Global Fashion market

The global Fashion eCommerce market is expected to increase over the next years. It is predicted to reach US$1,371,940.0 million by 2025 and the expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 7.4%. ECDB considers the following three sub-markets within the Fashion market: Apparel, Footwear, and Bags & Accessories. Apparel is the largest sub-market and accounts for 52.3% of the global Fashion market.

Monthly revenues

Monthly eCommerce revenues in the global Fashion market

The monthly eCommerce revenue of the global Fashion market was US$99,342 million in January 2025. This refers to a growth of -20.3% compared to December 2024. Within the last 12 months, the monthly revenue share was the highest in November 2024 with 10.6% of the total 2024 revenue of the global Fashion market and the lowest in February 2024 with 6.7% of the total 2024 revenue.

Revenue Last Month

US$99,341.8m

The eCommerce revenue fell by 20.3% from December 2024 to January 2025.

01-2025-20.3%

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 %)65.443.02.937.990.775.991.971.955.83.324.777.3

Market development

eCommerce revenue development in the global Fashion market

The global Fashion eCommerce market is expected to increase over the next years. It is predicted to reach US$1,371,940.0 million by 2025 and the expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 7.4%. ECDB considers the following three sub-markets within the Fashion market: Apparel, Footwear, and Bags & Accessories. Apparel is the largest sub-market and accounts for 52.3% of the global Fashion market.

eCommerce revenue development in the global Fashion market

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 global Fashion market

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 %)94.153.676.714.740.219.884.670.6

Online share

eCommerce online share of the total Fashion market

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 global Fashion retail market, the online share is 35.6% and will increase by an average of 3.4% to 40.7% by 2029.

eCommerce online share of the total Fashion market

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)16.8%71.4%82.2%54.3%83.0%24.9%39.5%66.6%

Top stores

Top five Fashion online stores worldwide by net sales 2024

With sales in the global Fashion market, shein.com generated a revenue of US$37,150.6 million in 2024, which means it is the leading online store in this market. The global Fashion ranking 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 ranking shows a filtered revenue. It only includes sales within the market Fashion.

eCommerce net sales generated in the Fashion market 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 Worldwide - All Categories

Payment Methods

Top 5 offered payment methods in the Global Fashion market

With 86.2% VISA the most commonly offered payment method of all online stores in the worldwide Fashion eCommerce market in 2024. Like VISA Mastercard with a share of 86.0% and American Express with a share of 55.9% the payment type Cards is the most common used by online retailers in in the worldwide Fashion eCommerce market in 2024. Other commonly used payment methods in that market are PayPal (E-wallets) with 62.6% and Bank transfer/cash in advance (Bank transfer) with 26.0% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Global Fashion market

in %

Note: A store can offer more than one payment method (Multi-pick), based on 8,446 stores in the global Fashion market

Source: ECDB analysis

See all stores offering

VISA Mastercard PayPal

Shipping Service Provider

Top 5 offered shipping providers in the Global Fashion market

In the worldwide Fashion eCommerce market, there is a high level of competition among numerous shipping service providers, resulting in a highly fragmented landscape in 2024. Notably, no single shipping service provider, including DHL, UPS (United Parcel Service), and FedEx, has been able to achieve a market share of over 20.0% among online retailers, indicating a dispersed market with many players holding smaller shares.

Top 5 offered shipping providers in the Global Fashion market

in %

Note: A store can offer more than one shipping provider (Multi-pick), based on 6,668 stores in the global Fashion market

Source: ECDB analysis

See all stores offering

DHL UPS (United Parcel Service) DPD

Shop Software Solutions

Top 5 used shop software solutions in the Global Fashion market

Although Shopify holds a commanding lead with 21.4% of online stores using the shop software solution, the worldwide Fashion eCommerce market in 2024 remains vibrant and competitive. This is due to the presence of several other shop software solutions, including Magento, Salesforce Commerce Cloud, WooCommerce, and PrestaShop, which collectively hold a significant share of the market.

Top 5 used shop software solutions in the Global Fashion market

in %

Note: A store can use more than one shop software solution (Multi-pick), based on 12,838 stores in the global Fashion market

Source: ECDB analysis

See all stores using

shop software shop software shop software

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)