U.S. apparel e-commerce - Statistics & Facts

Fashion e-commerce involves buying and selling fashion-related items online. In 2016, fashion e-commerce accounted for roughly 19.6 percent of the total fashion retail sales in the United States and has continued to experience a steady annual growth rate since 2003. In 2016, U.S. retail e-commerce revenue from the sale of fashion apparels, footwear and accessories amounted to an estimated 63.3 billion U.S. dollars and is projected to grow to over 90 billion U.S. dollars by 2021. Global net sales of online fashion retailers amounted to more than 356 billion U.S. dollars in 2017.

Businesses engaged in fashion e-commerce typically operate an official website for online shopping website and direct retail sales to consumers. Online shoppers spent an average of 3.43 U.S. dollars per visits to luxury apparel properties and 3.63 U.S. dollars per online shopper per visit to general apparel properties, making fashion the highest revenue-generating e-commerce vertical. The value of e-commerce retail sales for clothing and clothing accessories stores amounted to about 4.1 billion U.S. dollars in 2015. The combined compound annual growth rate (CAGR) for revenue from fashion retail e-commerce in the United States is expected to reach an estimated 7.83 percent during the periods between 2015 and 2021. As of November 2016, the share of internet users who ever purchased fashion-related products online was 58 percent, making it the most popular online shopping category worldwide. Some of the top fashion online stores in the United States include Macy’s, Nordstrom, Amazon, Victoria Secret and Kohls. Macy’s apparel and footwear segment recorded a net e-commerce sale of close to 2.2 billion U.S. dollars in 2016, the highest for that year in the United States. For approximately a third of online fashion shoppers in the United States, the average order value usually comes to up to 100 U.S. dollars with the average basket size being up to five items.

With the growing popularity in online commerce through the use of a mobile device, a lot of Americans are switching from personal desktop computers to the convenience of their mobile devices. In the United States, mobile purchases accounted for approximately 21 percent of all digital commerce spending for fashion apparel and accessories 2016.

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Fashion e-commerce in the United States - Important statistics

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