Paris. Milan. London. New York. Amazon?

The COVID-19 pandemic has caused many consumers to shun in-store shopping in favor of online retailers. While this trend was already occurring, the events of the past year accelerated the pace of eCommerce adoption, particularly in categories consumers had been previously hesitant to shop online.

Before the pandemic many consumers were still hesitant to purchase fashion and apparel products online due to questions around product fit and variations like color. Although apparel eCommerce adoption lagged the overall eCommerce adoption rate (32.9% compared to 46.6%, respectively), the COVID-19 pandemic fueled already growing consumer adoption of online apparel shopping.¹ Since the beginning of the pandemic, however, consumers have been embracing online fashion and apparel shopping. eCommerce penetration in the apparel market is projected to grow to 46% in 2024, and the overall business is expected to grow to $713 billion by 2022, up from $606 billion in 2020.¹

Overall, the apparel category has a 15% conversion rate on Amazon, but the retailer is introducing innovations to solve some of the inherent difficulties in apparel eCommerce—as well as some of the ongoing difficulties of online shopping.² To fight back against third-party sellers selling counterfeit products, Amazon launched a counterfeit crimes unit in addition to a number of other brand safety programs. The retailer is attracting high-end luxury brands to its platform with the Luxury Stores program, and recently launched a custom, made-to-order clothing service. Amazon’s product-oriented content, Amazon Live video streaming, and efforts to reduce shipping time to consumers all have implications for the online apparel category.

The apparel category is changing fast. To learn more about the latest trends in the apparel category on Amazon, download our latest whitepaper, Amazon Apparel Category Trends.