The Impact of COVID
At the start of the pandemic, many consumers shifted their spending online. But what about today – three years later?
Nearly half (48%) of consumers say they spend more on apparel online now that they did pre-COVID. 12% spend less. The remaining 40% say their online apparel spending hasn’t changed.
Apparel Products Commonly Purchased Online
Consumers purchase many types of apparel products online. Casual clothing and footwear tops the list, with 95% of shoppers indicating they buy these items online.
In addition, there are certain types of apparel products consumers say they’re more likely to purchase online than in a physical store location. Casual clothing and footwear tops this list, too. More than three-quarters (77%) of consumers indicate they’re more likely to purchase casual clothing and footwear online than they are in a brick-in-mortar store.
Where Consumers Browse and Buy Clothing Online
Consumers spend a growing portion of their clothing budgets online, a topic we explore in more detail here. But where exactly are those shoppers going to browse and buy clothing online?
Where Online Clothing Shoppers Start the Purchase Journey
The largest portion – 37% – start the purchase journey for clothing products on a retailer’s website. Brand websites come in at a close second; 34% of shoppers start the search for clothing on such a site.
A quarter of shoppers start shopping for clothing products on Amazon.
Where Online Clothing Shoppers Frequently Make Purchases
We know where clothing shoppers are starting their search online. But where are they ultimately converting?
The largest portion of shoppers – 64% – say they frequently make clothing purchases on a retailer website. Just over half (55%) purchase clothing on brand websites – and 49% do so on Amazon.
Where Consumers Browse and Buy Footwear Online
Consumers are spending a growing portion of their footwear budgets online. We explore footwear spending and the shift to ecommerce elsewhere in this report.
Here, we’ll take a closer look at where online shoppers are starting the search for shoes – and where they’re ultimately making those footwear purchases.
Where Online Footwear Shoppers Start Their Search
Retailer websites and brand websites are tied as the most common spots for starting the footwear purchase journey; 38% of shoppers start their search on each.
Where Online Footwear Shoppers Convert
The majority of online footwear shoppers start their search on brand and retailer sites. And as it turns out, those are also the places consumers are most likely to convert.
60% frequently make purchases on brand websites, such as Nike.com or Crocs.com. 58% do so on retailer sites.
COVID Continues to Influence the Shift to Online Apparel Spending
The pandemic may be behind us. But it has had a lasting impact on online apparel spending. Today, 48% of consumers spend more on apparel now than they did before COVID.
Apparel brands and retailers must have a solid digital strategy in place to attract, convert, and retain the growing number of consumers who are opting to buy apparel online. In addition, brands and retailers must make it a priority to deliver seamless experiences, whether consumers are shopping for apparel online, in-store, or a combination of the two.
Consumers Add Myriad Apparel Products to Their Online Shopping Baskets
These days, consumers frequently purchase many different types of apparel products online. Casual clothing and footwear (95%), athletic clothing and footwear (83%), and sleepwear and intimates (74%) top the list.
In addition, there are certain apparel categories consumers are more likely to purchase online than in-store. Again, casual clothing and footwear (71%), athletic clothing and footwear (61%), and sleepwear and intimates (53%) lead the pack.
Apparel brands and retailers must ensure online shoppers have all the information they need to make informed purchase decisions – especially across these top categories.
When it Comes to Online Clothing Shopping, Retailer and Brand Websites Dominate
Nearly four in 10 clothing shoppers start the online purchase journey on a retailer website. 34% launch the search on a brand website.
Retailer and brand websites also top the list of where clothing shoppers are most likely to convert. But just because a consumer starts their purchase journey on your website, it doesn’t mean they’ll convert there.
It’s imperative to provide visitors with all the information they need to make informed purchase decisions on your website. Otherwise, you’re likely to lose them to a competitor – or Amazon.
Of course, brand or retailer-provided information is hugely important. But it’s also essential to showcase plenty of feedback from those who have already purchased the product in question. Here, we dig deeper into the types of user-generated content clothing shoppers want most.
For Online Footwear Shoppers, Brand and Retailer Sites Reign
38% of online footwear shoppers start the purchase journey on a retailer website; 38% launch their search on a brand website.
Brand and retailer sites are also where footwear shoppers are most likely to convert.
But that doesn’t mean a shopper who starts their purchase journey on your website will convert there.
It’s imperative to ensure your website visitors have all the information they need to make informed purchase decisions. If you don’t, you’re sure to lose them to a competitor.
For starters, ensure your product pages are full of informative, accurate content. In addition, be sure to provide your visitors with opportunities to read feedback from customers who have already purchased the product in question. In another section of this report, we take a closer look at the types of feedback footwear shoppers seek out.
Check out the survey hub for further insights.
