E-commerce purchase rate of fashion or sports goods in Europe 2006-2019, by country

More than half of the UK, German and Dutch consumers bought fashion or sportswear online, whereas this percentage was lower in Belgium, France and Italy. In 2019, around 60 percent of the consumers in the Netherlands and the United Kingdom used online shopping for either clothes or sports goods. These percentages were higher than those in Italy, Belgium, Germany and France. In the Netherlands, fashion ranks as the most popular product group to buy online. In August 2018, 52 percent of Dutch online shoppers indicated they would purchase clothing from the online shop of a specific retailer and not necessarily from an online marketplace like Amazon. Fashion retailers that attracted a lot of Dutch desktop traffic include the websites of Zalando, H&M, bonprix and Zara.

How much are European online fashion retailers worth?

There are many different online fashion retailers, some of which only have a domestic focus. This answer can therefore not fully be answered in this text. Two of Europe’s bigger fashion e-tailers, however, include German companies Zalando and bonprix. Zalando’s revenue in 2018 was roughly 5.39 billion euros, whereas the Otto Group subsidiary generated a revenue of around 1.6 billion euros in 2018/2019.

What is the market size of e-commerce in Europe?

Within the EU-28, 60 percent of consumers (aged 16 to 75 years old) used online shopping at least once. Danish consumers were most likely to purchase a good or service online: in this country e-commerce penetration reached 84 percent. This country was followed by the United Kingdom (with a penetration rate of 83 percent), the Netherlands (80 percent) and Sweden (78 percent). Large differences can be found in European countries, however. In Germany, 77 percent of consumers used e-commerce, whereas this already much less in France (67 percent), Spain (53 percent) and Italy (36 percent).

Share of consumers who purchased fashion or sports goods online in selected countries in Europe from 2006 to 2019

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Release date

April 2020



Survey time period

2006 to 2019

Age group

16-75 years

Special properties


Supplementary notes

* The source mentions that the figures for Belgium in 2018 and 2019 had low reliability.

The figures have been taken from several publications.

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Statistics on "Online fashion in Belgium"

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