What influences online fashion sales?

One of the main factors that influences fashion purchases is social media. Influencers play a major role in shaping fashion and trends, with platforms such as Instagram, TikTok and Pinterest being common sources of fashion ideas. Some brands supply bloggers with free clothing in return for photographing themselves wearing it. This is a business opportunity for the brands to raise their profile and influence the world of fashion.

Online retailers that sell the ‘look’ attract users, with the opportunity to purchase accessories and complementary items. In the current world of convenience and constant viewing of smartphones a customer can make a purchase in seconds while they’re walking down the street.

Other factors that can attract a purchase include free and fast delivery and convenient returns (courier collects from home).

Add to this excellent, inspirational photography that’s updated regularly, and you have a winning formula to grow digital sales.

As of January 2022, there are 3.96 billion total social media users across all platforms. Facebook remains the most used platform by marketers worldwide (93%). Instagram sits in second place (78%) with 2 billion users.

TikTok is the fastest-growing social network with a staggering 105% user growth rate in the US over the past two years.