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2022GlobalEcommerceReport:FashionandApparel
Technologicaladvances,afadingpandemicandreturningconfidenceinthesupplychainstandtomake2022abanneryearforecommerce.
Basedongrowthprojections,retailecommercesaleswillsurpass$1trillionforthefirsttimeeverin2022,accordingtoeMarketerʼs
USEcommercebyCategory2022report
.Andwhileinflationconcernswouldseemtocontradictthis,
consumersspent$2.8billioninaddedcostfromJanuarytoMarch
,accordingtoAdobeAnalytics.
Withanexpectationthatecommercegrowthwillreturntopre-pandemiclevelsthisyear,knowingwhattoexpectandwheretoinvestin2022carriesoutsizedimportance.
ForBigCommerceʼsfirstindustrytrendreport,weexaminethefashioncategoryasitemergesfromtheothersideoftwoyearsimpactedbythe
COVID-19pandemic
.Despitewidespreadstafingshortagesandsupplychainissues,thefashionandapparelindustrysaw$180.5billioninecommercerevenuein2021,upfrom$145billionin2020.
Relativetoallotherindustriesinglobalecommerce,fashionsitsmiddle-of-the-roadintermsofprojectedgrowthfor2022.Growthestimatesplaceecommercerevenuein2022atroughly$205billion.
Againstthisbackdrop,thefashionindustrykeptpacewiththeseprojectionsinthefirstthreemonthsoftheyear.
Readourfullreportformoreinsightsintothestateoffashionecommercesofarin2022fromBigCommerceandourmerchants.
Methodology
BigCommerceʼsfashiondataissourceddirectlyfromourcustomers.AlldataisglobalandpertainstoallcountrieswhereBigCommercemerchantsdobusiness,unlessotherwisenoted.
Allcomparisonsquarter-over-quarterandyear-over-yeararecongruentcomparisonsbetweenthesamenumberofexistingstoresdatingbacktotheearliestperiodusedinthecomparison.Forexample,acomparisonbetweenQ12021andQ12022wouldusedataonlyfromBigCommercestoresthatexistedinQ12021,unlessotherwisenoted.
FormentionsofvisitorsourcesinQ12022,thisdataexcludesJanuary2022andshouldberegardeddirectionally.
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Forverbatiminsightsfromourcustomers,weposedasurveyinourcustomercontrolpanelconsistingoffourquestionsaboutfashionindustrytechnologytrendsandtactics.
HowtheFashionIndustryPerformedinQ12022
Wesaid2022wouldbeabanneryearforecommerceandthatgoesdoublysoforthefashionindustry.
SofarinQ12022,wecanseea3%increaseininclusiveGMVforecommerceasawholecomparedtoQ12021.Fashionandapparel,however,hasgrown19%bythesamemeasure.
Thesameoutperformanceoftheecommercelandscapeholdstrueforfashionʼsaverageordervolume.Whileaverageordervolume(AOV)grew3%betweenQ12021andQ12022forallecommerceindustries,fashionsawa13%increaseinAOVcomparingthesametwoperiods.
Whilelesspronounced,thetrendcontinuestothetotalnumberofordersaswell.OrdertotalsacrossallBigCommercewereflatquarter-over-quarter(QoQ),butfashionstoressawa5%increaseinnumberofordersbetweenQ12021andQ12022.
Thetopchannelsforfashioncontinuedtheirdominance.
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ThefirstquarterofthisyearwashugeforsalesthroughAmazonforBigCommercefashionmerchants.Comparedtolastyear,therewasa321%increaseininclusiveGMVanda276%increaseinorders.
MeanwhileBigCommercefashionmerchantssellingthrougheBayovercameadownwardtrendforGMVandAOVinQ1of-12%and-14%,respectively.ThefashionandapparelcategorysawacompletereversalofthistrendoneBaywithagainof29%GMVand44%AOVinQ12022.
Wesawshi什sinsalesbymobiledevice.
Strangely,despitethegrowingtrendstowardssocialcommerce,Q12022sawadeclineinthenumberofordersplacedwithamobiledevicecomparedtoallecommerceretailinQ12021.Therewasadeclineof4%.
However,evenwiththisdeclineintotalorderswesawaslightincreaseinGMVby2%.
Thefashionindustrywascountertothistrend,witha13%QoQincreaseinGMVbymobiledeviceandaverageordervaluealsojumped14%.
BigCommercefundedaconsumersurveybyProfitwellofover4,000onlineshoppersovertheageof18.Ofthoseshoppers,80%saidtheypurchaseapparelandclothingusingphoneappsorwebbrowsers.
Fashioncameoutasthetopcategoryforthequestionoutof15categories,withthenexthighestresponsebeing56%forelectronicspurchases.
NorthAmericafashionoutpacedoverallNorthAmericaecommerce.
EcommercegrowthwasmodestforNorthAmericainthefirstquarteroftheyearat2%GMVQoQ,adecreaseinordersof1%QoQandAOVmovingup3%QoQ.
Thefashionindustry,however,blewthosenumbersaway.FashionGMVwasup24%inQ12022versusQ12021.Totalnumberoforderswentup13%QoQandAOVwasupsimilarlyat13%.
FashioninAPACsawgrowth;EMEAmajordecline.
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OverallecommerceretailinAPACsawmajorgrowthQoQinQ12022withan19%increaseinGMVanda17%increaseinorders.FashiondidnʼtexactlykeeppacewiththatinAPACandonlysawaQoQincreaseinGMVof11%anda9%increaseinAOV.Totalnumberoforderswasflat.
StagnationhitEMEAecommerceinQ1.Therewasonlya3%QoQincreaseinQ1GMVand8%QoQincreaseinQ1AOV.FashioninEMEAappearstohavesuferedfromthisoveralltrendandcontractedconsiderably.GMVwasdown15%QoQinQ1andtotalordersweredown27%QoQ.
FashionandApparelEcommerceTrendsin2022
Itshouldcomeasnosurprisethatthefashionandapparelindustryisregardedasatrendsetter,bothontherunwayandonline.
AswelookbackonQ1,herearesomenotableecommercetrendsshapingthisdynamiccategory:
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Socialcommercehasbecomeapriority.
Theevolutionhasbeengradualbutapparenttoanyonewhospendstimeonsocialmedia.ThefrictioninbuyingandsellingthroughchannelslikeInstagramandTikTokisallbutgone.
InasurveyposedtoBigCommercemerchants,48%ofrespondentscitedsocialmediaorsocialcommerceastheshoppingtrendortechnologywiththegreatestimpacttotheiroverallbusinessin
2021.
Whenposedthesamequestion,butspecifictothefashionandapparelindustry,socialcommerceremainedthetopresponse.
BigCommercemerchant,
CrutcherʼsWesternWear
,added,“BeingabletoofercheckoutonInstagramandFacebookhadthebiggestimpactonour2021business.”
Wecanexpectthistrendtogrowasmorefashionmerchantschaseit.Alaterquestioninthesurveyaskedwhatnewtacticsmerchantswouldimplementin2022,withrespondentsmostfrequentlypointingtosocialcommerce.
BigCommercemerchantdatacorroboratesthistrend.ForfashionmerchantssellingthroughInstagramwesawa741%increaseintotalnumberoforderscomparingQ12022withQ12021.
Whatʼsnextfor
socialcommerce
?Sellersandbuyersalikearealreadybenefitingfromtheemergingliveshoppingtrend.Ifyouwanttostreamlineproductdiscoveryandpurchases,looknofurtherthan
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Instagram,FacebookandTikTok.
Closingthesalemeansoferingmorepaymentoptions.
Thenextmostcommonresponsetooursurveyquestionregardingthegreatestimpacttooverallbusinessin2021—excludinguncategorizedresponses—was“oferingalternativepaymentmethods.”
ThiswouldincludeoferingBuyNow,PayLater(BNPL)andacceptanceofcryptocurrencyanddigitalwallets.25%ofsurveyrespondentssaidoferingflexibilityinpaymentsprovedmostimpactfultotheirbusinesses.
EightpercentofrespondentssaidthatBuyOnline,PickupIn-store(BOPIS)wasthegreatestfactorinimprovingtheirbusinessesin2021.
Thetakeawayisclear:Givingpotentialbuyersoptionsyieldspositiveresultsforecommerceretailsales.
Aconnectedcustomerexperienceremainskey.
Wecanallagreeontheimportanceofcustomerexperience.Butjusthowimpactfuliscustomerexperiencein2022?
Inourmerchantsurvey,44%ofrespondentsprioritizedenhancingtheircustomersʼexperiencethrough
omnichannel
presence,improvedcustomerserviceandshipping,while20%pointedtoomnichannelsellingspecifically.
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Oursurveysurfacedsomemiscellaneouscallouts.
Whilenotasprevalentasthetrendshighlightedabove,someverbatimresponsestooursurveyshowedinterestinotherareasofecommercetechnologyandtactics.
Interestinomnichannelselling,optimizingthereturnsprocess,SEO,SMS,checkoutoptimizationandpersonalizationwasvoicedinopenresponsestoquestionsabouttechnologiesmakingthemostimpactandwaysmerchantsareplanningtoenhancecustomerexperiencein2022.
Mainstaysoftheecommercemarketingarsenallikeemailnewslettersandcontentmarketingwarrantedpassingmentionsinthesurvey.
TheFutureofFashionandApparelEcommerceisNow
Thefashionindustrystandstobenefitmostfromadoptingemergingtechnologies.Thechallengesofmatchingcustomerstotherightproductfromthecomfortoftheirownhomeandoferingfrictionlesscheckoutexperiencesarenowlargelymet.
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Someareasthatareripeforgettingaheadofthecurveareuserexperience(UX),augmentedreality(AR),MetaVerseretailexperiencesandartificialintelligence(AI).
Optimizetheuserexperience.
Responsivenesstothewaycustomersareinteractingwithfashionshopsiskeytogrowingandremainingcompetitive.
BigCommercespokewithfashionbrand
Natori
abouttheimportanceofstayingthecourseonthefront-endjourneyifyouhopetoarriveattherightuserexperience.TheycitedtheircollaborationwithBigCommercepartner
GrooveCommerce
intheirsuccess.
Natoriʼspresident,KennethNatori,gavehisinsightontheimportanceofthatfront-endexperience.
“Ourwebsiteisacriticalcomponentofhowourcustomersdiscoverandexperiencethe
Natorifamilyofbrandsandproducts.TheteamatGroovewascrucialinhelpingusdesignanelevateduserexperiencethatwillhelpusdigitallyconnectwithconsumers.WeareveryproudtoshowcasethewidestassortmentofNatoridesignedproductanywhereintheworld.”
Arrivinghererequiredstrikingabalancebetweenformandfunction.EthanGifin,founderandCEOofGrooveexplained,“ForabrandlikeNatori,sitedesignandfunctionalitycarryequalweight.OurgoalwastobringtheirbrandtolifebycreatingashoppingexperiencethatefectivelycombinesmerchandisingbestpracticeswithNatoriʼsuniquestory.
“Thenewwebsiteimmersestheshopperinanaestheticallyindulgentexperiencewhilestillallowingfornaturaldiscoveryandfasterbrowsing.”
Theflexibilityofheadlesscommerce.
Partofoferingastronguserexperienceisstayingagile.eadlesscommerceH,orthedecouplingofastoreʼsfrontenddesignfromitsecommercebackend,afordsamerchantexactlythat.
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MarkHowes,VicePresidentofSalesforEMEAatBigCommerceexplainsitthisway.
“Traditionalsystemshaveworkedwellforyearsnow,butthetechandthecustomerlandscapehasevolvedrapidly.Businessesneedtotakeanewapproachtocontentmanagement.Thisiswhereheadlesscomesin.
“Headlesscommerceisfocusedonbeingabletoevolveyouroferingatspeedandgivecustomerstheopportunitytointeractwithyourbrandinthewaysthattheychoose.”
Iftherewereanydoubtwhereafashionbrandʼsprioritiesshouldbewhenitcomestoprovidingaflexibleuserexperience,Howesdispelsit:
“Front-endfreedomiswhatthisisallabout.”
Augmenttheshoppingexperience.
Theaugmentedrealitymarketisestimatedtoreach$78billionby2028.AlargedriverofthispredictedgrowthistheadoptionofARbybothonlineandbrick-and-mortarretailerstoimproveupontheshoppingexperience.
Visualizingvariousstylesandcolorsofagarmentoraccessorywithoutactuallymanuallyswappingthemoutusedtobethestufofsciencefiction,butitwillnowdefinetheecommerceretailexperienceforthediscerningconsumer.
Similarly,beingabletointeractwiththree-dimensionallyrenderedhigh-definitionrepresentationsofproductsinreal-timewillgiveshoppersconfidenceinpullingthetriggeronpurchasesofproductsthatarecurrentlystillmetwithhesitation.
Wefeelweshouldexaminecralsmanshipandspatialattributesinperson.NowwewillbeabletodothisfromourmobiledevicesandARheadsets.
BigCommerceinterviewedaugmentedrealityproductconfigurator
ThreeKitʼs
VPofMarketingandAlliances,MarcUible,forthe
MakeItBigPodcast
tohearanexpertperspectiveonhowandwhyfashionmerchantsshouldadoptthistrend.Uribehadthisadvice:
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Startyour
15-dayfreetrial
,schedulea
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orgiveusacallat1-866-581-4549.
“Weencouragepeopletostart.Startwithoneproduct.Experienceit.YouwillseeanROI
becausepeoplelovethisexperience…Shopperslovetoengage…andthenyoucanexpand.Wehavenʼthadasinglecustomerintwoyearsattritbecausetheyʼresaying,ʻThisisnʼtworking.ʼSowehavenʼtlostasinglecustomersaying,ʻOh,thepeoplejustarenʼtengaging,theydonʼtlikeit.ʼ”
EntertheMetaVerse.
YouhavesurelyheardoftheMetaVerse—thevirtualrealitynetworkforreal-timesocialandretailexperiencesthathasdominatedtechnologynewscyclesforthelastyear.Then,youmustbeawarethattheMetaVersepromisestochangeourveryexistenceforeverbymarryingourinsatiablehungerforinformationwiththeabilitytoexperienceitinatactile,immersiveway.
WhatyoumaynotknowisthatfashionbrandslikeHermesandGuccihavealreadyinvestedinnon-
fungibletokens(NFTs)togenerateinterestintheMetaVerseretailfuture.
ConsumersʼinterestinshoppingintheMetaVerseexistsalready.ReferringbacktoourconsumersurveywithProfitwell,46%ofthoseonlineshoppersrespondedthattheywouldbewillingtoshopintheMetaVersebasedontheircurrentunderstandingofthetechnology.SomewhatencouragingtoretailersplanningoncapitalizingontheMetaVerse,2%ofonlineshoppersrespondedthattheyalreadyhaveshoppedintheMetaVerse.
Ofinteresttoonlineretailers:ThosemostwillingtomakepurchasesintheMetaVerseskewedmostlyintheGenZandMillennialdemographicsandhadapositivelycorrelatedinterestrelativetotheirincome.
SolvecustomerpainpointswithAI.
BigCommercehasseenthistrendforsometime.Thereareanumberofwaysthatartificialintelligencecanimpactecommerce.Themajorityofthemresultinoptimizedandautomatedworkflowsforthemerchantandseamlessexperiencesforthecustomer.
Forexample,onlineretailersseekingwaystocurbreturnshavebegunimplementingartificial
intelligencesolutionstostopthatbleedingfromtheirbottomlines.
Growingyourhigh-volumeorestablishedbusiness?
Startyour
15-dayfreetrial
,schedulea
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ForfashionmerchantsinterestedinusingAIin2022,ourpartnerBloomreachdevelopeda
comprehensiveHow-ToGuide.
LookingAheadtotheSecondHalfof2022
Ifthetrendsofthefirstquarterof2022stayconstantorimproveforthefashionindustry,wecanexpectthatthefashioncategorywilloutpaceecommerceretailoverall,butseeayearthatisinthemiddleofthepackcomparedtoallotherverticals.
Inayearprojectedtotop$1trillioninsales,thatʼsencouraging,ifnotexciting.
BigCommerceSeniorVicePresidentofProductMarketingMeg
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