• NIQ analysis sees Western Europe’s online fashion market maturing, holding about 20% of total online consumer spending across key markets.
• Total e-commerce sales rose 5% over the past year, versus 3% growth for online fashion, pointing to slower category expansion.
• Gen Z is driving incremental growth through value-led shopping and platform discovery, while older cohorts still deliver high annual spend.
• Resale is shifting from niche to mainstream, with second-hand purchases increasingly integrated into fashion buying journeys, especially among younger shoppers.
• Black Friday represented 9% of annual online fashion sales, reinforcing promotions as a key volume and customer-acquisition lever.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. NIQ Global Intelligence plc published the original content used to generate this news brief via Business Wire (Ref. ID: 202607300300BIZWIRE_USPR_____20260730_BW245944) on July 30, 2026, and is solely responsible for the information contained therein.