The State of Apparel eCommerce: What Today’s Shoppers Expect and What Brands Need to Know

Apparel is no longer just about style; it’s about experience, accessibility, and relevance in an always-on, always-online world. With US consumers spending nearly $200 billion on apparel online in 2024, and that number expected to jump to $217 billion next year, fashion ecommerce isn’t just thriving, but it’s redefining the industry. For brands, the opportunity is enormous, but so is the competition.

In our latest 2025 Apparel eCommerce Report, we dive into the trends driving this transformation. From how consumers discover and engage with brands, to what’s influencing purchase decisions across platforms. These insights are more essential than ever in an environment where shoppers are constantly bombarded with choices.

We also explore how emerging technologies like AI, machine learning, and virtual try-on tools are transforming the way consumers interact with apparel online. Today’s shoppers expect more than just convenience; they want experiences that feel intuitive, personal, and even entertaining. Brands are responding with smart recommendation engines, AI-powered chat, and immersive features that replicate or enhance the in-store experience. These innovations are setting new standards for what digital retail looks like, and they’re quickly becoming a strategic necessity in a hyper-competitive landscape.

Key Takeaways from the 2025 Apparel eCommerce Report

After digging into the data and mapping out emerging behaviors and technologies, one thing is clear: consumers are more informed, more selective, and more digitally savvy than ever before. Here are a few important trends shaping the future of apparel ecommerce:

Casual is king, but loyalty is flexible

Casualwear, activewear, and everyday staples lead as the most purchased apparel, reflecting a strong demand for styles that are both relaxed and versatile. While shoppers prioritize comfort and practicality in what they buy, their loyalty remains flexible. 66% say they prefer brands they know, but 75% are open to trying new ones, especially when price, reviews, and shipping options meet their expectations.

Gen Z is shopping and discovering differently

Gen Z is setting the pace in apparel ecommerce. They don’t just shop on Amazon and Walmart; they discover new brands through TikTok, Instagram, and influencers. 62.5% say social platforms are their top brand discovery channel.

Reviews and real-life content drive conversions

Flashy and expensive campaigns still have their place, but more shoppers are relying on images and reviews on product pages before purchasing. Gen Z in particular trusts peer validation more than brand messaging. Also, UGC, like customer photos or try-on videos, is now a must-have.

Returns are expensive, but smarter sizing can help

In 2023 alone, apparel returns totaled $48 billion, with poor fit being the top reason. Sizing remains one of ecommerce’s biggest friction points, and brands are increasingly investing in tools like virtual try-ons and AI-powered fit assistants to reduce returns and improve satisfaction.

AI, AR, and the new digital closet

From personalized product feeds to virtual stylists and AR try-ons, shoppers are embracing tech-enhanced experiences. 35% say they’re more likely to buy when they can visualize products with AR, and Gen Z is especially drawn to brands that deliver tech-forward, interactive experiences.

Sustainability is gaining influence, but it’s still emerging

Nearly half of consumers are willing to pay more for sustainably made clothing, especially Gen Z. While it’s not the top decision-maker yet, it’s growing fast. Transparency and eco-conscious practices are set to play an increasingly important role in brand preference and loyalty.

Inclusivity is no longer optional

68% of shoppers say they prefer brands that offer a wide range of sizes and represent diverse body types in their content. In 2025 and beyond, inclusive design and representation aren’t just differentiators; they’re expected.

These trends don’t just highlight where apparel ecommerce is; they point to where it’s going. Consumers are more connected, more curious, and more demanding. The brands that thrive will be those who listen closely, adapt quickly, and deliver experiences that feel both personal and purposeful.

Download the Full 2025 Apparel eCommerce Report

Ready to unlock the full potential of the apparel ecommerce market? Our comprehensive report offers in-depth data, actionable insights, and strategic recommendations to help your brand stay ahead of the curve.

Download the full 2025 Apparel eCommerce Report now and discover everything you need to know to win in the world of online apparel.

Powered by Podean Intelligence

This report is powered by Podean Intelligence, Podean’s dedicated research division that combines deep industry expertise with advanced data analytics to deliver actionable insights across the ecommerce landscape. Whether it’s apparel or other categories, our research is grounded in real consumer behaviors and market trends to help brands navigate and grow confidently in a rapidly evolving digital marketplace.

To learn more about Podean’s research and intelligence offerings, visit podean.com/intelligence.