Branding, eCommerce, Storytelling

Take a look at this list of 4 amazing examples of e-commerce in the fashion industry and the lessons we can learn from them.

The e-commerce fashion industry is without a doubt destined to grow.

In fact, according to Shopify’s Fashion and Apparel Industry report:

  • until 2022 the worldwide revenue from the e-commerce fashion industry will reach $712.9 billion,
  • the number of fashion buyers and consumers will continue to grow to more than 1.2 billion, with a significant purchasing force within the age groups 16 to 24 and 25 to 34.

These are two significant reasons why to develop an excellent e-commerce strategy in order to rock the international fashion market, conquer new potential clients, and raise your brand’s awareness.

Let’s have a look at the following checklist to better understand what the difference is between an ordinary online shop and a successful fashion e-commerce platform.

9 key points to develop a topnotch fashion e-commerce experience for your clients

  1. Deliver an impeccable customer experience, thus develop a path for the final clients to make a purchase which has to be clear and intuitive.
  2. Don’t miss opportunities to up-sell and cross-sell your products.
  3. Work on high-quality content in the form of blog posts, a news feed, and pop-ups to rank your e-commerce in the top research results and engage with your audience.
  4. Don’t forget to also work on appealing product description, which must include compelling product details and CTA, and fantastic photography.
  5. Include your social accounts.
  6. A responsive web design is a must since more than 70% of online users use mobile devices to browse the internet.
  7. Don’t ignore the opportunity to develop a community around the core values of your brand.
  8. Communicate your brand identity and brand values.
  9. Highlight social causes (if any) which are linked with your business.

And now, let’s have a look at 4 examples of apparel brands which are redefining the rules of online runaways.

4 examples of e-commerce which are slaying the fashion industry


1) Allbirds

This foot apparel e-commerce relies on corporate storytelling and great visual experience.

Besides the comfy and minimal shoes’ design, the first thing that we can notice is the core values of the brand and the perks for potential clients.


This is a perfect example of a brand which truly believes in its mission. In fact, starting from the home page, we see highlighted the use of organic materials such as wool and also the possibility to “try” the product for 30 days and, if not satisfied, return it.

Allbirds has a strong brand identity backed by sustainability and social values.

2) Rollienation

Another foot brand, this Aussie label doesn’t rely only on storytelling, but it also includes a witty content strategy within the customer’s journey.


Through playful pop-ups, this e-commerce doesn’t miss the chance to connect with first-time buyers and show them all the great stuff they can get with their first purchase.

In most cases, if not done properly, pop-ups might be very distracting and even annoying. But in this case, Rollienation delivered a clever way to engage with online users and even up-sell its products.

3) Popfit clothing

I personally came across this brand from the States, and I have to admit that the whole experience was delightful.

Firstly, the product, in its simplicity, is a significant step forward in the field of fitness apparel for women. In fact, the main collection focuses on leggings with pockets that come in a wide range of sizes, for petite and plus size physiques.

To grow its awareness internationally, Popfit clothing offers the possibility to its customers to have the first pair of leggings for free and to pay only the shipping costs.

I decided to give it a try and ordered my free pair. The delivery was amazingly fast, and the product, by all means, lived up to the promise: comfy leggings with pockets that fit perfectly.

Also, the purchasing experience was excellent and very intuitive. The brand relies a lot on its customer and fan base; in fact, it doesn’t miss the opportunity to proudly showcase the thousands of happy clients around the world.


On the other hand, this e-commerce is well structured to up-sell and cross-sell without being annoying but merely helpful.


Once again, ASOS is on our list.

Besides offering a wide range of, not only fashion apparel but high end and affordable beauty products and accessories as well, since 2010, the e-commerce has integrated the ASOS marketplace.

This platform gives the opportunity to local vintage and small brands to be featured and gain online visibility.


Also, it is possible for local charity organizations and shops to list their products with consequent and significant online awareness.

Has the ASOS online strategy ended here? Nope.

In fact, through the so-called ASOS “Stories,” the e-commerce platform highlights incoming fashion trends, and through internal link building drives even more traffic to the featured products.

Having your e-commerce is surely a step forward to making your brand renowned globally.
Surely, it’s not easy, and if you’re taking your first baby steps in this field, check out our free checklist on how to successfully internationalize your fashion brand.




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