According to a 2023 survey, women's fashion was the top-selling online fashion category among Spaniards, with almost two-thirds of respondents buying this type of item. Footwear was the second most popular, acquired by 57 percent of participating fashion e-commerce users, followed by men's fashion.
The market at a glance
In 2023, nearly half of Spaniards bought fashion items online. After a decline following the COVID-19 pandemic boom, Spain's fashion e-commerce sector is expected to rebound, with revenues projected to grow in the coming years. Forecasts suggest revenues will rise from approximately 7.8 billion U.S. dollars in 2024 to more than 12 billion five years later. Apparel is the leading revenue generator, while footwear dominates in online sales share, with about three out of ten sales in this segment occurring online.
New players on top of the game
SHEIN has achieved remarkable success in Spain, generating over 1.2 billion U.S. dollars in sales in 2023. Despite being the best-known online fashion retailer, Zara's e-commerce net sales were three times lower than those of the Chinese fast-fashion giant. Additionally, SHEIN and Alibaba dominated the Spanish fashion shopping app market. That year, SHEIN's app had nearly eight million downloads, while Alibaba's online marketplace, Miravia, reached around 5.7 million downloads.
Most purchased fashion products online in Spain in 2023
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Elogia (Fashion Lab). (September 30, 2023). Most purchased fashion products online in Spain in 2023 [Graph]. In Statista. Retrieved November 14, 2024, from https://www.statista.com/statistics/1112837/ranking-of-the-most-purchased-fashion-items-in-spain-in/
Elogia (Fashion Lab). "Most purchased fashion products online in Spain in 2023." Chart. September 30, 2023. Statista. Accessed November 14, 2024. https://www.statista.com/statistics/1112837/ranking-of-the-most-purchased-fashion-items-in-spain-in/
Elogia (Fashion Lab). (2023). Most purchased fashion products online in Spain in 2023. Statista. Statista Inc.. Accessed: November 14, 2024. https://www.statista.com/statistics/1112837/ranking-of-the-most-purchased-fashion-items-in-spain-in/
Elogia (Fashion Lab). "Most Purchased Fashion Products Online in Spain in 2023." Statista, Statista Inc., 30 Sep 2023, https://www.statista.com/statistics/1112837/ranking-of-the-most-purchased-fashion-items-in-spain-in/
Elogia (Fashion Lab), Most purchased fashion products online in Spain in 2023 Statista, https://www.statista.com/statistics/1112837/ranking-of-the-most-purchased-fashion-items-in-spain-in/ (last visited November 14, 2024)
Most purchased fashion products online in Spain in 2023 [Graph], Elogia (Fashion Lab), September 30, 2023. [Online]. Available: https://www.statista.com/statistics/1112837/ranking-of-the-most-purchased-fashion-items-in-spain-in/