Gen Z is driving momentum for Western Europe’s fashion e-commerce market. A new report shows that fashion e-commerce accounts for 20% of online consumer spending across Western Europe—and 18-29-year-old shoppers are influencing the trends, platform choices, and purchasing behavior. Many established brands are increasingly having to compete with off-price players, secondhand platforms, and social commerce channels like Zalando, Amazon, Vinted, SHEIN, Temu and TikTok Shop. Still, while Gen Z accounts for a growing share of spenders, 40-44-year-olds continue to spend the highest. (Business Wire)
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