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Share of online shoppers who purchased fashion items in the last year in the United States as of September 2023, by generational cohort

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Sources

Release date

March 2026

Region

United States

Survey time period

September 7, 2023 to 13 September 13, 2023

Number of respondents

1,045 respondents

Age group

18-80 years old

Special properties

Online shoppers who have made a digital purchase in the last 12 months

Method of interview

Online survey

Supplementary notes

The age ranges for the generations are as follows:

  • Generation Z: 1995-2012
  • Millennials: 1980-1994
  • Generation X: 1965-1979
  • Baby Boomers: 1946-1964

Missing percentage points to 100 percent are due to rounding.

Citation formats

Online fashion shoppers in the United States in 2023, by generation

Published by
Yihan Ma,
Mar 30, 2026

Among the categories of fashion purchases, clothing was bought most by online shoppers in the United States. A September 2023 survey revealed that ** percent of U.S. online shoppers had bought clothing in the last 12 months. ** percent bought shoes, while ** percent bought accessories.

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Statistics on " Generational fashion e-commerce in the United States "

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Other statistics that may interest you Generational fashion e-commerce in the United States

Overview

8

Purchase drivers

6

Purchase channels

7

Mobile shopping

6

Returns

4

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Topics

Generational fashion e-commerce in the United StatesU.S. Gen Z & millennials: consumer goods and shopping behaviorGen Z online shopping behaviorGen Z online beauty shoppersFashion e-commerce in the United States
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* For commercial use only

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Access limited to Free Statistics. Premium Statistics are not included.
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per month, billed annually 1
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