Highlights. The global apparel market will generate an estimated $1.84 trillion in 2025, with the U.S. accounting for 19.9% of the total market share.
- Up to 47.9% of fashion retail sales worldwide are e-commerce transactions, totalling $880.9 billion in global revenue.
- Between 2025 and 2030, experts predict a 6.99% CAGR* for fashion e-commerce in the U.S.
- 77.6% of e-commerce apparel shopping carts are abandoned, meaning the customer did not purchase the items.
- In 2025, global e-commerce fashion shoppers are expected to spend an average of $982 on apparel, $458 on accessories, and $77 on footwear online.
*Compound Annual Growth Rate (CAGR) is the average yearly market growth for a specific period.
Clothing eCommerce Growth
Global fashion e-commerce sales totaled $821.1 billion in 2024 and are expected to reach $1.16 trillion by 2030.
- U.S. retail e-commerce accounts for 18.4% of all retail sales.
- From 2019 to 2024, the proportion of e-commerce sales rose by 50.5%.
- 0.82% of all retail trade in the United States is clothing and accessory e-commerce, 14.3% more than in 2019.
- Online clothing shopping spikes by approximately 48.2% yearly during the fourth-quarter holiday shopping season.
- Between 2024 and 2025, there was a 0.51% increase in fashion and apparel website visits, a more significant increase than in any other retail sector.
U.S. Apparel eCommerce Statistics
43% of American consumers purchase clothing online, 33% purchase shoes, and 19% buy accessories online.
- Clothing and accessories account for 5.28% of all e-commerce sales in the United States.
- The total revenue of the U.S. apparel market is $365.7 billion, including online and in-store purchases.
- Fashion e-commerce accounts for an estimated $217.1 billion or 59.4% of the total apparel market revenue.
- eCommerce accounts for 15.1% of all clothing and general merchandise sales in the U.S.
- 19.7% of all online retail sales in the U.S. are for fashion and apparel.
- In the United States, 58.2% of mobile clothing shoppers are women.
- The U.S. online clothing resale market is expected to reach $40 billion by 2029, growing 4 times faster than the retail fashion market overall.
Fashion eCommerce Consumer Behavior
78.8% of fashion e-commerce site traffic comes from consumers using mobile devices.
- Consumers shopping for apparel are 3.16% more likely to use a mobile device than for general online shopping.
- Social media influences 32% of Americans in their clothing and accessory purchases.
- Consumers who shop on social media are most likely to purchase clothing and accessories at 62%.
- Virtual try-on is the most desired AI shopping feature, with 77% of online shoppers wanting e-commerce retailers to offer this technology.
- Online shoppers are 2.48% less likely to purchase clothing and accessories online than other retail items.
- Consumers spend an average of $52.99 per apparel item purchased online.
- On average, consumers who purchase e-commerce apparel spend $1.75 less per order than when buying other categories of goods online.
- The average number of apparel items ordered per transaction is 2.82, the lowest of all shopping categories.
Apparel eCommerce Demographics
Younger consumers are more likely to shop for clothing and apparel online.
- 27.6% of U.S. online clothing shoppers are between the ages of 25 and 34, making them the largest group of shoppers.
- 20.7% of online apparel shoppers are ages 35 to 44, and 18.8% are ages 18 to 24.
- The remaining 32.9% of apparel shoppers are aged 45 and older.
- Younger consumers are more likely to shop for clothing on a mobile device. Americans aged 18 to 34 make up 79.6% of mobile clothing shoppers.
- 39% of consumers aged 18 to 44 purchased secondhand apparel using online social platforms in the past year.
- Clothing is the most common online impulse purchase for women, with 57% making an impulse apparel purchase online.
Global Fashion eCommerce Statistics
25.5% of global fashion retail sales are made online.
- 67.9% of e-commerce shoppers worldwide purchase footwear, clothing, or accessories online.
- Asia has the largest fashion e-commerce market in the world, with a projected revenue of $401.1 billion in 2025.
- 19.8% of Asian fashion sales are made online, fueling this market’s expected growth of 34.9% to $541.2 billion by 2030.
- China represents the largest fashion e-commerce market with an estimated 2025 revenue of $273.8 billion, 26.2% higher than U.S. revenue.
- The United Kingdom has the third-largest e-commerce apparel market, with $44.5 billion in revenue, 79.5% smaller than the U.S. market.
- 31.6% of European fashion sales are e-commerce, a 23.9% higher share than the global average.
- European fashion e-commerce revenue is expected to total $198.7 billion in 2025.
- 43% of cross-border e-commerce shoppers purchase clothing and footwear, the highest rate of any product category.
Global Fashion eCommerce by Category
The fashion e-commerce market includes footwear and accessories in addition to apparel.
- 59.5% of global e-commerce fashion revenue comes from clothing purchases, while accessories sales account for 24.1% and footwear for 16.4%.
- Apparel-only e-commerce revenue is expected to total $523.8 billion in 2025, up 14.6% year-over-year (YoY).
- eCommerce revenue for fashion accessories will total an estimated $212.3 billion in 2025, up 14.5% YoY.
- Footwear e-commerce revenue is expected to total $144.8 billion, up 13.1% from 2024.
- Over 3 times as many global consumers shop for footwear online compared to clothing or apparel items.
- 1.88 billion consumers shop for shoes online, up 7.85% from 2024.
- 533.4 million global consumers shop for apparel online, and 463.2 million shop for accessories.
Cart Abandonment and Return Statistics
Fashion e-commerce has a 0.95% higher cart abandonment rate than the average for all industries.
- Unexpected fees, such as shipping costs, lead 55% of shoppers to abandon their carts, while 21% do not complete their purchases due to complicated checkout.
- Online apparel orders have a 25% chance of being returned to the seller.
- After accounting for shipping, processing, and other expenses related to buying apparel online, retailers lose $21 to $46 per returned product.
- The primary reason consumers return clothing they purchased online is that it didn’t fit properly at 38%; 15% return clothes because the items did not suit them.
- 47% of consumers say they dislike online shopping because they cannot see the items in person.
- The average conversion rate* for fashion e-commerce purchases is 3.18%.
- Compared to the global conversion rate for all industries, fashion e-commerce has a 5.26% greater chance of a site visit resulting in a purchase.
- The average add-to-cart rate** for consumers shopping online for apparel and accessories is 6.77%.
*Conversion rate is the percentage of website visits that result in a purchase.
**Add-to-cart rate is the percentage of items added to the customer’s cart after viewing the product page.
Top Online Apparel Stores
Chinese fast fashion company Shein.com is the world’s most popular apparel website, with a 2.63% share of all online clothing website visits.
- Over 330 million shoppers worldwide visit shein.com monthly.
- Shein.com’s revenue totaled $37.2 billion in 2024.
- The next-largest apparel e-commerce retailers by revenue in 2024 are JD.com ($32.6 billion) and Walmart.com ($14.7 billion).
- SHEIN-Fashion Shopping Online is the most popular fashion e-commerce application in the U.S., with 36.4 million downloads.
- Other top fashion e-commerce apps by number of downloads include Nike: Shoes, Apparel, Stories with 9.77 million, and Poshmark: Buy & Sell Fashion with 7.14 million.
Luxury Fashion eCommerce Statistics
Online luxury fashion sales are expected to grow at a 53.4% faster rate than general fashion e-commerce through 2030.
- There are 488.4 million luxury fashion e-commerce shoppers worldwide, up 6.86% from 2024.
- 14.0% of luxury fashion sales are made online.
- Global e-commerce luxury fashion revenue is expected to total $23.0 billion in 2025, up 12.7% YoY.
- Luxury accounts for 2.37% of fashion e-commerce sales as of 2025.
- From 2025 to 2030, the luxury share of online fashion sales is expected to increase 15.0% to 2.73%.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- McKinsey & Company, The State of Fashion 2025
- Oberlo, How Many People Shop Online?
- Statista, Markets
- Civic Science, Apparel and E-Commerce Industry Report
- U.S Department of Commerce, Quarterly Retail E-Commerce Sales
- Dynamic Yield, eCommerce Benchmarks
- ThreadUP, Resale Report
- YouGov, What drives US consumers to shop on social media?
- Digital Commerce 360, eCommerce Category Statistics & Trends