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

Fashion remains one of the largest and most resilient categories in Western European e-commerce, accounting for approximately 20 percent of online consumer spending across key markets, according to the latest NIQ (NYSE: NIQ) report, Decoding the Fashion E-commerce European Market in 2026.

The study analyzes the behaviour of more than 2 million online shoppers across 10 European countries, providing one of the most comprehensive views of the region’s online fashion landscape. 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,…