Some local players saw the shift early and capitalized on it. For everyone else, the speed the market demanded, layered on top of increasingly complex marketing platforms and rising traffic costs, accelerated a brutal shakeout.

Fashion was (and still is) one of the categories hit hardest.

The good news: online retail happens in real time, and it can be measured in real time. The operators who track the right things and read the data before everyone else understand the customer sooner, and can make different decisions before the market forces them to.

That's the purpose of the report we're publishing today: an in-depth analysis of every click and every sale generated in fashion over the last 29 months, across the dimensions that matter. 25.1 million clicks, 832,000 transactions, $49.9 million in sales, more than 180 fashion stores.

As always, the data reveals things intuition alone misses:

• Cashback converts at 13.91% - nearly four times the category average. Anyone who arrives through an offer has already decided to buy.
• The best converting hour is 10 a.m. (4.81%), almost double the daily average. Evenings are the opposite: people browse and compare offers, but buy less on the spot.
• Friday is the strongest converting day (3.68%).
• Apple users (Mac, iPhone) show AOV and conversion roughly 24% higher than Windows or Android. Ecosystem segmentation is a commercial signal, not a technical detail.
• The largest baskets close on desktop - AOV runs 17.5% higher than mobile.
• Sunday has the weakest conversion but the biggest basket. Fewer orders, higher value.

Beyond the headline insights, the report also answers the fundamental questions every online seller asks: how conversion shifts by hour and by day of the week, how desktop compares to mobile, and which traffic sources drive the highest AOV.

The goal isn't just to show what the market looks like. It's to give fashion founders and marketers a lens for reading their own data, a benchmark to measure against, and a set of questions worth asking before any major decision.

Since June is Fashion Month at BusinessLeague, every store that launches this month receives a €200 bonus when it starts its affiliate program - double the standard €100.

One important note: these figures reflect what happens inside our own ecosystem - the 180-plus fashion stores active on BusinessLeague during the period analyzed - not the entire market. They aren't market-share estimates and don't claim to be. It's a sample large enough to reveal real, useful patterns, but a sample nonetheless. That's exactly why we recommend treating them as a benchmark and a starting point for questions, rather than a definitive read on all of e-commerce.

We hope it proves useful to as many of you as possible. In the coming months, we'll publish similar analyses for other categories.

Read the whole Fashion report at the link below.

Here’s to smarter marketing!