Europeans buy 224 billion euros worth of clothes and makeup online

Almost a third of all fashion, beauty and luxury purchases in Europe are made online, but a large part of those sales are not with fashion or luxury retailers, but with multinational platforms. 17 % already goes to second-hand marketplaces such as Vinted.

Quarter of all fashion online

30.5 % of all trade in fashion, beauty and luxury happens online: e-commerce accounted for 224 billion euros of the total 734.5 billion euros in sales in the European Union and the United Kingdom last year. Luxury goods achieve the highest share online: almost half of sales are done digitally, compared to 25.7 % in fashion and 37.2 % in beauty. Of these, consumers spent 96 billion euros abroad.