Global: e-commerce fashion sales share by region

In 2021, the majority of fashion sales in Africa were conducted via offline sales channels, only around 6.5 percent of revenue was generated online. The share of online sales in this segment, so the Statista Digital Market Outlook, was highest in Asia. There almost 40 percent of sales were conducted online.

Online and offline share of total fashion retail sales worldwide in 2022, by region

Characteristic	Offline	Online
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Supplementary notes

The eCommerce market segment Fashion encompasses the commercial (B2C) sale of apparel (for men, women, and children), footwear (e.g., leather shoes, sneakers, luxury footwear, as well as textile and other footwear), luggage and bags (e.g., suitcases, purses, and briefcases), as well as accessories (e.g., hats and caps, watches and jewelery) via a digital channel. The main sales channels in this market segment include internet retailers (e.g., amazon.com) and online fashion retailers (e.g., Asos, Zalando, Nordstrom) or dedicated category retailers (e.g., eBags, zara.com, clarks.com, samsonite.com). Dedicated outdoor and sports apparel, outdoor and sports footwear, as well as baby’s clothes are not included in this segment (see: Toys, Hobby & DIY). The purchase and resale of used fashion articles are also not included in this market segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

All figures are estimates. A detailed methodology can be found in the Statista Market Outlook.

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