Online search is an important part of the customer journey. But how does it materialise in the apparel market? By surveying sample populations in the thousands, the results of this study indicate that consumers shopping online are more likely to complete their purchase and those who purchase tend to search more frequently than others.

January 2010

Clothes shoppers are spending more time — and making more purchases — online. Google and Nielsen explored the role of search in the online apparel purchase process in the retail market of the United Kingdom. We found:

  • 57% of apparel shoppers use search
  • 62% of online apparel purchasers used generic search terms
  • Apparel shoppers who click on sponsored links are 1.7 times more likely to buy