Highlights. The global online apparel market sales totaled $880.9 billion in 2025, with projections surpassing $1.2 trillion by 2030.
- Fashion accounts for up to 15.2% of all online retail sales in the U.S.
- U.S. online clothes shopping revenue totaled $217.1 billion in 2025.
- Up to 47.9% of clothing sales worldwide are e-commerce transactions; in the U.S., 59.4% of apparel sales are online.
- The mobile share of e-commerce clothing sales is an estimated 59% globally and 43.1% in the U.S.
- Between 2026 and 2030, experts predict a 6.17% CAGR* for fashion e-commerce in the U.S.
*Compound Annual Growth Rate (CAGR) is the average yearly market growth for a specific period.
Clothing eCommerce Growth
Global fashion e-commerce sales are projected to total $971.6 billion in 2026.
- U.S. retail e-commerce accounts for 19.0% of all retail sales.
- From 2019 to 2025, the proportion of e-commerce sales rose by 55.6%.
- 0.83% of all retail trade in the United States is clothing and accessories e-commerce, 9.21% more than in 2019.
- Online clothing shopping spikes by approximately 54.5% yearly during the fourth-quarter holiday shopping season.
- Between 2025 and 2026, 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, 34% purchase shoes, and 19% buy accessories online.
- Clothing and accessories account for 5.25% of all e-commerce sales in the United States.
- The revenue of the U.S. apparel market is expected to total $373.0 billion in 2026, including online and in-store purchases.
- Fashion e-commerce will account for an estimated $241.4 billion, or 64.7% of total apparel market revenue.
- eCommerce accounts for 15.7% of all clothing and general merchandise sales in the U.S.
- 19.6% of all online retail sales in the U.S. are for fashion and apparel.
- The U.S. accounts for 19.5% of the global online clothing market share.
- In the United States, 58.2% of mobile clothing shoppers are women.
- The U.S. online clothing resale market is expected to reach $48.3 billion by 2030, growing nearly three (3) times faster than the retail fashion market overall.
Fashion eCommerce Consumer Behavior
79% of fashion e-commerce site traffic comes from consumers using mobile devices.
- Consumers shopping for apparel are 3.72% 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 0.79% less likely to purchase clothing and accessories online than other retail items.
- Consumers spend an average of $66.58 per apparel item purchased online.
- On average, consumers who purchase e-commerce apparel spend $12.83 more per order than when buying other categories of goods online.
- The average number of apparel items ordered per transaction is 2.78, 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
- 38% 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.
- In 2026, global e-commerce fashion shoppers are expected to spend an average of $1,028 on apparel.
- Online fashion shoppers are also expected to spend $475 on accessories and $79 on footwear in 2026.
- 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 $437.6 billion in 2026.
- 19.8% of Asian fashion sales are made online, fueling this market’s expected growth of 23.7% to $541.2 billion by 2030.
- China represents the largest fashion e-commerce market with an estimated 2026 revenue of $297.8 billion, 23.4% higher than U.S. revenue.
- Japan has the third-largest e-commerce apparel market, with $48.3 billion in revenue, 80.0% 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 $220.0 billion in 2026.
- 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.
- 59.6% of global e-commerce fashion revenue comes from clothing purchases, while accessories sales account for 24.1% and footwear for 16.3%.
- Apparel-only e-commerce revenue is expected to total $579.3 billion in 2026, up 10.6% year-over-year (YoY).
- eCommerce revenue for fashion accessories will total an estimated $234.3 billion in 2026, up 10.3% YoY.
- Footwear e-commerce revenue is expected to total $158.0 billion, up 9.08% from 2025.
- Over 3 times as many global consumers shop for footwear online compared to clothing or apparel items.
- 2.01 billion consumers shop for shoes online, up 6.90% from 2025.
- 563.3 million global consumers shop for apparel online, and 493.3 million shop for accessories.
Cart Abandonment and Return Statistics
Fashion e-commerce has a 0.34% higher cart abandonment rate than the average for all industries.
- 78.6% of e-commerce apparel shopping carts are abandoned, meaning the customer did not purchase the items.
- 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 39%; 28% 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 2.88%.
- Compared to the global conversion rate for all industries, fashion e-commerce has a 4.92% 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 6.45%.
*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 313.9 million shoppers worldwide visit shein.com monthly.
- Shein.com’s revenue totaled $60.1 billion in 2025.
- The largest apparel e-commerce retailer by gross merchandise sales, JD.com, reported revenue of $147.4 billion in 2025.
- Other top e-commerce retailers by revenue in 2025 are Amazon.com ($38.8 billion) and Walmart.com ($34.3 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 an estimated 516.7 million luxury fashion e-commerce shoppers worldwide, up 5.79% from 2025.
- 14.0% of luxury fashion sales are made online.
- Global e-commerce luxury fashion revenue is expected to total $25.9 billion in 2026, up 12.4% YoY.
- Luxury accounts for 2.45% of fashion e-commerce sales as of 2026.
- From 2026 to 2030, the luxury share of online fashion sales is expected to increase 11.4% 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
- Power Reviews, Apparel Merchandise Returns