NIQ Finds Fashion Takes 20% of Western Europe’s Online Spending for Gen Z, Resale and Value Led Platforms

While fashion continues to play a central role in e-commerce, the category is entering a new phase of maturity.

Across Europe, total e-commerce sales grew by 5 percent over the past year, compared with 3 percent growth for online fashion sales, highlighting the need for brands and retailers to find new avenues for growth as consumer attention and wallet share become more contested.

The report confirms that fashion remains a core e-commerce category. It represents around one fifth of total online spending across Western Europe, and in many markets it is the second largest online sector after hi-tech purchases.

Despite its scale, category growth is moderating as consumers become more cautious and selective, weighing price, value, sustainability and discovery before they buy. At the same time, market fragmentation is accelerating…