Fashion eCommerce: how and why to sell fashion online today

Fashion eCommerce on the rise: the Data

Selling fashion online today is advantageous because eCommerce is growing faster than traditional retail, provides direct access to customers anytime and anywhere, and opens growth opportunities for brands.

All this is driven by changing shopping behaviours: consumers are increasingly digital, selective, and well-informed. It is therefore clear that having a strong presence in the online channel—especially in fashion—means capturing demand where it originates and evolves, leveraging technology and data to create more effective shopping experiences.

Some numbers help illustrate the scale of this phenomenon:

• 31% of global fashion revenue already comes from eCommerce

• The average annual growth rate (CAGR) of online fashion is estimated at +9.5% between 2023 and 2029

• In 2024, eCommerce grew by +12.5% compared to +3% for offline retail

Furthermore, according to Netcomm, Italian companies are increasingly investing in the digital shopping experience. The data confirm this:

• 38% of users choose a brand based on the breadth of its catalogue

• 27.7% prioritise a fast, easy, and efficient purchase process

• 76.6% prefer home delivery, but collection outside the home is also growing

The Strategic Advantages of Fashion eCommerce

Fashion eCommerce continues to spread rapidly, bringing numerous benefits to brands in the fashion sector. Here are the 6 main advantages:

1. Direct Access to Consumers Operating online eliminates intermediaries and allows brands to establish a direct relationship with the end customer.

   • This enables brands to:

   • Control the entire shopping experience, from browsing to post-sale support

   • Collect first-party data useful for personalising offers and strategies

   • Build more effective and long-lasting loyalty journeys

2. Higher Profit Margins

   By managing prices and promotions directly, brands can optimise revenues and achieve higher margins compared to traditional retail channels.

3. Geographical Expansion

   eCommerce removes physical barriers, allowing brands to reach new markets—including international ones—without investing in local stores or infrastructure.

4. Flexibility of Offering

   The online channel enables brands to:

   • Launch exclusive collections or limited editions

   • Test new products or pricing strategies in real time

   • Quickly adjust assortments based on actual demand

5. Consistent Brand Presence

   A well-designed online store ensures full control over brand identity, from visual communication to storytelling.

6. Optimisation of Logistics and Supply Chain

   With an integrated omnichannel strategy, brands can improve inventory management, forecast demand more accurately, and reduce waste and overstock.

Purchase drivers and top-performing categories in fashion eCommerce

Consumer choices in online fashion are guided by specific motivations: emotional, functional, and environmental. Understanding these drivers helps brands better direct their sales strategies.

Main purchase drivers according to Netcomm Focus Fashion & Lifestyle 2024:

• Breadth of assortment (38%)

• Competitive pricing and low shipping costs (35.6%)

• Free and simplified return policies (26.9%)

• Ease and speed of browsing, purchasing, and delivery (27.7%)

Top purchased categories: motivations and trends

Clothing: Appreciated for the variety available and exclusive collections, online clothing also allows previews of lines reserved for the eCommerce channel.

Footwear: Achieve high performance thanks to tools such as digital fitting, intuitive size guides, and advanced return policies that reduce purchase uncertainty.

Accessories and Jewellery: Driven by emotional and seasonal dynamics—such as gift-giving—these products gain wide visibility through social engagement and immersive shopping experiences.

A Rapidly Growing Trend: Second Hand An increasing number of consumers, especially younger generations, base their decisions on sustainability and responsibility. The second-hand market, already established in France and Northern Europe, is growing rapidly in Italy as well. Focus on circularity encourages preference for brands that offer a more ethical, transparent, and innovative model.

Omnichannel as a Growth Driver in Fashion

In contemporary fashion retail, customers move freely between eCommerce sites, physical stores, social media, apps, and other channels. They seek continuity, simplicity, and personalisation at every stage of the shopping journey.

Omnichannel strategies allow brands to meet these expectations, offering solutions such as Click & Collect, in-store returns, digital concierge services, and phygital experiences. Every touchpoint becomes an opportunity to strengthen the brand, collect data, and build stronger relationships.

Brands that effectively integrate different channels achieve better results in terms of customer experience, conversions, and lifetime value. Today, the key differentiator is no longer mere presence, but consistency across channels. Brands that manage to ensure this consistency are the ones that remain relevant.

Source: ConsorzioNetcomm