The rise of the fashion industry in eCommerce

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Fashion is one of the most important fields in the process of technological adaptation to the new digital age. Digital transformation is no longer an option; is a requirement that all companies that want to stay afloat must meet.

Today’s fashion consumers know new technologies perfectly, which is why their purchasing behaviors have undergone significant changes. Companies that don’t offer an online sales channel don’t just risk losing customers, they’re also putting their online reputation and brand image at stake.

The sales in the online fashion sector have grown exponentially in recent years, positioning the sector as a one of the ones that sell the most online. Within this growth, the The role of ecommerce is undeniable in the face of the benefits that the online fashion sector is reaping today.

According to data from Statista,the share of sales of clothing purchased online in Spain from 2016 to 2018 already indicated a steady rise in online sales.

Despite the significant initial doubts experienced in their day by many consumers (sizes, order management and returns, among others) the data have continued to increase, accompanied by the global ecommerce growth. It is also important to highlight the growing consumer confidence in payment systems and the rise of mobile devices.

Therefore, the fashion sector is increasingly present in online sales around the world.

Ecommerce stars in the growth of online clothing sales and their benefits. Thanks to ecommerce, the online fashion industry, it is booming globally and globally. According to CESCE’slatest study, online fashion sales are expected to exceed $700 million in transactions by 2022.

Why is the remarkable growth in online sales in the fashion sector?

The remarkable growth is due to the following reasons:


Today, most fashion ecommerces offer fast shipping and the possibility of return. E-commerce platforms such as Magento, Prestashop and Shopify,among others, make it possible to navigate users through online stores. As long as ecommerce managers invest in the required maintenance actions(design, usability,etc.), fashion ecommerce can be user-friendly websites that make it easier for the user to buy items in the store.

The price

Today, consumers perceive that buying online is cheaper. In online stores users find greater variety at better prices. Online businesses can reduce costs (staffing, establishment and storage costs.


For an emerging brand, it’s cheaper to open an online store instead of a physical one. In addition, the technology associated with marketing is at a good time, because it is relatively easy to get a return on investment, simply by applying good online marketing practices.

Ecommerce is a demanding and direct channel and online sales. Just as it has been the protagonist of shooting sales in the fashion sector, it also needs its own complexities that must be taken care of for optimization.

The main (physical) challenge for online fashion businesses is the logistics strategy,they must have a national, local and international distribution network to deliver orders to their customers. Due to strong and increasing competition in the industry, delivery times, accuracy, and availability have become relevant factors for business success and customer loyalty, increasingly important.

In addition to this main physical challenge of online fashion sales, the importance of investing in a good SEO for optimal ecommerce positioning in key search engines such as Google and Bing, SEM strategies,maximizing the conversion rate CRO within ecommerce and maintenance tasks with the aim of maintaining the loading speed of the online store optimized WPO.

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