Clothing B2C E-Commerce Market in Europe 2021: Ukraine Expected to See B2C E-Commerce Sales to Over Half a Billion US $ by 2023

DUBLIN, December 29, 2021– (BUSINESS WIRE) – The report “Europe Clothing B2C E-Commerce Market 2021” has been added to offer.

Amazon, ASOS and eBay are the most visited fashion websites in the UK, as of 2021, according to this report. The report provides an overview of possible future industry developments, based on expected market values, consumer preferences and intentions, as well as technology trends.

B2C e-commerce clothing sales in Europe are expected to gradually accelerate over the years after peaking in 2020

A large percentage of Europe has seen growth in clothing e-commerce sales, particularly noticeable after the COVID-19 health crisis of 2020. In the UK, growth in B2C textile, clothing and footwear e-commerce is expected to reach nearly a quarter in 2021, due to the country’s lockdowns. In Germany, B2C e-commerce sales in the clothing category posted the highest year-over-year growth in the first quarter of 2021, leading other categories. Ukraine is also expected to experience a gradual acceleration in online clothing purchases over the next few years, with B2C e-commerce sales reaching over half a billion dollars by 2023.

In most European countries, fashion and clothing was the main product segment for online shopping in 2020

When it comes to online shopping in most European countries, consumer choices have focused on the fashion and clothing sector. In the UK, according to an October 2020 survey, clothing ranks second among future online shopping preferences, as in Germany. In Spain, the clothing products segment dominated the others. In Russia, clothing and footwear was the dominant choice for cross-border online shopping, while domestic B2C e-commerce clothing and footwear was the second most important category in 2020.

Online-only retailers are the number one choice to buy clothes online in European countries in 2021

Online-only retailers were commonly used across Europe to buy clothing items online, from 2020 and 2021. For example, in Germany and the UK, according to a February 2021 survey, retailers only online, such as Zalando, have dominated the choice. of merchant sites. In Ukraine, the main fashion retail website was the local site, SHAFA, followed by national merchants Klubok and Kloomba.

Cover of the report

  • This report covers the B2C e-commerce market for apparel in Europe. It takes into account a broad definition of the clothing segment, including products called clothing, fashion, clothing, accessories and footwear. The exact definition of the segment covered on each particular graph may differ depending on the original source used. Besides sales figures, penetration, and rankings, this report also reveals important market trends affecting B2C e-commerce of clothing, such as mobile, cross-border and omnichannel shopping.

Main topics covered:

1. Management summary

2. Global developments

  • Apparel B2C Ecommerce Market Snapshot During and After COVID-19, October 2021

  • Impact of COVID-19 on Market Players and News, October 2021

  • Top 20 E-Comm clothing. Websites, by website ranking *, incl. Website visits, in millions, average visit duration, in minutes, bounce rate, in%, and top 5 countries by website traffic, in%, August 2021

  • Top product categories preferred to buy more online,% of consumers, March 2021

  • Top 3 categories of products purchased online across borders by shoppers aged 25-34, in% of consumers, December 2020

  • Main product categories that will be purchased online in the future, incl. “Clothing”, in% of consumers, October 2020

  • Top 10 product categories sold by online marketplaces, number of marketplaces and visits per month, in millions, April 2021

  • Global Fashion Group net merchandise value, in millions of euros, and year-over-year change, in%, 2019 and 2020

  • ASOS total retail sales, in millions of pounds, and year-over-year change, in%, 2019 and 2020

3. Europe

3.1. Regional

3.2. Advanced markets

3.2.1. UK

  • Textile, clothing and footwear B2C e-commerce sales value, in millions of pounds, year-over-year change,%, 2019 – 2025f

  • Top fashion shopping sites, in% of consumers, February 2021

  • Main product categories that will be purchased online in the future, incl. “Clothing”, in% of consumers, October 2020

  • Top 3 categories of products purchased cross-border, incl. “Clothing / clothing, shoes and accessories”, in% of online shoppers, February 2021

  • Top 10 most visited fashion websites, in% of consumers, February 2021

  • Top Most Popular Online Brands Purchased in Last Three Months,% of Consumers, December 2020

3.2.2. Germany

  • B2C e-commerce sales of fashion-related product categories, by category, in millions of euros, and annual variation, in%, Q1 2020 & Q1 2021

  • B2C E-Commerce sales of “Clothing and footwear”, in billions of euros, 2019 & 2020

  • Main online shopping channels for “Clothing, shoes and accessories”, in% of consumers, February 2021

  • Main product categories that will be purchased online in the future, incl. “Clothing”, in% of consumers, October 2020

  • Top 3 categories of products purchased cross-border, incl. “Clothing / Apparel”, in% of online shoppers, February 2021

3.2.3. France

3.2.4. Spain

3.2.5. Italy

3.2.6. Netherlands

3.2.7. Belgium

3.2.8. Sweden

3.2.9. Switzerland

3.2.10. Denmark

3.2.11. Austria

3.3. Emerging Markets

3.3.1. Russia

3.3.2. Poland

3.3.3. Turkey

3.3.4. Ukraine

  • B2C E-Commerce Apparel Sales, USD Million, and Share,% of Retail Sales, 2016 – 2023f

  • Top 10 online clothing stores, by number of visits, in millions, 2020

Companies mentioned

  • Adidas

  • Amazon

  • American eagle

  • Apple

  • Asos

  • boohoo man

  • Burberry

  • eBay

  • She

  • Farfetch

  • Valet Mode

  • Fnac Darty

  • Difference

  • Global fashion group

  • H&M

  • Index

  • JCpenney

  • Liverpool

  • Macys

  • Marks and Spencer

  • Maternity

  • Myntra

  • Namshi

  • Following

  • Nike

  • Shopping at noon

  • Nordstrom


  • Pay Pal

  • Pik


  • Shein

  • Statistics

  • Stockx

  • Uniqlo

  • Vinté

  • Zalando

  • Zalora

  • Zara

  • Zooplus

  • Zozo

For more information on this report, visit

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