US fashion ecommerce is maturing just as AI, social commerce, and resale gain traction. Slower growth and costly returns are raising the stakes, reshaping how consumers discover, decide, and buy.

Vinted moves to cash in on US consumers’ rising appetite for resale: The platform will spend millions to establish a foothold in the market.

Even if tariffs ease, their effects on consumer behavior will linger into 2026, redefining how consumers evaluate value, loyalty, and where they spend.

2025 challenged many of retail’s long-held assumptions. What looked like familiar patterns often turned out to be something different entirely, and in the process, a few key trends were either missed or misread by brands trying to make sense of shifting shopper behavior. Here are three trends from 2025 that were either overlooked or misunderstood, and why they will matter in the year ahead.

Online marketplaces are a crucial channel for growth in Europe. But brands need a nuanced strategy to navigate the complex, fragmented landscape.

Gen Z’s expected holiday spend in 2025 is $1,357, down 22.5% from 2024, according to July data from PwC.

Etsy and eBay see opportunity to gain share as tariffs burden their competitors and consumers adjust their spending habits. Both companies are well-positioned to benefit from renewed interest in resale as tariffs make buying new more expensive for shoppers. The two platforms also now face less competition from Shein, Temu, and Amazon in online ad auctions—allowing them to be more efficient with marketing spend and reach more potential customers. While neither eBay nor Etsy is fully immune from the effects of tariffs—and their potential drag on the economy and consumer confidence—they are less exposed than most other retailers.

As parents prepare their kids for the new school year, they’re tightening budgets, reusing last year’s supplies, and looking for ways to efficiently check off their lists.

Online fashion sales are stable and growing slowly, but they lag wider ecommerce. Consumers are concerned about sustainability, but price is a bigger priority.

Online fashion sales growth in France is stabilizing as global competitors capture market share and social platforms become more influential.

The market will return to growth in 2025, but retailers face ongoing disruption from ultra-fast-fashion players and TikTok Shop.

On today’s podcast episode, we discuss how tariffs are impacting the circular economy, if these trends will stick around, and which companies stand to benefit. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Sky Canaves and Analyst Rachel Wolff.

ThredUp sees a big opportunity ahead: Steep tariffs on China and the closing of the de minimis loophole will drive up prices for new products, which could be a boon to the resale platform.

New tariffs will create ripple effects across retail—and returns will be no exception. With US retail returns predicted to exceed $1 trillion this year, according to a December 2024 EMARKETER forecast, the pressure is on retailers to adapt.

Inflation causes Gen Z shoppers to rethink when and where they shop: Growing financial strain is forcing shoppers to adjust their spending habits.

This week, Walmart wins the hearts of US grocery shoppers, secondhand retailers could see a tariff bump, and home is where the breakfast is.

While sustainability is a factor in consumers’ decision-making, financial constraints and convenience still dictate most purchasing behavior.

Major retailers like IKEA, Walmart, and ThredUp are launching peer-to-peer resale marketplaces, aiming to capture a slice of the booming secondhand market. This trend comes as US marketplace ecommerce sales are projected to surpass $500 billion next year, according to our forecast.

Inditex bounces back after a rainy summer dented sales growth: The Zara parent reported a strong start to Q3 as shoppers responded positively to its product assortment.

On today's podcast episode, we discuss why many retailers are choosing now to launch peer-to-peer marketplaces, why consumers might choose IKEA’s resale platform versus the already established players like Facebook Marketplace and eBay, and what they need to be successful. Listen to the conversation with our analyst Sara Lebow as she hosts analysts Sky Canaves and Sarah Marzano.