Translated by
Nicola Mira
Apr 4, 2017
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40% of consumers worldwide prefer to buy fashion online

Translated by
Nicola Mira
Apr 4, 2017

According to the Total Retail Survey 2017 by PricewaterhouseCoopers (PwC), 40% of consumers worldwide prefer to buy apparel and footwear on the web, compared to 37% who prefer to buy health & beauty products online.


The survey of 24,000 consumers in 29 countries indicated that 52% of them prefer to research their fashion purchases on the web (31% on a computer and 12% on a mobile phone), compared to 34% who would rather do it in-store. Still, 51% of the interviewees are keener to buy in a shop, while 24% of them prefer to use their PC, and 9% of them favor their smartphone.

"Of all product categories, apparel/footwear has the highest consumption likelihood in the last 12 months (77%), with 28% of consumers worldwide buying the majority or the entirety of their apparel and footwear online in the same twelve months," wrote PwC.

Country-wise, Polish consumers are keenest to rely on their PCs for product research (48% of them do), while Thai consumers (19%) are at the opposite end of the spectrum. In terms of apparel purchases, Chinese consumers are the most web-devoted (72% of them buy online), followed by Indonesians (54%) and Thais (50%). In Europe, Italy ranks first with 48%.


As for health and beauty products, consumers who prefer to buy in-store are no longer an absolute majority (47%), while 37% of interviewees prefer e-shopping (22% via PC, 9% on a smartphone and 6% on a tablet). In the last twelve months, 30% of consumers are estimated to have bought health and beauty products online.

Among the countries with a strong inclination to buy in-store, Germany and Switzerland lead (69% both), ahead of China (62%), Vietnam (54%) and Thailand (52%). In this category too, Asian consumers lead in terms of online purchases, with Chinese and Thai shoppers more inclined to buy on a PC while Vietnamese ones prefer to use mobile phones.

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