Online Shopping Revolutionizes the Fashion Ecommerce Industry

The fashion industry has undergone tremendous changes in the past decade due to the rise of ecommerce and online shopping. What was once dominated by brick-and-mortar retailers is now seeing strong competition from online-only fashion brands and marketplaces. GlobalData research shows that the share of apparel sold online increased from around 16% in 2015 to over 25% in 2020. Major drivers for this growth include the increasing penetration of internet and smartphones worldwide, improvements in online shopping experiences through new technologies and payment options, and the pandemic accelerating the shift to digital commerce.

New Frontier for International Brand Expansion

Ecommerce has opened up opportunities for international brand expansion unlike ever before. Major fashion brands from Europe, USA, and Asia are leveraging their own websites and third party marketplaces to reach new global audiences. Companies can launch online stores in international markets at a fraction of the cost of establishing physical retail networks. This allows testing different fashion styles, themes and products in multiple regions to discover niche trends. Some brands have gained popularity in unexpected global markets just through effective online marketing and localization of their websites. The lowered barriers to entry along with data gathering capabilities have empowered many digitally native brands to launch globally from the start.

Rise of Regional Ecommerce Giants

Several large ecommerce platforms have emerged in key regional markets like China, Europe and Southeast Asia which are challenging global leaders like Amazon. Chinese platforms Alibaba and JD.com dominate in their home market with innovative features and super-apps selling everything from Fashion Ecommerce to groceries. In Europe, Zalando has become the largest online fashion destination riding on its expansive private label offerings and stylish site design. Indian players Flipkart and Myntra are bringing Western and Indian fashion to the large online shopping audience. These regional giants understand local tastes, payment options and logistics better than global players giving them an edge. Their fast growing third party marketplace models also allow thousands of native fashion brands to find customers in those regions at low cost.

Personalization is the Fashion Ecommerce Industry

Advanced data analytics and personalization technologies are revolutionizing the online shopping experience. Websites and apps can now understand individual shopper preferences, browsing and purchase history to offer hyper-personalized content, recommendations, deals and styling tips. Many online heavyweights are investing aggressively in AI, computer vision and personalized search. For instance, Zalando uses machine learning algorithms to understand what a customer is likely to buy based on past behavior and present on-site activity. Such efforts are aimed at maintaining high customer loyalty and engagement in increasingly crowded online marketplaces. Personalized experiences have also benefitted niche fashion brands who lack resources for mass marketing but can engage micro-audiences deeply.

Mobile is Now Table Stakes

Mobile devices have become the primary gateway for accessing the internet and ecommerce globally overtaking desktops. This represents a massive shift in consumer online behavior favoring apps over websites. Major online fashion players like ASOS, H&M and Zara have optimized their mobile experiences with features like instant image search, AR/VR try-ons, checkout options and location-based deal notifications. Several digitally native brands launched as mobile-first with seamless app functionality. The pandemic further accelerated this trend as apps allowed convenient browsing and buying from home during lockdowns. Retailers ignore the mobile shift at their own peril given its scale today. Hybrid approaches combining innovative mobile apps with strong websites have worked best.

Livestreaming and Social Commerce Reshape Discovery

New shoppable social media and livestreaming are blending fashion discovery and purchases like never before. Chinese players pioneered this approach led by platforms like Douyin, Kuaishou and Little Red Book combining short videos with ecommerce links. Stylish key opinion leaders demonstrate outfits, take users through virtual stores and drive real-time purchases. This highly engaging format especially appeals to younger demographics worldwide and is steadily gaining traction in international markets too through Instagram and Facebook. Major fashion retailers from ASOS to Macy's are experimenting with livestreamed trunk shows, collaborating with influencers and integrating social shopping features like checkouts into profiles. The blurred lines between content and commerce are redefining discovery-led purchasing in highly visual and real-time virtual settings.

Sustainability is No Longer a "Nice to Have"

Growing awareness around environmental and social impact of fashion is driving more brands and retailers to focus on sustainability. Customers especially Generation Z and Millennials increasingly research brands' green and ethical credentials before purchasing. They want to understand sourcing, manufacturing practices, usage of eco-friendly materials, recycling programs and charities supported. Online players provide an open platform to educate users about these initiatives through content, certifications and transparent reporting. Sites also allow filtering merchandise basis eco attributes and connecting with like-minded communities. While sustainability involves long term investments, staying ahead of evolving consumer expectations is imperative for future-proofing ecommerce businesses in such a visually intense industry.

Overall, fashion ecommerce has profoundly disrupted retail worldwide within a very short time through innovative technologies, new shopping behaviors and nimble digitally native brands. Successful players constantly reinvent themselves by combining strong merchandising with superior shopping experiences across all devices and interfaces. The lines between online and offline channels continue blurring with initiatives like automated showrooming, BOPIS and personalized stores. Further data-driven personalized experiences, social commerce expansion, sustainability focus and localizedhyper-regional models will define winning strategies in this evolving landscape.

Get more insights on this topic: https://www.trendingwebwire.com/fashion-ecommerce-industry-the-booming-world-of-global-fashion-ecommerce-market/

Author Bio:

Money Singh is a seasoned content writer with over four years of experience in the market research sector. Her expertise spans various industries, including food and beverages, biotechnology, chemical and materials, defense and aerospace, consumer goods, etc. (https://www.linkedin.com/in/money-singh-590844163)