Months to March 2015
5.5. Czech Republic
Product Categories Purchased Online, incl. “Clothing, Footwear, Fashion Accessories, Sports Equipment”, in % of Online Shoppers, by Gender and Age Group, Q2 2015
Breakdown of Online Shops’ Market Share in the “Fashion & Clothing” Category, in %, H1 2015
5.6. Ukraine
B2C E-Commerce Sales of Clothing and Shoes, in USD million, 2014 & 2015
Breakdown of Online Shops in the Segment “Clothing and Shoes” by Market Share, in %, 2014 & 2015
5.7. Romania
Top 3 Product Categories in B2C E-Commerce, by Rank, incl. “Fashion”, 2014 & 2015
Average Check in Selected Online Shopping Categories, incl. “Fashion”, in RON, 2014 & 2015
5.8. Hungary
Breakdown of Product Categories Purchased Online, incl. “Clothing, Accessories, Sports Equipment”, in % of Online Shoppers, 2014
5.9. Kazakhstan
Product Categories Purchased Online, incl. “Clothing, Shoes”, in % of Online Shoppers, 2013 & 2014
Breakdown of B2C E-Commerce Sales of Top 50 Online Shops by Product Categories, incl. “Clothing and Shoes”, in % and in USD million, 2014
Breakdown of B2C E-Commerce Sales of the Top 5 Online Shops in the Category “Clothing and Shoes”, by Companies, in %, 2014
6. Scandinavia
6.1. Sub-regional
Share of Online Shoppers Purchasing Clothing and Footwear Online, and in Cross-Border Online Shopping, Showrooming and Webrooming, in % of Online Shoppers in the Respective Group, and Rank of Clothing and Footwear among Other Categories, by Denmark, Finland, Norway, Sweden, and Scandinavia (Total), 2015
6.2. Sweden
B2C E-Commerce Sales of Clothing and Shoes, in SEK billion, 2013 - 2015
B2C E-Commerce Share of Total Retail Sales of Clothing and Shoes, in %, 2015
Product Categories Purchased Online, in % of Online Shoppers, Q3 2015

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook