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Almost half of EU online spending abroad goes to fashion

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Almost half of EU online spending abroad goes to fashion

EU consumers spend a disproportionately large share of their online fashion budgets abroad. Fashion accounts for 46.2 percent of all online spending at non-EU retailers, followed by electronics as the second-largest category.

This is according to figures from ECDB. In the data provider’s classification, fashion ranks third in terms of total online consumer spending within the European Union. Last year, the category accounted for 18.7 percent of spending, compared with 21.8 percent for market leader hobby & leisure and 21.6 percent for electronics.

The picture for cross-border spending differs considerably from that for overall online spending in Europe. “European online shoppers regularly order from retailers outside the EU. What they buy there looks very different from what fills their baskets at home”, ECDB writes. Fashion is by far the largest category in cross-border spending, as the chart below shows:

The share of cross-border spending on hobby & leisure is considerably smaller than its share of overall online spending. For electronics, the difference is less pronounced. Grocery shopping, meanwhile, remains a predominantly local affair. As with fashion, furniture accounts for a larger share of cross-border spending than of overall online spending, although the difference is relatively small.

1 billion euros at retailers outside the EU on physical goods last year, ECDB previously reported. 1 percent of their total online spending. 7 billion euros was spent on Temu, AliExpress and Shein. ” Another factor is that clothing is light, compact and unlikely to break. “Light, cheap and durable goods cross borders best”, ECDB concludes.


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