E-Commerce for Fashion

This chapter equips students with the knowledge and tools to launch and manage a successful online fashion store. It begins by examining the growing importance of e-commerce in fashion, unpacking key trends such as social selling, omnichannel retail and mobile-first experiences. Students are guided through the process of selecting an e-commerce platform and designing a high-converting website using customer journey maps and wireframes. The chapter then explores essential marketing strategies to attract and retain customers, covers the logistics of order fulfilment and shipping and emphasises the importance of data analytics for continuous improvement. It concludes with a look at assembling the right tech stack and anticipates future developments in fashion e-commerce, including AI-driven personalisation and shifting consumer behaviours.