A report from yStats has shown that more than half of online shoppers in Europe bought clothes or sports goods online last year. It was also found that the most popular online category in countries like the UK, Germany, France and Russia was clothing. This increase in online fashion sales is also reflected in figures from the first six months of this year, which show that over 10% of all fashion sales in the UK took place online, with other Western countries following closely. The research firm says that B2C ecommerce sales of clothing are steadily growing, even at double-digit rates in some countries. Bricks-and-mortar based clothes shops have found ways to tackle the issue of not being able to try on clothes when buying online by offering free returns, whilst online stores have implemented virtual fitting and sizing technologies.Â
