Overall, global revenue from online fashion showed a significant upward trend for most of the period before experiencing a minor contraction toward the end. Simultaneously, US consumer behavior was characterized by a preference for infrequent shopping, with the majority of shoppers making purchases only a few times a year.
Regarding the global market, online fashion sales commenced at approximately $530 billion in 2015. This figure climbed steadily over the subsequent four years, reaching just over $600 billion in 2017 and peaking at roughly $680 billion by 2019. However, the final two years of the study saw a slight reversal of this trend, with the total value receding to approximately $660 billion in 2021.
Turning to US consumer habits, those who purchased items once or twice per year constituted the largest segment at 31%, followed closely by individuals shopping every two to three months at 29%. Combined, these two groups accounted for a clear majority of the market. Conversely, only one-fifth of respondents shopped on a weekly basis, while those who made monthly purchases represented the smallest cohort at a mere 5%. Notably, 15% of the US population refrained from online fashion shopping altogether during this timeframe.