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Fashion e-commerce in the United States - statistics & facts

Fashion e-commerce involves buying and selling fashion-related items online. Fashion e-commerce accounts for roughly 23 percent of total online retail sales in the United States and has continued to experience steady annual growth in the past two decades. In 2022, U.S. retail e-commerce revenue from the sale of fashion apparel, footwear, and accessories is set to reach 205 billion U.S. dollars. By 2025, the online fashion retail sector could be responsible for almost 300 billion dollars in sales.

A strong vertical in U.S. e-commerce

Businesses engaged in fashion e-commerce typically operate an official website for online shopping, where consumers can buy clothing, footwear, and accessories directly from brands or on platforms that combine different manufacturers, like Amazon. As of 2021, the e-commerce giant was estimated to hold an over ten percent share of all apparel sold in the United States, and nearly 35 percent of all apparel sold online. Macy's, Gap, and Walmart are also among the best-selling online fashion stores in the U.S.

Online shoppers spent an average of 3.5 U.S. dollars per visit to luxury apparel properties and 2.7 U.S. dollars per online shopper per visit to general apparel properties, making fashion the highest revenue-generating vertical for e-commerce websites. The value of e-commerce retail sales for clothing and accessories stores amounted to about 16 billion U.S. dollars in 2020. The combined compound annual growth rate (CAGR) for revenue from fashion retail e-commerce in the United States is expected to reach 14 percent between 2017 and 2025.

The lion's share of fashion e-commerce traffic is due to young women visiting online apparel stores. A recent study shows almost half of fashion retail website visitors in the United States are younger than 35, and almost two-thirds of the online traffic is generated by female users. The higher rate of women shopping for fashion items online is also evident on resale websites such as Poshmark and thredUP, where users can resell and buy second-hand clothing and accessories.

Fashion at our fingertips

In recent years, in addition to a wide variety of e-commerce websites, the online fashion landscape has been further diversified by mobile applications developed by B2C apparel retailers as well as C2C platforms that allow buying and selling between private consumers. Based on the number of downloads registered in 2021, the most popular fashion app in the United States belonged to the Chinese retail brand Shein. With over 25 million downloads, the Shein app overshadowed other renowned fast fashion brands such as Nike and H&M. The Hong Kong-based Cider also showed impressive growth in U.S. app downloads in 2021. Poshmark, GOAT, and the C2C buying/selling platform Depop, particularly popular with Gen Z shoppers, are also some of the most used fashion apps among U.S. mobile buyers.

Interesting statistics

In the following 6 chapters, you will quickly find the 35 most important statistics relating to "Fashion e-commerce in the United States".


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