Europe’s Online Fashion Sales: Diverging Paths from 2023 to 2025

A comparison of online fashion sales trends across four key European markets reveals notable contrasts in momentum and consumer behaviour:

Switzerland
After modest +2% growth in 2023, the Swiss market declined sharply by –7% in 2024. A further –2% contraction is projected for 2025, highlighting pressure from international discount platforms and slower digital adoption in fashion.

Suecia
A consistent performer, Sweden saw +6% in 2023, +7% in 2024, and is projected to grow +6% in 2025. Recommerce is rising, with second-hand fashion expected to nearly triple its market share over the next decade.

United Kingdom
Growth continues steadily with +3% in 2023, +4% in 2024, and +5% projected in 2025. Strong performance from digital-native brands and a booming second-hand sector underpin this trajectory.

España
Though data is less detailed, estimates show +1% in 2023, +2% in 2024, and +3% in 2025. Inditex’s solid online performance suggests healthy momentum despite limited national breakdowns.

Takeaway
Switzerland is the only market in decline over this period, while Sweden, the UK, and Spain continue upward. Consumer values, platform competition, and second-hand adoption are reshaping the digital fashion landscape at very different speeds. Will Switzerland rebound this year? Or will it embrace second hand market places more moving forward?