European country comparison

Returning to the European online fashion market, the table below gives the projected revenue from Statista by country for 2022-2025. The 5 main online fashion purchasing countries have been selected.

Each country demonstrates a growing market for online fashion sales. In terms of Amazon, the next table shows a comparison of the 5 most popular brands by the four key European countries for Amazon online fashion between 2020-2021 (ranking not available for Spain).

This analysis demonstrates that each country has its favourite brands and loyalty. It also shows that the big brands have a place next to smaller, unknown brands. However, it should be remembered that Amazon does not offer as many ‘on-trend’ fashion brands as specialist marketplaces such as the rapidly growing and successful Zalando.

The important thing to note here is that different country markets should be considered independently when setting up a fashion online marketplace. For example, e-commerce represents over 36% of the UK retail market (2021) with Amazon being the top site. Then comes eBay, which sells second-hand clothing and has online stores, while Next, the clothing retailer is number 5 on the list and receives 37.1 million visits per month.2

While this is an opportunity to offer new products to a new target market it’s essential to understand consumer habits. Doing this ensures a core and profitable product range while allowing room for trial products to engage new customers.