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How to drive fashion ecommerce success in Germany

How to drive fashion ecommerce success in Germany

How to drive fashion ecommerce success in Germany

How to drive fashion ecommerce success in Germany

Our partner Creativestyle took a close look at Germany's top 20 online fashion retailers to understand user experience across all stages of the customer journey.

Our partner Creativestyle took a close look at Germany's top 20 online fashion retailers to understand user experience across all stages of the customer journey.

Industry-guides

Industry-guides

Industry-guides

26 Mar 2024

In our report “Ecommerce experience in fashion”, our partner and ecommerce specialist Creativestyle took a close look at Germany's top 20 online fashion retailers. They assessed more than 100 different factors to understand user experience across all stages of the customer journey – from browsing and product selection to ordering, delivery, and returns.

Below, we highlight key findings from the study and discuss why a seamless customer experience is crucial in ecommerce, especially for fashion retailers. And we explain the important role payments play in creating remarkable experiences.

In our report “Ecommerce experience in fashion”, our partner and ecommerce specialist Creativestyle took a close look at Germany's top 20 online fashion retailers. They assessed more than 100 different factors to understand user experience across all stages of the customer journey – from browsing and product selection to ordering, delivery, and returns.

Below, we highlight key findings from the study and discuss why a seamless customer experience is crucial in ecommerce, especially for fashion retailers. And we explain the important role payments play in creating remarkable experiences.

In our report “Ecommerce experience in fashion”, our partner and ecommerce specialist Creativestyle took a close look at Germany's top 20 online fashion retailers. They assessed more than 100 different factors to understand user experience across all stages of the customer journey – from browsing and product selection to ordering, delivery, and returns.

Below, we highlight key findings from the study and discuss why a seamless customer experience is crucial in ecommerce, especially for fashion retailers. And we explain the important role payments play in creating remarkable experiences.

In our report “Ecommerce experience in fashion”, our partner and ecommerce specialist Creativestyle took a close look at Germany's top 20 online fashion retailers. They assessed more than 100 different factors to understand user experience across all stages of the customer journey – from browsing and product selection to ordering, delivery, and returns.

Below, we highlight key findings from the study and discuss why a seamless customer experience is crucial in ecommerce, especially for fashion retailers. And we explain the important role payments play in creating remarkable experiences.

Ecommerce experience report: The fashion issue

With the rise of online retail, it's crucial for online shops to stay ahead. Creativestyle identified the key aspects that drive success for businesses online and has gathered their insights in several reports.

Each issue of their report focuses on online shops within a specific industry. "Our goal is to provide an objective overview of how online retail and user experience are evolving, highlighting the 20 leading providers in each industry," explains Jaromir Fojcik, Founder and CEO of Creativestyle. "Positive examples set the standard, showcasing what's achievable and what other online shops should aim for." Following their inaugural report on the furniture market in early 2022, Creativestyle’s second report focuses on the fashion industry's top 20 retailers.

In order to be able to compare the results in the best possible way, Creativestyle only analysed that sell a broad range of fashion products., including AboutYou, Asos, Best Secret, Bonprix, Breuninger, C&A, Engelhorn, Esprit, H&M, Happy Size, Land’s End, Peek & Cloppenburg, Peter Hahn, S.Oliver, Shein, Tommy Hilfiger, Walbusch, Witt, Zalando, and Zara. The two major generalists, Amazon and Otto, were not included. This is because their offer is not limited to fashion and apparel. The analysis eventually condensed 2,065 Excel datasets condensed into 97 pages of informative charts and real-world examples from the shops.


In text visual 5

With the rise of online retail, it's crucial for online shops to stay ahead. Creativestyle identified the key aspects that drive success for businesses online and has gathered their insights in several reports.

Each issue of their report focuses on online shops within a specific industry. "Our goal is to provide an objective overview of how online retail and user experience are evolving, highlighting the 20 leading providers in each industry," explains Jaromir Fojcik, Founder and CEO of Creativestyle. "Positive examples set the standard, showcasing what's achievable and what other online shops should aim for." Following their inaugural report on the furniture market in early 2022, Creativestyle’s second report focuses on the fashion industry's top 20 retailers.

In order to be able to compare the results in the best possible way, Creativestyle only analysed that sell a broad range of fashion products., including AboutYou, Asos, Best Secret, Bonprix, Breuninger, C&A, Engelhorn, Esprit, H&M, Happy Size, Land’s End, Peek & Cloppenburg, Peter Hahn, S.Oliver, Shein, Tommy Hilfiger, Walbusch, Witt, Zalando, and Zara. The two major generalists, Amazon and Otto, were not included. This is because their offer is not limited to fashion and apparel. The analysis eventually condensed 2,065 Excel datasets condensed into 97 pages of informative charts and real-world examples from the shops.


In text visual 5

With the rise of online retail, it's crucial for online shops to stay ahead. Creativestyle identified the key aspects that drive success for businesses online and has gathered their insights in several reports.

Each issue of their report focuses on online shops within a specific industry. "Our goal is to provide an objective overview of how online retail and user experience are evolving, highlighting the 20 leading providers in each industry," explains Jaromir Fojcik, Founder and CEO of Creativestyle. "Positive examples set the standard, showcasing what's achievable and what other online shops should aim for." Following their inaugural report on the furniture market in early 2022, Creativestyle’s second report focuses on the fashion industry's top 20 retailers.

In order to be able to compare the results in the best possible way, Creativestyle only analysed that sell a broad range of fashion products., including AboutYou, Asos, Best Secret, Bonprix, Breuninger, C&A, Engelhorn, Esprit, H&M, Happy Size, Land’s End, Peek & Cloppenburg, Peter Hahn, S.Oliver, Shein, Tommy Hilfiger, Walbusch, Witt, Zalando, and Zara. The two major generalists, Amazon and Otto, were not included. This is because their offer is not limited to fashion and apparel. The analysis eventually condensed 2,065 Excel datasets condensed into 97 pages of informative charts and real-world examples from the shops.


In text visual 5

With the rise of online retail, it's crucial for online shops to stay ahead. Creativestyle identified the key aspects that drive success for businesses online and has gathered their insights in several reports.

Each issue of their report focuses on online shops within a specific industry. "Our goal is to provide an objective overview of how online retail and user experience are evolving, highlighting the 20 leading providers in each industry," explains Jaromir Fojcik, Founder and CEO of Creativestyle. "Positive examples set the standard, showcasing what's achievable and what other online shops should aim for." Following their inaugural report on the furniture market in early 2022, Creativestyle’s second report focuses on the fashion industry's top 20 retailers.

In order to be able to compare the results in the best possible way, Creativestyle only analysed that sell a broad range of fashion products., including AboutYou, Asos, Best Secret, Bonprix, Breuninger, C&A, Engelhorn, Esprit, H&M, Happy Size, Land’s End, Peek & Cloppenburg, Peter Hahn, S.Oliver, Shein, Tommy Hilfiger, Walbusch, Witt, Zalando, and Zara. The two major generalists, Amazon and Otto, were not included. This is because their offer is not limited to fashion and apparel. The analysis eventually condensed 2,065 Excel datasets condensed into 97 pages of informative charts and real-world examples from the shops.


In text visual 5

What is customer experience in online retail?

In a physical store, a customer’s experience is influenced by their surroundings, such as  store layout, product presentation, atmosphere, and personal interactions – that all shape their perception of a brand.

But what does that look like in the online world, where people generally shop from their house or place of work? Ultimately, the principles remain the same. Retailers should aim to replicate the in-store experience online, so that their customers easily find what they need and have a 

That’s why Creativestyle asked the following questions, among others, in its report:

  • Is the online shop appealing and well-organised?

  • How are products presented?

  • Is essential information easy to find?

  • What’s the ordering process like?

  • Which payment methods are available?

  • What does the return process look like?

  • How’s the customer service?

  • –How is sustainability addressed?

  • How innovative is the shop? For example, are there configurators or similar features?

Answering these questions helps to show the quality of customer experience that each online shop offers.


In text visual 4 - Multiple Split Payments

In a physical store, a customer’s experience is influenced by their surroundings, such as  store layout, product presentation, atmosphere, and personal interactions – that all shape their perception of a brand.

But what does that look like in the online world, where people generally shop from their house or place of work? Ultimately, the principles remain the same. Retailers should aim to replicate the in-store experience online, so that their customers easily find what they need and have a 

That’s why Creativestyle asked the following questions, among others, in its report:

  • Is the online shop appealing and well-organised?

  • How are products presented?

  • Is essential information easy to find?

  • What’s the ordering process like?

  • Which payment methods are available?

  • What does the return process look like?

  • How’s the customer service?

  • –How is sustainability addressed?

  • How innovative is the shop? For example, are there configurators or similar features?

Answering these questions helps to show the quality of customer experience that each online shop offers.


In text visual 4 - Multiple Split Payments

In a physical store, a customer’s experience is influenced by their surroundings, such as  store layout, product presentation, atmosphere, and personal interactions – that all shape their perception of a brand.

But what does that look like in the online world, where people generally shop from their house or place of work? Ultimately, the principles remain the same. Retailers should aim to replicate the in-store experience online, so that their customers easily find what they need and have a 

That’s why Creativestyle asked the following questions, among others, in its report:

  • Is the online shop appealing and well-organised?

  • How are products presented?

  • Is essential information easy to find?

  • What’s the ordering process like?

  • Which payment methods are available?

  • What does the return process look like?

  • How’s the customer service?

  • –How is sustainability addressed?

  • How innovative is the shop? For example, are there configurators or similar features?

Answering these questions helps to show the quality of customer experience that each online shop offers.


In text visual 4 - Multiple Split Payments

In a physical store, a customer’s experience is influenced by their surroundings, such as  store layout, product presentation, atmosphere, and personal interactions – that all shape their perception of a brand.

But what does that look like in the online world, where people generally shop from their house or place of work? Ultimately, the principles remain the same. Retailers should aim to replicate the in-store experience online, so that their customers easily find what they need and have a 

That’s why Creativestyle asked the following questions, among others, in its report:

  • Is the online shop appealing and well-organised?

  • How are products presented?

  • Is essential information easy to find?

  • What’s the ordering process like?

  • Which payment methods are available?

  • What does the return process look like?

  • How’s the customer service?

  • –How is sustainability addressed?

  • How innovative is the shop? For example, are there configurators or similar features?

Answering these questions helps to show the quality of customer experience that each online shop offers.


In text visual 4 - Multiple Split Payments

Why payments are so important

Payments play a crucial role in the checkout process. often happens here, primarily due to a lack of preferred payment options. That’s why we helped our partner Creativestyle with evaluation and recommendations on payment methods in the report. Specifically, we explored the popular online payment methods in Germany's fashion industry.

Fashion retailers generally offer a variety of payment methods, with buy now, pay later and PayPal being popular choices. However, a surprising finding was the limited availability of express payment methods. Express checkouts are a significant competitive advantage, especially for mobile users.

At Mollie, we recommend express checkouts, as they can capture fashion shoppers earlier in their buying journey. However, an express checkout button shouldn't be placed directly on the product detail page to encourage customers to explore more and add items to their cart.

Discover more insights and recommendations in the full report.

About Creativestyle

Founded in 2001, Creativestyle is a leading full-service German ecommerce agency. With over 20 years’ of experience, they've supported medium to large retailers in both B2B and B2C sectors with strategic consulting and technical expertise. They prioritise end-to-end customer experience, from the first site visit to smooth order fulfilment. With 85 ecommerce specialists across Germany and Poland, creativestyle offers unmatched expertise at competitive prices. Since 2022, they've been part of the international Smile Group. Their clients include NKD, Bergzeit, Hallhuber, Miele, and CEWE Fotobuch.

Payments play a crucial role in the checkout process. often happens here, primarily due to a lack of preferred payment options. That’s why we helped our partner Creativestyle with evaluation and recommendations on payment methods in the report. Specifically, we explored the popular online payment methods in Germany's fashion industry.

Fashion retailers generally offer a variety of payment methods, with buy now, pay later and PayPal being popular choices. However, a surprising finding was the limited availability of express payment methods. Express checkouts are a significant competitive advantage, especially for mobile users.

At Mollie, we recommend express checkouts, as they can capture fashion shoppers earlier in their buying journey. However, an express checkout button shouldn't be placed directly on the product detail page to encourage customers to explore more and add items to their cart.

Discover more insights and recommendations in the full report.

About Creativestyle

Founded in 2001, Creativestyle is a leading full-service German ecommerce agency. With over 20 years’ of experience, they've supported medium to large retailers in both B2B and B2C sectors with strategic consulting and technical expertise. They prioritise end-to-end customer experience, from the first site visit to smooth order fulfilment. With 85 ecommerce specialists across Germany and Poland, creativestyle offers unmatched expertise at competitive prices. Since 2022, they've been part of the international Smile Group. Their clients include NKD, Bergzeit, Hallhuber, Miele, and CEWE Fotobuch.

Payments play a crucial role in the checkout process. often happens here, primarily due to a lack of preferred payment options. That’s why we helped our partner Creativestyle with evaluation and recommendations on payment methods in the report. Specifically, we explored the popular online payment methods in Germany's fashion industry.

Fashion retailers generally offer a variety of payment methods, with buy now, pay later and PayPal being popular choices. However, a surprising finding was the limited availability of express payment methods. Express checkouts are a significant competitive advantage, especially for mobile users.

At Mollie, we recommend express checkouts, as they can capture fashion shoppers earlier in their buying journey. However, an express checkout button shouldn't be placed directly on the product detail page to encourage customers to explore more and add items to their cart.

Discover more insights and recommendations in the full report.

About Creativestyle

Founded in 2001, Creativestyle is a leading full-service German ecommerce agency. With over 20 years’ of experience, they've supported medium to large retailers in both B2B and B2C sectors with strategic consulting and technical expertise. They prioritise end-to-end customer experience, from the first site visit to smooth order fulfilment. With 85 ecommerce specialists across Germany and Poland, creativestyle offers unmatched expertise at competitive prices. Since 2022, they've been part of the international Smile Group. Their clients include NKD, Bergzeit, Hallhuber, Miele, and CEWE Fotobuch.

Payments play a crucial role in the checkout process. often happens here, primarily due to a lack of preferred payment options. That’s why we helped our partner Creativestyle with evaluation and recommendations on payment methods in the report. Specifically, we explored the popular online payment methods in Germany's fashion industry.

Fashion retailers generally offer a variety of payment methods, with buy now, pay later and PayPal being popular choices. However, a surprising finding was the limited availability of express payment methods. Express checkouts are a significant competitive advantage, especially for mobile users.

At Mollie, we recommend express checkouts, as they can capture fashion shoppers earlier in their buying journey. However, an express checkout button shouldn't be placed directly on the product detail page to encourage customers to explore more and add items to their cart.

Discover more insights and recommendations in the full report.

About Creativestyle

Founded in 2001, Creativestyle is a leading full-service German ecommerce agency. With over 20 years’ of experience, they've supported medium to large retailers in both B2B and B2C sectors with strategic consulting and technical expertise. They prioritise end-to-end customer experience, from the first site visit to smooth order fulfilment. With 85 ecommerce specialists across Germany and Poland, creativestyle offers unmatched expertise at competitive prices. Since 2022, they've been part of the international Smile Group. Their clients include NKD, Bergzeit, Hallhuber, Miele, and CEWE Fotobuch.

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Table of contents

Table of contents

Table of contents

Ecommerce experience report: The fashion issue

What is customer experience in online retail?

Why payments are so important

More updates

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MollieGrowthHow to drive fashion ecommerce success in Germany
MollieGrowthHow to drive fashion ecommerce success in Germany