Market Research Logo

Western Europe Clothing B2C E-Commerce Market 2015

Western Europe Clothing B2C E-Commerce Market 2015

European Clothing Merchandisers Adapt to Online Retail

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

Clothing has been the most purchased physical product in recent years in many countries across Western Europe, including the UK, Spain, Italy and others. 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 Western Europe in 2014, in line with the global trend.

Mobile and omnichannel strategies have become vitally important 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 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 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, among 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.


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 (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
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
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. Sweden
B2C E-Commerce Sales of Clothing and Shoes, in SEK billion, 2012 & 2013
4.9. Switzerland
Breakdown of B2C E-Commerce Sales by Product Category, incl. Textile, in %, 2010 - 2013
4.10. Austria
B2C E-Commerce Sales by Products Categories, incl. Clothing and Textile, in EUR million, 2006 & 2013

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

Share this report