BoF LIVE | Inside Fashion & Sports E-Commerce 2026-2027
Join us for our next BoF LIVE on Wednesday, Sept. 16, at 15:00 BST / 10:00 EDT as the authors of our latest report ‘Inside Fashion & Sports E-Commerce’ unpack what really matters to customers when shopping online today.
Fashion and sports e-commerce are experiencing rapid change, with brands and retailers racing to adopt new technologies like AI. However, the report "Inside Fashion & Sports E-Commerce" reveals that neglecting the basics may prove costly. According to the research, consumers trust product recommendations from athletes and micro-influencers more than from celebrities or macro-influencers.
Additionally, retailers are investing more in AI-driven discovery than brands, as AI agents from online retailers are trusted more than pure-play AI-focused companies and fashion brands. Moreover, product information and fit issues are the main reasons consumers abandon their online purchases, while brands prioritize improving UX and brand expression over fixing foundational product data.
The report also highlights that free shipping, easy returns, and fast delivery are the primary factors that drive full-price sales, outpacing scarcity and exclusive access. Brands that focus solely on speed without addressing these foundational issues risk falling behind in the evolving e-commerce landscape.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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- Report | Inside Fashion & Sports E-Commerce: Focusing on What Matters businessoffashion.com
