We asked customers to choose features they consider important when purchasing clothes, shoes or accessories online - here is an overview of the 6 most popular answers.

Features that customers desire

not-edit-features (1).png

Chat bot with a shop

Visual search


Table of recommended sizes

Wishlist and discount notification

Search by saved favorite brands

Inspiration for completing outfit

Similar products offer

Product videos

Search by material

Mobile application

Articles about fashion trends

Filter for sustainable products

"Choose 3-5 features you consider important while shopping online for fashion?"



Visual search

Visual search, which is search based on images rather than text, is the winner of desired features for online fashion shopping.


The painful process of researching the brand and cut of the particular item is becoming a thing of the past as companies keep investing in visual search mechanisms. The number of queries run through this feature will only increase because the conversion rate is higher in comparison to text search.


Along with Amazon, Alibaba and ASOS, fashion search engine GLAMI has also already implemented such a feature on mobile devises for their customers in majority of markets where it is present.




Reviews are also on top of most needed features - people trust each other way more than ads. Big shops like Alibaba and Amazon already have a possibility to leave a review after purchase for a long time, other fashion retailers - like Zalando - just recently implemented it. GLAMI also decided to bring reviews to users to make fashion shopping more comfortable and decrease return rates for our partners.

"Do you read reviews when shopping for fashion?"

People are writing positive reviews much more often than negative

51% Mostly positive

30% I haven't written any in the last three months

11% Positive and negative were approximately equal

6% I do not know, hard to say

2% Mostly negative

"Would you say that in the last three months the reviews you’ve given were:"


Table of recommended sizes


Free returns for items bought online is a well spread practice. It comes at no surprise that 40% of people order multiple sizes of the same item because they are not confident which size to choose. The simple and effective way to help customers is basic table of sizes and measurements.

Shops are also asking about type of figure or size of the item customer already own to give a correct recommendation. For example, if you have Levi's jeans you can check your their size and see the corresponding size in other brands in some shops like ASOS.

60%  no, never

"Do you order more size variants of the same product due to a fear that the size would not fit?"


24%  yes, sometimes

16%  yes, often 



Search based on favorite brands, saved in the account 

Right now customers are getting overwhelmed by the wide choice so they appreciate when they can filter out their favorite brands, which are saved in their accounts on permanent basis. This is especially true if we are talking about retailers with a vast variety of brands.


This feature is implemented quite well in European second-hand project Vinted - you can also exclude from search results the brands which you don’t want to see. We also found such an opportunity on the web of the fashion retailer Answear, operating in Central and Eastern Europe. 


Wishlist and discount notification

We live in the era of sales and discounts all year round, so customers don’t like to buy non-discounted items. That's why wishlist with discount notifications is so in demand - it allows to customize choice while tracking sales.


While wishlist is implemented in many e-shops, notifications are not usually a part of it. We have found it on Zalando - every time the item in your wishlist is discounted, you get a notification by email. GLAMI also has such a feature to track sales from different e-shops in one place. 


Wishlist on

"Get the look" feature on About You



for completing outfit

Fashion inspiration topic is as old as fashion. Did you ever find yourself in a situation where you have bought nice clothes,  but when you wear them you see that they don’t really go together? 


Not a lot of people can come up with a perfect outfit or just simply enjoy spending time on it. That's why customers find it useful to have a possibility to buy the set of clothes if they can see how they look together in advance. And shops are ready to provide it - you can see the whole outfit on a street style model and understand how these clothes go together. You can try it, for example, on About You.

56%  of time customers are searching for something specific

44%  of time customers are searching for inspiration


Majority prefer collections united by one topic rather then reading the articles.


What source of inspiration is the most important for you on webs of fashion e-shops? Please choose only one."


Trends selection on ASOS

Check out our report on sustainability in fashion