The fashion 'ecommerce' maintains its sales in 2021, a year after the 'boom' due to the pandemic

In Spain, one in five euros spent on fashion corresponds to online purchases

MADRID, 27 May. (EUROPA PRESS) -

In 2021, e-commerce maintained its weight in the fashion sector in Spain in the second year after the outbreak of the pandemic, which led to a sales boom due to confinement and restrictions on commercial activity due to the coronavirus.

Specifically, online sales accounted for 20.8% of the sector's sales, compared to 20.6% the previous year and 9.5% in 2019, according to data from the 'Online Fashion Report' , produced by Modaes.es in collaboration with Kantar.

The data, which includes sales of clothing, footwear, accessories and home textiles, means that one in five euros spent by consumers residing in Spain on fashion products corresponds to Internet purchases.

Among the keys to the growth of the 'online' channel in 2021 was a new jump in the penetration of 'ecommerce', since 46.8% of the population residing in Spain over 15 years of age bought a fashion product online, compared to 44.3% in 2020 and 32.5% in 2021. In addition, 67.8% of these buyers (compared to 65.4% in 2020) made at least two purchases.

The increase in sales allowed Spain to stop being the country furthest behind in terms of penetration of online fashion among the five largest markets in Europe and is in fourth position, after overtaking Italy in 2021.

In volume of products purchased, fashion e-commerce did falter in 2021 compared to the anomalous previous year. In the number of products purchased for outerwear and innerwear, footwear, accessories and home textiles, the online market share in Spain fell half a point, going from 16.1% in 2020 to 15.6% in 2021.

The study reveals that discounts and promotions lost relevance in online sales. If in 2019 61.4% of Internet purchases corresponded to discounted products or with promotions, this ratio fell to 48% in 2020 and 46.4% in 2021.

On the other hand, the 'pure players' gained in 2021 part of the ground lost in 2020 in market share against the traditional 'retailers'. Digital natives, who until 2015 accounted for more than half of online fashion sales, accounted for 38.7% of online fashion sales in 2021, compared to 32.5% the previous year.