Skip to content

Fashion eCommerce Trends to Keep an Eye on in 2024

Profile picture of Nedina Gjorgjieva
Nedina Gjorgjieva
19th January, 2024
6 minutes

As an integral part of the larger eCommerce market, fashion eCommerce represents a lucrative opportunity for entrepreneurs looking to open online boutiques.

With technology advancing at a rapid pace and consumer preferences evolving, staying ahead in fashion eCommerce requires agility, creativity, and an in-depth understanding of market dynamics. 

Today, we dive into the latest fashion eCommerce trends that have been reshaping the industry. 

From most recent customer preferences to newly trending products, we explore what's driving the fashion eCommerce market forward and how these trends are influencing consumer behavior and business strategies. 

Looking for a reliable dropshipping or wholesale supplier?

Join us today for top-quality products and unbeatable prices.

Key fashion eCommerce trends for 2024

Fashion eCommerce is the largest market in the eCommerce industry

In 2024, the fashion eCommerce sector stands at the forefront of the digital retail revolution, solidifying its position as the largest market in the eCommerce industry. 

The convenience of browsing through clothing catalogs from home and leveraging the newest virtual try-on technologies are some of the key drivers behind this surge. 

Moreover, social media platforms are increasingly becoming a part of the fashion retail landscape, with features like shoppable posts and influencer collaborations driving traffic and sales. 

As a result, according to Statista, the fashion eCommerce revenue in the B2C market is projected to reach slightly shy of 770 billion USD in 2024.

On top of that, the market is expected to grow by 9.4% in the next years, earning well over 1,000 billion by 2027.

AI will revolutionize the way online boutiques operate

As we move towards 2024, AI’s role in fashion eCommerce is set to only grow more. 

Online businesses that successfully harness the power of AI can look forward to more streamlined operations, improved marketing strategies, enhanced customer interactions, and better personalized recommendations, to name a few.

As a result, the spending of retailers on AI is expected to increase to close 29.45 billion by 2028 from 7.30 billion in 2023, as stated by GlobeNewswire.

To demonstrate the use of AI in fashion eCommerce, let’s take a look at the currently one of the most popular uses of artificial intelligence – AI-powered chatbots.

These can provide personalized customer service, addressing queries instantly and offering product suggestions based on past purchases or browsing history.

Because of this, global retail spending on chatbots is forecasted to reach 72 billion USD by 2028, according to Juniper Reseach.

Virtual fitting rooms are becoming a thing

The rise of virtual fitting rooms in the fashion retail industry is changing the way people are shopping online. 

The integration of such fitting rooms is becoming a game-changer, providing a more interactive and personalized shopping experience. 

Recent studies show that the virtual fitting market will grow to 18.31 billion by 2030, reports Fortune Business Insights.

Here’s how they are making a difference:

  • Enhanced online shopping experience: Virtual fitting rooms provide a dynamic way for customers to see how clothes fit without actually trying them on. This immersive experience is made possible by AR and VR technologies, which accurately map clothing onto the shopper’s body through their devices. 
  • Reduced returns: One of the biggest advantages of virtual fitting technology, especially for dropshipping fashion stores and online businesses alike, is its potential to reduce returns. Sizing inconsistencies are a common reason for returns, but virtual fitting rooms greatly minimize this issue by offering a more precise depiction of how clothes will fit individual customers. 
  • Competitive edge through innovation: In a competitive market, implementing virtual fitting rooms can set your fashion eCommerce business apart from your rivals. These technological advancements show consumers that a brand is forward-thinking and committed to providing cutting-edge services. 

Most profitable clothing categories are apparel, accessories, and footwear

When it comes to making money in the fashion eCommerce industry, the categories that stand out as the most profitable include apparel, accessories, and footwear.

What makes apparel so appealing to online retailers is the fact that it offers a wide range of products to sell. Whether you want to focus on designer clothing or cater to customers interested in buying casual wear, there’s a niche within the apparel market for you.

A thorough research conducted by Statista shows that the worldwide apparel market is expected to earn 464 billion USD in 2024 with women’s apparel bringing this category the most sales.

What makes accessories so attractive to consumers is their ability to transform an outfit and add a personal touch with minimal investment. Items like jewelry, belts, hats, and bags can take a basic look and turn it into something special. 

The eCommerce fashion accessories market will be earning well over 180 billion USD in 2024, reports again Statista, with a CAGR of 14.7% between 2022 and 2028, reveals Grand View Research.

Finally, footwear is a category that will never go out of style. Whether it’s sneakers, sandals, or boots, people will always need shoes. 

What makes footwear such a draw for consumers is that it combines both necessity and style. Whether someone is looking for comfort, durability, or high-fashion design, there is a wide variety of options available within the footwear category.

The footwear market will grow to 112 billion USD this year, with 2.3 billion customers expected by 2028.

Luxury fashion continues to be among the dominating fashion markets

The world of luxury fashion has made a significant impact on eCommerce, with many customers turning towards online boutiques to purchase designer products. 

This trend is driven by the increasing desire for high-quality, exclusive products combined with the ease of online shopping

With the convenience and variety offered by online boutiques, buying luxury fashion items has never been easier or more accessible – a shift in consumer behavior that’s creating a significant opportunity for fashion businesses that cater to this niche.

This has resulted in the luxury fashion eCommerce market reaching over 20 billion USD in revenue.

Omnichannel digital selling has become the norm for many online businesses

The digital landscape is no longer a one-way street. 

Omnichannel digital selling is a strategy that provides a seamless shopping experience by integrating various sales channels into one unified system.

This modern approach reflects the evolving consumer behavior, where shoppers expect to engage with brands across multiple platforms seamlessly. 

A study by McKinsey claims that 60 to 70% of customers have the habit of purchasing from different channels. 

Online fashion stores can integrate social media platforms, online marketplaces like Amazon or eBay, and their own websites into a cohesive system that maximizes reach and optimizes sales potential. 

Keep up with the changing fashion market 

Game-changing developments are a constant in the dynamic world of fashion eCommerce, and the year 2024 will be no different. 

Staying ahead of these trends is not just necessary, but vital for businesses to remain competitive in this fast-paced industry.

Businesses should see these trends not as challenges but as opportunities to reach new markets, enhance customer experiences, streamline operations, and ultimately, drive more sales. 

Remember, in fashion eCommerce, success comes not to those who resist change but to those who adapt and innovate.


eCommerce in fashion refers to the buying and selling of fashion products such as clothing, footwear, and accessories over the internet. This includes online retail stores, marketplaces, and social media platforms where consumers can browse, select, and purchase fashion items digitally.

The fashion eCommerce industry is a rapidly growing sector, currently one of the largest segments in the online retail market. As of 2024, it’s a multi-billion-dollar industry, reaching a revenue of 1.7 billion USD.

The future of eCommerce in fashion points towards more technological integration, and personalization. It’s expected to see advancements in AI and AR for improved customer experiences, an increased focus on sustainable and ethical fashion, and further integration of social media for direct-to-consumer sales.

Related articles

Our clients' success stories speak volumes about the impact BrandsGateway has had on their businesses.

View More Articles