How has e-commerce helped the fashion industry?

By: I. Papa

​With access to the internet, our economy has changed in indescribable ways. It has allowed us to have a larger vision of our world, and who surrounds us. It has influenced many people and concepts, such as fashion.

    With the development of online media, it has been much easier for designers and sellers to reach a “global audience” and be able to display their talents on the subject. With this came new ways for you to consume and sell clothing items, with world-wide ensured methods! Fashion brands have been able to engage in more depth with their customers with online advertising in social media platforms such as Instagram and Twitter, along with their displayed products on various websites. With this comes a large increase of customers, followers of the brand, and engagement with the brand’s items.

      E-commerce is the principal way in which brands succeed and reach clients interested in clothing and accessories through online marketplaces such as Amazon, eBay, and the store’s official website. This has led to, as of 2023, 21% of fashion purchases occurring due to e-commerce transactions. In continents such as Oceania, Europe and the Americas (as a whole), 30% of fashion retail sales happen through online channels. Retailers now even have a large amount of competition amongst themselves, in which I believe is helpful as it persuades them to better their websites, or whatever other online facility they may use to promote or sell their stock.

Unfortunately, with the rise of e-commerce, many companies have started struggling with brand loyalty, as issues arise with the inconvenience of shipping products. Product quality, price comparison and negative reviews are increasingly relevant, and have caused return rates to rise. Therefore it is a concern fast-growing brands must take into consideration if they wish to remain popular in this fast-moving marketplace.

     Our lives have been largely affected to the better with the functioning of online storefronts. I’m sure we have all thought about how retailers would be able to sell as effectively as they do, or how us, as consumers, would even purchase our day-to-day outfits without the internet and the wide selection of brands they have for us to choose from. I am certain that at least one item from your wardrobe was purchased online, through e-commerce. These hypothetical scenarios we present to  ourselves are a method of appreciation for all online retailers, as they benefit from this, and us, even more!