Netcomm

Digital drives fashion and beauty shopping transformation

33.6 million people buy fashion and beauty products: 7 out of 10 are omnichannel buyers

22 September 2025

4' min read

33.6 million people buy f ashion and beauty products: 7 out of 10 are omnichannel buyers. This emerges from the Netcomm Focus Fashion & Beauty 2025 according to which fashion and cosmetics are confirmed as one of the pillars of global commerce, driven by increasing digitalisation, increasingly demanding consumers and the evolution towards sustainable consumption models.

In Italy, 77.5% of the online population, or 33.6 million individuals, purchase Fashion & Beauty products, with 70% combining online and offline purchases, demonstrating how omnichannel shopping is now the predominant consumption model. The remaining 20% buy exclusively online, while only 10% remain loyal to the offline channel. The physical store, while declining as an exclusive channel, reinforces its centrality as an immersive experience and logistical hub: it is no longer a simple point of sale, but a place for relationships and loyalty.

During the event, the NetRetail Fashion research, carried out by Netcomm in collaboration with Veepee, was presented. It emphasised the crucial role of omnichannelality, analysed second-hand market trends and the importance of artificial intelligence in the development of personalisation and loyalty strategies in the Italian fashion market.

"The data that emerged today highlight how the Fashion & Beauty sector is at the centre of an epoch-making transformation, driven by increasing digitalisation, where the convergence between physical and digital channels is no longer just a challenge, but a necessity for brands that want to remain competitive," commented Roberto Liscia, president of Netcomm. The adoption of sustainable practices, such as the circular economy, and the integration of advanced technologies, including Artificial Intelligence and Augmented Reality, are redefining the rules of the market. The modern customer demands a fluid, transparent and, above all, personalised shopping experience. Brands that know how to invest in these aspects, combining innovation and responsibility, will emerge as leaders in an increasingly competitive environment".

Valentina Corbetta, country manager Italy of Veepee added: 'Today, the customer journey almost always starts online: for 90% of consumers, the first contact with a brand is digital. But e-commerce has become much more than a sales channel: it is a space for discovery, comparison and relationship. In an increasingly omnichannel, fragmented and search-driven scenario, brands need to be found, to be understood and, above all, to be chosen. Our commitment is to accompany them on this path, creating authentic opportunities to meet people and enhancing identities, stories and strategies on all touchpoints".

Globally, 70% of retail sales in the Fashion & Beauty sector are now influenced by digital channels, but at the same time 78% of the sector's growth in 2024 came from physical shops, a sign of a dynamic balance between physical and digital. As revealed by NetRetail Fashion research, in Italy most shoppers alternate between online and offline purchases according to need, using on average 5.7 touchpoints before completing a purchase. The discovery and information phases are dominated by digital channels such as online storefronts, official brand websites and search engines, while the physical shop remains essential for product testing and personalised advice.

Among the Fashion & Beauty consumer clusters, Habitual buyers stand out in particular, corresponding to 39.2% of the sector's any-channel consumers, followed by Convenience Seekers (25%), who are particularly attentive to value for money, and Digital Power Buyers, who represent 13% of the population. The latter, often male and resident in Southern regions, use artificial intelligence to personalise their purchasing process and have a higher average spend than the other segments. For the modern consumer, the main drivers of product choice are price (55.1%), brand reliability (25.2%), and fit and comfort (24.6%); the elements that determine the choice of purchasing through the online channel are price, wide choice of products, and time savings.

At the same time, new drivers related to inclusivity and representation are emerging: globally, for instance, the plus-size market exceeded $114 billion in 2023 and 36% of US consumers purchased genderless collections, signs of an increasingly diverse demand[3].

The global second-hand market is growing three times faster than traditional fashion, with 58% of US shoppers buying second-hand clothes in 2024. Generation Z shows a strong sensitivity to these issues: 73% say they are willing to pay more for sustainable products, although the contradiction related to the ultra-fast fashion boom remains[4]. In Europe, second-hand fashion or clothes rental platforms that are reshaping the concept of the circular economy are gaining ground, while European regulations incentivise this transformation through eco-design obligations, a ban on the destruction of unsold goods and the introduction of digital passports to track the sustainability of products.

In Italy, 95% of shoppers still prefer new products, with second-hand being the most popular for accessories and clothing. At the same time, fast fashion continues to dominate the market thanks to companies offering competitive prices and a wide range of products. However, there is growing criticism of the environmental and social impact of these companies, in a context where the fashion sector is responsible for 10% of global CO₂ emissions. European regulations aim to reduce these emissions and incentivise more sustainable practices.

The beauty sector is also evolving towards the integration of wellness, health and sustainability, with a growing demand for functional and ethical products. Buyers favour natural formulations, recyclable or refillable packaging and certifications that demonstrate consistency between sustainability messages and company practices.

In the Fashion & Beauty sector, Artificial Intelligence is no longer just an emerging technology, but a strategic element that is redefining creative, operational and decision-making processes: 16.6% of Italian shoppers, in fact, use AI tools for price comparison, personalisation and choice support: these are in particular men under 24 who fall into the category of informed and active Digital Power Buyers.

In addition, augmented reality (AR) and virtual reality (VR) for virtual try-ons are growing at a rate of +25% globally, improving conversion rates and reducing returns, while blockchain is consolidating as a tool for authentication and traceability and digital passports are enhancing transparency and authenticity. Again, Generation Z is driving the digital transformation, with 34% of those under 24 integrating AI into their customer journey. TikTok and Instagram are also confirmed as the main platforms for inspiration and product discovery, with niche creators outperforming traditional celebrities in terms of trust and conversion. Over 65% of consumers say they prefer authentic creators connected to specific communities over traditional fashion influencers.

Marika Gervasioredattore
- @marikger
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Luogo: Milano
Lingue parlate: Inglese, spagnolo
Argomenti: Lusso, benessere, cosmetica, moda
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