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Fashion E-commerce 2024: Top 8 Trends To Follow For Business Growth

All fashion lovers, let’s gather up here as we delve into the realm of fashion e-commerce in 2024. 

If you think you are the only one waiting for the 3rd courier this week to deliver your latest buy, think again! We are here to tell you that there are many people like you ( I mean, us). 

Studies have shown that the fashion industry in e-commerce has been one of the best-performing industries. Regardless of the global circumstances and the economic conditions, people keep spending money on fashion purchases. 

Mayple stipulated that online sales of fashion-related items like accessories, apparel, and footwear are expected to reach $153.6 billion by 2024, making it the largest segment in the B2C e-commerce market.

Therefore, as we start the year 2024, we will probe into the fashion e-commerce 2024 trends so you are always up to date. Not only this, but we will also discuss some strategies to follow to ensure optimal success. 

So, buckle up!

Fashion E-commerce 2024 Trends 

  1. Thrift Shopping
  2. Uni-sex Products
  3. The Metaverse
  4. Sustainability On The Rise
  5. Buy Now Pay Later
  6. Integration of Artificial Intelligence (AI) And Augmented Reality (AR)
  7. User Generated Content
  8. The Rise Of Brick-And-Mortar Physical Stores

Grab your notebook and follow up with us on the top 2024 trends in the fashion e-commerce industry. 2024 is going to be your year. So, we have got your back with the trends and strategies to follow. 

1- Thrift Shopping

Thrift Shopping

In the past couple of years, customers started to realize that the fashion industry is one the most contributing to environmental pollution. Large amounts of microfibers are left in the oceans, and high levels of gas emissions emerge from the fashion industry. Hence, the whole production process affects the environment. 

However, the huge issue with fashion production is the massive amount of clothes that we no longer use, and we don’t know how to get rid of them without polluting the environment. They are either going to be burned or buried and in both cases, huge harm will reach the environment.  

Therefore, with the increasing consumer consciousness, people start to go for thrift shopping, also known as second-hand shopping.

Thrift shopping hits two birds with one stone. It reduces the need for producing new products and reduces waste. 

Most of these reselling operations take place online. Hence, it’s one of the top fashion e-commerce trends in 2024. According to Shopify, the resale market is expected to reach 218 billion dollars in 2026.

Also, it has been noticed that customers’ tendency to thrift shopping is on the rise, especially Gen-Z. Before placing an order, they look for secondhand options first. As a result, such a surge in secondhand products shows changes in fashion shoppers which requires huge attention from your side. 

Some brands started to embark on such a trend. For instance, Shein announced that it will announce a resale platform as a way to showcase its environmental consciousness. Likewise, several luxurious brands are already part of the thrift shopping ecosystem. 

A strategy you can follow is to create your own thrifting store. This way, you will show your commitment to sustainability while also encouraging shoppers to shop your past products.    

2- Uni-sex Products

Uni-sex products
Let’s visualize a situation here. You are shopping online and see a hoodie that you like but are unsure if it belongs to the men's or women's section as it fits both genders. 

Well, we are here to tell you that, it’s unisex!

This wasn't part of the millennial fashion shopping experience, but fashion e-commerce in 2024 is all about uni-sex and genderless items. As we always say, Gen-Z is shaping the e-commerce landscape and its trends. A study by Statista showed that more than 70% of Generation Z are interested in buying genderless fashion products. 

Accordingly, online brands started to embark on such a consumer demand by providing genderless products. For instance, Vans joined the path of genderless fashion by offering uni-sex products. 

This indicates that the future of fashion e-commerce will revolve around unisex products. So, prepare your business for it. 

3- The Metaverse

Unless you have been living in a cave, you have probably heard about the metaverse and the whole buzz created around it. 

Generally, the metaverse is a big, virtual, interconnected digital world in which people can interact through their avatars just like in real life. Hence, people can hang out, work, and shop using the internet. Hence, it’s highly interactive and boosts customer engagement. 

The convergence of the metaverse and fashion e-commerce is going to transform such an industry in 2024. 

The way users shop for clothes online will be totally different as they will get the chance to move across stores, pick items, and try them before placing an order. In addition, they can pay through cryptocurrencies like NFTs. 

Accordingly, the metaverse in fashion e-commerce in 2024 will enable customers and businesses as well to get over the hurdles of online shopping which are mainly the absence of sensory elements. Thus, we are not exaggerating when we say that the metaverse will revolutionize fashion e-commerce in 2024. 

Some aspects of the metaverse are already present in the e-commerce landscape. For instance, augmented reality (AR) and virtual reality (VR) utilized by some online businesses are preliminary indicators for the upcoming developments in the metaverse. 

Some brands have started to kick off their journey with the metaverse. Gucci collaborated with Roblox Metaverse, a virtual gaming platform, to create the Gucci Garden. In the Gucci Garden, visitors can go through various rooms to explore different collections and campaigns. 

Likewise, the Nikeland and the Vansland were also made in collaboration with Roblox to embark on the metaverse in e-commerce. Through Vansland and Nikeland, visitors can try different products from their favorite brands and experience a whole new virtual world. Also, in the Nikeland, shoppers can place an order as well through the Nike store. 

All the signs indicate that the metaverse is the next big thing for fashion e-commerce in 2024. Thus, some planning is needed here from your side to hop on such a trend. We have to tell you that the sooner you get on board, the better the results you will witness.   

4- Sustainability On The Rise

Brands and consumers alike became highly concerned with sustainability, eco-friendly products, and climate change. Such a shift indicates the trend of the fashion e-commerce market in 2024. 

Clothing brands, especially fast-fashion ones, are usually criticized for their production methods, which negatively affect the environment. As a result, the inclination towards more sustainable choices is becoming evident.

This shift is more prominent in the younger shoppers, mainly those who belong to Generation Z. A study has shown that 61% of millennials and Gen-Z are focused on sustainability and eco-friendly choices (Oberlo)

Hence, as an online business, you need to keep an eye on the evolving customers’ purchasing habits. Additionally, it’s crucial to make more eco-friendly choices in your fashion products. For example, you can use recyclable packaging and more ethical sourcing. 

Be wide awake to the fact that customers always lean towards a brand with shared values.

5- Buy Now, Pay Later

We have got to tell you that the global economic conditions are not so promising and massively affecting customers’ purchasing power. 

Hence, to adapt to such economic obstacles, online brands started incorporating the buy now pay later option (BNPL) to mitigate the repercussions of the deteriorating economy. Thus, fashion e-commerce in 2024 will witness a huge boom in the BNPL option. 

The BNPL is expected to reach $100 billion by 2024 (Oberlo,2023). So, this indicates that its popularity is not declining anytime soon. 

When thinking about it, the BNPL option is a winning tactic for any shopper. Instead of being shocked by the paycheck of the jacket you are aiming to buy, you can simply pay it in installments to reduce the effect of the shock while also being wallet-friendly. 

So, to satisfy buyers’ inner fashionista, fashion e-commerce in 2024 will witness the BNPL trend. 

As for your e-commerce business, now is the perfect time to start working on some deals with fintech companies to activate such a service. With the surge taking place with this trend, you can’t be left behind and missing out (We got your back).  

6- Integration of Artificial Intelligence (AI) And Augmented Reality (AR) 

Just like AI is revolutionizing all sectors, fashion e-commerce is no exception. One of the main aspects that AI is revolutionizing in fashion e-commerce is personalization. 

It monitors shoppers' actions, behaviors, and preferences to offer personalized recommendations to encourage customers to place an order. The usage of AI elevates the process of personalization, leading to accelerated performance for online businesses. 

Moreover, the integration of virtual assistants and AI chatbots to improve customer’s shopping experience and to respond to their inquiries promptly is one way how AI is shaping the fashion e-commerce realm. 

On top of that, augmented reality (AR) is very influential in the industry and will continue to be on top of the trends of fashion e-commerce in 2024. AR allows customers to try on products virtually and to visualize them from purchasing. Hence, it builds more trust and eliminates one of the main obstacles in online shopping. 

Not to mention the voice search and the image search which are crucial in fashion e-commerce. Users don’t have to go through the deep web to get the blouse they saw in a physical store. With AI, they can just take an image of the blouse they are looking for, and through the image search, similar products will be shown to them with just one click. 

This is merely the tip of the iceberg of what AI offers to the online fashion industry. In 2024, it’s expected that AI will be more advanced and will be able to get more insights to offer businesses enhanced services and innovative solutions. 

So, if you are still not incorporating AI into your fashion e-commerce, this is your sign to start working on it. Simply, AI is going to make your life easier by handling most of the hectic tasks and allowing you to focus on the more creative tasks. 

One of the first things you can do is to go for a marketing automation system. One of the best tools is Convertedin. It gathers shoppers’ data and insights to deliver personalized multi-channel marketing campaigns. 

Convertedin provides your e-commerce with personalized, dynamic ads using its automation tool. In addition to its auto segmentation service, email marketing, and powerful product recommendation engine. 

7- User Generated Content

If you are wondering how to market your fashion e-commerce in 2024, then this one is for you. The power of the people presented in the user-generated content (UGC) is one of the primary trends in fashion businesses in 2024. 

User-generated content (UGC) is any content, images, videos, or reviews created by users and shared on social media platforms. 

Even though you might think that UGC has been prevalent in previous years, in 2024, it’s going to witness a surge. Nowadays, viewers prefer raw, unfiltered content marketing; and this is exactly what UGC provides them. 

Accordingly, it’s crucial in building brand trust, fostering customer loyalty, and increasing sales. Also, it’s one of the tactics for building social proof.   

There are plenty of strategies you can follow to integrate UGC into your online business. For example, you can create a hashtag that can be easily tracked and people can use it to share their content about your brand. 

Also, you can create a contest for the best image or video featuring your products in action. 

8- The Rise Of Brick-And-Mortar Physical Stores

It might seem odd that after we talked about advancements in AI, metaverse, and AR, customers are going back to physical stores. 

Well, fashion e-commerce is complex. Shoppers’ unpleasant experiences of ordering products online and looking different in reality are making them more inclined to go to physical stores. Yet, this does not mean that they will abandon online shopping. In 2024, shoppers are preferring integration between online and offline channels. 

Hence, online ordering and in-store pickup options are going to be on the rise this year. According to Shopify, 54% of customers are likely to look at a product online and purchase it in a physical store.

In contrast, if shoppers like an item at a physical store but the size isn’t available, they can order it from the store to be shipped to customers. This facilitates the process which contributes to increasing conversion rates.  

The thing is, your e-commerce has to ensure such an integration between your online store and your physical store. Such an omnichannel experience is crucial as it allows your business to reach customers in different channels and different phases of their journey.     

Final Thoughts

Artificial intelligence, augmented reality, and the metaverse are shaping the fashion e-commerce in 2024. Such a fusion is going to revolutionize the way customers interact with the online fashion industry. 

So, you better be prepared for such a transformation to always stay on top of the competition. With our complete guide on the top trends and strategies of fashion e-commerce in 2024, you are all set. 

Now is the time for implementation. 

First things first, you have to start by booking your demo with Convertedin to get all the support you need to propel your business growth in 2024.