A recent report by Business of Fashion, in collaboration with Amazon Fashion & Sports, indicates a shift in European online fashion consumer priorities. Quality of service, size and fit accuracy, retailer reliability, and clear product information are becoming more important than trend-driven purchases or price.
Multi-brand retailers are gaining prominence, with 39% of online shoppers in major European markets relying on them to discover new fashion offerings. Investing in personalization, logistics, and a consistent presence across multiple channels is crucial for building customer trust and fostering long-term growth.
The European online fashion market is projected to grow by 50% by 2025, reaching €175 billion, representing 33% of the total retail sector. Cross-border marketplaces are the main drivers of this expansion. Advanced technologies like Artificial Intelligence (AI) and machine learning are revolutionizing the industry, offering personalized recommendations and optimizing the customer experience.