Fashion market in the U.S.

The U.S. Fashion eCommerce market is predicted to reach US$239,778.3 million by 2025 and accounts for 21.4% of the total eCommerce market in the United States. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 4.5%, resulting in a projected market volume of US$285,841.3 million by 2029. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Monthly revenues

Monthly eCommerce revenues in the U.S. Fashion market

The monthly eCommerce revenue of the U.S. Fashion market was US$18,143 million in January 2025. This refers to a growth of -24.9% compared to December 2024. Within the last 12 months, the monthly revenue share was the highest in December 2024 with 10.7% of the total 2024 revenue of the U.S. Fashion market and the lowest in February 2024 with 7.0% of the total 2024 revenue.

Revenue Last Month

US$18,143.2m

The eCommerce revenue fell by 24.9% from December 2024 to January 2025.

01-2025-24.9%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)70.02.757.811.675.235.22.450.694.64.480.754.4

Market development

eCommerce revenue development in the Fashion market in the U.S.

The U.S. Fashion eCommerce market is predicted to reach US$239,778.3 million by 2025 and accounts for 21.4% of the total eCommerce market in the United States. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 4.5%, resulting in a projected market volume of US$285,841.3 million by 2029. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

eCommerce revenue development in the Fashion market in the U.S.

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Fashion market in the U.S.

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)82.720.511.972.523.041.572.065.7

Online share

eCommerce online share of the total Fashion market in the U.S.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the U.S. Fashion retail market, the online share is 33.5% and will increase by an average of 5.6% to 41.6% by 2029.

eCommerce online share of the total Fashion market in the U.S.

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)61.1%18.9%66.4%70.7%34.2%23.5%34.9%79.3%

Top stores

Top five Fashion online stores in the U.S. by net sales 2024

With sales in the U.S. Fashion market, shein.com generated a revenue of US$19,114.2 million in 2024, which means it is the leading online store in this market. The Fashion ranking of the United States is based on all online stores that generated sales in this market in 2024. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Fashion market in the U.S. in 2024

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Fashion United States - Fashion United States - All Categories

Payment Methods

Top 5 offered payment methods in the U.S. Fashion market

With 93.2% VISA the most commonly offered payment method of all online stores in the U.S. Fashion eCommerce market in 2024. Like VISA Mastercard with a penetration of 93.0%, American Express with a share of 88.5%, and Discover with a share of 76.0% the payment type Cards is the most common used by online retailers in in the U.S. Fashion eCommerce market in 2024. With a share 83.7% PayPal is the most common used payment method offered to the clients of type E-wallets.

Top 5 offered payment methods in the U.S. Fashion market

in %

Note: A store can offer more than one payment method (Multi-pick), based on 1,653 stores in the U.S. Fashion market

Source: ECDB analysis

See all stores offering

VISA Mastercard PayPal

Shipping Service Provider

Top 5 offered shipping providers in the U.S. Fashion market

Despite USPS (United States Postal Service)'s dominant position with 52.7% of online stores opting for its services, the U.S. Fashion eCommerce market in 2024 remains diverse and competitive. Several other shipping service providers, including UPS (United Parcel Service), FedEx, DHL, and OnTrac, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the U.S. Fashion market

in %

Note: A store can offer more than one shipping provider (Multi-pick), based on 1,316 stores in the U.S. Fashion market

Source: ECDB analysis

See all stores offering

DHL UPS (United Parcel Service) DPD

Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel (e.g. jackets, t-shirts, joggers, underwear)
  • Footwear (e.g. sneakers, boots, sandals)
  • Bags (e.g. handbags, backpacks, suitcases)
  • Accessories (e.g. hats, sunglasses, jewelry, watches)

Out-of-scope

  • Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
  • Eye care (e.g. glasses and sunglasses with prescriptions)
  • Beauty care (e.g. make-up, fragrances)