The data points to a marked shift in consumer behaviour, with customers narrowing their purchasing focus and heightening demands around delivery performance.
According to new figures from delivery management platform Scurri’s Ecommerce Delivery Index, which tracks parcel shipments across a range of retail sectors, fashion was among the hardest-hit categories between April and June.
While the overall UK ecommerce market saw only a marginal 0.2% year-on-year rise in parcel volumes, fashion saw a sharper decline, reflecting how shoppers are prioritising essential or high-intent purchases over discretionary ones.
Despite fewer orders, the speed of delivery remains crucial for fashion shoppers. The index found that Next Day and Two-Day services now account for nearly 80% of all fashion deliveries, underscoring the ongoing expectation for convenience and rapid fulfilment.
Signature services also posted the strongest growth in the sector, up 36.8% compared to last year, as both shoppers and retailers sought greater certainty and accountability, particularly for higher-value or time-sensitive items.
Looking internationally, UK retailers saw domestic parcel volumes fall by 2.9%. However, international shipments increased sharply in several key European markets.
Parcel volumes to Germany rose by 44.7%, Belgium by 24.8%, France by 17.9%, and the Netherlands by 16.4%. These results suggest that more fashion and lifestyle brands are turning to overseas markets to compensate for flat or declining sales within the UK.
Declines also continued in other categories such as food and drink, which experienced a 9.6% decrease in parcel volumes, while gifting dropped by 5.7% and pet products fell by 4.4%.
In contrast, some retail categories recorded robust gains. Electronics experienced a 63.5% increase in parcel volumes, and sectors such as tools and DIY, sports equipment, homewares, and medical products also posted double-digit growth, indicating stronger demand where purchases are more targeted or influenced by seasonal events.
Scurri founder and CEO Rory O'Connor said: "The headline numbers suggest year-on-year ecommerce growth was relatively flat in Q2, but that's not what retailers are experiencing. Consumers have become far more selective, we're seeing them spending with greater intent, while retailers are finding opportunities in specific categories, seasonal events and new international markets. At the same time, customers continue to expect fast, reliable delivery, making fulfilment performance more important than ever.
"The findings suggest the next phase of ecommerce will be defined more by operational precision, with retailers needing to align stock, fulfilment and delivery strategies more closely to changing consumer behaviour. Those that can react quickly to shifting demand and execute consistently will be best placed to succeed."
