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eCommerce Report 2021 -

Fashion
Statista Digital Market Outlook – Segment Report

June 2021
Agenda

01 Segment Report 02 Appendix

▪ Overview ▪ User demographics
▪ Market sizes ▪ Market structure
▪ User numbers ▪ Product overview
▪ Average revenue per user ▪ Author
▪ Sales channels
▪ European market landscape
▪ Company profiles
▪ Start-up analysis

2
eCommerce Fashion: products
Overview: market scope
Apparel
▪ Includes the digital sale of almost all types
of clothing articles (e.g. t-shirts, coats,
pants, underwear)
▪ The main sales channels are multi-brand
merchants (e.g. Asos, Nordstrom) and
online shops of individual fashion retailers
(e.g. Zara)
3 Source: Statista Digital Market Outlook 2021
Footwear
▪ Included are all types of shoes (e.g. casual
shoes, slippers, etc.) – with the exception of
sports shoes – as well as shoe accessories
and care products
▪ The main distribution channels are multi-
brand merchants (e.g. Asos, Zappos) and
online shops of individual shoe retailers
(e.g. Clarks)
Bags & Accessories
▪ Included are various types of bags and
accessories, for example leather bags,
suitcases and purses, jewelry, hats, scarves
and gloves, among others
▪ The main sales channels in this market
segment are online fashion retailers (e.g.
Asos, Zalando, Nordstrom) or dedicated
luggage retailers such as eBags
Personalization and recommendation features are
among the main benefits for customers
Segment overview: customer benefit and market development
Customer benefit
Fashion is one of the most mature eCommerce segments. The idea of
distance shopping for fashion items was not new – long before the
internet era, mail order catalogs had already become highly popular. But
the internet brought fashion shopping to a new level – the broader
product range (colors, sizes, styles) offered by online shops, free
shipping, improved delivery services (e.g. same-day delivery) and hassle-
free return processes are all factors that support the ongoing trend
towards online shopping in the fashion segment.
Most online fashion shops offer choices and services that customers
cannot find in ordinary brick-and-mortar businesses. First and foremost,
they inspire customers by providing content and personalized
suggestions based on the browsing history or previous purchases.
Another service that goes beyond standard online shopping is curated
shopping, offered by companies like Outfittery, where individual outfits
are put together by personal style advisers. The U.S. subscription-based
company Stitch Fix goes one step further and applies a sophisticated
recommendation algorithm to send its customers packed boxes with
items for special events or new styles that match their individual taste
on a regular basis.
Social influencers also play a big role in online fashion retail. Fashion
blogs and social media platforms like Instagram reach a huge audience,
and product placement has proved itself able to skyrocket brands and
reach large following with unpreceded speed.
4 1: CAGR: Compound Annual Growth Rate / average growth rate per year
Market size and future development
Fashion is the largest B2C eCommerce market segment and its global
size is estimated at US$752.5 billion in 2020. The market is expected to
grow further at 9.1% per year and reach a total market size of
US$1,164.7 billion by the end of 2025.
China is a leading region in Fashion eCommerce, as its market has
already grown to a total volume of US$337.8 billion and is by far the
largest online fashion market in 2020. The increasing disposable income,
the lack of well-established stationary retail in the country (especially in
second-/third tier cities) and high appetite for luxury fashion have a
significant impact on the market. China’s online fashion sales are
expected to grow 9.3% CAGR1 by 2025 and reach a volume more than
two times as big as the U.S. sales by 2025.
In Europe and the U.S., internet penetration is already very high, which
means growth is mainly driven by the continuous shift of the existing
customer base from offline to online purchases. The U.S. market is
valued at US$155.6 billion in 2020 and is expected to reach US$239.5
billion in 2025. Relevant players in the U.S. market are online shops of
the retailers Gap and Macy’s as well as the pure online player Amazon.
The European fashion market is the third biggest in this comparison with
a volume of US$130.8 billion in 2020. Big online players in the field of
fashion in Europe are Zalando, Vente Privee, Asos, the Otto Group and
H&M.
A shift towards mobile and improving processes are
obvious trends, next to new
Segment overview: assumptions and trends
Assumptions
One of our key assumptions is the shift from offline to online retail. But
both “worlds” are also becoming more and more connected, as cross-
channel services are increasing. An example of seamless integration of
online and offline channels is click & collect.
The fashion market landscape can be divided into brand marketplaces
(Zalando, Zappos), design shops (Net-A-Porter), the online presence of
ordinary retailers (H&M, Gap), generalists (Amazon), discount clothing
shops (boohoo) and direct-to-consumer sellers (Nike).
It is no secret that mobile shopping is one of the major driving forces in
this market. The steady increase in smartphone penetration will ensure
strong growth rates in mobile shopping. With better and easier online
services, more customers shift to mobile research. Social networks like
Instagram, where social influencers reach huge audiences and try to
generate authentic and appealing inspiration and recommendations, are
mostly used on mobile devices as well.
An easy return process is the key to customer satisfaction. For
merchants, the best-case scenario would be to reduce current return
rates in order to keep margins at a substantial level. In this respect, the
incorporation of big data and analysis of customer shopping behavior is
a promising approach.
However, due to the remaining growth potential in the market, the focus
is still on customer acquisition and loyalty in order to increase sales.
5 Source: Statista Digital Market Outlook 2021, shopify.com
Trends
Fashion eCommerce has quickly moved from a simple combination of
online and offline stores to offering an integrated shopping experience
that unites mobile shopping on the go, online shops filled with extra
content and new store concepts. This is an arrival of “new retail”, where
consumers interact with a brand or product across a number of
platforms.
In the mass market, well-known brands and online shops with a strong
customer base offer own-label collections (e.g. Amazon, Asos). This
combines two advantages: differentiation from other vendors and higher
margins (no middleman).
The purchasing power is shifting from the U.S. and Europe to the
markets China and Southeast Asia, and established eCommerce players
from the West are looking out for business acquisition targets in those
markets.
Traditional brand loyalty has diluted due to a higher market
fragmentation, and retailers are acknowledging the importance of
community building and customer engagement. Creating a dialog with
the customer beyond sending out newsletters and encouraging
interaction on social networks helps to build loyalty.
Return rates are rising and are now estimated to be around 20%,
especially in Fashion, where customers tend to order multiple sizes. This
requires increased manpower and warehouse space.
Apparel is the largest category in Fashion eCommerce
with a revenue of US$776.9 billion by 2025
Market sizes: global

Global segment sizes forecast in billion US$

Apparel Footwear Bags & Accessories

1,164.7
+9.1%1 1,104.8
1,045.2
227.4
969.5 213.5
878.3 198.6
182.3 160.4
752.5 164.8 150.8
147.7
139.3
140.4
129.4
117.9

740.5 776.9
647.9 698.9
584.1
494.3

2020 2021 2022 2023 2024 2025

1: CAGR: Compound Annual Growth Rate / average growth rate per year
Note: Revenue figures refer to Gross Merchandise Value (GMV); Forecast adjusted for expected impact of COVID-19, November 2020
6 Source: Statista Digital Market Outlook 2021
China shows the biggest growth in Fashion with a
CAGR1 of 9.3%
Market sizes: regional comparison (1/2)

Revenue forecast in billion US$

Apparel Footwear Bags & Accessories

China United States Europe

527.1
+9.3%1

128.1

337.8 57.6
+9.0%1 239.5
73.7
33.6 +7.9%1
191.1
45.4 29.2
155.6 27.2
22.1 130.8 39.3
341.4
24.0 18.9
218.7 176.7 26.5
109.4 124.6
85.4

2020 2025 2020 2025 2020 2025

1: CAGR: Compound Annual Growth Rate / average growth rate per year
7 Source: Statista Digital Market Outlook 2021
With revenues of US$32.6 billion, the UK was the biggest
online Fashion market among the EU top 5 in 2020
Market sizes: regional comparison (2/2)

Revenue forecast in billion US$

Apparel Footwear Bags & Accessories

+5.2%1

42.1
5.2
+6.3%1
32.6
7.8 30.6
4.1 +7.2%1
3.9
6.0 24.3
22.5
7.0 4.0
2.7
17.1 4.3
5.0 +7.8%1
29.1 2.9 +8.0%1
3.1
22.5 9.2 8.4
19.7
14.8 16.0 6.3 1.3 5.7 1.6
1.1 2.2 1.1 1.9
11.1 1.4
5.7 1.3 4.9
3.9 3.4
2020 2025 2020 2025 2020 2025 2020 2025 2020 2025

1: CAGR: Compound Annual Growth Rate / average growth rate per year
8 Source: Statista Digital Market Outlook 2021
By 2025, most Fashion eCommerce users will live in
China
User numbers: regional comparison (1/2)

Number of users forecast in millions

Apparel Footwear Bags & Accessories

China Europe United States

873.4

597.0
554.2
525.8
464.3

339.6 351.2 355.4 351.1

251.3 242.5 229.4

182.3 170.4
158.9
136.7 126.0
87.8

2020 2025 2020 2025 2020 2025

9 Source: Statista Digital Market Outlook 2021

Germany and UK show the strongest demand for
online Fashion within Europe in 2020
User numbers: regional comparison (2/2)

Number of users forecast in millions

Apparel Footwear Bags & Accessories

53.2
49.9
45.8
40.3 41.1 41.0 40.0

33.1 32.8 33.1 33.0

30.3 29.5
26.7 25.6
23.9
22.1 21.9 20.9 21.8
19.2 18.9
16.5 17.2
14.9
13.2 12.1 13.3
10.0 9.0

2020 2025 2020 2025 2020 2025 2020 2025 2020 2025

10 Source: Statista Digital Market Outlook 2021

Out of the three major regions, U.S. customers spend
most on Apparel
Average revenue per user: regional comparison (1/2)

Average revenue per user forecast in US$

Apparel Footwear Bags & Accessories

United States China Europe

252 210 119

2020 176 2020 134 2020 105

600 395 240

267 215 112

2025 171 2025 110 2025 112

770 391 268

11 Source: Statista Digital Market Outlook 2021

Among the European top 5, online Fashion shoppers
in the UK spend the most
Average revenue per user: regional comparison (2/2)

Average revenue per user forecast in US$

Apparel Footwear Bags & Accessories

215 221 163

2020 183 2020 141 2020 151
547 335 324

204 211 147

2025 190 2025 142 2025 175
583 399 369

108 122
2020 80 2020 86
176 140

108 124
2025 105 2025 87
194 148

12 Source: Statista Digital Market Outlook 2021

The online revenue share in Apparel retail in China is
expected to reach 58% by 2023
Sales channels: regional comparison (1/3)

Sales channels development forecast in the Apparel market in percent of revenue

Online Offline

42.0%
56.0%
71.7% 70.8% 71.6%
75.7% 77.2% 79.6% 80.4%
82.9% 85.3%
88.3%
95.5% 93.8%

58.0%
44.0%
28.3% 29.2% 28.4%
24.3% 22.8% 20.4% 19.6%
17.1% 14.7%
11.7%
4.5% 6.2%
2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023

13 Source: Statista Digital Market Outlook 2021

The online revenue share in Footwear is the highest in
China
Sales channels: regional comparison (2/3)

Sales channels development forecast in the Footwear market in percent of revenue

Online Offline

47.8%
53.2%
64.9% 61.4%
71.9% 67.9% 70.2%
75.5%
82.1% 82.0% 84.1%
87.7% 90.7%
92.8%

52.2%
46.8%
35.1% 38.6%
28.1% 32.1% 29.8%
24.5%
17.9% 18.0% 15.9%
12.3% 9.3%
7.2%
2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023

14 Source: Statista Digital Market Outlook 2021

Almost 25% of Bags & Accessories revenue in
Germany will be made online by 2023
Sales channels: regional comparison (3/3)

Sales channels development forecast in the Bags & Accessories market in percent of revenue
Online Offline

53.4%
64.0%
76.3% 75.3% 78.1%
81.2% 85.3% 83.4% 85.3% 84.0%
88.6% 88.6% 91.6% 90.2%

46.6%
36.0%
23.7% 24.7% 21.9%
18.8% 14.7% 16.6% 14.7% 16.0%
11.4% 11.4% 8.4% 9.8%

2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023 2019 2023

15 Source: Statista Digital Market Outlook 2021

In Europe, the UK is the biggest local market for online
Fashion retail
European market landscape

eCommerce Fashion revenues in Europe in 2019 The biggest specialized shops in the top 6 countries

Germany

United Kingdom 17.7%

25.7%

13.4% France

4.7%
1.4% Spain
24.3% 1.7% 4.3%
1.3%
Others 2.8% Italy
1.8% Sweden
1.0%
Austria
Finland Switzerland
Denmark Norway

Out of scope

16 Source: Statista Digital Market Outlook 2021, eCommerceDB.com

From a global perspective, macys.com is the biggest
online retailer specialized in Fashion products
Company profiles: overview

Biggest players per country with Fashion as the main product category in 2020

macys.com global eCommerce

net sales: US$6.8 billion

next.co.uk global eCommerce zalando.de global eCommerce

net sales: US$2.2 billion net sales: US$2.2 billion

17 Source: eCommerceDB.com
In 2020, macys.com generated global eCommerce net
sales of more than US$6.8 billion
Company profiles: macys.com
Find out more on:
ecommerceDB.com

Key Facts Global eCommerce net sales in billion US$

6.80
Headquarters: Cincinnati
5.62
5.25
4.72
Launch: 1996 4.10
3.32
Global eCommerce
US$6.8 billion
net sales ‘20:

Main Category: Fashion

2015 2016 2017 2018 2019 2020

Background Revenue split by categories in %

macys.com, operated by Macy's, Inc., is an online store with nationally- Fashion
focused sales. Its eCommerce net sales are generated almost entirely in
the United States. With regard to the product range, macys.com is an all- 75 Food &
round online store, with products on offer that cover different
Personal Care
categories, such as Fashion, Furniture & Appliances and Toys, Hobby & 4
DIY. Furniture &
Appliances
18
Toys,
Hobby &
4 DIY

18 Source: eCommerceDB.com
In 2020, next.co.uk generated global eCommerce net
sales of more than US$2.2 billion
Company profiles: next.co.uk
Find out more on:
ecommerceDB.com

Key Facts Global eCommerce net sales in billion US$

2.20 2.24
Headquarters: Leicester 2.08
1.92
1.74 1.77
Launch: 1999

Global eCommerce
US$2.24 billion
net sales ‘20:

Main Category: Fashion

2015 2016 2017 2018 2019 2020

Background Revenue split by categories in %

next.co.uk, operated by Next Plc, is an online store with nationally- Fashion
focused sales. Its eCommerce net sales are generated mostly in the
United Kingdom. Other countries only account for a small share of 78
eCommerce net sales, e. g. the United States. With regards to the
product range, next.co.uk is an all-round online store, with products on Furniture &
offer that cover different categories, such as Fashion, Furniture & Appliances
Appliances as well as Toys, Hobby & DIY. 11
Toys,
Hobby &
8 DIY
4 other

19 Source: eCommerceDB.com
In 2020, zalando.de generated global eCommerce net
sales of US$2.2 billion
Company profiles: zalando.de
Find out more on:
ecommerceDB.com

Key Facts Global eCommerce net sales in billion US$

2.21
Headquarters: Berlin
1.70 1.78
Launch: 2008 1.45
1.14 1.23
Global eCommerce
US$2.21 billion
net sales ‘20:

Main Category: Fashion

2015 2016 2017 2018 2019 2020

Background Revenue split by categories in %

zalando.de, operated by Zalando SE, is an online store with nationally- Fashion
focused sales. Its eCommerce net sales are generated almost entirely in
96
Germany. With regards to the product range, zalando.de achieves the
greatest part of its eCommerce net sales in the Fashion category.
Furthermore, products from the Toys, Hobby & DIY category are part of
the offer. The online store was launched in 2008.

Toys,
Hobby &
2
DIY

20 Source: eCommerceDB.com
Intelistyle uses an AI engine to provide fashion advice
Start-up analysis: Intelistyle
Overview
The UK-based start-up Intelistyle has developed an AI engine that is able
to analyze fashion photography and use the choices of real stylists to
give fashion advice. When putting together an outfit it both offers
shopping suggestions and uses the items that the customer already
owns. The company hopes to soon become the “Spotify of fashion”.
The business can be described as an AI fashion stylist and retail
aggregator in one, is free for its users and earns a fee from the sale of
each item. Retailers can also integrate Intelistyle’s AI in their own
website, making it possible to offer shoppers suggestions based on their
data – “body type, skin tone, hair, and eye color as well as personal
sense of style”, which improves the personalized customer experience
and opens new horizons for email promotions or ad targeting.
21 Sources: Statista Digital Market Outlook 2020, intelistyle.co.uk, econsultancy.com
Analysis
Is the product rare?
Most online retailers offer some kind of personalization on their sites
nowadays , but these are usually suggestions based on past purchases
and browsing history, and style advisor services cost extra.
Are there advantages compared to imitations?
Given the fast development of AI technologies, the idea of self-learning
fashion assistants will certainly find imitators soon. However, Intelistyle
was already able to create a wider network of partners, which will make
entering the market for further competitors challenging.
Can the product withstand possible constraints?
One of biggest challenges might be further restrictions in user data
protection, like the EU’s GDPR. Also, getting started with an app requires
some effort, as the user needs to upload pictures of the items he/she
already owns, and this may cause numerous inactive accounts.
In our opinion, Intelistyle has all the essentials to become an
important player when it comes to AI and eCommerce aggregation.
The long-term competitive advantage is thereby mainly founded in
the already growing user base and in establishing as many retailor
partnerships as possible to represent the entire fashion landscape.
 APPENDIX
Detailed consumer information is one key factor
for describing market developments precisely. In
this appendix, we give detailed information on
three different user characteristics: the age,
income, and gender distribution of users. The data
is based on Statista's Global Consumer Survey.
Furthermore, we provide an overview of the
market structure presented in this report.

22
40% of eCommerce users in the US are under 35
years old
User demographics: eCommerce users in the U.S.

Users by gender Users by income

Low income
Medium income
34% 33% High income

33%
Female 49%
51% Male Users by age in %

24
22
20 19
16

18-24 years 25-34 years 35-44 years 45-54 years 55-64 years

"Which of these items have you bought online in the past 12 months?"; Multi pick; n=4,120
23 Source: Statista Global Consumer Survey, as at June 2021
The highest share of eCommerce users in Germany is
between 45 and 54 years old
User demographics: eCommerce users in Germany

Users by gender Users by income

33% Low income

Medium income
High income

33% 34%

49% Male Users by age in %

Female 51%

23 22
21 21

12

18-24 years 25-34 years 35-44 years 45-54 years 55-64 years

"Which of these items have you bought online in the past 12 months?"; Multi pick; n=2,078
24 Source: Statista Global Consumer Survey, as at June 2021
Fashion revenue streams
Market structure: Fashion

Segment Sub-segments Out of scope

Outdoor and sports clothing,

Includes the digital sale of almost all types of clothing
sports shoes
articles (e.g. t-shirts, coats, pants, underwear). The
Apparel main sales channels in this market segment are This type of clothing and shoes,
multi-brand merchants (e.g. Asos, Nordstrom) and which have a special purpose,
online shops of individual fashion retailers (e.g. Zara). can be found in the category
Sports & Outdoor

This segment includes all types of shoes (e.g. casual Toddler and baby clothes
shoes, slippers, etc.) – with the exception of sports
This kind of clothing can be
shoes – as well as shoe accessories and care
found in the segment Toys &
Fashion Footwear products. The main distribution channels in this
Baby
market segment are multi-brand merchants (e.g.
Asos, Zappos) and online shops of individual shoe
reCommerce
retailers (e.g. Clarks).
The resale of used, defective or
This segment contains various types of bags and repaired goods is not included
accessories. Included are for example leather bags,
suitcases and purses, jewelry, hats, scarves and Consumer-to-Consumer
Bags & Accessories gloves, among others. The main sales channels in
Sales between private persons
this market segment are online fashion retailers (e.g.
(e.g. via Craigslist) are not
Asos, Zalando, Nordstrom) or dedicated luggage
included
retailers such as eBags.

25
About the Statista Digital Market Outlook

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About the Statista Global Consumer Survey 2020

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Marketing & Finance & insurance
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Author

Alexandra Rotar
Analyst Digital Markets

a.rotar@statista.com

Alexandra Rotar graduated the master’s degree in Economics at the University

of Jena with the specialization area Innovation and Change. She gained a
comprehensive understanding of market structures and mechanisms from her
work in strategic marketing. At Statista she works on projects related to the
digital economy.

www.statista.com