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【Report】UK Fashion E-commerce 2025 Outlook: Mobile, Social, and Disruption

Updated: Jul 25

The Mobile Shift, Resale Boom, and China’s Disruptors: Fashion’s New Playbook

RTBBBT Report


Key Question:

What is the current state of the fashion ecommerce market in the UK?

英国时尚电商市场当前的发展状况如何？


Market Overview

  • The UK fashion ecommerce market will grow 4.6% in 2025 to £21.01 billion. This follows a contraction in 2024 due to inflation and reduced consumer confidence.

  • By 2028, sales will reach nearly £24 billion, with growth stabilising around 4% annually.

  • Online penetration for textiles, clothing, and footwear is projected at 30.8% in 2025, outperforming categories like health & beauty (20.6%) and food & drink (10.0%).


  • 预计英国时尚电商市场将在 2025 年实现 4.6% 的增长，总额达 210.1 亿英镑。在经历 2024 年通胀上行与消费谨慎带来的下滑后，市场正在回暖。

  • 到 2028 年，销售额预计将接近 240 亿英镑，年增长率稳定在 4% 左右。

  • 根据预测，2025 年服装、纺织和鞋类的线上渗透率将达到 30.8%，远高于健康美容（20.6%）和食品饮料（10.0%）等品类。


Consumer Behaviour

  • Mobile is now the preferred channel for fashion purchases, overtaking in-store and desktop shopping.

  • 40% of consumers prefer buying clothes via smartphone, up from 31% in 2024.

  • Social commerce is growing rapidly. Nearly 20 million UK residents will shop directly via social platforms in 2025.

  • Instagram and TikTok heavily influence fashion discovery, particularly among Gen Z and young millennials.


消费者行为洞察

  • 智能手机已成为英国消费者购买时尚类商品的首选渠道，超过门店和电脑端。

  • 有 40% 的消费者更喜欢用手机购物，高于 2024 年的 31%。

  • 社交电商持续升温，预计 2025 年英国将有近 2000 万人通过社交平台直接购物。

  • Instagram 和 TikTok 对时尚消费的影响力持续扩大，尤其受到 Z 世代和年轻千禧一代青睐。


Competitive Landscape

  • Amazon dominates, forecast to account for over 25% of UK ecommerce sales in 2025.

  • Marks & Spencer leads in apparel market share, thanks to third-party partnerships and a revamped digital platform.

  • Next continues strong growth through its hybrid platform model.

  • ASOS and Boohoo are facing financial pressure despite turnaround efforts.


New Market Disruptors

  • Temu and Shein are rapidly reshaping fast fashion in the UK with ultra-low pricing and mobile-first strategies.

  • TikTok Shop has emerged as a serious retail player, with high engagement and rapid revenue growth.


市场格局与主要玩家

  • 亚马逊继续保持主导地位，预计 2025 年将在英国电商总销售中占据超 25% 份额。

  • Marks & Spencer 通过引入第三方品牌与电商平台升级，跃升为本地服装市场的领先者。

  • Next 凭借平台型架构与稳定运营实现持续增长。

  • ASOS 和 Boohoo 虽在转型中优化成本与运营效率，但仍面临盈利压力。


新兴搅局者的崛起

  • Temu 与 Shein 凭借超低价与移动端购物体验，迅速改变英国快时尚市场格局。

  • TikTok Shop 成为增长最快的新兴电商平台，用户活跃度与销售额双双飙升。


Key Trends

  • Resale is growing twice as fast as the wider retail market. Platforms like Vinted and Depop are leading among Gen Z and millennials.

  • Cross-border ecommerce is rebounding, led by demand for low prices and hard-to-find international brands. China is the top source market.

  • Price remains the top buying factor. UK consumers are price-sensitive and expect fast, low-cost delivery.


重点趋势

  • 二手市场增长迅猛，增速是整体零售市场的两倍。平台如 Vinted 与 Depop 深受年轻群体喜爱。

  • 跨境电商回暖，价格优势和海外品牌吸引力成为关键驱动力。中国仍是英国消费者海外购物首选市场。

  • 价格仍是消费者首要考虑因素。大多数消费者期望价格实惠、配送快速，容忍度有限。



Source:

Drapers、ESW、GlobalData、Mys Tyler、Retail Gazette、Retail Technology Show、ThredUp、TikTok、Traackr


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