As OMO reshapes the fashion e-commerce landscape, ZOZO has maintained its leading position amid a trend of store-based competitors strengthening their advantage. Statistics from Senken Shimbun's 2025 edition show that the e-commerce ratio and market size continue to rise.
Statistics for the 2025 fashion e-commerce market have been released. They show that OMO is increasing the sales contribution of companies with physical stores, while small and medium-sized online-only companies are tending to struggle. ZOZO is reported to have retained its leading position despite these changes.
According to figures compiled by Senken Shimbun, the 2025 fashion e-commerce market was worth ¥2.1054 trillion, up 5.6% from the previous year, while e-commerce's share of the domestic fashion market rose 0.8 percentage points to 21.3%. The year-on-year growth rate had slowed from 23.9% in 2020, during the COVID-19 pandemic.