European online shopping trend warning: Fashion category is the most popular

It is reported that the research organization AfterPay Insights recently released the latest report on the changes in online shopping trends of consumers in some European countries. Let's take a look at what consumers are interested in.

Fashion products have great potential

AfterPay ’s report shows that the fashion category is taking over the European e-commerce market and becoming the main driving force for its development.  

Due to the impact of the protracted epidemic last year, European consumers were forced to live and work at home for a long time due to lockdown measures. During this period, online purchases of entertainment and toys continued to soar, especially in November and December last year, when sales increased significantly .

But as the epidemic enters its final stage, the shopping season is coming to an end . Data from AfterPay shows that fashion /cosmetics, food and household items will become the most purchased products online by European consumers in countries such as the Netherlands, Germany and Norway.

The development potential of fashion products is very good.

Changes in consumption trends in some European countries

It is reported that at the end of last year, German consumers were very fond of entertainment electronic products, especially among young people. But in January this year , this trend declined significantly. For example, the purchase volume of toys dropped from 15% last year to 7% in February this year.

On the contrary, fashion categories have become the favorite of German consumers, helping their e-commerce development. In addition, the number of consumers buying healthy food online also increased in February.

The consumption trend in the Netherlands is similar to that in Germany. During the peak season last year, entertainment products were also popular among the Dutch. However, this year, the purchase volume has dropped to 8%, almost half.

The latest data from AfterPay Insights shows that in February, the most popular categories for online shopping by Dutch consumers will be fashion, cosmetics, household items and healthy foods.

Norwegian consumers have basically shown the same online shopping trends as those in the Netherlands and Germany.

It seems that the fashion category has great potential for development and may continue to grow in the coming months, becoming a new driving force for the development of European e-commerce.

Europe

Consumption Trends

Fashion