TOP 20 ONLINE FASHION WISHLIST USAGE STATISTICS 2025
When it comes to shopping for fashion online—whether it's luxe outerwear or something as simple as socks—wishlist tools have quietly become a staple in how we browse and buy. These online fashion wishlist usage statistics reveal the depth of this seemingly small feature's influence. From saving out-of-stock sneakers to tracking the price of that perfect cashmere blend, consumers are using wishlists as digital assistants for decision-making, budgeting, and even social sharing. As someone who’s absolutely guilty of hoarding virtual carts full of things I may or may not buy, I can totally see why retailers are paying attention to how wishlists drive conversions and loyalty. What follows is a deep dive into the numbers, motivations, and behaviors shaping wishlist engagement in the fashion world.
Top 20 Online Fashion Wishlist Usage Statistics 2025 (Editor's Choice)
| # | Statistic / Insight | User Intent |
|---|---|---|
| 1 | 44% of online shoppers want a wishlist feature. | Desire to save items for later consideration. |
| 2 | 30.41% use wishlists to bookmark products for future purchase. | Planned or delayed purchasing. |
| 3 | 16.77% use wishlists to monitor price drops. | Price sensitivity and deal tracking. |
| 4 | 9.64% use wishlists to share items with others. | Gift planning or social sharing. |
| 5 | 7.49% use wishlists to save out-of-stock products. | Inventory tracking or delayed availability. |
| 6 | 27.86% of 18–29 year-olds use wishlists. | Young consumers tracking trends and delayed decisions. |
| 7 | Women use wishlists more often than men. | Gender-based shopping behavior and planning. |
| 8 | 76% of under-25 users browse fashion weekly. | Ongoing discovery and wishlist as browsing cart. |
| 9 | Wishlist users convert 3× more than average visitors. | High-intent saving and purchasing. |
| 10 | Wishlist users buy 0.9 more items per transaction. | Larger planned purchases. |
| 11 | Wishlist users have 16% higher AOV. | Wishlist encourages bundling or premium selection. |
| 12 | Shopify wishlist app users spend 20–30% more. | Feature-driven purchase amplification. |
| 13 | Price-drop alerts from wishlists boost profit by up to 95%. | Triggered re-engagement and urgency. |
| 14 | Fashion e-commerce to exceed $1T in 2025. | Increased wishlist volume expected with market growth. |
| 15 | 64% of online fashion sales occur on mobile. | Wishlists need to be mobile-friendly and accessible. |
| 16 | Women’s fashion e-commerce has 3.6% conversion rate. | Category-specific optimization with wishlist prompts. |
| 17 | Median fashion e-commerce conversion rate is ~2.4%. | Wishlists help surpass baseline engagement. |
| 18 | 32% of global consumers cite inflation as a top worry. | Use wishlists to wait for discounts. |
| 19 | 86% of Gen Z and Millennials are “trading down.” | Use wishlists to prioritize affordable picks. |
| 20 | 55% of consumers comparison-shop online. | Wishlists act as a personal product tracker. |
Top 20 Online Fashion Wishlist Usage Statistics 2025
Online Fashion Wishlist Usage Statistics#1. 44% Of Online Shoppers Want A Wishlist Feature
A substantial 44% of online shoppers express a desire for wishlist functionality during their shopping journey. This highlights the growing demand for tools that help users organize and track their preferred items. In fashion e-commerce, where browsing behavior is high, wishlists serve as a digital memory aid. They empower users to curate and revisit their ideal wardrobe over time. Retailers offering wishlist features cater better to modern consumer habits and expectations.
Online Fashion Wishlist Usage Statistics#2. 30.41% Use Wishlists To Bookmark Products For Future Purchase
30.41% of users utilize wishlists specifically to save products they intend to purchase later. This behavior reflects a growing trend of planned purchasing over impulsive buying. In the fashion world, consumers often wait for occasions, trends, or pay cycles before completing transactions. By saving items, users avoid the hassle of refinding them. Brands can target these shoppers with well-timed reminders or restock updates.
Online Fashion Wishlist Usage Statistics#3. 16.77% Use Wishlists To Monitor Price Drops
Nearly 17% of users leverage wishlists as a price-tracking tool. These shoppers are price-sensitive and rely on wishlists to delay purchases until discounts appear. Price-drop alerts linked to wishlists can help retailers drive conversions from this segment. In fashion, where pricing fluctuates during seasonal promotions, this becomes especially powerful. It shows that wishlists are not just about storage but about strategic shopping.
Online Fashion Wishlist Usage Statistics#4. 9.64% Use Wishlists To Share Items With Others
9.64% of consumers use wishlists as a way to share products with friends and family. This behavior is common for gifting or collaborative shopping decisions. Fashion brands can enhance engagement by enabling easy sharing via social or email. It adds a social layer to the shopping experience and can lead to new customer acquisition. Shared wishlists act like personalized lookbooks or gift guides.
Online Fashion Wishlist Usage Statistics#5. 7.49% Use Wishlists To Save Out-Of-Stock Products
At least 7.49% of users save products that are currently out of stock in their wishlists. These consumers show clear purchase intent but are blocked by availability. A back-in-stock alert tied to the wishlist entry can quickly convert them when inventory returns. In fashion, where limited drops and sizes are common, this feature becomes essential. It helps capture demand even when the product is temporarily unavailable.
Online Fashion Wishlist Usage Statistics#6. 27.86% Of 18–29 Year-Olds Use Wishlists
Young adults, especially those between 18–29, are leading users of fashion wishlists. Their high engagement reflects a curated, thoughtful approach to online shopping. They often explore trends before buying, making wishlists a natural fit. Mobile-optimized wishlist features are crucial for this demographic. Engaging them through visual, social-friendly tools can increase both brand loyalty and conversion.
Online Fashion Wishlist Usage Statistics#7. Women Use Wishlists More Than Men
Data shows that women are more frequent users of wishlists compared to men. This may be due to a more exploratory or detail-oriented shopping behavior. Women often browse, compare, and plan purchases over time, especially in fashion. Wishlists support this non-linear buying journey effectively. Retailers targeting women can increase conversion by tailoring wishlist reminders and styling suggestions.
Online Fashion Wishlist Usage Statistics#8. 76% Of Under-25 Users Browse Fashion Weekly
A staggering 76% of consumers under 25 browse fashion online at least once a week. Their frequent engagement means wishlists are used as ongoing style boards. This demographic may not purchase immediately, but their intent builds over time. Capturing their favorites allows brands to stay top-of-mind. Frequent notifications or style refreshes tied to wishlist content can lead to increased conversion.
Online Fashion Wishlist Usage Statistics#9. Wishlist Users Convert 3× More Than Average Visitors
Wishlist users are three times more likely to convert than typical website visitors. This makes them one of the highest-intent segments in e-commerce. Their saved items reflect real consideration, not just casual browsing. Brands can prioritize marketing efforts by retargeting these users. Conversion-focused strategies like limited-time offers can yield strong results with this group.
Online Fashion Wishlist Usage Statistics#10. Wishlist Users Buy 0.9 More Items Per Order
Shoppers using wishlists typically buy nearly one more item per transaction. This shows that wishlists encourage bundling and broader product interest. In fashion, where outfit coordination is key, saving complementary items makes multi-item purchases more likely. Brands can further boost this by showcasing “complete the look” sections in the wishlist view. It’s a strategic way to grow order size.
Online Fashion Wishlist Usage Statistics#11. Wishlist Users Have 16% Higher Average Order Value
Users who utilize wishlists tend to spend 16% more per order than those who don’t. These shoppers are more deliberate and selective in their choices. Higher average order value suggests they’re curating and investing in pieces they truly want. Fashion retailers can amplify this by offering free shipping thresholds or styling bundles. Wishlists nurture value-conscious, yet committed buyers.
Online Fashion Wishlist Usage Statistics#12. Shopify Wishlist App Users Spend 20–30% More
On platforms like Shopify, wishlist app users spend 20–30% more on average. Integrating wishlist tools improves not only user experience but also direct sales metrics. Apps like Wishlist Plus provide easy tracking and automated follow-ups. Fashion brands on Shopify can significantly increase ROI through this simple feature. It’s a small investment with high-yield results.
Online Fashion Wishlist Usage Statistics#13. Price-Drop Alerts Can Boost Profit By Up To 95%
Retailers who use price-drop alerts on wishlist items can increase profits by up to 95%. These alerts tap into existing user interest and nudge them at the perfect moment. In a competitive fashion market, this tactic reactivates cold leads efficiently. Customers feel like they’re winning when a saved item becomes more affordable. It's a win-win for shoppers and brands.
Online Fashion Wishlist Usage Statistics#14. Fashion E-Commerce To Surpass $1 Trillion In 2025
Fashion e-commerce is projected to exceed $1 trillion globally by 2025. As the market grows, so does the need for organization and personalization tools like wishlists. Consumers face more choices than ever before, and wishlists reduce cognitive overload. They enable brands to track preferences and personalize recommendations. A growing market demands smarter shopping tools to keep users engaged.
Online Fashion Wishlist Usage Statistics#15. 64% Of Fashion Sales Happen On Mobile Devices
With 64% of fashion sales occurring on mobile, wishlist functionality must be mobile-first. Consumers expect seamless saving, syncing, and checkout from their phones. A clunky wishlist on mobile can result in lost opportunities. Fashion brands should prioritize responsive design and one-click saving. Mobile optimization is no longer optional—it’s a conversion driver.
Online Fashion Wishlist Usage Statistics#16. Women’s Fashion Has A 3.6% Conversion Rate
Women’s fashion sees a higher conversion rate at 3.6%, partly due to curated shopping habits. Wishlists support this process by allowing thoughtful planning. Users compare, revisit, and eventually buy multiple pieces after consideration. Brands can lean into this by offering personalized wishlist follow-ups. More engagement means higher likelihood of checkout.
Online Fashion Wishlist Usage Statistics#17. Median Fashion E-Commerce Conversion Rate Is 2.4%
The average conversion rate for fashion e-commerce is around 2.4%, setting a competitive baseline. Wishlists help brands exceed this average by nurturing higher-intent users. These shoppers are more likely to respond to marketing and complete transactions. Segmenting this group for targeted campaigns yields better results. It’s a data-driven way to improve ROI.
Online Fashion Wishlist Usage Statistics#18. 32% Of Consumers Cite Inflation As A Top Concern
Inflation has made shoppers more cautious, with 32% naming it a primary concern. In this context, wishlists become tools for budgeting and deferring non-essential purchases. Users add items they love but wait for discounts or paycheck timing. Retailers can align promotions with wishlist timing to close hesitant buyers. It's about matching timing with readiness.
Online Fashion Wishlist Usage Statistics#19. 86% Of Gen Z And Millennials Are Trading Down
A massive 86% of Gen Z and millennials report “trading down” for better value. They’re still shopping, but with heightened price sensitivity. Wishlists help them compare options and hold off until they find the best deal. Fashion retailers can meet this moment with wishlist-specific price drops or bundle discounts. These features resonate with their value-first mindset.
Online Fashion Wishlist Usage Statistics#20. 55% Of Consumers Comparison-Shop Online
Over half of all online shoppers comparison-shop before buying. Wishlists allow them to track and revisit products during this process. In fashion, where similar styles and prices vary across brands, this behavior is very common. By enhancing wishlist tools with visual cues and real-time updates, brands stay competitive. It's a subtle way to win the final purchase.
Why Wishlists Deserve A Front Row Seat In Fashion E-Commerce
These online fashion wishlist usage statistics paint a clear picture: shoppers aren’t just browsing—they’re planning, comparing, and coming back with intent. Whether it’s Gen Z creating a visual archive of future fits or value-conscious buyers holding off for deals on socks and more, wishlists are a subtle but powerful player in the retail game. They help consumers stay organized in a world of endless choices and help brands nudge them closer to checkout with precision. If you're running an e-commerce store and haven’t prioritized your wishlist UX, you’re likely missing out on highly engaged, high-spending customers. It's not just a convenience—it's a conversion strategy.
SOURCES
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https://feedonomics.com/blog/what-shoppers-really-want-key-stats-shaping-fashion-ecommerce/
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https://significa.co/blog/how-better-wishlists-boost-ecommerce-sales
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https://centra.com/news/conversion-rate-fashion-ecommerce-benchmarks
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https://www.shopify.com/enterprise/blog/ecommerce-fashion-industry