2022 International Ecommerce Report: Vogue and Attire


Technological advances, a fading pandemic and returning confidence within the provide chain stand to make 2022 a banner yr for ecommerce

Based mostly on development projections, retail ecommerce gross sales will surpass $1 trillion for the primary time ever in 2022, in response to eMarketer’s US Ecommerce by Class 2022 report. And whereas inflation issues would appear to contradict this, shoppers spent $2.8 billion in added value from January to March, in response to Adobe Analytics. 

With an expectation that ecommerce development will return to pre-pandemic ranges this yr, understanding what to anticipate and the place to put money into 2022 carries outsized significance.

For BigCommerce’s first trade development report, we look at the style class because it emerges from the opposite facet of two years impacted by the COVID-19 pandemic. Regardless of widespread staffing shortages and provide chain points, the style and attire trade noticed $180.5 billion in ecommerce income in 2021, up from $145 billion in 2020. 

Relative to all different industries in international ecommerce, style sits middle-of-the-road when it comes to projected development for 2022. Development estimates place ecommerce income in 2022 at roughly $205 billion.

In opposition to this backdrop, the style trade saved tempo with these projections within the first three months of the yr.

Learn our full report for extra insights into the state of style ecommerce thus far in 2022 from BigCommerce and our retailers.


BigCommerce’s style knowledge is sourced straight from our clients. All knowledge is international and pertains to all international locations the place BigCommerce retailers do enterprise, except in any other case famous.

All comparisons quarter-over-quarter and year-over-year are congruent comparisons between the identical variety of present shops relationship again to the earliest interval used within the comparability. For instance, a comparability between Q1 2021 and Q1 2022 would use knowledge solely from BigCommerce shops that existed in Q1 2021, except in any other case famous. 

For mentions of customer sources in Q1 2022, this knowledge excludes January 2022 and ought to be regarded directionally. 

For verbatim insights from our clients, we posed a survey in our buyer management panel consisting of 4 questions on style trade expertise traits and ways. 

How the Vogue Business Carried out in Q1 2022

We stated 2022 could be a banner yr for ecommerce and that goes doubly so for the style trade.

Up to now in Q1 2022, we will see a 3% enhance in inclusive GMV for ecommerce as an entire in comparison with Q1 2021. Vogue and attire, nevertheless, has grown 19% by the identical measure. 

The identical outperformance of the ecommerce panorama holds true for style’s common order quantity. Whereas common order quantity (AOV) grew 3% between Q1 2021 and Q1 2022 for all ecommerce industries, style noticed a 13% enhance in AOV evaluating the identical two intervals. 

Whereas much less pronounced, the development continues to the overall variety of orders as effectively. Order totals throughout all BigCommerce have been flat quarter-over-quarter (QoQ), however style shops noticed a 5% enhance in variety of orders between Q1 2021 and Q1 2022. 

The highest channels for style continued their dominance.

The primary quarter of this yr was enormous for gross sales by Amazon for BigCommerce style retailers. In comparison with final yr, there was a 321% enhance in inclusive GMV and a 276% enhance in orders.

In the meantime BigCommerce style retailers promoting by eBay overcame a downward development for GMV and AOV in Q1 of -12% and -14%, respectively. The style and attire class noticed an entire reversal of this development on eBay with a acquire of 29% GMV and 44% AOV in Q1 2022.

We noticed shifts in gross sales by cell system.

Surprisingly, regardless of the rising traits in direction of social commerce, Q1 2022 noticed a decline within the variety of orders positioned with a cell system in comparison with all ecommerce retail in Q1 2021. There was a decline of 4%. 

Nevertheless, even with this decline in complete orders we noticed a slight enhance in GMV by 2%.

The style trade was counter to this development, with a 13% QoQ enhance in GMV by cell system and common order worth additionally jumped 14%.  

BigCommerce funded a shopper survey by Profitwell of over 4,000 web shoppers over the age of 18. Of these consumers, 80% stated they buy attire and clothes utilizing telephone apps or internet browsers.

Vogue got here out as the highest class for the query out of 15 classes, with the following highest response being 56% for electronics purchases.

North America style outpaced general North America ecommerce.

Ecommerce development was modest for North America within the first quarter of the yr at 2% GMV QoQ, a lower in orders of 1% QoQ and AOV shifting up 3% QoQ. 

The style trade, nevertheless, blew these numbers away. Vogue GMV was up 24% in Q1 2022 versus Q1 2021. Whole variety of orders went up 13% QoQ and AOV was up equally at 13%.

Vogue in APAC noticed development; EMEA main decline.

General ecommerce retail in APAC noticed main development QoQ in Q1 2022 with an 19% enhance in GMV and a 17% enhance in orders. Vogue didn’t precisely preserve tempo with that in APAC and solely noticed a QoQ enhance in GMV of 11% and a 9% enhance in AOV. Whole variety of orders was flat.

Stagnation hit EMEA ecommerce in Q1. There was solely a 3% QoQ enhance in Q1 GMV and eight% QoQ enhance in Q1 AOV. Vogue in EMEA seems to have suffered from this general development and contracted significantly. GMV was down 15% QoQ in Q1 and complete orders have been down 27% QoQ. 

Vogue and Attire Ecommerce Tendencies in 2022

It ought to come as no shock that the style and attire trade is thought to be a trendsetter, each on the runway and on-line.

As we glance again on Q1, listed below are some notable ecommerce traits shaping this dynamic class:

Social commerce has grow to be a precedence.

The evolution has been gradual however obvious to anybody who spends time on social media. The friction in shopping for and promoting by channels like Instagram and TikTok is all however gone. 

In a survey posed to BigCommerce retailers, 48% of respondents cited social media or social commerce because the procuring development or expertise with the best impression to their general enterprise in 2021. 

When posed the identical query, however particular to the style and attire trade, social commerce remained the highest response.

BigCommerce service provider, Crutcher’s Western Put on, added, “Having the ability to provide checkout on Instagram and Fb had the largest impression on our 2021 enterprise.”

We are able to count on this development to develop as extra style retailers chase it. A later query within the survey requested what new ways retailers would implement in 2022, with respondents most ceaselessly pointing to social commerce. 

BigCommerce service provider knowledge corroborates this development. For style retailers promoting by Instagram we noticed a 741% enhance in complete variety of orders evaluating Q1 2022 with Q1 2021.

What’s subsequent for social commerce? Sellers and patrons alike are already benefiting from the rising stay procuring development. If you wish to streamline product discovery and purchases, look no additional than Instagram, Fb and TikTok. 

Closing the sale means providing extra fee choices.

The subsequent commonest response to our survey query relating to the best impression to general enterprise in 2021 — excluding uncategorized responses — was “providing different fee strategies.”

This would come with providing Purchase Now, Pay Later (BNPL) and acceptance of cryptocurrency and digital wallets. 25% of survey respondents stated providing flexibility in funds proved most impactful to their companies.  

Eight p.c of respondents stated that Purchase On-line, Pickup In-store (BOPIS) was the best consider enhancing their companies in 2021. 

The takeaway is obvious: Giving potential patrons choices yields optimistic outcomes for ecommerce retail gross sales. 

A linked buyer expertise stays key.

We are able to all agree on the significance of buyer expertise. However simply how impactful is buyer expertise in 2022? 

In our service provider survey, 44% of respondents prioritized enhancing their clients’ expertise by omnichannel presence, improved customer support and transport, whereas 20% pointed to omnichannel promoting particularly. 

Our survey surfaced some miscellaneous callouts.

Whereas not as prevalent because the traits highlighted above, some verbatim responses to our survey confirmed curiosity in different areas of ecommerce expertise and ways.

Curiosity in omnichannel promoting, optimizing the returns course of, search engine optimisation, SMS, checkout optimization and personalization was voiced in open responses to questions on applied sciences making probably the most impression and methods retailers are planning to reinforce buyer expertise in 2022.  

Mainstays of the ecommerce advertising arsenal like e mail newsletters and content material advertising warranted passing mentions within the survey. 

The Way forward for Vogue and Attire Ecommerce is Now

The style trade stands to profit most from adopting rising applied sciences. The challenges of matching clients to the proper product from the consolation of their very own dwelling and providing frictionless checkout experiences are actually largely met.  

Some areas which might be ripe for getting forward of the curve are person expertise (UX), augmented actuality (AR), MetaVerse retail experiences and synthetic intelligence (AI).

Optimize the person expertise.

Responsiveness to the best way clients are interacting with style retailers is essential to rising and remaining aggressive.

BigCommerce spoke with style model Natori in regards to the significance of staying the course on the front-end journey should you hope to reach on the proper person expertise. They cited their collaboration with BigCommerce associate Groove Commerce of their success.

Natori’s president, Kenneth Natori, gave his perception on the significance of that front-end expertise.

“Our web site is a crucial element of how our clients uncover and expertise the Natori household of manufacturers and merchandise. The group at Groove was essential in serving to us design an elevated person expertise that can assist us digitally join with shoppers. We’re very proud to showcase the widest assortment of Natori designed product anyplace on the earth.”

Arriving right here required placing a steadiness between kind and performance. Ethan Giffin, founder and CEO of Groove defined, “For a model like Natori, website design and performance carry equal weight. Our objective was to carry their model to life by making a procuring expertise that successfully combines merchandising finest practices with Natori’s distinctive story. 

“The brand new web site immerses the patron in an aesthetically indulgent expertise whereas nonetheless permitting for pure discovery and quicker looking.”

The pliability of headless commerce.

A part of providing a robust person expertise is staying agile. Headless commerce, or the decoupling of a retailer’s frontend design from its ecommerce backend, affords a service provider precisely that.

Mark Howes, Vice President of Gross sales for EMEA at BigCommerce explains it this manner.

“Conventional techniques have labored effectively for years now, however the tech and the shopper panorama has developed quickly. Companies must take a brand new strategy to content material administration. That is the place headless is available in.

“Headless commerce is targeted on with the ability to evolve your providing at pace and provides clients the chance to work together along with your model within the ways in which they select.” 

If there have been any doubt the place a style model’s priorities ought to be in terms of offering a versatile person expertise, Howes dispels it:

“Entrance-end freedom is what that is all about.”

Increase the procuring expertise.

The augmented actuality market is estimated to succeed in $78 billion by 2028. A big driver of this predicted development is the adoption of AR by each on-line and brick-and-mortar retailers to enhance upon the procuring expertise. 

Visualizing varied kinds and colours of a garment or accent with out really manually swapping them out was the stuff of science fiction, however it can now outline the ecommerce retail expertise for the discerning shopper. 

Equally, with the ability to work together with three-dimensionally rendered high-definition representations of merchandise in real-time will give consumers confidence in pulling the set off on purchases of merchandise which might be presently nonetheless met with hesitation.

We really feel we must always look at craftsmanship and spatial attributes in individual. Now we can do that from our cell gadgets and AR headsets.

BigCommerce interviewed augmented actuality product configurator ThreeKit’s VP of Advertising and marketing and Alliances, Marc Uible, for the Make It Huge Podcast to listen to an skilled perspective on how and why style retailers ought to undertake this development. Uribe had this recommendation:

“We encourage individuals to start out. Begin with one product. Expertise it. You will notice an ROI as a result of individuals love this expertise…Consumers love to interact…after which you’ll be able to develop. We haven’t had a single buyer in two years attrit as a result of they’re saying, ‘This isn’t working.’ So we haven’t misplaced a single buyer saying, ‘Oh, the individuals simply aren’t participating, they don’t prefer it.’”

Enter the MetaVerse.

You’ve gotten certainly heard of the MetaVerse — the digital actuality community for real-time social and retail experiences that has dominated expertise information cycles for the final yr. Then, you have to be conscious that the MetaVerse guarantees to vary our very existence without end by marrying our insatiable starvation for info with the flexibility to expertise it in a tactile, immersive approach.

What you might not know is that style manufacturers like Hermes and Gucci have already invested in non-fungible tokens (NFTs) to generate curiosity within the MetaVerse retail future. 

Customers’ curiosity in procuring within the MetaVerse exists already. Referring again to our shopper survey with Profitwell, 46% of these web shoppers responded that they might be keen to buy within the MetaVerse based mostly on their present understanding of the expertise. Considerably encouraging to retailers planning on capitalizing on the MetaVerse, 2% of web shoppers responded that they have already got shopped within the MetaVerse. 

Of curiosity to on-line retailers: These most keen to make purchases within the MetaVerse skewed principally within the Gen Z and Millennial demographics and had a positively correlated curiosity relative to their earnings.  

Clear up buyer ache factors with AI.

BigCommerce has seen this development for a while. There are a variety of ways in which synthetic intelligence can impression ecommerce. The vast majority of them end in optimized and automatic workflows for the service provider and seamless experiences for the shopper.

For instance, on-line retailers searching for methods to curb returns have begun implementing synthetic intelligence options to cease that bleeding from their backside strains.    

For style retailers curious about utilizing AI in 2022, our associate Bloomreach developed a complete How-To Information

Trying Forward to the Second Half of 2022

If the traits of the primary quarter of 2022 keep fixed or enhance for the style trade, we will count on that the style class will outpace ecommerce retail general, however see a yr that’s in the midst of the pack in comparison with all different verticals. 

In a yr projected to high $1 trillion in gross sales, that’s encouraging, if not thrilling. 

BigCommerce Senior Vice President of Product Advertising and marketing Meghan Stabler sees a continuation of the expertise traits outlined above.

“To essentially stand out from the group and keep related, which means staying on high of the newest capabilities and remaining agile. Frankly, the brand new traits — AR, synthetic intelligence — will finally grow to be the previous traits as extra retailers undertake them to draw and convert consumers the place they’re. Ecommerce is as aggressive as ever. What’s your differentiator going to be?”


The ecommerce panorama is continually evolving and will see but extra traits emerge earlier than the yr is out. 

The Ultimate Phrase

Taking inventory of our knowledge and the sentiment of these within the trade, we will confidently say that style and attire retailers are taking effectively to the traits which might be sweeping ecommerce retail.

We see the style class outpacing general development for ecommerce in 2022, with the potential for a record-setting yr.

Moreover, the style and attire trade is uniquely positioned to capitalize on rising expertise and shopper traits. 

Social commerce stays a definitive focus for the trade in addition to omnichannel presence. Buyer expertise and fee sort flexibility spherical out the buyer wants of Q1 2022. 

Trying forward, we see AI, AR and MetaVerse retail experiences looming as the following challenges for retailers trying to keep forward of the curve.  

You should definitely learn our subsequent 2022 Ecommerce Forecast in Q3 after we’ll check out the sports activities and outdoor class heading into the vacation season. 

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