Generational fashion e-commerce in the United States - statistics & facts

From #TikTokMadeMeBuyIt to desktop shopping, the way in which consumers shop for fashion is highly dependent on several factors ranging from personal preferences to household income. One such factor, one that can be easily categorized and observed, is the demographic of age. Taking into account the Digital Age and the development of e-commerce in the last two decades, younger consumers have different experiences when interacting with brands and shopping online than their older counterparts and vice versa.

Leading online fashion store: shein.com

Generation making the most online clothing purchases: Millennials

Preferred place for Gen Z to shop for apparel: Online stores

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Current statistics on this topic

Share of online shoppers who purchased fashion items in the last year in the United States as of September 2023, by generational cohort

B2C E-Commerce

Online fashion shoppers in the United States in 2023, by generation

Share of consumers who made an online purchase in the last month in United States as of December 2023, by age and product category

Online Retail

Consumers who made an online purchase in the U.S. in 2023, by age and category

Share of online shoppers who returned fashion items purchased online in the last year in the United States as of September 2023, by generational cohort

B2C E-Commerce

Online fashion shoppers who made returns in the United States in 2023, by generation

Overview

U.S. fashion and accessories e-retail revenue 2017-2029
U.S. fashion and accessories e-retail revenue 2017-2029
Apparel, footwear and accessories retail e-commerce revenue in the United States from 2017 to 2029 (in billion U.S. dollars)
Top fashion online stores in the U.S. in 2024
Top fashion online stores in the U.S. in 2024
Leading online stores in the fashion segment in the United States in 2024, by e-commerce net sales (in billion U.S. dollars)
Online fashion shoppers in the United States in 2023, by generation
Online fashion shoppers in the United States in 2023, by generation
Share of online shoppers who purchased fashion items in the last year in the United States as of September 2023, by generational cohort
Online second-hand fashion shoppers in the United States in 2023, by generation
Online second-hand fashion shoppers in the United States in 2023, by generation
Share of shoppers who purchased second-hand fashion items online in the last year in the United States as of September 2023, by generational cohort
Consumers who made an online purchase in the U.S. in 2023, by age and category
Consumers who made an online purchase in the U.S. in 2023, by age and category
Share of consumers who made an online purchase in the last month in United States as of December 2023, by age and product category
Gen Z monthly online shoppers worldwide 2023, by category
Gen Z monthly online shoppers worldwide 2023, by category
Share of Gen Z consumers shopping online on a monthly basis worldwide in 2nd quarter 2023, by category
Generational distribution of global fashion online shoppers 2023
Generational distribution of global fashion online shoppers 2023
Generational distribution of fashion online shoppers worldwide as of September 2023
Gen Z who would choose to shop mostly online vs. offline worldwide 2023, by category
Gen Z who would choose to shop mostly online vs. offline worldwide 2023, by category
Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category

Purchase drivers

Considerations when choosing apparel for Gen Z in the U.S. 2023
Considerations when choosing apparel for Gen Z in the U.S. 2023
Which are the most important aspects for Generation Z in the United States when choosing apparel in 2023?
Gen Z fashion inspiration sources in the U.S. in 2023
Gen Z fashion inspiration sources in the U.S. in 2023
Leading sources of fashion inspiration for Generation Z in the United States in 2023
Top considerations for Gen Z when purchasing clothing in the U.S. 2023
Top considerations for Gen Z when purchasing clothing in the U.S. 2023
Leading channels and influences Generation Z consumers consider when purchasing apparel in the United States in 2023
Top considerations for Millennials when purchasing clothing in the U.S. 2023
Top considerations for Millennials when purchasing clothing in the U.S. 2023
Leading channels and influences Millennial consumers consider when purchasing apparel in the United States in 2023
Top considerations for Gen X when purchasing clothing in the U.S. 2023
Top considerations for Gen X when purchasing clothing in the U.S. 2023
Leading channels and influences Generation X consumers of consider when purchasing apparel in the United States in 2023
U.S. consumers who look for UGC when shopping for fashion online 2023, by generation
U.S. consumers who look for UGC when shopping for fashion online 2023, by generation
Share of consumers seeking out user-generated content (UGC) when shopping for clothing and footwear online in the United States in 2023, by generation

Purchase channels

Store types where 25 to 34 year-olds buy most of their clothing in the U.S. in 2023
Store types where 25 to 34 year-olds buy most of their clothing in the U.S. in 2023
Store types where the age group 25 to 34 years purchase the majority of their apparel in the United States in 2023
Store types where consumers 55 and older buy most of their clothing in the U.S. 2023
Store types where consumers 55 and older buy most of their clothing in the U.S. 2023
Store types where consumers 55 years and older purchase the majority of their apparel in the United States in 2023
Store types where Gen Z buy most of their clothing in the U.S. in 2023
Store types where Gen Z buy most of their clothing in the U.S. in 2023
Store types where Generation Z purchase the majority of their apparel in the United States in 2023
Shopping channel preference among U.S. millennials & Gen Z for clothes and shoes 2023
Shopping channel preference among U.S. millennials & Gen Z for clothes and shoes 2023
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for apparel and shoes in the United States in 2023
Top online discovery channels for clothing buyers in the U.S. 2023
Top online discovery channels for clothing buyers in the U.S. 2023
Gen Z vs. all clothing shoppers main online discovery channels in the United States in 2023
Women's casual apparel brands gaining popularity Gen Z U.S. 2025
Women's casual apparel brands gaining popularity Gen Z U.S. 2025
Popularity growth index of leading women's casual apparel brands among Generation Z in the United States in 2025
Men's casual apparel brands gaining popularity U.S. 2025
Men's casual apparel brands gaining popularity U.S. 2025
Popularity growth index of leading men's casual apparel brands among Generation Z in the United States in 2025

Mobile shopping

Clothing shoppers mobile audience share in the U.S. 2023, by age
Clothing shoppers mobile audience share in the U.S. 2023, by age
Distribution of mobile clothing shoppers in the United States as of March 2023, by age group
Leading shopping apps for Gen Z in the U.S. 2023
Leading shopping apps for Gen Z in the U.S. 2023
Most popular shopping apps among Gen Z users in the United States as of July 2023
Leading shopping apps for millennials in the U.S. 2023
Leading shopping apps for millennials in the U.S. 2023
Most popular shopping apps among millennials in the United States as of July 2023
Leading shopping apps for Gen X in the U.S. 2023
Leading shopping apps for Gen X in the U.S. 2023
Most popular shopping apps among Gen X users in the United States as of July 2023
Social commerce fashion shoppers in the United States in 2023, by generation
Social commerce fashion shoppers in the United States in 2023, by generation
Share of shoppers who purchased fashion items online via social media in the last year in the United States as of September 2023, by generational cohort
Social media shoppers 2024, by generation
Social media shoppers 2024, by generation
Share of consumers buying products on social media in 2024, by generation

Returns

Online fashion shoppers who made returns in the United States in 2023, by generation
Online fashion shoppers who made returns in the United States in 2023, by generation
Share of online shoppers who returned fashion items purchased online in the last year in the United States as of September 2023, by generational cohort
Top reasons Gen Z return clothing items online in the United States 2023
Top reasons Gen Z return clothing items online in the United States 2023
Leading reasons Generation Z consumers return online apparel orders in the United States in 2023
Top reasons Millennials return clothing items online in the United States 2023
Top reasons Millennials return clothing items online in the United States 2023
Leading reasons Millennial consumers return online apparel orders in the United States in 2023
Top reasons Gen X return clothing items online in the U.S. 2023
Top reasons Gen X return clothing items online in the U.S. 2023
Leading reasons Generation X consumers return online apparel orders in the United States in 2023

Leading online fashion store: shein.com

Generation making the most online clothing purchases: Millennials

Preferred place for Gen Z to shop for apparel: Online stores

Key figures

The most important key figures provide you with a compact summary of the topic of "Generational fashion e-commerce in the United States" and take you straight to the corresponding statistics.

Generation most often using user-generated content when fashion shopping online
Gen Z
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U.S. consumers who look for UGC when shopping for fashion online 2023, by generation
Millennials buying second-hand clothing items online
**%
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Online second-hand fashion shoppers in the United States in 2023, by generation
Leading influence causing Gen X to purchase apparel
Customer ratings and reviews
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Top considerations for Gen X when purchasing clothing in the U.S. 2023

Gen Z shoppers using the SHEIN app
**%
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Leading shopping apps for Gen Z in the U.S. 2023
Gen Z & millennial preferred fashion shopping channel
Online
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Shopping channel preference among U.S. millennials & Gen Z for clothes and shoes 2023
Gen X shoppers buying clothing via social commerce
**%
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Social commerce fashion shoppers in the United States in 2023, by generation

Generation making the most online clothing returns
Gen Z
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Online fashion shoppers who made returns in the United States in 2023, by generation
Leading reason Gen Z return online apparel purchases
Sizing issues
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Detailed statistics
Top reasons Gen Z return clothing items online in the United States 2023
Millennials who returned online apparel due to sizing issues
**%
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Detailed statistics
Top reasons Millennials return clothing items online in the United States 2023