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Year 2023 in Review

Fashion E-commerce:
A Recap of 2023 and Insights in Early 2024

2023: a Year of Rebound

In the beginning of 2023, a positive outlook permeated the atmosphere, heralding it as the first "business as usual" year after the revival of 2021-2022. Contrary to initial expectations within the fashion e-commerce industry that 2023 would represent a period of respite and recovery from post-pandemic turbulence, the year unfolded with a mix of challenges.

The beginning of the year was marked by delayed growth. However, the second half saw a noticeable decline in consumers' purchase intent. But despite economic slowdowns in European countries, the fashion market still managed to maintain a positive growth trend even in the second half of the year.

Encouragingly for the e-commerce sector, customers who adopted online shopping during the COVID-19 pandemic have largely sustained these habits. What are the other findings from recent GLAMI research of consumer thrifts in 2023?

Consumers sustained their online shopping habits after COVID

Share of respondents shopping mostly online

3% responded "Other"

1. Intricate Ways to Spend Less

According to a recent GLAMI survey, 80% of respondents noticed an increase in prices for clothes and shoes, with half of them describing it as a significant rise. As a result 50% of participants reported reducing their spending on clothing and shoes in 2023.

Question: Were you trying to spend less on clothes and shoes by:

50% of respondents said they cut their spending on clothes and shoes in 2023

Ultra fast fashion

32% of respondents have already shopped for fashion on such ultra fast fashion websites as Shein and Temu.

Premium is strong

34% of shoppers are just as willing to invest in premium pieces as before, while 32% are even more willing to do so as such products tend to last longer.

Fashion on credit

Only 12% of consumers used the opportunity of installment payment when shopping for fashion. 21% percent are open to trying it, while 51% are not planning to do so.

2. Green Dreams: Gap Between Aspiration and Action

In the latest GLAMI survey conducted in January 2024, only 10% of respondents  indicated that they do not consider sustainability as a factor. At the same time, the largest share of people (35%) identified price as more important than sustainability. Additionally, sustainability was ranked as one of  the least important aspect in the shopping experience –out of 15 other factors.

Sustainability is a priority until people see the price

Do you find yourself more focused on sustainable and eco-friendly fashion choices now than before?

71% of individuals who assert that they shop less due to sustainability concerns later mentioned that they would purchase more items if they had greater financial resources.

People avoid fast fashion but mostly because of its low quality

When asked about the perception of fast fashion, the largest share of people (32%) asserted that they avoid it, but primarily due to low quality. 26% of shoppers expressed acceptance of fast fashion as long as it remains affordable. These findings suggest that the growing interest in sustainability may, to some extent, be a form of wishful thinking.

3. Tech Meets Trend: Fashion & AI

After generative AI’s (gen AI) breakout year in 2023, more use cases are emerging across the industry. 30% of consumers have already observed fashion e-shops utilizing AI. As is often the case with new technologies, opinions on AI are divided, with 31% of respondents expressing discomfort with its use in any aspect of the shopping experience.

71% of individuals who assert that they shop less due to sustainability concerns later mentioned that they would purchase more items if they had greater financial resources.

The most accepted area for using AI in fashion is recommendation of products

In which areas of the fashion industry are you comfortable with using Artificial Intelligence (AI)?

The largest segment from lefts respondents (28%) indicates comfort with AI generating product recommendations. The least enthusiasm is observed in 2 areas: AI generated pictures of models (8%) and AI designing clothes, garnering a mere 6%. Users seem more accepting of AI when it directly benefits them rather than the companies implementing it.

59% of consumers used visual search to find a better price online for products they saw offline

Top trends of 2023

Let's go to ballet

In 2023, ballet-inspired fashion took centre stage, with a nod to tulle skirts, cardigans, peplum tops, bando tops and, of course, ballet flats. The comeback of Mary Jane ballerinas has been a highlight, perfectly combining comfort and sophistication.

+31% ballet flats
+42% cardigans

Quiet luxury

In 2023, the concept of 'money screams, wealth whispers' is epitomized by the quiet luxury trend. This trend revolves around high-quality, minimalist pieces and promotes logo-free fashion, favoring neutral colors. Additionally, it complements the 'working girl' trend.

+70% loafers
+26% blazers

Corpcore - name for "working girl" esthetics on TikTok.

Even if you don’t have an office job, you might find yourself dressing like you do - with wide elegant pants, oversize blazers and loafers.

5 most popular products of 2022

Midi skirt

While denim and satin midi skirts trended in summer, knitted and wool skirts take the spotlight in winter.

Outdoor and puffer jackets

It's undeniable that puffer jackets are the most comfortable and warm outerwear, so here there is no surprise.

Vintage adidas sneakers

Adidas Samba and Gazelle were undoubtedly the most popular sneakers of the year; on GLAMI, we observed significant increases of 100-250% in searches based on the country.

Uggs Ultra Mini

Uggs aren't going anywhere, especially in Romania and Italy; they're just getting shorter.

Wide jeans and pants

If mom jeans were bestsellers last year, wide jeans have become the top model this year, and it seems like they're here to stay in 2024.

Colors of 2023

Last year at GLAMI, we witnessed a significant increase in bright colors. This year, it seems like things have returned to normal, with elegant classic colors once again taking the lead.


Red has officially taken over fashion scene. Even though it can be even worn from head to toe, bold red also works well as a contrasting element in the form of bags, scarves, and shoes.


Major benefits  of grey are versatility and the ability to complement other colors perfectly – for example, it really complements the red color.


The fashion scene definitely sparkled with silver. This trend prominently features in footwear and accessories, and, of course, silver jeans!

What was Gen-Z wearing in 2023?

1. Gorpcore

Gorpcore draws inspiration from the outdoors, incorporating the practicality of hiking gear into everyday wardrobes, featuring outdoor sneakers, fleece and technical jackets, cargo pants, funny packs, and bucket hats. We observe increases in these categories across all countries.

2. Blokette

This style features vintage sportswear styled in playful and feminine ways. It is based on Blokecore, which drew inspiration from lad culture, using football jerseys and adidas Sambas. Blokette adds a touch of femininity with ribbons, skirts, and tight ties. With the 2024 Olympics approaching in Paris, this trend might continue to develop further.


Bimbocore encapsulates the hyper-feminine style, embodied in pink velour tracksuits, fur coats. micro skirts, long nails, heels, and shiny handbags. Now, it revolves around body positivity for women, serving as a liberation from stereotypes and societal judgment.


The report combines both primary and secondary research methods, including the results of surveys among more than 30 000 internet shoppers in 9 European countries (Italy, Czech Republic, Slovakia, Greece, Romania, Hungary, Croatia, Bulgaria and Slovenia) and internal data on categories and product performance.