ESW surveyed over 14,000 global consumers, from 14 countries, about their purchasing habits.
As the world faces uncertain economic conditions and geopolitical upheaval, people worldwide continue to turn to online shopping channels, with fashion and apparel continuing to have broad consumer appeal. An astonishing 95% of online consumers are shopping for apparel, with Millennials participating at the highest rate after Gen Z stepped back slightly. As supply chains and attitudes toward spending shift, people continue to look across their borders for the best deals, broader assortment, and limitededition items available worldwide. Although three in four online purchases are made from brands that are local to the shopper, fashion shoppers are much more likely to shop across borders, and all indications are that this trend will continue.
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