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Europe Clothing B2C E-Commerce Market 2015

Europe Clothing B2C E-Commerce Market 2015

Clothing is Leading Product in Online Retail in Europe

Clothing has been the most purchased physical product in recent years in many countries across Europe, including the UK, Russia, Spain, Italy, and Turkey. In selected markets, such as Germany, it tops all other categories in terms of sales volume. Clothing was also the leading category in cross-border B2C E-Commerce in Europe in 2014. In Eastern Europe, its share was the highest, reaching half of all cross-border online purchases.

Mobile and omnichannel strategies have become of vital importance for both online and storebased retailers of apparel. While many consumers research clothing and footwear products online, they might eventually buy it online or offline. In Germany, for example, the majority of consumers say they use both online and offline shops to buy clothes and often compare prices between them. In the UK, click-and-collect has become a popular option in shopping for apparel and is actively used by store-based retailers to drive sales. Moreover, in a worldwide ranking, the UK followed right after the Asian countries by share of online shoppers who made their last purchase of clothing via mobile, as of early 2014.

The competition landscape features online pure-plays, store-based and multichannel retailers, clothing specialists, brands and mass merchants. German online clothing retailers Zalando and Bonprix were popular across several countries in Europe, as also were France-based La Redoute and UK-based Asos. European store based retailers of apparel such as H&M, C&A, Marks & Spencer and Next were also popular among online shoppers in the UK and Germany. In Russia and Turkey, flash sales online fashion stores such as Kupi VIP and Trendyol were likewise among the most popular websites to buy clothing online.


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. Europe
3.1. Regional
Share of Online Shoppers Buying Clothing, Footwear Online, by UK, Germany, Scandinavia*, France, Benelux, Spain, Italy and Poland, in % of Online Shoppers, 2013
Share of Online Shoppers Buying Clothing Online, by EU 5 Countries, in % of Online Shoppers, 2014
4. Western Europe
4.1. Sub regional
Breakdown of the Last Online Purchase of “Clothing & Footwear”, by Type of Merchant Purchased From, in % of Online Shoppers, by Country, Q1 2014
4.2. UK
Overview of Clothing B2C E-Commerce Market and Players, January 2015
B2C E-Commerce Sales of Clothing and Footwear, in GBP billion, 2013, 2014e & 2019f
Share of B2C E-Commerce on Total Retail Sales of Clothing and Footwear, in %, 2011 & 2014e
Share of Individuals Purchasing “Clothes, Sports Goods” Online, in %, 2011 - 2014
Products Purchased Online, incl. “Clothes, Sports Goods”, in % of Individuals, 2013 & 2014
Products Purchased Online, incl. “Clothes, Sports Goods”, in % of Individuals, by Gender & Age, 2014
Devices Used for Browsing and Buying Clothing Online, in % of Online Shoppers Buying Clothing Online, 2014
Overview of Top 5 Online Fashion Retailers, by Rank, November 2014
4.3. Germany
Overview of Clothing B2C E-Commerce Market and Players, January 2015
Products Purchased Online, incl. “Clothing, Sports Goods”, in % of Online Shoppers, 2013
Products Purchased Online, incl. “Clothing, Sports Goods”, in % of Online Shoppers in Respective Group, by Gender and Age Groups, 2013
B2C E-Commerce Sales by Product Categories, incl. “Clothing”, 2013
B2C E-Commerce Sales of Clothing, in EUR million, 2011, 2012 & 2013
Share of B2C E-Commerce on Total Retail Sales of Fashion & Accessories, in %, 2008 & 2013
Breakdown of Retail Sales of Fashion & Accessories, by Sales Channels, incl. Online, in EUR billion, 2012, and Scenarios for 2020, in EUR billion
Breakdown of Average Annual Return Rates in B2C E-Commerce, by Selected Product Categories, incl. “Fashion & Accessories”, in % of Online Retailers in Respective Category, 2013
Top 5 Online Shops in Clothing, Textile, and Shoes Category, by B2C E-Commerce Sales, in EUR million 2013
Top 3 Online Shops to Purchase Clothing From, in % of Consumers, 2014
4.4. France
Overview of Clothing B2C E-Commerce Market and Players, January 2015
Products Purchased Online, incl. “Fashion and Clothing”, in % of Internet Users, Q1 2014
Breakdown of B2C E-Commerce Sales of Clothing, by Player Types, in %, 2009 & 12 Months to June 2014
Share of B2C E-Commerce on Total Sales of Clothing, in %, 2012, 2013, 12 Months to June 2014
Share of Purchases of Ready-to-Wear Clothing for Women Made Online, in %, 2009 - 2013
Share of Purchases of Ready-to-Wear Clothing for Women Made Online, by Age Group, in %, 2013
Top 10 E-Commerce Websites, incl. Fashion, by Share of Online Shoppers, Q1 2014
Top 15 E-Commerce Websites, incl. Fashion, by Unique Visitors, in millions, Q3 2014
4.5. Spain
Products Purchased Online, incl. “Sports Equipment, Clothing”, in % of Individuals, 2014
Share of Individuals Purchasing “Sports Equipment, Clothing” Online, in %, by Gender, Age Group and Net Monthly Household Income, 2014
Share of Individuals Purchasing “Sports Equipment, Clothing” Online, in %, 2011 - 2014
Number of Online Shoppers Buying Fashion Products Online, in millions, 2012 & 2013
Average Annual Online Spending on Fashion, per Shopper, in EUR, 2012 & 2013
Share of Online on Total Sales of Textiles, Footwear, Accessories and Home Textiles, in %, 2013
4.6. Italy
Products Purchased Online, in % of Online Shoppers, 2014
Breakdown of B2C E-Commerce Sales by Product Categories, incl. Clothing, in %, 2010 - 2014e
Number of Online Shoppers Buying Fashion Products Online, in millions, October 2012, April 2013, October 2013 & April 2014
Share of B2C E-Commerce on Total Retail Sales of Clothing, in %, 2013 & 2014e
4.7. Netherlands
Share of Fashion Shoppers Purchasing Fashion Products Online, in %, September 2013 & September 2014
B2C E-Commerce Sales of Clothing, in EUR million, 2009 - 2013
B2C E-Commerce Sales by Product Category, in EUR billion, 2011 - 2013
4.8. Switzerland
Breakdown of B2C E-Commerce Sales by Product Category, incl. Textile, in %, 2010 - 2013
4.9. Austria
B2C E-Commerce Sales by Products Categories, incl. Clothing and Textile, in EUR million, 2006 & 2013
5. Eastern Europe
5.1. Sub Regional
Breakdown of the Last Online Purchase of “Clothing & Footwear”, by Type of Merchant Purchased From, in % of Online Shoppers, by Country, Q1 2014
5.2. Russia
Overview of Clothing B2C E-Commerce Market and Players, January 2015
Top Product Categories by B2C E-Commerce Sales, incl. “Clothes, Shoes”, in RUB billion, 2013
B2C E-Commerce Sales of Fashion, in RUB billion, 2012 & 2013
B2C E-Commerce Sales of Fashion, in RUB billion, 2012, 2013 & 2014e
Breakdown of B2C E-Commerce Sales of Fashion, by Product Segments, in %, 2013
Fashion Products Purchased Online, in % of Online Shoppers Purchasing Fashion Online, 2013
Overview of Product Segments in Fashion, by Clothing, Shoes, Clothing for Children and Accessories, incl. Share on Total Sales and Share of Specialized Shops, in %, 2014e
Average Order Value in Fashion B2C E-Commerce, in RUB, 2013 & 2014
Product Categories Purchased Online, incl. “Clothing, Shoes, Sports Goods”, in % of Online Shoppers in Relevant Group, by Gender and Location, 2013
Breakdown of Online Shoppers Buying from Fashion Category, by Location Type, in %, 2013
Most Purchased Product Categories in Cross-Border B2C E-Commerce, incl. “Clothing, Shoes”, in % of Cross-Border Online Shoppers, 12 Months to September 2013
Number of Online Fashion Stores and Number of Orders per Day, in Units and in % Share, by Category, 2013 & 2014e
Overview of Major Investment Deals in B2C E-Commerce* in Clothing Segment, Ranked by Value, 2011 - 2014
Overview of Top 3 Local Online Fashion Shops by Revenue, 2013
Top 5 Companies in Clothing B2C E-Commerce Segment, by Sales, in RUB billion, 2013
Top 20 Foreign E-Commerce Websites, by Number of Unique Visitors from Russia, November and December 2013
5.3. Turkey
Product Categories Purchased Online, in % of Online Shoppers, 12 Months to March 2014
Product Categories Purchased in Cross-Border B2C E-Commerce, incl. “Clothing, Shoes and Accessories”, in % of Cross-Border Online Shoppers, 2014
Overview of Mergers and Acquisitions in Clothing & Accessories B2C E-Commerce, 2010 - January 2015
Top 15 E-Commerce Sites, incl. Sites Selling Clothing, by Number of Page Views, January 2014 & October 2014, Ranked by October 2014
5.4. Poland
Product Categories Purchased Online, incl. “Clothing, Accessories”, in % of Online Shoppers, March 2014
Breakdown of Online Shoppers Buying Clothing Online, by Gender and Age Group, in %, May 2014
Most Known Sites Associated with Online Shopping for Clothing, in % of Internet Users, March 2014
5.5. Greece
Products Purchased Online, in % of Online Shoppers, 12 Months to March 2013
Top 10 Local E-Commerce Websites, incl. Fashion, by Website Rank, October 2014
5.6. Czech Republic
Products Purchased Online Most Frequently, incl. “Clothing”, in % of Online Shoppers, March 2014
Product Categories Purchased Online, incl. “Clothing, Footwear, Fashion Accessories”, in % of Online Shoppers, 2013
Breakdown of B2C E-Commerce Sales by Product Categories, incl. “Clothing, Shoes and Leather Goods”, in %, 2011 & 2013
5.7. Ukraine
Breakdown of B2C E-Commerce Sales by Product Categories, incl. “Fashion”, in % and in USD million, 2013
Breakdown of B2C E-Commerce Sales of “Fashion”, by Leading Players, in %, 2013
5.8. Belarus
Breakdown of Online Purchase Orders, by Product Categories, incl. “Clothing, Shoes and Accessories”, 2014e
Product Categories Purchased Online, incl. “Clothes, Shoes and Accessories”, by Purchased Ever and in the Pervious 6 Months, in % of Online Shoppers Who Purchased Ever/in the Previous 6 Months, Sept. 2014
5.9. Slovakia
Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Online Shoppers, 2013
Share of Online Shoppers Buying “Clothes, Sports Goods” Online, by Age Group and Gender, in % of Online Shoppers in the Respective Group, 2013
5.10. Lithuania
Product Categories Purchased Online, incl. “Clothes, Footwear, Sports Goods”, in % of Online Shoppers, 2013
6. Scandinavia
6.1. Sub Regional
Breakdown of the Last Online Purchase of “Clothing & Footwear”, by Type of Merchant Purchased From, in % of Online Shoppers, by Country, Q1 2014
Products Purchased Online, in % of Individuals, by Sweden, Denmark, Norway and Finland, 2013
Products Purchased Online from Abroad, incl. “Clothing”, in % of Individuals who Purchased Online from Abroad, by Sweden, Denmark, Norway and Finland, 2013
6.2. Sweden
B2C E-Commerce Sales of Clothing and Shoes, in SEK billion, 2012 & 2013

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