In 2013 only 8.8% of consumers had made at least one fashion purchase through of the online channel. In 2022, after a rise during the pandemic, the percentage stood at 46.7.
Aggressive campaigns and free returns also make many people buy clothes with the intention of returning them. “People buy three sizes, try them on at home and return them,” says Gema Gómez, who adds that on Black Friday, for example, 50% of the clothing purchased online is returned.