Western Europe’s Fashion E-commerce Market Matures, Representing 20% of Online Consumer Spending as Gen Z Drives momentum

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PARIS--(BUSINESS WIRE)--Fashion remains one of the largest and most resilient categories in Western European e-commerce, accounting for approximately 20% of online consumer spending across key markets, according to the latest NIQ (NYSE: NIQ) report, Decoding the Fashion E-commerce European Market in 2026. The study analyzes the behaviour of more than 2 million online shoppers across 10 European countries, providing one of the most comprehensive views of the region’s online fashion landscape. Wh