• UK: fashion e-commerce users by age 2019

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The graph presents the share of fashion e-commerce users in the United Kingdom in 2019, broken down by age group. In 2019, it was reported that 15 percent of fashion e-commerce users was aged between 18 and 24 years.

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Share of fashion e-commerce users in the United Kingdom (UK) in 2020, by age group

Characteristic	Share of users
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Supplementary notes

* Estimate.

The eCommerce market segment “Fashion” includes the online trade of articles of apparel (for men, women and children), shoes and shoe care products (e.g. cleaning products) as well as accessories and bags (e.g. hats, scarves, gloves and leather bags, suitcases, purses and briefcases). Dedicated outdoor and sports apparel, outdoor and sports shoes as well as baby’s clothes are part of other categories (see: “Toys, Hobby & DIY”). Also, the purchase or resale of used apparel articles is not included in this market segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The “Fashion” market segment is split into the following segments: apparel, footwear, bags and accessories.

Further information on methodology can be found here.