Global shoppers love buying fashion online – study

We hear a lot these days about how the e-commerce revolution has stalled and particularly how luxury seems to be turning away from it… at least a bit. But it’s clearly still a huge part of the fashion retail market and a new study has analysed more than 50 countries to rank them with the highest average yearly online spend per shopper.

The research also shows that fashion in general is a key category for global online shoppers and is the most frequently purchased category online across the 50 countries

Ubuy.dk came up with the analysis and said that Denmark holds the first spot in the ranking of e-shopping spenders, with an average of $3,426.47 spent per online shopper yearly.

The countries analysed were first chosen based on the highest percentage of online shoppers. Each country’s total e-commerce market size in US dollars was divided by the respective number of online shoppers. Countries were then ranked according to these average spending figures, from highest to lowest. 

Additional metrics, such as online shopping preferences and online consumers’ age groups, were analysed too.

As mentioned, Denmark is in top spot. Nearly 90% of Danes aged 20-39 make online purchases, mainly focusing on clothing and shoes. 

Close behind, the US is in second position with an average online spend of $3,389.03 per shopper, but with a larger 92% of the population e-shopping. Those aged 25-34 are particularly interested in buying fashion and electronic items online.

South Korea is third, with an even bigger 96% of its citizens contributing to an average online spend of $3,032 each. The country’s shoppers, aged 20-40, focus on buying both clothing and food & beverages online.

Next comes the UK in fourth spot and with the highest proportion of its population shopping online (98%). They have an average spend of $2,547. The UK’s e-commerce spend results in a diverse shopping cart that includes fashion, beauty, electronics, and more, predominantly among those aged 25-34.

With its online shopping population spending an average of $2,189, Australia is ranked fifth. About 91% of Australians engage in online shopping, with a preference for clothing and shoes among those aged 25-34.

The rest of the top 10 comprises: Norway — 88% of the population spending an average $1,927 a year and fond of clothing and sports goods; Canada — 91% of shoppers spending $1,748 and concentrated on clothing and shoes; China — 97% of shoppers spending $1,745 with Gen Z having “a huge leaning towards clothes and shoes”; Singapore — 95% of shoppers spending $1,724.77 per online shopper, but more focused on food and groceries; and Switzerland — 96% of shoppers spending $1,675 with clothing and shoes again a key category.