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Ecommerce Pulse Report

Ecommerce Pulse Report for Apparel, Accessories & Footwear

Online Apparel, Accessories & Footwear sales are affected by all kinds of outside influences — the season, the style, pop culture, social media and the economy. Connecting with customers by offering a compelling collection is a constant challenge. See how your company performance compares to industry peers from the Signifyd Commerce Network. 

Sure, everyone agreed that ecommerce was on an impressive growth path.

What nobody knew was that those rosy projections weren’t even close. Instead the year 2020 heralded the Great Acceleration, a turning point at which ecommerce accelerated at warp speed as consumers discovered the convenience and increased selection available through online buying. 
2017 2018 2019 2020* 2021* 2022* 2023* 2024* 274755 315629 365207 419879 474540 524091 565696 599186 100,000 0 200,000 300,000 400,000 500,000 600,000 700,000 Revenue in million U.S. dollars Retail Ecommerce Sales Worldwide

Ecommerce has been propelled five years into the future, with sales figures we were expecting in 2025.

Welcome to the future, a world in which online sales have become increasingly important to Apparel, Accessories & Footwear merchants. The prominent role of ecommerce requires new thinking around merchandising, marketing and customer experience.

“Retail executives have been fixated on the dramatic increase in ecommerce sales, but the more interesting story is less about the last few months and more about the next few years. Based on the totality of transactions passing through Signifyd’s network, we see that this cohort of new users are buying online for the first time, and then returning to shop online again at the same or another merchant within one month. Returning to shop in short order is the way new spending habits form and share-of-wallet shifts.”

J. BENNETT, VP OPERATIONS & CORP. DEVELOPMENT, SIGNIFYD

Apparel, Accessories & Footwear companies have seen impressive growth, but not all are created equal. Wide variation in sales performance exists among segments.

When we dive a layer deeper, we see massive differences between low-ticket fashion retailers (with an average order value less than $250) and high-ticket fashion or luxury goods. Footwear and travel accessories also displayed unique patterns.

Pulling the levers on pricing and promotions has had a profound effect on the overall business.

Apparel, Accessory & Footwear merchants were faced with a tough choice in Q2 - to discount their products or risk surplus inventory of Spring designs. But trying to out-promotion the competition sets up a race to the bottom that no one wants to win. It's key in today's competitive world to keep a keen eye on pricing's effect on AOV.
0% 20% -40% -20% ApparelAccessories B2B Mid-pricedFashion Housewares Jewelry &Watches MusicalInstruments Health &Supplements Low TicketFashion Alcohol Tobacco &Cannabis Pet Supplies SportingGoods Beauty & Cosmetics Outdoor & Leisure Weapons &Accessories CPGProducts Baby Auto & Tires ConsumerElectronics Footwear Quarterly AOV Trend by Industry Vertical Mix-shift towards higher AOV items as consumers replace in-store spend to CNP spend for Auto Parts & Tires Combination of Mix-shift and discounting leadingtowards drop in AOV for Apparel Accessories Declining AOV Increasing AOV Mix-shift towards lower AOV items contributingtowards declining AOV in Consumer Electronics Discounting strategies in mid-price fashion led to declining AOV -41% -30% -24% -22% -21% -18% -11% -11% -3% -2% 2% 2% 3% 4% 8% 9% 12% 16% 17%
0% 20% -40% -20% ApparelAccessories B2B Mid-pricedFashion Housewares Jewelry &Watches MusicalInstruments Health &Supplements Low TicketFashion Alcohol Tobacco &Cannabis Pet Supplies SportingGoods Beauty & Cosmetics Outdoor & Leisure Weapons &Accessories CPGProducts Baby Auto & Tires ConsumerElectronics Footwear Quarterly AOV Trend by Industry Vertical Mix-shift towards higher AOV items as consumers replace in-store spend to CNP spend for Auto Parts & Tires Combination of Mix-shift and discounting leadingtowards drop in AOV for Apparel Accessories Declining AOV Increasing AOV Mix-shift towards lower AOV items contributingtowards declining AOV in Consumer Electronics Discounting strategies in mid-price fashion led to declining AOV -41% -30% -24% -22% -21% -18% -11% -11% -3% -2% 2% 2% 3% 4% 8% 9% 12% 16% 17%

Apparel, Accessory & Footwear shoppers have shown a new enthusiasm for ordering online and picking up in store or at the curbside.

Better online experiences — product descriptions, photos, reviews, sizing guides — have relieved consumers’ trepidation over buying apparel online. Buy online, pick up at the store orders, undoubtedly driven by the desire to stay socially distant, have become routine for some consumers. This chart illustrates the fluctuation of order-online-pick-up-at-the-store apparel orders over time.

Fraud pressure is a moving target with fraudsters constantly probing for weaknesses.

Fraudsters target the various segments of the Apparel, Accessories & Footwear vertical in different times and ways. Signifyd's Fraud Pressure Index charts the rise and fall of very high risk - and presumably fraudulent - orders over time. Fraud levels are compared to a Q1 benchmark of 100%.

With big surges comes operational gaps. Expect challenges from these fraud pressure vectors:

eBay marketplace “Triangulation” Fraud

The fraudster creates genuine seller profile on marketplaces and uses stolen card data to fulfill the order from another retailer. Attack vector moved to popular SKUs over the summer.

Look-alike Fraud Websites

Fraudsters clone brand websites to replicate brand look onto similar URL, but do not ship product after accepting payment. Trending SKUs will be targeted.

Touchless Delivery Abuse Risk

As FedEx and UPS moved to no-signature delivery, retailers saw an uptick of Item-Not-Recieved (INR) and Significantly-Not-As-Described (SNAD) claims.

Curbside Pickup BOPIS Mule Fraud

Many retailers like Dick's Sporting Goods and Best Buy have accelerated BOPIS (touchless curbside pickup) to counter store closures. They also saw an uptick in mule fraud.

Methodology

What’s in our Apparel, Accessories & Footwear Index?

The Ecommerce Pulse Report from Signifyd was designed to provide ongoing coverage of changes and trends in the ecommerce landscape. The data in this report illustrates how the Apparel, Accessory & Footwear vertical is performing now compared to historical performance. Data is aggregated by category across 10,000+ ecommerce merchants globally.

Categories

  • Fast Fashion
  • Mid-Range Fashion
  • High Fashion
  • Luxury Goods, Jewelry & Watches
  • Footwear
  • Luggage & Travel Accessories

Fast Facts

  • Full fidelity on 2.6M orders per month (session behavior, cart data, payment info, shipping and billing info)
  • 98% of transactions are identified automatically because of the breadth and strength of our network

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