🌍 Global Trends in Fashion Marketplaces 2025: What's Driving Growth?

Fashion brands are leading the way in marketplace innovation.

These are the key trends shaping the sector this year, with data and real-life examples:

1. Marketplaces dominate online fashion

More than 70% of online fashion sales in the US and Europe already occur on marketplaces such as Zalando, Farfetch, and Amazon Fashion (Source: Statista, 2025).

Example: Zalando reached €14.5 billion in GMV in 2024, with more than 7,000 fashion brands on its platform.

2. Sustainability is the protagonist

Consumers are demanding transparency: 62% of Gen Z prefer brands with sustainable practices.

Example: ASOS Marketplace increased posts in its “Responsible Edit” section by 40% in 2024, promoting upcycled and eco-friendly brands.

3. Social commerce and live shopping

Fashion brands are investing in live shopping events on marketplaces: it is estimated that live commerce will account for 20% of global online fashion sales by 2026 .

Example: SHEIN's live streams exceed 100,000 viewers and generate sales spikes in real time.

4. Personalization and styling with AI

45 % of fashion shoppers expect personalized recommendations on marketplaces.

Example: Farfetch uses AI to suggest tailored looks, increasing conversions by up to 15%.

5. Easy international expansion

Fashion brands use marketplaces to enter new markets without major investments.

Example: Mango sells in more than 30 countries through Zalando, La Redoute and Amazon Fashion, reaching millions of new customers.

6. Second-hand and circular fashion

The resale market is booming: ThredUp estimates the global secondhand fashion market will reach $350 billion by 2027.

Example: Zalando’s “Pre-owned” category grew 50% year-over-year in 2024.

What does this mean for your fashion brand?

Adapting to these trends is key to continuing to grow in such a dynamic market. At Teipe Digital, we help fashion brands migrate to Shopify, optimize their marketplace strategy, and stand out with innovative solutions.

Remember: your website should always be your primary sales channel and where you build the most direct and lasting relationship with your customers. However, marketplaces can become an important source of additional income, functioning as a parallel channel that drives your growth, facilitates internationalization, and exposes you to audiences who might never have reached your brand through other means.

Ready to boost your fashion brand across all channels? At Teipe Digital, we help you make your online store and marketplace strategy work together to take your business to the next level.