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Eastern Europe Leading the World in Cross-Border Online Shopping for Clothes
Clothing is one of the largest segments of the B2C E-Commerce markets worldwide. It rivals closely the consumer electronics category for first rank among product categories by share of online shoppers buying globally and tops it in many countries. Pure online, store-based mass merchants and clothing specialists compete for a share of this booming market.
Clothing has been the most purchased physical product in recent years in many countries across Eastern Europe, including Russia, Turkey, Poland, Greece, Czech Republic and others. Eastern Europe was also the region with the highest share of clothing on total cross-border online purchases.
The competition landscape in Eastern Europe features clothing specialists and mass merchants. In the region’s largest market, Russia, the top three players in terms of revenue were online clothing retailers Wildberries, Lamoda and online flash sales website KupiVIP. International companies Otto Group and Laredoute ranked among the top players in the clothing segment in B2C E-Commerce in Russia. In Turkey, the most popular websites in the clothing segment were Markafoni.com, Trendyol.com, Lcwaikiki.com and Morphipo.com. Both in Russia and Turkey online clothing retailers had an important target for investment in recent years. Meanwhile, in Poland the online mass merchant Allegro.pl was by far the most popular place to buy clothing online, followed by German online clothing retailers Zalando and Bonprix.
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