Europe: fashion revenue by sales channel 2022

According to data from the Statista Digital Market Outlook, more than half (53.5 percent) of revenues from fashion retail sales in the United Kingdom came from digital channels. Among the European countries included in this graph, France ranked next, with online sales accounting for 45.4 percent of all apparel, footwear, and accessories revenues. Meanwhile, in Spain, this sales channel contributed to almost a quarter (24.8 percent) of revenues in this segment.

Revenue distribution of fashion retail sales in selected European countries in 2022, by channel

Characteristic	Online	Offline
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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. 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.

Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war. A detailed methodology can be found in the Statista Market Outlook.

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