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Digital-First Platforms Reshape The Market
The biggest shifts are driven by players built for scale, price, and speed. Temu posted 285% year-on-year growth in the UK and reached USD 1.4 billion GMV, placing it inside the fashion top ten.
The highest volumes still belong to Shein (USD 2.4 billion GMV) and Vinted (USD 2.2 billion GMV). Growth, however, tells a different story. Vinted expanded by 54%, while Shein grew by 36%. According to ECDB data, novelty, resale appeal, and aggressive pricing are key drivers behind Vinted’s momentum.
Source: ECDB
Legacy Fast Fashion Loses Ground
The hardest hit are brands offering similar low-price propositions without the platform advantage. Boohoo saw revenue fall by 20%, while PrettyLittleThing dropped 19%. River Island declined by 18%, Zalando by 17%, and ASOS by 13%.
Their GMV now ranges between USD 208 million and USD 321 million. ASOS stands out with USD 1.2 billion GMV, but even that trails Temu, which combines higher volume with far stronger growth.
Middle Tier Holds, But Does Not Lead
In the middle of the market sit Next and Uniqlo. Next generated USD 1.9 billion in GMV and grew by 8%, while Uniqlo expanded faster at 16%, albeit from a smaller base.
By contrast, H&M stagnated at -1%, while Zara performed better, reaching USD 662 million GMV with 11% growth.
What This Means For E-Commerce
ECDB data points to a clear direction. UK consumers are prioritising price, range, and fast in-app purchases over traditional brand loyalty. For e-commerce businesses, the message is practical: without strong differentiation, competitive pricing, and distribution tied closely to social platforms, holding market position is becoming increasingly difficult.
