Apparel Stores and Digital Commerce 2017: Trends and Benchmarks - eMarketer
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Apparel Stores and Digital Commerce 2017: Trends and Benchmarks

eMarketer Report

By: eMarketer

Published: November 14, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

eMarketer forecasts US ecommerce sales of apparel and accessories will reach $84.58 billion in 2017, accounting for 18.7% of total US retail ecommerce. Apparel is a product category bought in multiple sectors, including department stores and discounters. While this report delves into apparel shopping behavior of all types, the focus is on specialty retail.

  • The digital apparel space is one of the more fragmented, as there are many specialty retailers vying for consumers’ attention. This large number of retailers is most likely not sustainable in the long term.
  • While the majority of apparel and accessories sales still occur in physical stores, ecommerce growth is expected to remain steady over the forecast period—increasing 15.9% in 2017, eMarketer estimates.
  • The more successful apparel retailers make close to 40% of their sales digitally, while the average in the sector is closer to 20%.
  • Amazon has upped its fashion prowess in the apparel industry by introducing a slew of private-label brands, as well as beta-launching its Prime Wardrobe subscription service.
  • Through visual search, chatbots and social commerce, artificial intelligence (AI) is having an impact on apparel retailing.

"While specialty retailers are generally doing better than department stores, Macy’s, Kohl’s and others attract a larger share of apparel retail ecommerce traffic."

Table of Contents

About eMarketer’s ‘Retailers and Digital Commerce’ Reports

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Retail Sales: Steady Digital Growth

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Consumer Behavior: Apparel Buying Spans Retail Segments

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Apparel Stores Trends

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9 charts are included in the full report:

Apparel Stores and Digital Commerce 2017: Trends and Benchmarks

US Apparel Retail Ecommerce Traffic Share, by Retailer, April 2017 (% of total* tracked by SimilarWeb)

Retail Sales: Steady Digital Growth

US Clothing and Accessories Store Retail Sales, 2008-2016 (billions and % of total retail sales*)

US Retail Ecommerce Sales Share, by Category, 2017 (% of total retail sales in each category)

US Retail Ecommerce Sales Share, by Product Category, 2011, 2016 & 2021 (% of total retail sales in each category)

US Apparel and Accessories Retail Ecommerce Sales, 2016-2021 (billions, % change and % of total retail ecommerce sales)

In-Store and Ecommerce Sales for Select US Apparel Retailers, 12 months ending April 2017

Consumer Behavior: Apparel Buying Spans Retail Segments

US Apparel Retail Ecommerce Traffic Share, by Retailer, April 2017 (% of total* tracked by SimilarWeb)

Apparel Retailers from Which US Internet Users Made a Purchase Digitally*, Dec 2016 (% of respondents)

Apparel Stores Trends

Top 10 Retailers Used by US Female Internet Users to Purchase Womenswear, April 2017 (% of respondents)