DEEP DIVE: Global Footwear E-Commerce: Growing By Leaps And Bounds

Executive Summary

• Footwear e-commerce is making strides. According to Euromonitor International, global online footwear and apparel sales increased by 22% in 2015, and e-commerce accounted for 12% of total global footwear sales. By comparison, the total footwear market grew by 6% last year.
• There are several factors driving the robust e-commerce growth in footwear, including customization, personalization and millennials’ preference for online shopping. The athleisure and healthy lifestyle trends are bolstering underlying demand for footwear.
• In the last few years, numerous innovative pure-play online footwear and apparel retailers have entered the market.
• Fitting issues and the consequent costs of customer returns are the Achilles’ heel of footwear e-commerce, but new technologies are helping shoppers find their perfect fit online and, so, helping retailers save money.