Key Ecommerce Statistics on Apparel Category – Snapshot


Apparel/Accessories Ecommerce Statistics


Apparel & accessories online sales grew in 2022

Online sales for apparel/accessories retailers increased in 2022. Median conversion rate held steady at 2.7% in 2022, mirroring 2021. Median monthly unique visitors reached 899,644, a 9% increase compared with 822,642 in 2021.

The median average ticket increased 10% year over year reaching $157 in 2022, compared with $142 a year earlier. That’s higher than the 6.5% inflation rate year over year in December 2022.

Ecommerce fashion sales reach $102.78 billion in 2022

Online sales among Top 1000 apparel/accessories merchants increased to $102.78 billion in 2022. Those sales comprised 32.9% of the total combined in-store and online sales in the category. Online sales increased 5% in 2022, up from $97.78 billion in 2021.

The top five retailers in the category held their places in 2022. Nike Inc. grew 20.8% in 2022, up from 19.0% growth in 2021. Meanwhile, the rest of the top five retailers fell behind with a drop in web sales. Macy’s Inc. sales decreased 5.8%, The Gap Inc. online sales dropped 7.2%, followed by Nordstrom Inc. (-5.2%), and Kohl’s Corp. (-7.1%) in 2022.

Apparel/accessories merchant online sales grew 5.1% in 2022, below the growth rate of total U.S. retail sales in the category at 22.0%, according to a Digital Commerce 360 analysis of U.S. Department of Commerce retail data.

Who buys clothes online?

The median shopper age shows that shoppers in the 25 to 34 year old range still make up the largest group of shoppers at 27.4% in 2022 compared with 27.6% in 2021.

The median age breakdown of apparel/accessories shoppers likely to purchase online is similar to the overall Top 1000 (25.1%). 18.3% of apparel/accessories shoppers are adults ages 35-44, compared with 18.4% of Top 1000 shoppers in that age group. No one age demographic takes the majority of online sales in the category.



Source: Digital Commerce 360 1. Digital Commerce 360 analysis of SimilarWeb traffic data. 2. Includes only U.S. sales from the sites of U.S.-owned retailers for consistency with the U.S. Department of Commerce’s methodology. 3. Digital Commerce 360 category estimate for 2021 since the U.S. Department of Commerce didn’t break out the jewelry segment, which the Top 1000 considers a separate category rather than part of apparel/accessories; 2020 figure reported by the U.S. Department of Commerce 4. Medians won’t sum to 100%

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