Share of shoppers buying clothes online after store visit in Europe 2021, by country

Published by
Stephanie Chevalier,
Nov 11, 2022
In a 2021 survey, 30 percent of shoppers in the UK reported buying clothing online as a direct result of their visit to a physical store. France was the second European country included in the survey with the highest percentage of respondents who purchased apparel products after a store visit. It was followed by the Netherlands and Germany, with 23 percent and 22 percent, respectively.

Share of online shoppers purchasing clothes previously seen in a store in selected European countries in 2021

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Release date

October 2021

Region

Europe

Survey time period

August 2021

Number of respondents

4,000 households*

Age group

16 years and older

Method of interview

Panel survey

Supplementary notes

* The study includes four European markets: the United Kingdom, France, Germany and the Netherlands. The sample includes more than 4,000 households (1,000 in each market).

To the question: "Have you ever bought clothing online as a direct result of having first seen the product in a store?" Response: “Yes".

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