American Demand for European Fashion Has Grown

A new survey reveals billions in untapped market potential due to logistical hurdles for U.S. shoppers.

Updated on Oct. 8, 2026 in Fashion

Bold vector editorial illustration of a premium leather handbag, representing high-quality European craftsmanship and consumer fashion interest. — American shoppers spend billions on European fashion annually, though shipping and return logistics remain major hurdles to capturing further market demand. AI Illustration. Upload story photo >

Live Poll

Do you find it difficult to purchase clothing from international brands online?

American consumers spend $34.5 billion annually on European fashion, according to a survey from SoldThrough. Despite this, consumers cite shipping restrictions and complex return processes as major barriers to further growth.

Why it matters

Shoppers are increasingly seeking the craftsmanship and material quality found in European brands that domestic labels may not offer. Addressing logistical friction could unlock a significant portion of the estimated $15.7 billion in untapped market potential.

US adults spend an average of $219.20 per year on European fashion, with 57% of adults currently participating in the market. Another 26% of adults currently spend nothing at all on these international goods.

The players

SoldThrough

This is the research and data entity that conducted the study on American consumer habits regarding international fashion brands.

The details

Consumers prioritize factors such as brand heritage, product longevity, and better craftsmanship when choosing European imports. However, one in ten shoppers have abandoned potential purchases due to shipping restrictions and unclear sizing guides.

October 8, 2026: SoldThrough released the findings of its consumer survey.

Culture Shift

The push for European goods reflects a broader shift toward valuing brand heritage and product longevity over the fast-fashion cycles that have dominated the $373 billion US apparel market. Consumers are increasingly rejecting disposable trends in favor of items perceived as higher quality.

Shoppers can expect continued frustration with shipping costs and sizing discrepancies until retailers standardize international return processes. Those looking to purchase European items may save money by favoring retailers that offer transparent customs information upfront.

The takeaway

Consumers should verify return policies and sizing conversion charts carefully before finalizing international orders to avoid costly fees. Retailers looking to capture the $15.7 billion untapped market must prioritize streamlining the cross-border logistics experience.