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Percentage distribution of fashion sales in Europe between 2017 and 2028, by channel

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Source

Release date

October 2023

Region

Europe

Survey time period

2017 - 2022

Supplementary notes

* Estimate

Citation formats

Percentage of online and offline fashion sales in Europe 2017-2028

Published by
Bruna Rocco,
Dec 18, 2025
Although the vast majority of fashion sales in Europe still occur in physical stores, online shopping has experienced continuous growth, which was boosted in 2020 due to the restrictions resulting from the COVID-19 pandemic. And although there was a slight decline in 2022 and 2023 due to the full return to normalcy, it is estimated that online sales of clothing, footwear, and accessories accounted for nearly ** percent of the total industry in Europe in that last year. Not only that, but a constant increase is expected over the next five years, reaching around **** percent by 2028.
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