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Niq Global Intelligence — NielsenIQ — Overview of the Fashion eCommerce European Market webinar (October 2025)

27 slides from Niq Global Intelligence's conference presentation, October 2025

Slide 1: Overview of the Fashion eCommerce European Market
Overview of the Fashion eCommerce European Market with NielsenIQ and Tommy Hilfiger Alexis Langlois Senior Manager, Global Brand Strategy (Insights & foresights) @ Tommy Hilfiger Ismail El Ouardirhi Sales Director @ NielsenIQ Digital Purchases (former Foxintelligence) Confidential and proprietary ©
Slide 2: The mission
The mission Leading global consumer intelligence company ✓ 23K clients including 80% of Fortune 100 companies BRANDS RETAILERS ✓ NIQ data, tech & expertise embedded in client workflows Ecosystem Provide brands, retailers and other clients a holistic ✓ view of consumer shopping behavior to drive miss
Slide 3: NIQ Digital Purchases by NielsenIQ
NIQ Digital Purchases by NielsenIQ We are the most advanced and the most reliable consumer panel for e-commerce in the US & Europe +6M GDPR +1K RETAILERS 3 YEARS E-SHOPPERS COMPLIANT BACK DATA THE MOST ACCURATE DATA PASSIVELY ACQUIRED - DELIVERED WEEKLY TRUSTED BY …
Slide 4: NIQ Digital Purchases is the largest GDPR compliant panel in Europe
Today, NIQ Digital Purchases Scope of Analysis & Number of Active Online Shoppers is the largest GDPR compliant panel in Europe Europe 330k 350k 320k Panel Size +2M 280k 290k 160k online shoppers 145k 77k 70k 65k 4 © 2025 Nielsen Consumer LLC. All Rights Reserved.
Slide 6: Fashion is losing online share of wallet
Fashion is losing online share of wallet Weight of Fashion online purchases in total e-commerce (services excluded) – in value Total Ecommerce – Last 12 months fr 17% 18% 16% 7% 8% 4% 3% 2% 4% 17% 4% it 20% 23% 15% 9% 7% 4% 4% 4% 5% 5% 4% es 21% 25% 14% 8% 7% 5% 4% 4% 4% 7% 4% uk 22% 17% 14% 7% 7% 4
Slide 7: Fashion consumers are placing more but smaller orders
As fashion consumers are placing more but smaller orders Consumer KPIs per country Online Fashion – Last 12 months ch 3.UK nl at be ie Average online spend per e-shopper 815€ 578€ 512€ 508€ 489€ 475€ 394€ 307€ 274€ 250€ Purchase frequency 7 8.5 11.8 9.3 7.7 8.9 8.2 7.2 6.3 6.6 Average basket 109€ 68
Slide 8: In Europe, fashion sales are growing in volume but stable in value
In Europe, fashion sales are growing in volume but stable in value Weekly Sales in value Online Fashion EU10 – Last 12 months Fashion +0.1% In value Last 12 months Fashion +10.4% 52 previous weeks In volume Last 12 months Source: NIQ Digital Purchase e-commerce consumer panel. Fashion: Clothing, Lug
Slide 9: Jeans generated the most additional revenue across Europe
Jeans is the category that generated the most additional revenue across Europe Top and flop clothing categories by revenue change Online clothing EU10 (baby & child excluded) – Last 12 months % sales in value growth rate in value Jeans 9% +6% Tank tops 2% +13% Coats and jackets 11% +2% Dresses 9% -2
Slide 10: A shift toward budget fashion is underway
A shift toward budget fashion is underway, with items under 15€ on the rise Price ranges’ mix – in value Online Fashion – Last 12 months 22% 22% 22% 21% 21% 20% 20% 18% 17% 17% 17% 17% 17% 16% 15% 3% 3% 3% 1% 1% 1% 1% 1% 1% 0% 1% 1% 0 - 15 15 - 30 30 - 50 50 - 100 100 - 200 200 - 300 300 - 400 400 -
Slide 11: Value driven players are the fastest-growing merchants
Value driven players are the fastest-growing merchants Top merchants per country – in value Online Fashion – Last 12 months 1 2 3 4 5 Highest growth L12M +2.3pts +1.9pts +2.5pts +1.5pts +2.2pts +2.5pts +1.9pts +3.3pts +3.0pts +2.3pts Source: NIQ Digital Purchase e-commerce consumer panel. Fashion: C
Slide 13: More and more shoppers are buying second-hand
Second-hand penetration per country Online Fashion – Last 12 months More and more 37% N-2 N-1 Last 12 months shoppers are 35% 35% buying second- 28% hand 25% 22% 21% 21% 20% 18% 18% 16% 16% 15% 13% 12% 12% 12% 12% 7% 7% fr UK it NL be es de Source: NIQ Digital Purchase e-commerce consumer panel. Fas
Slide 14: The share of shoppers mixing new and second-hand is growing
The share of Breakdown of fashion e-shoppers between new fashion e-shoppers & second-hand fashion e-shoppers Online Fashion shoppers 9% 9% 9% mixing new and 25% 26% 28% second-hand fashion is growing 65% 65% 63% N-2 N-1 Last 12 months New Exclusive buyers Mixers: e-shoppers of new & second-hand Seco
Slide 15: Vinted enables budget-friendly access to all brands
Vinted enables budget-friendly access to all brands, regardless of their positioning Brands with the highest Vinted market share in their distribution mix Online Fashion – Last 12 months Clothing #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 carhartt jacadi dickies superdry ralph lauren the north face sergentmajor
Slide 17: Shein is becoming a Pure Player by diversifying
No longer a fashion specialist, Shein is becoming a Pure Player by diversifying into decoration, beauty, games, etc. Shein category mix in value be 75% - 3 pp (vs YoY) 8% 4% 4% 3%3%4% de 75% - 10 pp 9% 3% 4% 4%1%3% es 74% -2 pp 10% 3%3%3% 1% 5% fr 77% +0 pp 9% 4% 4%2% 2%3% it 74% -1 pp 11% 3% 5% 3%
Slide 18: Shein Shoppers are heavy fashion shoppers
Shein Shoppers are heavy fashion shoppers Average Fashion Average Shopper Average Shopper Shopper Annual 678€ Annual Purchase 8.5 Average Basket 68€ Online Spend: Frequency: Size: Average Shein Average Shein Average Shein Fashion 884€ Fashion Shopper 13.7 Fashion Shopper 65€ Shopper Annual Annual Pu
Slide 19: Shein over-index among Gen Z and women
Shein over-index among Gen Z and women However, converted men are as loyal to Shein as women Shein Market Share in value 11% Women 3% 82% Women Men Shein Share of Wallet in value of Shein sales 26% 27% in value Women Men Source: NIQ Digital Purchase e-commerce consumer panel. Fashion: Clothing, Lugg
Slide 21: Activewear keeps grabbing bits of market share
Year after year, Activewear keeps grabbing bits of market share Value Share of Activewear Online Fashion – EU10 – Second Hand excluded Top 5 most dynamic brands in YTD 2025 – Activewear 7,0% 6,7% 6,1% 5,7% 2022 2023 2024 YTD 2025 Source: NIQ Digital Purchase e-commerce consumer panel. Fashion: Cloth
Slide 22: Nike has lost more customers than any other brand
Across Europe, Nike has lost more customers than any other fashion or Activewear brand Nike Customer Base Evolution vs year ago Online Fashion (Clothing and Shoes) – EU10 – Second Hand excluded Fashion (Activewear excluded) Activewear -11%* -16% +1% -6% -13% -8% -13% -13% Source: NIQ Digital Purchas
Slide 23: Adidas is narrowing the gap with Nike
In this context, Adidas is narrowing the gap with Nike and has even overtaken it in Germany Battle between Nike and Adidas – Value Sales Online Fashion – Second Hand excluded 41% 42% 45% 51% 59% 58% 55% 49% 2022 2023 2024 YTD 2025 2022 2023 2024 YTD 2025 2022 2023 2024 YTD 2025 2022 2023 2024 YTD 20
Slide 24: D2C channel main driver of Nike's eCommerce losses
The D2C distribution channel has been the main driver of Nike’s losses in eCommerce over the past two years Share of Nike’s DTC website in its total value sales Online Fashion (Clothing and Shoes) – Second Hand excluded 2023 2024 YTD 2025 58% 54% 51% 46% 45% 40% 36% 33% 33% 34% de es fr it uk Source
Slide 26: TikTok Shop has become a major player in the UK
TikTok Shop has become a major player in the UK and recently ranked among the top 30 e- retailers in other European markets TikTok market share per generation - in value 4,4% 3,6% 3,5% 2,9% 2% All fashion shoppers Gen Z Gen Y Gen X Gen B #6 #5 #8 #8 #10 #3 #6 in Fashion TikTok Shop’s ranking among t
Slide 27: How can NIQ Digital Purchases support you?
Harnessing the power of the world’s largest online consumer panel, this advanced e-commerce data platform provides brands with rich digital shopping insights, enabling a deeper understanding of their market landscape, competitive dynamics, and consumer behavior. How can NIQ Digital Purchases support

NielsenIQ — Overview of the Fashion eCommerce European Market webinar (October 2025) on 6ix

Niq Global Intelligence — NielsenIQ — Overview of the Fashion eCommerce European Market webinar (October 2025)

Slide 1: Overview of the Fashion eCommerce European Market

Slide 2: The mission

Slide 3: NIQ Digital Purchases by NielsenIQ

Slide 4: NIQ Digital Purchases is the largest GDPR compliant panel in Europe

Slide 5: The Outlook Of The Online Fashion Market In Europe

Slide 6: Fashion is losing online share of wallet

Slide 7: Fashion consumers are placing more but smaller orders

Slide 8: In Europe, fashion sales are growing in volume but stable in value

Slide 9: Jeans generated the most additional revenue across Europe

Slide 10: A shift toward budget fashion is underway

Slide 11: Value driven players are the fastest-growing merchants

Slide 12: Fashion on a Budget: Second-Hand

Slide 13: More and more shoppers are buying second-hand

Slide 14: The share of shoppers mixing new and second-hand is growing

Slide 15: Vinted enables budget-friendly access to all brands

Slide 16: Fashion on a Budget: Shein

Slide 17: Shein is becoming a Pure Player by diversifying

Slide 18: Shein Shoppers are heavy fashion shoppers

Slide 19: Shein over-index among Gen Z and women

Slide 20: Nike: a historic leader under pressure

Slide 21: Activewear keeps grabbing bits of market share

Slide 22: Nike has lost more customers than any other brand

Slide 23: Adidas is narrowing the gap with Nike

Slide 24: D2C channel main driver of Nike's eCommerce losses

Slide 25: Unveiling eCommerce's latest trend: Social commerce

Slide 26: TikTok Shop has become a major player in the UK

Slide 27: How can NIQ Digital Purchases support you?