46.2% of EU Online Spending Outside the Bloc Goes to Fashion Products

Fashion products ranked first among purchases made by European Union (EU) consumers through e-commerce platforms outside the bloc. According to an analysis by e-commerce data provider ECDB, the fashion category accounted for 46.2% of online spending at retailers outside the EU in 2025. Meanwhile, the category's share of total online spending across the EU remained at 18.7%.

ECDB's cross-border e-commerce data revealed significant differences in the online shopping preferences of European Union consumers within and outside the bloc. While fashion products ranked third in overall e-commerce spending, they became the largest spending category for purchases made from retailers outside the EU.

According to the study, 21.8% of total online spending across the EU in 2025 was allocated to hobby and leisure products, 21.6% to electronics, and 18.7% to fashion. However, this ranking changed for purchases from sellers outside the bloc, with the fashion category's share rising to 46.2%.

Share of Cross-Border Shopping for Fashion Products Is Increasing

According to ECDB's analysis, the share of fashion in online purchases from outside the EU reached approximately 2.5 times its share of the overall e-commerce market. The report linked this difference to the product variety and pricing policies of platforms such as Shein, Temu, and AliExpress. In particular, the lightweight, compact, and easily transportable nature of clothing and accessories was identified as one of the factors limiting logistics costs for international shipments.

Electronics became the second-largest spending category in online purchases from outside the bloc. ECDB stated that low prices were a determining factor in consumer preferences in this category, while product safety, warranty conditions, and compliance with EU regulations remained important.

Online Shopping Spending Outside the EU Reaches €55.1 Billion

According to ECDB data, EU consumers spent a total of €55.1 billion purchasing physical products from retailers outside the bloc in 2025. This amount accounted for 13.1% of total online product spending during the same period. Of this spending, €49.7 billion was made through Temu, AliExpress, and Shein. As a result, the three platforms captured 90.2% of spending directed toward retailers outside the EU.

Looking at categories other than fashion, furniture and homeware accounted for 10.2% of non-EU e-commerce spending, personal care products for 9.5%, hobby and leisure products for 9.5%, and DIY and hardware products for 4.9%. The food category's share remained limited to 0.2%.

Fashion Retailers in Europe Face Cross-Border Competition

Other studies on Europe's cross-border retail market also highlight the importance of the fashion sector in international e-commerce. According to a study published by Cross-Border Commerce Europe in September 2026, Europe's leading 500 fashion, beauty, and luxury retailers generated a total of €120 billion in online revenue in 2025. Of this amount, €79 billion came from cross-border sales.

The study showed that cross-border sales accounted for approximately 66% of these companies' total online revenue. The findings point to a market in which fashion retailers in Europe compete with platforms both within and outside the EU.