The digital racks of fashion e-commerce are changing as a new report by BoF Insights ‘The New Era of Fashion E-Commerce’, done in collaboration with Amazon Fashion & Sports in Europe, reveals shifting consumer priorities, with trust, reliability, and convenience now eclipsing fleeting trends and even price as key drivers of online purchasing decisions. The days of ‘more-is-more’ consumption are yielding to a more intentional shopping experience, compelling brands to recalibrate their strategies for a demanding new era.

The report, based on a proprietary survey of fashion shoppers across the EU5 (UK, Germany, France, Italy, and Spain) conducted in April 2025, highlights the value equation in fashion e-commerce is being redefined.

Multi-brand retailers emerge new discovery hubs

The report shows multi-brand retailers are emerging as the dominant force in fashion discovery. Almost 39 per cent of EU5 shoppers surveyed cited these platforms as their primary source of online inspiration. This trend got a boost with increasing economic uncertainty, with 23 per cent of frequent fashion shoppers (those who purchased fashion online more than five times in the last year) opting for large, well-known retailers due to their perceived dependability and convenience.

This fluidity in customer journey, particularly among digitally fluent younger shoppers, necessitates a ubiquitous brand presence. The report underscores the power of multi-channel visibility, with 71 per cent of EU5 consumers agreeing that seeing a brand across multiple channels makes them more likely to trust it.

Ruth Diaz, VP of Amazon Fashion and Sports Europe, emphasizes this point and says “Today’s fashion customer moves fluidly across diverse channels, which is why we focus on creating exciting experiences that meet them where they are, wherever and however they want to shop.” She says, they know that when brands create multiple touchpoints, customer engagement increases dramatically.

The rise of practical value

Perhaps the most significant revelation from the report is the waning importance of trendiness. Only 12 per cent of EU5 customers surveyed prioritize trendiness when shopping for fashion online. This is a stark departure from the pre-pandemic era, where "ephemeral fashion trends" and "disposability" were more pronounced, as observed by Doug Stephens, Founder and Chief Executive of Retail Prophet. Instead, shoppers are now seeking tangible benefits that address the inherent pain points of online shopping. The report highlights critical customer priorities:

Table: Top customer priorities in online fashion shopping (EU5)

Over 40 per cent of EU5 customers surveyed cited personalized size recommendations as a top factor influencing their online fashion purchasing behavior. This demand is leading to the rapid adoption of nascent technologies like immersive 3D product views and AI-powered personalization, which are transitioning from "nice-to-haves" to "must-haves."

For example, Amazon Fashion & Sports' AI-powered size and fit recommendations exemplify this shift. The report notes that over 90 per cent of Amazon customers who buy the recommended size report satisfaction with their purchase, demonstrating the tangible impact of such innovations on customer confidence and loyalty.

The new loyalty driver

In a competitive landscape where customer loyalty is increasingly difficult to secure, consistency across all channels is paramount. Whether a customer encounters a brand on social media, its own website, or a multi-brand retailer, the expectation for a seamless and high-quality experience remains constant.

Beyond the front-end experience, "what happens behind the scenes matters just as much," the report emphasizes. Operational excellence, encompassing fulfillment accuracy and logistics speed, is rapidly becoming a key differentiator. Brands that can consistently deliver on promises of reliability and convenience are not only converting more customers but also fostering long-term loyalty and unlocking incremental growth.

The report therefore, serves as a critical guide for brands navigating this evolving digital landscape. By prioritizing trust, convenience, and a deep understanding of evolving customer expectations, fashion businesses can not only meet rising demands but also forge lasting connections in a highly competitive market.