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2013-10-18 00:00

Shopping for clothes online

We drop by e-shops more and more often. The most frequently sought merchandise is clothes. Polish women lead in the online shopping race – the Gemius data shows.

As seen in the July wave of the gemiusAudience research project, nearly 12 million of the Polish online population enters e-shop websites. This constitutes a fifth more than last year (10.1 million in July 2012). Most popular are clothes shops (5.6 million internet users browse their offer). The least popular ones sell erotic products (256 thousand). Also appreciated by internet users are e-department stores (5.3 million) and those offering white goods, electronics, household appliances, photography and computers (5.2 million).

Almost 6.5 million Polish internet users peruse through the e-shops' product range. Mostly in search for clothes (3.6 million). 

It is mostly women that are interested in online shopping. Almost 6.5 million Polish internet users peruse through the e-shops' product range. Mostly in search for clothes (3.6 million). Men, on the other hand, primarily search for electronic equipment (2.5 million).

According to professor Grzegorz Mazurek of Kozminski University, the number one business school in Poland, the data confirms the fact that even in these relatively unstable times, the importance and popularity of the internet as a sale channel is on a significant rise. It is also clear that the diversification of the product categories offered online further contributes to the increasing appeal of e-commerce both for men and women. 

Wojciech Żbikowski of the research company Gemiusan adviser to Polish e-commerce businesses, explains the popularity of attire e-stores by the fact that clients want to see a new collection, new trends and cuts even before they go to the traditional store's fitting room. Hence they do not waste time on dipping into the malls' offer.

"More and more often we can observe yet another trend taking place. Even if eventually shopping in a traditional store, clients first browse through the online offer, to compare prices and find the most suitable option" adds the e-commerce expert at Gemius.

In his opinion, the number of users visiting e-clothes stores may rise, due to such developments as virtual fitting rooms, which will provide e-clients with a possibility to get a glimpse of themselves in the selected garment.

The data come from a nation-wide research project on the audience of websites and online applications used by the online population –gemiusAudience. The research is conducted using the panel method on a representative sample of internet users and involves several thousand Polish websites. It is deemed a standard of virtual space activity measurement. It is employed by advertisers as a basis to plan online campaigns. 

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Type of Content

analysis

Industry

Fashion, Trade

Country

Poland

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