Today PwC's retail survey found the British high street is being reshaped as shoppers shift online - especially in fashion, where a net 100 high street stores closed.
This misses the positive side of the story: all those shoppers are buying from independent UK brands online instead, which is one of the fastest growing area of the UK economy.
We looked at 30 mid-sized online fashion retailers (with average sales of £1m per month) who get a majority of their traffic from the UK. This collection had grown their sales by an aggregate 21% from October 2017 to October 2018 (year on year).
Fashion shoppers love to browse unique designs on Instagram and Pinterest, compare prices and get easy home deliveries. Independent ecommerce brands are bringing original designs to the British wardrobe, and we should celebrate their success.
Behind the research
Littledata gathers benchmark data from Google Analytics on over 12,000 websites, including many types of ecommerce businesses. Our customers get insights into their performance and recommendations on how to improve online conversion.