Fashion Ecommerce Statistics 2026
This page collects 53 figures on fashion ecommerce: how much clothing is bought online, how often it is returned and why, how size and fit drive returns, how large the secondhand market has become, and what happens to clothing at the end of its life. Most figures describe 2024 to 2026 in the United States and Europe; waste and footprint figures from the EPA and the Ellen MacArthur Foundation are older because no newer official series exists, and we mark their years. Sources include Eurostat, the European Environment Agency, the European Parliament, the Office for National Statistics, the U.S. EPA, the National Retail Federation, Coresight Research, YouGov, Rithum, ThredUp, Vinted, Zalando, Inditex, WRAP, UNEP and the Ellen MacArthur Foundation.
By the Comredix review desk · Updated November 13, 2026 · 53 numbers drawn from 20 publishers and reports
57 of 57 quotes matched to the publisher's page by our checker on November 13, 2026
Short answer
Clothing is the most bought category online: 45% of people in the EU bought clothes, shoes or accessories online in the previous three months of 2024 (Eurostat). It is also among the most returned: 19.3% of all U.S. online sales are expected to come back in 2025 (NRF and Happy Returns), U.S. apparel companies report a 24.4% online return rate (Coresight Research), and poor fit is the leading reason. Resale is growing fast, with the global secondhand market at $393 billion, about 10% of apparel spend (ThredUp and GlobalData, 2026), while the U.S. recycled only 13% of clothing and footwear textiles (EPA).
Headline numbers
- 45%In 2024, 45% of people in the EU bought clothing, sportswear, shoes or accessories online in the previous three months, the most common online purchase.Eurostat
- 19.3%An estimated 19.3% of U.S. online sales will be returned in 2025, across all retail categories.National Retail Federation and Happy Returns
- 24.4%U.S. apparel brands and retailers estimated that 24.4% of their online apparel orders were returned in the 12 months to March 2023.Coresight Research
- 50%Across all Zalando markets, an average of 50% of the items ordered are returned.Zalando
- 70%About 70% of online returns are caused by poor fit or style as perceived by the buyer, according to studies reviewed by the European Environment Agency.European Environment Agency
- $393 billionThe global secondhand market is worth $393 billion, roughly 10% of total apparel spend, according to the 2026 Resale Report by ThredUp and GlobalData.ThredUp
- 13%Only about 13% of U.S. clothing and footwear textiles were recycled in 2018.U.S. Environmental Protection Agency
- 1%Used clothes exported from the EU are mostly incinerated or landfilled (87%), and only 1% of used clothes are recycled into new clothes.European Parliament
Reading the numbers
Fashion leads online shopping by reach. Eurostat finds that 45% of people in the EU bought clothing, shoes or accessories online in a three-month window in 2024, more than double the next category, and Destatis puts the share at 70% among people who shopped online at all. By value the online share is smaller and varies by retailer: EURATEX data cited by the European Environment Agency put EU textile and clothing sales online at 11% in 2020, while Inditex sold €10.7 billion of its €39.9 billion online in 2025.
Returns are the cost of that reach. The National Retail Federation and Happy Returns expect 19.3% of U.S. online sales to be returned in 2025. Fashion runs higher: U.S. apparel companies told Coresight Research their online return rate was 24.4%, the European Environment Agency estimates 20% for clothing and 30% for footwear, and Zalando says about half of the items ordered on its platform go back.
Fit explains most of it. Coresight's apparel companies name size and fit as the top return reason far more often than color or damage, studies reviewed by the European Environment Agency attribute about 70% of returns to perceived poor fit or style, and 61% of consumers in Rithum's global survey cite poor fit. Some of it is planned: 36% of Rithum's respondents overbuy to return part of the order. Zalando reports its size tools prevented 8% of size-related returns in 2025, which shows the problem can be reduced but not removed with current tools.
Resale and waste are two sides of the same supply. ThredUp and GlobalData size the global secondhand market at $393 billion and expect the U.S. market to reach $78.8 billion by 2030, and Vinted grew its marketplace 47% to €10.8 billion in 2025. Yet most clothing still ends up as waste: the EPA counts 17 million tons of U.S. textile waste in 2018 with 13% of clothing and footwear recycled, and the European Parliament reports that only 1% of used clothes are recycled into new clothes.
How much fashion is bought online
- 1.
In 2024, 45% of people in the EU bought clothing, sportswear, shoes or accessories online in the previous three months, the most common online purchase.
Eurostat, Online shopping ever more popular: top purchases in 2024 (Feb 2025)
Exact wording at the source
The most frequently purchased goods online in 2024 were clothing (including sportswear), shoes and accessories, with 45% of people making these purchases in the previous 3 months.
- 2.
77% of EU internet users bought or ordered goods or services online in the 12 months before the 2024 survey, up from 59% in 2014.
Eurostat, Online shopping ever more popular: top purchases in 2024 (Feb 2025)
Exact wording at the source
In 2024, 77% of internet users bought or ordered goods or services for personal use online in the previous 12 months, increasing from 59% in 2014, marking a 17 percentage point (pp) rise.
- 3.
Among EU internet users who had shopped online in the previous three months, 70% bought clothing in 2023.
Federal Statistical Office of Germany (Destatis), European Union: 8 out of 10 internet users shop online (Jan 2025)
Exact wording at the source
Items of clothing were particularly popular : 70% of EU internet users who had shopped online during the last three months bought these products in 2023.
- 4.
Clothes and shoes were ordered by 68% of EU internet shoppers in 2022.
European Environment Agency, The destruction of returned and unsold textiles in Europe's circular economy (Mar 2024)
Exact wording at the source
Items in this category were ordered by 68% of internet shoppers in 2022.
- 5.
The share of EU textile and clothing sales made online reached 11% in 2020, up from 5% in 2009, according to EURATEX figures cited by the European Environment Agency.
European Environment Agency, The destruction of returned and unsold textiles in Europe's circular economy (Mar 2024)
Exact wording at the source
The percentage of textile and clothing sold online was 11% in 2020, more than double the amount in 2009 when it was 5% (EURATEX, 2023b).
- 6.
Inditex, the owner of Zara, sold €10.7 billion online in its 2025 financial year, up 4.8%, out of €39.9 billion in total sales.
Inditex, FY2025 Results (Mar 2026)
Exact wording at the source
Online sales grew at 4.8% to reach €10.7 billion.
- 7.
Across all retail in Great Britain, 28.8% of sales were made online in August 2026, according to the Office for National Statistics.
Office for National Statistics, Retail sales, Great Britain: August 2026 (Sep 2026)
Exact wording at the source
As a result, the proportion of sales made online rose from 28.4% in July 2026 to 28.8% in August 2026.
- 8.
Coresight Research estimated the U.S. online apparel and footwear market at $155.8 billion in 2023.
Coresight Research, The True Cost of Apparel Returns: Alarming Return Rates Require Loss-Minimization Solutions (Mar 2023)
Exact wording at the source
Coresight Research estimates that the online apparel and footwear market will total $155.8 billion in 2023, so a 24.4% return rate would translate to $38 billion in returns this year.
Chart
Most common online purchases in the EU, 2024
Share of people in the EU who bought each category online in the previous three months. Eurostat, 2024 survey.
- Clothing, shoes and accessories45%
- Restaurant food deliveries21%
- Cosmetics and wellness20%
- Furniture, home and garden19%
Source: Eurostat, Online shopping ever more popular: top purchases in 2024
Return rates in online fashion
- 9.
An estimated 19.3% of U.S. online sales will be returned in 2025, across all retail categories.
National Retail Federation and Happy Returns, 2025 Retail Returns Landscape (Oct 2025)
Exact wording at the source
An estimated 19.3% of online sales will be returned in 2025.
- 10.
U.S. retail returns across stores and online are projected to reach $849.9 billion in 2025.
National Retail Federation and Happy Returns, 2025 Retail Returns Landscape (Oct 2025)
Exact wording at the source
Total returns for the retail industry are projected to reach $849.9 billion in 2025.
- 11.
U.S. apparel brands and retailers estimated that 24.4% of their online apparel orders were returned in the 12 months to March 2023.
Coresight Research, The True Cost of Apparel Returns: Alarming Return Rates Require Loss-Minimization Solutions (Mar 2023)
Exact wording at the source
We calculate that a 24.4% online apparel return rate could generate $25.1 billion in processing costs in 2023, excluding merchandise waste.
- 12.
In Europe, about one in five pieces of clothing bought online is returned, an average return rate of 20%.
European Environment Agency, The destruction of returned and unsold textiles in Europe's circular economy (Mar 2024)
Exact wording at the source
In Europe, the average return rate for clothing bought online is estimated at 20% — one in every five garments sold online is returned.
- 13.
The average return rate for footwear in the EU is estimated at 30%.
European Environment Agency, The destruction of returned and unsold textiles in Europe's circular economy (Mar 2024)
Exact wording at the source
Overall, the average return rate for footwear in the EU is estimated at 30%.
- 14.
Across all Zalando markets, an average of 50% of the items ordered are returned.
Zalando, Returns at Zalando (2026)
Exact wording at the source
At the same time, the returns rate is relatively stable: across all our markets, an average of 50 percent of the items ordered are returned.
- 15.
In Rithum's 2025 survey of more than 6,000 consumers worldwide, 68% said they had returned clothing or shoes in the past 12 months.
Rithum, Introducing the 2025 Global Returns & Profit Impact Report (2025)
Exact wording at the source
Bracketing is likely a strong factor behind why apparel and footwear dominate return volumes, with 68% of consumers saying they returned clothing or shoes in the past 12 months.
- 16.
62% of U.S. adults returned at least one item in the year before YouGov's 2025 survey.
YouGov, Free, fast and convenient: How US shoppers want retail returns (Nov 2025)
Exact wording at the source
According to a new YouGov Surveys: Serviced study, 62% of US adults say they returned at least one item in the past year.
Size, fit and bracketing
- 17.
53% of U.S. apparel brands and retailers surveyed by Coresight named size or fit as the top reason for online apparel returns, ahead of color (16%) and damage (10%).
Coresight Research, The True Cost of Apparel Returns: Alarming Return Rates Require Loss-Minimization Solutions (Mar 2023)
Exact wording at the source
The top three reasons for online apparel returns in the past 12 months, according to surveyed apparel brands and retailers, are size/fit (53% of respondents), color (16%) and damage (10%).
- 18.
About 70% of online returns are caused by poor fit or style as perceived by the buyer, according to studies reviewed by the European Environment Agency.
European Environment Agency, The destruction of returned and unsold textiles in Europe's circular economy (Mar 2024)
Exact wording at the source
70% of returns are caused by buyer-perceived poor fit or style (Zomer and van Kempen, 2019; WHY5 research, 2021; Ader et al., 2021; Nestler et al., 2021).
- 19.
Poor fit was named as a return reason by 61% of consumers in Rithum's 2025 global survey.
Rithum, Introducing the 2025 Global Returns & Profit Impact Report (2025)
Exact wording at the source
One of the top reasons cited for returns is poor fit, mentioned by 61% of consumers surveyed.
- 20.
36% of shoppers in Rithum's 2025 global survey admit to overbuying with the plan of returning part of the order.
Rithum, Introducing the 2025 Global Returns & Profit Impact Report (2025)
Exact wording at the source
According to the consumer survey, 36% of shoppers admit to overbuying with the intention of returning part of the order.
- 21.
Among U.S. adults who returned an item in 2025, 44% said it did not meet expectations on quality, color or size.
YouGov, Free, fast and convenient: How US shoppers want retail returns (Nov 2025)
Exact wording at the source
Nearly half (44%) of returners say the item did not meet expectations in terms of quality, color, or size.
- 22.
39% of U.S. returners cited poor fit, rising to 43% of women and 33% of men, in YouGov's 2025 survey.
YouGov, Free, fast and convenient: How US shoppers want retail returns (Nov 2025)
Exact wording at the source
Another 39% cite poor fit.
- 23.
13% of U.S. returners said they deliberately ordered several options to compare and sent the rest back.
YouGov, Free, fast and convenient: How US shoppers want retail returns (Nov 2025)
Exact wording at the source
A smaller group (13%) say they intentionally ordered multiple options to compare and returned the rest.
- 24.
Zalando says its size and fit tools prevented 8% of size-related returns in 2025, rising to 9% in 2026.
Zalando, Returns at Zalando (2026)
Exact wording at the source
The impact is measurable: in 2025, our Size & Fit solutions prevented 8% of size-related returns overall, increasing to 9% in 2026.
Chart
Top reasons for online apparel returns, according to U.S. apparel companies
Share of 100 U.S. apparel brand and retailer decision-makers naming each as the top return reason. Coresight Research, March 2023.
- Size or fit53%
- Color16%
- Damage10%
Source: Coresight Research, The True Cost of Apparel Returns: Alarming Return Rates Require Loss-Minimization Solutions
Free returns and what happens to returned clothes
- 25.
82% of U.S. consumers say free returns are an important consideration when shopping online.
National Retail Federation and Happy Returns, 2025 Retail Returns Landscape (Oct 2025)
Exact wording at the source
82% of consumers say free returns are an important consideration when shopping online.
- 26.
98% of U.S. apparel brands and retailers in Coresight's 2023 survey offer free shipping on returns of online orders.
Coresight Research, The True Cost of Apparel Returns: Alarming Return Rates Require Loss-Minimization Solutions (Mar 2023)
Exact wording at the source
The majority of surveyed apparel companies (98%) offer customers free shipping on returns of online orders, according to our survey.
- 27.
Coresight Research estimated that U.S. online apparel returns would reach $38 billion in 2023, with $25.1 billion in processing costs.
Coresight Research, The True Cost of Apparel Returns: Alarming Return Rates Require Loss-Minimization Solutions (Mar 2023)
Exact wording at the source
Based on our estimate of a total $155.8 billion online apparel and footwear market in 2023, a 24.4% return rate would translate to $38 billion in returns, with an estimated $25.1 billion in processing costs in 2023.
- 28.
Zalando says it can offer around 98% of the fashion items returned to it for sale again in its shop or its Lounge outlet.
Zalando, Returns at Zalando (2026)
Exact wording at the source
Therefore, we are able to offer around 98 percent of all fashion items returned to us directly via the Zalando Shop or our shopping club “Lounge by Zalando”.
- 29.
Between 22% and 43% of clothing bought online and returned in Europe, about one third on average, ends up destroyed.
European Environment Agency, The destruction of returned and unsold textiles in Europe's circular economy (Mar 2024)
Exact wording at the source
We estimate that 22-43%, or on average one third of all returned clothing bought online, ends up being destroyed.
The secondhand and resale market
- 30.
The global secondhand market is worth $393 billion, roughly 10% of total apparel spend, according to the 2026 Resale Report by ThredUp and GlobalData.
ThredUp, ThredUp's 14th Annual Resale Report Reveals New Era of Structural Competition and AI-Driven Discovery (Apr 2026)
Exact wording at the source
Conducted by GlobalData, the study reveals a global secondhand market that has become a $393 billion powerhouse, representing roughly 10% of total apparel spend.
- 31.
GlobalData expects the U.S. secondhand market to reach $78.8 billion by 2030.
ThredUp, ThredUp's 14th Annual Resale Report Reveals New Era of Structural Competition and AI-Driven Discovery (Apr 2026)
Exact wording at the source
We expect the U.S. market alone to reach $78.8 billion by 2030
- 32.
In 2025 the U.S. secondhand market grew nearly four times faster than the broader retail clothing market.
ThredUp, ThredUp's 14th Annual Resale Report Reveals New Era of Structural Competition and AI-Driven Discovery (Apr 2026)
Exact wording at the source
secondhand market grew nearly 4X faster than the broader retail clothing market.
- 33.
Gen Z and Millennials are expected to account for 71% of secondhand market growth through 2030.
ThredUp, ThredUp's 14th Annual Resale Report Reveals New Era of Structural Competition and AI-Driven Discovery (Apr 2026)
Exact wording at the source
Through 2030, 71% of all market growth will come from Gen Z and Millennials, with new shoppers making up the vast majority of this new spending.
- 34.
Nearly 50% of U.S. secondhand shoppers now discover items through social media, creators and influencer feeds rather than search.
ThredUp, ThredUp's 14th Annual Resale Report Reveals New Era of Structural Competition and AI-Driven Discovery (Apr 2026)
Exact wording at the source
Nearly 50% of shoppers now discover their next secondhand find through social media, creators, and influencer feeds rather than traditional search.
- 35.
62% of Americans plan to buy secondhand during the 2026 holiday season, and 55% would rather receive a one-of-a-kind secondhand gift than a new mass-produced one.
ThredUp, ThredUp Releases 2026 Holiday Report (Oct 2026)
Exact wording at the source
The report finds that 55% of Americans would rather receive a one-of-a-kind, vintage or hard-to-find secondhand gift in excellent condition than a brand-new, mass-produced version, and 62% plan to buy secondhand this season.
- 36.
ThredUp says it put about 90% of the inventory it received in 2025 back into use, compared with about 20% domestic resale at traditional charities.
ThredUp, ThredUp Releases Fifth Annual Impact Report (Aug 2026)
Exact wording at the source
recirculated approximately 90% of inventory received in 2025 back into wear, through its marketplace, thrift partners, and rescue boxes, compared to the roughly 20% domestic resale rate typical of traditional charitable organizations.
- 37.
Vinted's marketplace gross merchandise value grew 47% to €10.8 billion in 2025, on revenue of €1.1 billion.
Vinted, Vinted grew GMV by 47% YoY to €10.8bn, generating €1.1bn in annual revenue and €62m in net profit (Apr 2026)
Exact wording at the source
Vinted grew GMV by 47% YoY to €10.8bn, generating €1.1bn in annual revenue and €62m in net profit, as it brings second-hand goods to more people in 2025
- 38.
Vinted says it helped members save €21.6 billion against original retail prices on adult fashion in 2025.
Vinted, Two in three would rather have a second-hand gift that suits them than a new one they won't use, Vinted research reveals (Nov 2026)
Exact wording at the source
In 2025, Vinted helped members save €21.6 billion compared with original retail prices on adult fashion, showing how second-hand can help shoppers make their money go further.
Chart
Vinted marketplace gross merchandise value
Gross merchandise value on Vinted's marketplace in billions of euros. Vinted 2025 results, April 2026.
- 20247.3 EUR bn
- 202510.8 EUR bn
Source: Vinted, Vinted grew GMV by 47% YoY to €10.8bn, generating €1.1bn in annual revenue and €62m in net profit
Textile waste
- 39.
The United States generated 17 million tons of textile waste in 2018, the latest year in EPA's material-specific data.
U.S. Environmental Protection Agency, Textiles: Material-Specific Data (Mar 2026)
Exact wording at the source
EPA estimated that the generation of textiles in 2018 was 17 million tons.
- 40.
The U.S. recycling rate for all textiles was 14.7% in 2018, with 2.5 million tons recycled.
U.S. Environmental Protection Agency, Textiles: Material-Specific Data (Mar 2026)
Exact wording at the source
The recycling rate for all textiles was 14.7 percent in 2018, with 2.5 million tons recycled.
- 41.
Only about 13% of U.S. clothing and footwear textiles were recycled in 2018.
U.S. Environmental Protection Agency, Textiles: Material-Specific Data (Mar 2026)
Exact wording at the source
Within this figure, EPA estimated that the recycling rate for textiles in clothing and footwear was 13 percent based on information from the American Textile Recycling Service.
- 42.
U.S. landfills received 11.3 million tons of textiles in 2018.
U.S. Environmental Protection Agency, Textiles: Material-Specific Data (Mar 2026)
Exact wording at the source
Landfills received 11.3 million tons of MSW textiles in 2018.
- 43.
Textile consumption in the EU rose from 17 kg per person in 2019 to 19 kg per person in 2022.
European Parliament, Fast fashion: EU laws for sustainable textile consumption (Sep 2025)
Exact wording at the source
Textile consumption in the EU increased from 17 kg per person in 2019 to 19 kg per person on average in 2022
- 44.
Around 12 kg of clothing per person is thrown away each year in the EU.
European Parliament, Fast fashion: EU laws for sustainable textile consumption (Sep 2025)
Exact wording at the source
At the same time, around 12 kg of clothing per person is dumped each year in the EU.
- 45.
Used clothes exported from the EU are mostly incinerated or landfilled (87%), and only 1% of used clothes are recycled into new clothes.
European Parliament, Fast fashion: EU laws for sustainable textile consumption (Sep 2025)
Exact wording at the source
Only 1% of used clothes are recycled into new clothes
- 46.
An estimated 4% to 9% of all textile products put on the European market are destroyed before use, between 264,000 and 594,000 tonnes a year.
European Environment Agency, The destruction of returned and unsold textiles in Europe's circular economy (Mar 2024)
Exact wording at the source
Based on available studies, an estimated 4-9% of all textile products put on the market in Europe are destroyed before use, amounting to between 264,000 and 594,000 tonnes of textiles destroyed each year.
Chart
Textile waste generated in the United States
Textiles in U.S. municipal solid waste, thousands of U.S. tons. EPA, 1960 to 2018.
Source: U.S. Environmental Protection Agency, Textiles: Material-Specific Data
The environmental footprint of clothing
- 47.
The global clothing industry is worth $1.3 trillion and employs more than 300 million people along its value chain (Ellen MacArthur Foundation, 2019).
Ellen MacArthur Foundation, Fashion and the circular economy: deep dive (Sep 2019)
Exact wording at the source
Globally, the USD 1.3 trillion clothing industry employs more than 300 million people along the value chain; the production of cotton alone accounts for almost 7% of all employment in some low-income countries.
- 48.
Global clothing production roughly doubled in the 15 years to 2019.
Ellen MacArthur Foundation, Fashion and the circular economy: deep dive (Sep 2019)
Exact wording at the source
Clothing represents more than 60% of the total textiles used and in the last 15 years, clothing production has approximately doubled, driven by a growing middle-class population across the globe and increased per capita sales in mature economies.
- 49.
Over the same 15 years, the number of times a garment is worn before it is discarded fell by almost 40%.
Ellen MacArthur Foundation, Fashion and the circular economy: deep dive (Sep 2019)
Exact wording at the source
At the same time, clothing use has declined by almost 40%.
- 50.
Shoppers worldwide lose an estimated $460 billion of value each year by throwing away clothes they could still wear.
Ellen MacArthur Foundation, Fashion and the circular economy: deep dive (Sep 2019)
Exact wording at the source
Globally, customers miss out on USD 460 billion of value each year by throwing away clothes that they could continue to wear, and some garments are estimated to be discarded after just seven to ten wears.
- 51.
WRAP attributes 8% to 10% of global greenhouse gas emissions to the fashion and textiles industry.
WRAP, Transform textiles (2026)
Exact wording at the source
8-10% of global greenhouse gas emissions come from the fashion and textiles industry.
- 52.
Textile purchases in the EU generated about 355 kg of CO2 emissions per person in 2022.
European Parliament, Fast fashion: EU laws for sustainable textile consumption (Sep 2025)
Exact wording at the source
According to a European Environment Agency report, textile purchases in the EU in 2022 generated about 355 kg of CO2 emissions per person, the equivalent of 1,800 km of travel by a standard petrol car.
- 53.
Making a typical pair of jeans takes around 2,000 gallons of water, and textile dyeing is the second largest polluter of water worldwide.
UN Environment Programme, Putting the brakes on fast fashion (Jun 2021)
Exact wording at the source
Textile dyeing is also the second largest polluter of water globally and it takes around 2,000 gallons of water to make a typical pair of jeans.
Questions readers ask
- What share of clothing is bought online?
- By shoppers, clothing is the top online category: 45% of people in the EU bought clothing, shoes or accessories online in a three-month window in 2024 (Eurostat). By sales value the share is lower and varies by retailer; Inditex made €10.7 billion of its €39.9 billion in 2025 sales online.
- What is the return rate for online clothing?
- Estimates range from about 20% to 50%. The European Environment Agency puts the average for clothing bought online in Europe at 20%, U.S. apparel companies reported 24.4% to Coresight Research, and Zalando says about half of the items ordered are returned. Across all U.S. online retail, NRF and Happy Returns expect 19.3% of sales to be returned in 2025.
- Why do people return clothes bought online?
- Mostly because of fit. Studies reviewed by the European Environment Agency attribute about 70% of returns to poor fit or style, 61% of consumers in Rithum's 2025 survey cite poor fit, and 53% of U.S. apparel companies surveyed by Coresight name size or fit as the top reason.
- How big is the secondhand clothing market?
- ThredUp and GlobalData put the global secondhand market at $393 billion in their 2026 Resale Report, roughly 10% of apparel spend, and expect the U.S. market to reach $78.8 billion by 2030. Vinted alone handled €10.8 billion of gross merchandise value in 2025.
- How much textile waste is recycled?
- Very little. The EPA estimates the U.S. recycled 13% of clothing and footwear textiles in 2018, and the European Parliament reports that only 1% of used clothes are recycled into new clothes.
Where these numbers come from
We chose figures that describe fashion ecommerce directly: online purchase rates for clothing, return rates and reasons, size and fit, the secondhand market, and textile waste and footprint. Definitions differ. Eurostat and Destatis count the share of people who bought clothing online, not the share of sales; the European Environment Agency's 11% online share uses EURATEX data for 2020. Return rates from NRF and Happy Returns cover all U.S. retail; Coresight's 24.4% comes from a March 2023 survey of 100 U.S. apparel companies; Zalando counts returned items, not orders. Resale market sizes come from GlobalData research commissioned by ThredUp, and Vinted and ThredUp report their own platform results. EPA textile data runs to 2018, its latest detailed year, and the Ellen MacArthur Foundation and UNEP footprint figures date from 2019 to 2021. Every figure links to the page it was taken from, and each quote was checked against that page on the date shown. We store the sentence each number appears in, and a script loads the publisher's page again to make sure that sentence is still there. Our methodology has the details.
Sources
- Coresight Research. The True Cost of Apparel Returns: Alarming Return Rates Require Loss-Minimization Solutions (Mar 2023).
- Ellen MacArthur Foundation. Fashion and the circular economy: deep dive (Sep 2019).
- European Environment Agency. The destruction of returned and unsold textiles in Europe's circular economy (Mar 2024).
- European Parliament. Fast fashion: EU laws for sustainable textile consumption (Sep 2025).
- Eurostat. Online shopping ever more popular: top purchases in 2024 (Feb 2025).
- Federal Statistical Office of Germany (Destatis). European Union: 8 out of 10 internet users shop online (Jan 2025).
- Inditex. FY2025 Results (Mar 2026).
- National Retail Federation and Happy Returns. 2025 Retail Returns Landscape (Oct 2025).
- Office for National Statistics. Retail sales, Great Britain: August 2026 (Sep 2026).
- Rithum. Introducing the 2025 Global Returns & Profit Impact Report (2025).
- ThredUp. ThredUp's 14th Annual Resale Report Reveals New Era of Structural Competition and AI-Driven Discovery (Apr 2026).
- ThredUp. ThredUp Releases 2026 Holiday Report (Oct 2026).
- ThredUp. ThredUp Releases Fifth Annual Impact Report (Aug 2026).
- U.S. Environmental Protection Agency. Textiles: Material-Specific Data (Mar 2026).
- UN Environment Programme. Putting the brakes on fast fashion (Jun 2021).
- Vinted. Vinted grew GMV by 47% YoY to €10.8bn, generating €1.1bn in annual revenue and €62m in net profit (Apr 2026).
- Vinted. Two in three would rather have a second-hand gift that suits them than a new one they won't use, Vinted research reveals (Nov 2026).
- WRAP. Transform textiles (2026).
- YouGov. Free, fast and convenient: How US shoppers want retail returns (Nov 2025).
- Zalando. Returns at Zalando (2026).
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