- 68% of EU consumers say price is the most important factor when buying clothes
- 33% average savings reported when buying online versus in-store
- €12.80 saved on average by EU shoppers every month from buying clothing online
EU consumers could save up to €22 billion 1 annually by purchasing clothing online, according to new research by Copenhagen Economics, commissioned by SHEIN.
The study reveals that EU shoppers save an average of €12.80 per month by buying clothing online rather than in physical stores, equivalent to around 19% of average monthly household spending on clothing and footwear per capita across the EU.
Based on a survey of 24,995 EU consumers across 27 member states, the research highlights that almost seven in 10 (68%) consider price the most important factor when purchasing clothes. Affordability and accessibility emerged as top priorities, reflecting the impact of rising living costs and the need for households to manage budgets more carefully.
Key Findings Across the EU
- Price sensitivity: Price is the top priority for EU consumers when buying clothes, with 70% saying better prices are what they’d miss most if online shopping was no longer available.
- Better deals online: 81% believe online shopping gives them access to better deals.
- Convenience & variety: If online shopping was no longer an option, 54% would miss the variety of options and 48% would miss the convenience of shopping from home.
- Access to trends: 64% say online shopping gives them access to clothing that better fits their style preferences.
- Ease of delivery & returns: A quarter (24%) rank home delivery and easy returns as the second most important factor when buying clothes.
- Financial impact: 33% say online shopping helps them save more and 31% say it helps them afford more essentials.
- Inclusivity: 30% would miss inclusive sizing options if online shopping was unavailable.
The report also highlights the specific challenges faced by rural consumers across the EU. 58% of rural respondents say they find it difficult to access physical clothing stores near their homes. Among this group, 24% report spending over €20 on travel for a round trip to a physical store and 79% believe online shopping gives them access to trends and styles that are otherwise unavailable locally.
Affordability is also a concern: 42% of rural consumers cite the lack of affordable clothing as a barrier when shopping in physical stores, while 37% say that even finding a suitable store nearby is a challenge. These findings highlight the importance of e-commerce in bridging the accessibility gap for rural communities.
Henrik Ballebye Okholm from Copenhagen Economics commented on the findings:
“We have examined what the surveyed consumers (in Europe) themselves value most about e-commerce. They indicate price as the top priority and report online shopping not only offers better deals but also provides access to a wider range of styles and sizes, which is particularly important for rural communities where physical store access is more limited.”
Leonard Lin, SHEIN President, EMEA and Global Head of Public Affairs added: “At SHEIN, we’re committed to making fashion accessible and affordable for everyone. Our on-demand model allows us to respond quickly to consumer preferences, offering a variety of styles. This study confirms what we see every day: consumers value choice, convenience, and affordability. Through e-commerce, we’re helping make fashion more inclusive across the EU.”
The study comes as e-commerce continues to reshape shopping habits, with 77% of EU internet users buying online in 2024, up from 53% in 2010.
Read the report here: https://copenhageneconomics.com/publication/value-of-e-commerce-for-eu-consumers/
[1] This calculation assumes that the level of savings reported by survey respondents could be achieved by all EU consumers buying clothes online. Savings are calculated by age group, then aggregated and weighted. Yearly savings are rounded up to the nearest million.
Methodology
Monthly savings are calculated using the perceived savings rate, monthly clothing purchases, and the proportion bought online reported by respondents. The Copenhagen Economics pan-European consumer survey (2025) included 24,995 respondents from the EU. This group comprised 41% young individuals, 72% from lower-income backgrounds, and 32% living in rural areas. For EU-level findings, refer to the study “Value of e-commerce for EU consumers.”
About Copenhagen Economics
Copenhagen Economics is an expert-driven consulting company and one of the leading economics firms in Europe. We believe sound economic analysis equips decision-makers with the Hard Facts and Clear Stories they need to make better choices for the benefit of society.
