NIQ: Western Europe online fashion accounts for 20% of e-commerce spending
NIQ•Resale and promotions remain important
Resale is shifting from niche to mainstream, with second-hand purchases increasingly integrated into fashion buying journeys, especially among younger shoppers.
Black Friday represented 9% of annual online fashion sales, reinforcing promotions as a key volume and customer-acquisition lever.
Gen Z and older cohorts are shaping demand
Gen Z is driving incremental growth through value-led shopping and platform discovery, while older cohorts still deliver high annual spend.
Western Europe online fashion market is maturing
NIQ analysis sees Western Europe’s online fashion market maturing, holding about 20% of total online consumer spending across key markets.
Total e-commerce sales rose 5% over the past year, versus 3% growth for online fashion, pointing to slower category expansion.
