Fast fashion e-commerce in the United States - statistics & facts
In the digital age, the ability to purchase fast fashion online has become an attractive option for consumers in the United States. Clothing that embodies the latest trends at very cheap prices, oftentimes paired with rigorous social media campaigns have only increased that attraction. For many, fast fashion means staying trendy without breaking the bank, while the convenience of online shopping further seals the deal. This has cemented fast fashion’s position not only in the U.S. retail landscape, but also globally, making the low-cost, rapid production method all the more enticing for retailers to pursue.
However, because fast fashion describes a production model rather than a particular style of clothing, major marketplace retailers also utilize this method in order to offer their consumers a bargain for their buck. Walmart’s in-house brands such as Time and Tru and Terra & Sky and Amazon’s Essentials fit the bill for fast fashion – cheaply made and widely distributed through their massive distribution networks. Along with Walmart and Amazon which generate e-commerce net sales up to billions of dollars from online fashion sales, Temu also sells a plethora of fast fashion items.
However, with the popularity of fast fashion alongside the influence of social media platforms like TikTok – which also offers TikTok Shop for fashion buying – demand for what’s cheap and trendy remains steadfast. Ultimately, the online fast fashion market is here to stay.
Fast fashion’s fastest
A mix of e-commerce pure players and established retailers dominate the online fast fashion market in the U.S. Among the top companies, Shein has solidified a ranking as most popular. The brand is famously known for ultra-low prices, rapid production cycles, and the ability to churn out thousands of new styles per week. In 2024, Shein received the most downloads from U.S. consumers, totaling over 36 million in the country that year. While Shein has introduced an unprecedented level of fast fashion production, consumers still look to other fast fashion e-commerce players like Zara, H&M, Gap, Fashion Nova and Forever 21 to make purchases. Fast fashion brands particularly resonate with younger consumers, with 36 percent of Gen Z citing Forever 21 as their most-used store.However, because fast fashion describes a production model rather than a particular style of clothing, major marketplace retailers also utilize this method in order to offer their consumers a bargain for their buck. Walmart’s in-house brands such as Time and Tru and Terra & Sky and Amazon’s Essentials fit the bill for fast fashion – cheaply made and widely distributed through their massive distribution networks. Along with Walmart and Amazon which generate e-commerce net sales up to billions of dollars from online fashion sales, Temu also sells a plethora of fast fashion items.
The slower alternatives
The fast fashion industry has faced growing criticism for its negative environmental and ethical impact via heavy accusations of contributing to overconsumption, labor exploitation, and environmental degradation. Despite these concerns, many American consumers continue to prioritize affordability and convenience over sustainability. Still, there still exists a demand for more sustainable alternatives. Second-hand e-commerce platforms like Depop, Poshmark, and Mercari have gained popularity among consumers concerned with sustainability.However, with the popularity of fast fashion alongside the influence of social media platforms like TikTok – which also offers TikTok Shop for fashion buying – demand for what’s cheap and trendy remains steadfast. Ultimately, the online fast fashion market is here to stay.
