Worldwide, clothing is one of the most purchased categories online. In countries such as Brazil, Russia, the UK it even tops all other product categories in share of online shoppers. Several clear trends have formed on the global online retail market for this product, as shown in a recent report.
Desktop remains the leading device used for buying clothes online, but the share of mobile is growing. In South Korea, for example, purchases made through a mobile device rose from one third of total online purchases in early 2014 to 40% in late-2014, according to Statistics Korea.
Surveys show that clothing is the most popular good to purchase directly from online retailers abroad. Especially in the emerging regions its share on the total cross-border purchases is high.
Showrooming, webrooming and the rise of the click-and-collect option urge fashion retailers to enable a seamless shopping experience to customer across mobile, online and in-store channels.