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Global B2C E-Commerce Trends: clothing industry occupied the largest proportion

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Note: A recent study published by, a market research company based in Hamburg, shows that clothing account for the

A recent study published by, a market research company based in Hamburg, shows that clothing account for the largest proportion of online retail sales. The report indicated that the products buyers purchase most are clothing and consumer electronics. Therefore, online stores, physical stores, and clothing stores have launched fierce competition in order to occupy the market of clothing.

 B2B web

In recent years, clothing is a hot product in the online retail industry around the world, such as the United Kingdom, Russia, China, India, Spain, Italy, Turkey, Mexico, etc,. The proportion of clothing sales has always been the highest in some developed countries such as Germany but significantly lower than consumer electronics in some emerging markets such as the Middle East.


For online and physical store clothing retailers, mobile and full channel shopping have become an important part of sales. Many buyers spend a lot of time choosing clothes and shoes online, however, they may place order online or offline. In the United States, the proportion of online shopping or physical store purchases is almost the same after choosing online. Most German buyers said they often compare the clothing price of online stores and physical stores cause it sold both online and on physical stores. In the United Kingdom, the "click picking" method has not only become the most common option for buying clothes but also become a specialty store promotion. At the same time, in South Korea, nearly a third of consumers buy clothes through smartphones, which shows that the optimization of websites, APPs, and the improvement of customers’ shopping experience are very important.


In China and Japan, large online retailers and large e-commerce platform are the first choices for consumers to purchase clothing. In the online retail of Chinese clothing, Tmall has an absolute advantage and brings together a large number of domestic and foreign clothing brands and sellers.


In the United States, consumers will consider large retailers first, follow by brands when buying clothes. In Europe, German online retailers Zalando and Bonprix, French online retailer La Redoute and British online retailer Asos have covered several countries.


In the UK and Germany, H&M, C&A, Marks&spencer and Next are the most popular brands for consumers.


In Latin America, Mercado Libre and Dafiti have become the ultimate destination for consumers to shop online.


In South Africa, Kalahari and Amazon occupy the dominant position. 

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