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Global Clothing B2C E-Commerce Market 2015

Global Clothing B2C E-Commerce Market 2015

Clothing Shoppers Seek Seamless Online-Offline Experience

The latest publication of Hamburg based secondary research company yStats.com confirms that clothing is one of the largest segments of the online retail market worldwide. The report “Global Clothing B2C E-Commerce Market 2015”, shows that clothing is in close rivalry with the consumer electronics category for first rank among product categories by share of online shopper purchases and tops it in many countries. Pure online, store-based mass merchants and clothing specialists worldwide compete for a share of this booming market.

Clothing has been the most purchased physical product in recent years in many countries across all regions, including the UK, Russia, China, India, Spain, Italy, Turkey, Mexico. In selected developed markets, such as Germany, it tops all other categories in terms of sales volume. However, in some emerging markets, like the Middle East, it is significantly behind consumer electronics in terms of market share. Clothing was also the leading category in global cross-border B2C E-Commerce in 2014, accounting for over a third of all cross-border online purchases.

Mobile and omnichannel strategies have become of vital importance for both online and store-based retailers of apparel. While many consumers research clothing and footwear products online, they might eventually buy it online or offline. In the USA, for example, the probability that a shopper would buy clothes in store after researching their purchase online was almost as high as the probability that they would buy offline. Also the majority of consumers in Germany say that they use both online and offline shops to buy clothes and often compare prices between channels. 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. Meanwhile, the example of South Korea, where close to one in three online buyers of clothing conducted their last purchase via smartphone, shows that mobile optimized websites, applications and a seamless shopping experience across different channels has become of vital importance.

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 has 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.

In the USA, on the other hand, apparel and footwear brands are second in popularity after online mass merchants for buying clothes. One of the largest store-based apparel specialists in terms of online sales in 2013 was Gap. In Europe, German online clothing retailers Zalando and Bonprix operate across several countries, as also do 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. Meanwhile, in South Africa online mass merchants Kalahari and Amazon dominated by share of online buyers of clothing, and in Latin American countries MercadoLibre’s marketplace was a popular shopping destination, along with online fashion specialists such as Dafiti.


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. North America
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. USA
Overview of Clothing B2C E-Commerce Market and Players, January 2015
B2C E-Commerce Sales of Apparel and Accessories, in USD billion, and in % Year-on-Year Change, 2012 - 2018f
Share of B2C E-Commerce on Total Retail Sales of Women’s Apparel, in % and in USD billion, 2013
Share of B2C E-Commerce on Total Retail Sales of Men’s Apparel, in % and in USD billion, 2013
Devices Used to Buy Clothes Online, in % of Shoppers Buying Clothes Online, by Gender and Total, 2014
Products Researched Online Before Buying in Store, in % of Consumers, December 2014
B2C E-Commerce Sales of Selected Apparel Retailers, in USD million, in % Year-on-Year Change, in % Share on Total Company Sales and Average Order Value in USD, 2013
3.3. Canada
B2C E-Commerce Sales of Apparel, in CAD billion, 2013 & 2014e
Average Spending per Shopper, by Product Category, incl. Clothing, by Online and Offline, in CAD, January 2014
4. Asia – Pacific
4.1. Regional
Breakdown of the Last Online Purchase of “Clothing & Footwear”, by Type of Merchant Purchased From, in % of Online Shoppers, by Country, Q1 2014
4.2. 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
4.3. 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
4.4. 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
4.5. 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
4.6. 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
4.7. 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
4.9. Malaysia
Products Purchased Online, in % of Online Shoppers, 2013
4.10. Singapore
Average Online Spending on Selected Product Categories, incl. “Watches”, “Fashion”, “Shoes”, in USD, 3 Months to May 2014
4.11. 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
4.12. 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
5. Europe
5.1. 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
5.2. Western Europe
5.2.1. 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
5.2.2. 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
5.2.3. 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
5.2.4. 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
5.2.5. 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
5.2.6. 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
5.2.7. 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
5.2.8. Switzerland
Breakdown of B2C E-Commerce Sales by Product Category, incl. Textile, in %, 2010 - 2013
5.2.9. Austria
B2C E-Commerce Sales by Products Categories, incl. Clothing and Textile, in EUR million, 2006 & 2013
5.3. Eastern Europe
5.3.1. 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
5.3.2. 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
5.3.3. 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
5.3.4. 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
5.3.5. 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
5.3.6. 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
5.3.7. 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
5.3.8. 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
5.3.9. 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
5.3.10. Lithuania
Product Categories Purchased Online, incl. “Clothes, Footwear, Sports Goods”, in % of Online Shoppers, 2013
5.4. Scandinavia
5.4.1. 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
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
5.4.2. Sweden
B2C E-Commerce Sales of Clothing and Shoes, in SEK billion, 2012 & 2013
6. Latin America
6.1. Regional
Products and Services Paid for Online, incl. “Clothing and Accessories”, in % of Online Payment Users, 2014
Breakdown of the Last Online Purchase of “Clothing & Footwear”, by Type of Merchant Purchased From, in % of Online Shoppers, by Country, Q1 2014
6.2. Brazil
Overview of Clothing B2C E-Commerce Market and Players, January 2015
B2C E-Commerce Sales of Clothing and Shoes, in USD billion, 2013, 2014 & 2019f
Breakdown of B2C E-Commerce Transactions, by Product Categories, incl. “Fashion and Accessories”, in % and in million Transactions, 2013
Breakdown of B2C E-Commerce Transactions, by Product Categories, incl. “Fashion and Accessories”, in % and in millions, H1 2014
Preferred Shopping Channels, incl. Online and Mobile, by Product Category, incl. “Clothing and Footwear”, in % of Consumers, 2013
Product and Services Purchased Online, incl. “Clothing, Footwear, Sporting Gear and Accessories”, in % of Online Shoppers, 2013
Product and Services Purchased Online, incl. “Clothing, Footwear, Sporting Gear and Accessories”, in % of Online Shoppers, by Gender, 2013
Share of Online Shoppers Buying “Clothing, Footwear, Sporting Gear and Accessories” Online, by Age Groups, in % of Online Shoppers in Respective Age Groups, 2013
Most Popular Product Categories in Cross-Border B2C E-Commerce, in % of Online Shoppers, incl. “Apparel”, August 2014
Product and Services to Buy in M-Commerce, by Category, incl. “Clothing and Footwear”, in % of Mobile Device Owners, June 2014
6.3. Mexico
Breakdown of Product Categories Most Purchased Online, incl. “Clothing/Accessories”, in % of Online Shoppers, March 2014
Breakdown of Product Categories Purchased Online, by Purchased on Desktop/Laptop, Tablet, and Smartphone, incl. “Fashion”, in % of Internet Users, 2013
6.4. Argentina
B2C E-Commerce Sales, by Product Categories, incl. “Dress and Casual Wear” in ARS million, 2009 - 2013
6.5. Colombia
Product Categories Purchased Online, incl. “Fashion”, in % of Online Shoppers, September 2013
Most Known Websites for Online Shopping, by Product Category, in % of Online Shoppers Buying from the Respective Product Category, incl. “Clothing”, September 2013
6.6. Ecuador
Breakdown of Online Purchase Transactions, by Product Categories, incl. “Clothing and Footwear”, in %, July 2014
7. Middle East and Africa
7.1. South Africa
Products Purchased Online, incl. “Clothes and Accessories”, in % of Online Shoppers, April 2014
7.2. UAE
Online Purchase Intention by Product Categories, incl. “Clothing/Accessories/Shoes”, in % of Online Shoppers, March 2014
Breakdown of Online Purchase Transactions, by Product Category, incl. “Clothes”, in %, 2014e
7.3. Saudi Arabia
Breakdown of Online Purchase Transactions, by Product Category, incl. “Clothes”, in %, 2014e
7.4. Kuwait
Breakdown of Online Purchase Transactions, by Product Category, incl. “Clothes”, in %, 2014e

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