Global Fashion Industry

Worldwide Fashion E-Commerce: Market Size & Growth

E-Commerce Revenue by Year & Annual Growth Rate

The Worldwide Fashion E-Commerce Market generated an e-commerce revenue of US$1,230,956m in 2024, reflecting an e-commerce growth rate of 5-10% compared to the previous year. Projections for 2025 see the e-commerce market trending toward a change of 5-10%.

Monthly E-Commerce Revenue & Growth

Online sales are subject to changes throughout a year that are determined by broader consumer habits, cultural preferences, and the general state of the economy. In the Worldwide Fashion E-Commerce Market, monthly revenues in November of 2025 were US$145,158m. This represents a change of 5-10% from the previous month.

Worldwide Fashion E-Commerce: Product Categories

In the Worldwide Fashion E-Commerce Market, Apparel is the largest category, contributing 52% to the markets's total revenue. Among all e-commerce product categories, it holds the leading position in terms of revenue share and consumer demand.

Biggest Online Retailers in Worldwide Fashion E-Commerce

The largest e-commerce retailer in the Worldwide Fashion E-Commerce Market is tmall.com, with an online revenue of US$216,300m in 2024. Its revenue changed by 5-10% in 2024. Following in second place is taobao.com, followed by douyin.com in third place.

# 1

tmall.com

Biggest Category

Fashion

Biggest Country

Greater China

Growth 24/25

0-5%

Revenue (GMV)

US$216,300m

# 2

taobao.com

Biggest Category

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Biggest Country

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Growth 24/25

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Revenue (GMV)

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# 3

douyin.com

Biggest Category

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Biggest Country

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Growth 24/25

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Revenue (GMV)

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Position	Store	Biggest Category	Biggest Country	Growth 24/25	Revenue (GMV)
1.	tmall.com	Fashion	Greater China	0-5%	US$216,300m
2.	taobao.com	Unlock	Unlock	Unlock	Unlock
3.	douyin.com	Unlock	Unlock	Unlock	Unlock
4.	example123.bla	Unlock	Unlock	Unlock	Unlock
5.	storenamesome-24.xbz	Unlock	Unlock	Unlock	Unlock
6.	emerald-emerald.xb	Unlock	Unlock	Unlock	Unlock
7.	roserose.hru	Unlock	Unlock	Unlock	Unlock
8.	cakestore24.zwr	Unlock	Unlock	Unlock	Unlock
9.	limedatabase.yzu	Unlock	Unlock	Unlock	Unlock
10.	cyan-cpu-chips.yzu	Unlock	Unlock	Unlock	Unlock

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Note: This ranking is based on GMV. Click here to learn more about our methodology and the drilldown available at ECDB.

Worldwide Fashion E-Commerce Penetration: Online Market Share

The Worldwide Fashion E-Commerce Market reached an online share of 35-40% in 2024. This e-commerce market share measures what percentage of revenues are generated through online channels. The online share is expected to reach 35-40% in 2025.

Top Shipping, Payment and Software Providers in Worldwide Fashion E-Commerce

One of the key characteristics of any e-commerce market is its top service providers. This refers to the most prevalent carriers online retailers use for their shipments, the type of payment methods they offer, or the shop software they use to manage their store site. In the Worldwide Fashion E-Commerce Market, DHL is the shipping provider offered by most e-commerce retailers, VISA (Cards) is the number one payment provider, and Shopify the leading provider of shop software.

Worldwide Fashion E-Commerce: Conversion Funnel KPIs

In 2024, the add-to-cart rate for the Worldwide Fashion E-Commerce Market was 12.0-12.5%, while the cart abandonment rate was 79.5-80.0%,. The e-commerce shopping statistics of consumers buying are used to benchmark performance for e-commerce retailers in the market.

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