Fashion e-commerce in the United States - statistics & facts
Involving the buying and selling fashion-related items such as clothing, shoes, and various accessories online, fashion e-commerce makes up a large portion of the global retail economy. The industry accounts for roughly 20 percent of total online retail sales in the United States and has experienced steady annual growth in the past two decades. In 2025, U.S. retail e-commerce revenue from the sale of fashion apparel, footwear, and accessories is set to reach over 159 billion U.S. dollars. By 2029, the online fashion retail sector could be responsible for over 219 billion dollars in sales.
Online shoppers spent an average of 3.1 U.S. dollars per visit to luxury apparel properties, 2.7 U.S. dollars per visit to general footwear properties, and 2.9 U.S. dollars per online shopper per visit to general apparel properties, making fashion the highest revenue-generating vertical for e-commerce websites. Overall, roughly 31 percent of digital shoppers purchased anywhere from 26 to 50 percent of their fashion items online in 2024, while only three percent made no fashion purchases through the internet.
Another feature entering the fashion e-commerce scene is generative Artificial Intelligence. While nearly half of U.S. shoppers were unwilling to share personal data with AI while shopping online, many were willing to do so in exchange for a specific perk personalizing their consumer journey. For fashion shoppers in the U.S., digital try-ons with generative AI may just be the perk they are looking for..
A strong vertical in U.S. e-commerce
Fashion e-commerce’s biggest names are often omnichannel, with brands like H&M and Zara maintaining brick-and-mortar stores alongside official websites and apps that reach hundreds of thousands each month. However, online fashion shoppers tend to buy the most from department stores and marketplaces, with Shein, Walmart, Amazon, and Macy’s making the top four on the list of best-selling online fashion stores in the U.S.Online shoppers spent an average of 3.1 U.S. dollars per visit to luxury apparel properties, 2.7 U.S. dollars per visit to general footwear properties, and 2.9 U.S. dollars per online shopper per visit to general apparel properties, making fashion the highest revenue-generating vertical for e-commerce websites. Overall, roughly 31 percent of digital shoppers purchased anywhere from 26 to 50 percent of their fashion items online in 2024, while only three percent made no fashion purchases through the internet.
Fashion at our fingertips
In addition to a wide variety of e-commerce websites, in recent years the online fashion landscape has been diversified by mobile applications developed by B2C (business-to-consumer) apparel retailers as well as C2C (consumer-to-consumer) platforms that allow buying and selling between private consumers. With so many options to choose from, it is unsurprising that consumers seek out the best experiences regardless of where they shop. In 2024, product images, inventory availability information, and delivery information were some of the most valued e-commerce features among fashion e-shoppers. Promotions like free shipping as well as being able to interact with brands on social media were also significant parts of the online fashion buying experience.Another feature entering the fashion e-commerce scene is generative Artificial Intelligence. While nearly half of U.S. shoppers were unwilling to share personal data with AI while shopping online, many were willing to do so in exchange for a specific perk personalizing their consumer journey. For fashion shoppers in the U.S., digital try-ons with generative AI may just be the perk they are looking for..
