Report | Inside Fashion & Sports E-Commerce: Focusing on What Matters
This new flagship report reveals that fashion and sports leaders are chasing what’s new in e-commerce while fundamental challenges remain unresolved. Based on surveys of 10,000 consumers and 150 senior leaders across the UK, Germany, France, Italy and Spain, it shows brands and retailers where to focus to innovate without losing sight of what drives success.
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.
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- BoF LIVE | Inside Fashion & Sports E-Commerce 2026-2027 businessoffashion.com
