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EMARKETER

The State of UK Fashion Ecommerce 2025

How the Mobile Revolution, the Resale Renaissance, and China’s Challengers Are Reshaping Fashion’s Fortunes

Report by EMARKETER Analysts  |  Jun 17, 2025
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Table of Contents
UK fashion ecommerce: What is the size of the pie?
The competitive landscape
Consumer behavior and preferences
Key emerging trends
Opportunities and risks
Sources
Media Gallery
About This Report
The market will return to growth in 2025, but retailers face ongoing disruption from ultra-fast-fashion players and TikTok Shop.
Topics
Ecommerce Sales
Retail Sales
Retail Categories
United Kingdom
Table of Contents
UK fashion ecommerce: What is the size of the pie?
The competitive landscape
Consumer behavior and preferences
Key emerging trends
Opportunities and risks
Sources
Media Gallery

This report was prepared with the assistance of generative AI tools to support content organization, summarization, and drafting. All AI-generated contributions have been reviewed, fact-checked, and verified for accuracy and originality by EMARKETER editors. Any recommendations reflect EMARKETER’s research and human judgment.

UK online fashion sales will rebound in 2025, but retailers and brands face intensifying competition. Mobile-first shopping now dominates consumer preferences; social buyers are expanding rapidly; and platforms like Shein and TikTok Shop are capturing significant market share through ultra-low pricing. To stay competitive, brands must master omnichannel integration, social commerce strategies, and technology-driven personalization.

Key Question: What is the state of the fashion ecommerce market in the UK?

UK Textiles, Clothing, and Footwear Online Sales Will Approach £24 billion ($31 billion) by 2028
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Key Stat: After contracting in 2024 amid cautious consumer spending and elevated inflation, UK textiles, clothing, and footwear ecommerce sales will grow by 4.6% in 2025 to reach £21.01 billion ($26.84 billion).

Here’s what’s in the full report

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7charts

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Table of Contents

  1. UK fashion ecommerce: What is the size of the pie?
  2. The competitive landscape
  3. Consumer behavior and preferences
  1. Key emerging trends
  2. Opportunities and risks
  3. Sources
  1. Media Gallery

Charts in This Report

UK Textiles, Clothing, and Footwear Online Sales Will Approach £24 billion ($31 billion) by 2028UK Textiles, Clothing, and Footwear Ecommerce Sales Have Bounced Back Into Steady Growth
UK Consumers Already Buy a Significant Proportion of Their Fashion Purchases OnlineUK Consumers Prefer Shopping for Fashion Products on Mobile Devices
Price Is the Biggest Purchase Consideration for UK Consumers When Shopping OnlineBy 2028, Over 21 Million People Will Make Purchases via Social Media Platforms in the UK
High Shipping Costs and Long Delivery Times Put People Off Shopping With International Websites

authors

EMARKETER Analysts

Contributors

Donte Gibson
Senior Charts Editor
Erika Huber
Director, Report Editing
Wendy Malloy
Director, Reports Editor
Carina Perkins
Sakina Thanawala
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
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