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Online shopping now accounts for 34% of US apparel sales


eCOMMERCE now accounts more than a third of all American apparel sales - at 34.4 per cent penetration in 2018, up from 30.6 per cent in 2017, according to the all-new 2019 Online Apparel Report.

Apparel is the largest and one of the most competitive retail categories in ecommerce, with more than 250 apparel retailers and 20 subcategories in the Internet Retailer 2019 Top 1000, reports the American Journal of Transportation.

Overall, including apparel-focused retailers and mass merchants that sell clothing, US online apparel sales grew 18.5 per cent in 2018 over 2017, far faster than total apparel retail sales growth at 5.3 per cent.

But growth only skims the surface of what is going on in apparel. For example, of the 15 fastest-growing apparel merchants in the Top 1,000 based on 2018 sales, only two are retail chains, five are web-only retailers, eight are consumer brand manufacturers and zero are catalogue/call centre merchants.

The 75-page report discusses what is happening with online apparel merchants including the current state of opening stores, closing stores and investment funding.

Also included are estimates on Amazon's share of the online apparel market and its growth in this area over the years. In addition, the report includes interviews with executives at leading and fastest-growing online apparel retailers and exclusive consumer survey results on how shoppers browse and buy apparel online.

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