Online shopping: The report on the fashion sector e-commerce created by SaleCycle is available

Online fashion sales are growing on Sundays and the use of mobile devices continues to prevail in 2022.

Users tend to buy mainly formal clothing, especially in the fast fashion sector, generating high online traffic.

High cart abandonment rates. Casey Turnbull, author of the study, says that the fashion e-commerce sector "is one of the most dynamic sectors in the world".

Data emerged from the report

An increase in online sales that reaches its peak in January (10,71%), still influenced by the boom recorded last November as a result of Black Friday, with continued growth in mobile, which has seen an increase in sales 41% from 2020 and 2,45% from 2021. And a cart abandonment rate that reaches 83,48% in Europe.

These are some of the data that emerged from the report on trends and statistics of the fashion e-commerce sector for 2023 made by SaleCycle, an Anglo-French company specializing in remarketing activities. The report is the result of the company's analysis of millions of online shopping journeys over the past 12 months, taking into consideration more than 150 of the leading global online fashion brands and retailers.

Casey Turnbull, author of the report

«The fashion e-commerce sector quickly adapts to the seasons, changes in users' browsing and purchasing behavior, the evolution of technology and market conditions» declares Casey Turnbull, report author, marketing specialist at SaleCycle and journalist. «According to Statista, the fashion e-commerce sector is expected to grow annually by 11,5%, reaching a value of 1 501,3 billion dollars by the end of 2027» continues.

In 2022 the women's dresses were the most purchased items (more than 9 million), followed by t-shirts, jeans and sweaters. The sector of fast fashion, compared to the luxury sector, is the one that recorded the most purchases by consumers (almost 12,5 million in Europe).

«Due to the Covid-19 pandemic, the postponement of events such as weddings and bridal showers, as well as the growing popularity of baby showers and other social and corporate events, is certainly the cause of the growing demand for women's dresses and other garments of formal wear» explains Casey Turnbull.

When and how

Also in the course of 2022, users tended to buy in theirs free time, to be able to devote himself calmly to purchases. The greatest volume of online sales was recorded on Sundays (16,22%) as well as in moments outside work, especially at 21:00, when the intention or impulse to buy increased.

Of particular interest is the continued growth of the mobile shopping, which generates almost 72% of sales. At the expense of desktop shopping, which fades into the background, recording only 28% of all online sales.

«E-commerce is facing a new generation of consumers who are using mobile as their primary mode of online shopping» continues Casey Turnbull. This is mainly thanks to technological advances, "Consumers can count on greater ease of purchase as a result of an optimized user experience and faster checkout procedures with mobile-friendly payment options (for example, ApplePay) made through their mobile device".

Abandoned carts

In the fashion e-commerce sector, however, Cart abandonment rates are high, mainly from mobile (85,55%) and in the luxury sector. The reasons are many: unexpected costs, shipping costs or taxes, concerns about the security of the website, surfing and then changing your mind, lack of information and product reviews.

“One possible explanation for the higher mobile than desktop churn rates is that many users find the mobile shopping experience less convenient or otherwise more complicated than the desktop UX” concludes Casey Turnbull.

You can download the report by clicking here.

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