40% of fashion shoppers make half of purchases online, study finds

Young man shopping with credit card and laptop computer
Online fashion shopping continues to grow in popularity. (Poike/iStock/Getty Images Plus/Getty Images)

When it comes to online fashion shopping, 50% of shoppers search for coupons and discounts when thinking about a purchase. And even more, 57% of these shoppers will only make an online fashion purchase if there is a promotion. 

In fact, online's popularity is growing and 63% of people surveyed by Astound Commerce said they would buy more if they could save more online than in-store. 

The U.S. has the largest apparel market, making about $342 billion annually, and is growing. However, the market is rapidly changing with the emergence of e-commerce and and private labels. 

Today's fashion shopper wants products fast, of course. Twenty-nine percent of respondents said they would buy more fashion online if more brands sold on a single marketplace. 

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Still, active fashion shoppers are busy online, as 40% make more than half to their purchases digitally and 77% of aggressive fashion shoppers make at least 21% of their purchases online. Of these consumers, 35% shop weekly and 33% have made more than 10 purchases online in the past six months. 

And online shoppers are great spenders, as 39% admitted to spending at least $1,000 annually. 

In addition, today's shoppers wants free shipping, very important to 63% of those surveyed. 

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And it seems sales associates still have a role in fashion shopping. Seventy-eight percent of those surveyed said a positive interaction with a sales associate is an important factor in the likelihood to purchase. Yet, 53% would rather interact with technology than a sales associate. 

Finally, no one can ignore the growing presence of Amazon in the online fashion world. Amazon's fashion sales grew more than 30% in 2017, accounting for almost $190 billion in sales. And half of fashion shoppers buy 26% or more of their fashion products at Amazon. While the majority of Amazon shoppers that find their products fashionable, 80%,  are millennials, one in four shoppers total rank Amazon as highly fashionable. So why Amazon? Speed, price and assortment are its winning formula. 

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