Western European fashion e‑commerce growth slows to 3% amid resale boom

Fashion remains the largest e‑commerce category in Western Europe, representing roughly one‑fifth of online consumer spending across ten key markets. A new NIQ report shows the sector’s growth fell to just 3% last year, lagging behind overall e‑commerce growth of 5% and signalling a cooling of momentum.

The market is becoming increasingly fragmented as shoppers spread across a mix of traditional retailers, marketplaces, direct‑to‑consumer brands, off‑price players and fast‑growing resale platforms. Companies such as Zalando, Amazon, Vinted, Shein, Temu and TikTok Shop each serve distinct consumer needs ranging from low‑price convenience to sustainability and curated discovery. Younger shoppers, especially Gen Z, are driving demand for value and new shopping experiences, while older consumers continue to generate high spend.

The shift toward resale and diversified business models means fashion brands must find fresh sources of growth in a crowded landscape.