Swimwear Market Sees Significant Growth Driven by E-commerce and European Demand

What's Happening?

The global luxury swimwear market is experiencing substantial growth in 2025, with a 14 percent increase in sales during the first half of the year. This growth is attributed to a 4 percent rise in volumes sold and a 15 percent increase in the weighted average price. E-commerce platforms are leading this expansion, outperforming traditional brick-and-mortar retailers. The Joor platform reports that nearly 3,000 retailers across 105 countries have placed orders, with Europe accounting for 60 percent of global swimwear sales. Key segments driving this growth include cover-ups and bikinis, which have seen increases of 44 percent and 34 percent, respectively.

Why It's Important?

The growth in the swimwear market highlights the increasing importance of e-commerce in the fashion industry, particularly for luxury items. This trend suggests a shift in consumer behavior towards online shopping, driven by the convenience of trying on products at home. The European market's dominance underscores its role as a critical driver of global sales, influencing strategies for brands and retailers. The rise in swimwear sales also reflects broader consumer trends towards travel and leisure, indicating potential growth opportunities for related industries.

What's Next?

Brands are expected to focus on personalizing their approaches to different regions, particularly in Europe, to capitalize on this growth. Retailers may enhance their swimwear offerings by integrating stock management features, such as Shopify's Product Sync application, to better meet consumer demand. The continued expansion of e-commerce platforms will likely drive further innovation in online retail strategies, encouraging brands to strengthen their digital presence.

Beyond the Headlines

The swimwear market's growth may have broader implications for the fashion industry, including increased competition among e-commerce platforms and the need for brands to adapt to changing consumer preferences. This trend could also influence the development of sustainable and eco-friendly swimwear options, as consumers become more conscious of environmental impacts.