Order volume surges 741%! Fashion apparel sets off North American e-commerce market

Under the influence of inflation and the decline of the epidemic, the growth rate of the US e-commerce market has begun to slow down.

According to eMarketer's research data, sales in the US e-commerce market will exceed US$1 trillion for the first time in 2022, and fashion and apparel categories have become the main driving force for the development of the North American e-commerce market.

E-commerce platform BigCommerce conducted a survey of thousands of merchants on the platform and found that the total online and offline sales of fashion and apparel products have surpassed the total sales of the North American e-commerce market.

From the perspective of the global market, the market performance of fashion and clothing products is also very outstanding.

Data shows that in the first quarter of 2022, the total merchandise volume (GMV) of the global e-commerce market increased by 3% year-on-year, while this figure for fashion and apparel categories increased by 19%.

In terms of average order volume, the global e-commerce market's order volume increased by 3%, but the order volume of fashion and apparel categories increased by 13%.

In the North American market, the difference is even more pronounced.

In the first quarter of 2022, North American e-commerce gross merchandise volume (GMV) increased by 2% compared to the previous quarter, average order value increased by 3%, and total orders decreased by 1%. However, GMV in the fashion and apparel category increased by 24% compared to the first quarter of 2021, while both average and total orders increased by 13%.

BigCommerce found that in the first quarter, GMV of fashion and apparel products on Amazon increased by 321%, and orders increased by 276%.

At the same time, the GMV of similar products on the eBay platform increased by 29% compared with the previous quarter, and the average order volume increased by 44%.

It is worth noting that social e-commerce has become a new trend in the US market.

According to a BigCommerce research report, 48% of sellers said that social media has a very large impact on their overall business.

Fashion sellers selling through Instagram saw a 741% increase in orders in the first quarter, and the recent popularity of live shopping has also helped boost product sales.

44 % of fashion sellers said they will work to optimize the user shopping experience and build an omni-channel business while improving customer service and streamlining shipping.

Among them, 20% of sellers believe that multi-channel sales is a key way to improve user experience.

BigCommerce recommends that fashion sellers add AR shopping capabilities to provide consumers with 3D digital versions of their products, create virtual dressing rooms, and entice consumers to purchase goods.

Currently, the fashion and clothing categories have successfully ignited the North American e-commerce market. Sellers can seize the current opportunity, pay more attention to the fashion trends in the US market, and make product selections. At the same time, they can increase technology investment, optimize consumers' shopping experience, and establish omni-channel businesses.

North American e-commerce market

Fashion clothing category