How eCommerce Is Transforming The Fashion Industry – From Manufacturing To Retail

During the past decade, e-commerce has been transforming the fashion industry. The worldwide growth of e-commerce has been nothing short of explosive across all sectors.

Social Media

One of the most significant reasons for this explosion has been put down to the high exposure of fashion on social media sites. Many an unsuspecting customer has been swayed into clicking on an attractive advertisement for an alluring garment.

The beauty of this from the retailer's point of view is the tremendous benefits to be made in the reduction of marketing and retail premises costs. Luckily for the fortunate customers' these reductions are being passed down to them, and well, we all love a bargain!

Luxury Fashion

E-commerce is also transforming the fashion industry by opening up the world of luxury fashion to people across the globe. This is good news for economic growth and continued future success. Small to medium-sized fashion businesses have significantly benefited from the trend of consumers using e-commerce to buy clothing.

It has reduced the overheads that were previously necessary to enjoy success in the fashion sector. This has not only been in the b2c trade but also b2b.

Platforms such as Shopify and Kickstarter have allowed start-ups and small-scale business to reach a global customer base that would otherwise have been impossible to tap.


Some clothing manufacturers have now brought everything in-house and are designing, producing, marketing and selling their products using e-commerce strategies. For manufacturers, the invention of e-commerce has enabled them to source materials, clients, staff, machines and parts far more simply, quickly and cheaply than ever before.

Small niche fashion labels are booming, particularly those who also apply an ethical code to their clothing. This type of fashion is gaining significant momentum and is being promoted in the media by the products endorsement and use by celebrities. This trend is known as eco-commerce.

Losing Out

It is true that these smaller niche businesses are often still losing out to the big guns. This is usually down to their lack of digital visibility. They may be great at making amazing, ecological, conceptual clothing, but they are not so great at building kicking search engine optimized content that takes them to the top of the search page results with great SEO.

Again social media is often their savior, as this platform is perfect for getting their designs seen by interested potential clientele.

This doesn't mean we no longer frequent physical stores. Shopping, and I'm talking about leaving the house and visiting actual shops, is still one of the top pastimes for many people. Sometimes it's simply necessary to touch, feel and try on a garment before you buy it.

As e-commerce matures, improvements will follow with customer service and purchase security. Consumer trust still requires building overall, and these are the areas in which it is still failing.

Going Forward

Going forward, e-commerce will continue transforming the fashion industry. It will become increasingly important for brands and independents to give the customers what they demand, today it's more than just the look that matters.

There is a definite swing towards ecologically sustainable, high-quality garments, made from natural non-petrochemical materials. Recycling of materials and vintage clothing is also a growing eco trend.

This will have a direct impact on the producers and distributors of these garments and fabrics. It is an excellent niche for new businesses or those who are looking to cash in on current trends.