Selling Clothing Online

Selling clothes on Amazon in 2024

€39 (excl. VAT) per month + referral fees
Selling Clothing Online
The convenience of online shopping has led to a rise in e-commerce sites across the globe. All sorts of products can now be found on the Internet. One of the most popular categories is clothing.

Having an online clothing store can be more beneficial than opening a physical store for several reasons: fewer administrative procedures, fewer overheads, and a lower initial investment. For example, there is no need to rent space or hire staff to manage your store on a daily basis.
The other benefit of a site for selling clothing is that it allows you to reach a much larger market, whether nationally or internationally, compared to a store or chain of physical stores that only exist in one or more specific locations.

The potential disadvantage of not being able to touch and try on the clothes you buy is offset by the enormous variety available online, as well as the return and replacement options offered by most current sites.

Selling clothes on the Internet can be a very lucrative business. So whether you're a fashion designer, want to launch your own brand, or want to have a more generic store, it's worth getting started. In this article, we will tell you how to sell clothes online and give you a range of recommendations to help you succeed in this business.

How do I sell clothes online?

Let's see where to sell clothes online. There are two options for this that can also be combined. The first one is to create your own site for selling clothing online. Then start by finding and buying a domain name. Then, develop your own site using your IT knowledge or call on a professional. There are also tools that allow you to configure and personalise your e-commerce store with a few clicks, without special IT skills. The advantage of having your own site is that you decide and make changes as you see fit. The downside is that it takes a lot of time and effort to get the word out to potential customers.

There are many sites for selling clothes. To have a chance to stand out, you need to know how to publish content, master SEO, be very active on social networks and advertise online. In addition, as soon as the first orders are made, you will have to send the products and manage customer service.

The other option is to sell your clothes on a retail site like Amazon for example. You will be able to offer your products to customers using the stores on the site. This saves you time and energy on the extensive SEO, advertising, and marketing work that is essential to a personal site.
It often also simplifies logistics. This service is frequently offered by web hosts. Depending on the case, there may be additional fees for registration, handling, or other premium services.

Where do you start?

Today, customers have an almost unlimited number of options to buy clothes on the Internet. Whether it's a specific type of clothing or items from a favourite brand, online clothing stores cater to a wide variety of niches. As a seller, it is important that you identify your niche and determine how you are going to stand out from your competitors.

You have to find a product that consumers are looking for and that sells easily.
Once you have done this, it may be relevant to create a brand. Remember that the term “brand” does not only involve creating your name and logo. That is only one part of branding. Creating a fashion brand involves putting your values, mission, history and everything it represents on paper. To sell clothes online, you need to choose a production and distribution model.

There are many ways to sell clothes

Generally speaking, online clothing stores can be of several types:
  • Single brand stores: stores that sell items produced by a single brand. These can be internationally known brands or small businesses that have their own brand.
  • Multi-brand stores: these stores sell clothing from several different brands in one place.
  • Used clothing stores: these stores specialise in selling second-hand clothing.
  • Speciality clothing stores: These are stores that sell clothing that only applies to a specific category. This could be sportswear, women's clothing, men's clothing, children's clothing, childcare clothing, clothing intended only for pregnant women, etc.
As a seller, you have a wide range of ideas to choose from. It is vital that you choose something that suits you personally, but where there is also demand on the market. So you need to find a domain that you like, but one that also has the potential to become profitable.

Having asite to sell clothing involves manufacturing these clothes.
There are various solutions for this: printing on demand, tailored cutting and sewing done by yourself or delegated to a subcontractor, partnering with companies to order unique products marketed under your brand, dropshipping or even selling second-hand clothing.

Once you have chosen the production method, it may be a good idea to define a sales strategy.
To implement it, you can use social networks, emailing and partnerships.
Social networks: create accounts on various social networks. Publish regular content that reflects the values and history of your brand, as well as your products and promotions.
Emailing: obtain your customers’ email addresses with their consent. Send them regular newsletters to keep them updated on news about your brand, special offers, new items, etc.
Partnerships: contact influencers that are compatible with your brand image. Ask them to advertise your brand on their social networks in exchange for services or financial compensation.

However, one of the most effective ways to develop your business is still to distribute your products on an already established clothing sales site, which has a large customer base. This is the case with Amazon, which can be a good choice to get started. Let's see how you can get started.
How do I sell clothes with Amazon?

How do I sell clothes with Amazon?

If you choose to sell clothes on an online retail site, Amazon is a benchmark solution. As we mentioned earlier, selling clothing online is a fast-growing market. Selling on Amazon means being able to benefit from the advantages of a website that includes hundreds of millions of active customer accounts around the world and millions of unique visitors per month. So you can potentially reach the millions of customers who go to this store every day to shop. It means having a considerable advantage over your competitors.

Additionally, Amazon offers a brand creation and registration option. The success of a retail business generally requires the creation of a strong brand. Amazon's Brand Registry service offers a suite of dedicated tools to help sellers develop and protect their brand.

If you already have a registered trademark or are awaiting registration, it is possible to register it immediately on the site. If you don't have one, you can use Amazon's IP Accelerator service, which connects you with a network of intellectual property law firms.

These professionals can advise and assist you throughout the trademark registration process with intellectual property offices in France and in the European Union. Please note that IP Accelerator is a free matchmaking service. But you will have to pay the firm you decide to work with.

Enrolling in the brand register unlocks a suite of dedicated tools, available only to brand owners. They allow you to create rich content in order to stand out on the site.
Additionally, eligible first-time subscribers can also receive over €45,000 in potential benefits, such as getting a 5% discount on their first €900,000 in brand sales, free registration for one of their products on the Vine service to get up to 30 trusted reviews (worth €180), and up to 2,000 free Transparency codes (worth €90). Vine is an internal Amazon service that allows sellers to receive product reviews.
Transparency is a product numbering service that helps identify each individual unit and prevents counterfeiting.

Note that there is apractical beginner's guide to guide you step by step as you start selling on Amazon.

But here we'll see how to do it.

What do you need to get started on Amazon?

To become an Amazon seller, you need:
  • A business email address or an Amazon customer account
  • A credit card (international cards are also accepted)
  • A valid passport or ID (identity verification protects sellers and customers)
  • Your business registration details
  • A VAT number
Equipped with these elements, all you have to do is follow the guide online during the registration process.
There are two possible registration options: the individual plan and the professional plan.
The individual plan costs €0.99 (excluding VAT) per item sold plus sales fees. The professional plan costs €39 (excluding VAT) per month, regardless of the number of items sold, plus sales fees.
Amazon charges a referral fee for each item sold. This amount depends on the product category. Most selling fees are between 8% and 15%.

Once registered, you have several options for selling your clothing online with Amazon:
  • Amazon Merch on Demand: this is the print-on-demand solution. This service is the most suitable for content creators. This is about customising the clothing or accessories that Amazon produces and ships to customers.
  • Handmade: this formula is specially designed and reserved for artisans. It is designed for handmade products.
  • The Professional plan: this is the recommended solution for developing a real business and establishing a sustainable brand.
Amazon allows you to sell many types of clothing.
Their clothing category is divided into numerous subcategories, such as shirts, blouses, dresses, costumes, children's and baby clothes, etc. They can also sell accessories such as small leather goods or handbags.

How do I ship my clothes?

Selling clothes online means having to send them to your customers. The delivery and logistics of products are key elements to the success of an online business. A neglected delivery and logistics system can quickly become a source of frustration for consumers. Without a pre-established plan and careful organisation, handling shipping yourself can quickly prove to be time-consuming and expensive.

For this purpose, Amazon offers a service called Fulfilment by Amazon.
With this service, Amazon takes care of the packaging and shipping of your orders and handles returns and customer service on your behalf. It also allows you to give your buyers the advantages of Prime delivery: free and two-day delivery.

Delivered by Amazon also includes product storage. If you want, you can have your items delivered to Amazon fulfilment centers. Once received, Amazon will package and ship the products on your behalf. You will be able to focus purely on your sales and Amazon will take care of the rest.

Please note that there is a Pan-European Amazon Fulfilment service for sale across Europe. Amazon can also store and distribute your products from the various distribution centres in the countries of the European Union that you have previously chosen.

Amazon Fulfilment fees work like this: there are processing fees for each product that is shipped. These fees vary depending on the size, weight, and category of the item. Storage costs, on the other hand, are monthly. These depend on the volume occupied by the products in the distribution centre.

The Fulfilment by Amazon Revenue Calculator is available to find out the exact cost of shipping a product. This allows you to compare Amazon shipping costs with your personal shipping method.

What clothes can you sell on Amazon?

In its clothing category, Amazon allows you to sell clothes, but also shoes, bags and other fashion accessories. All products containing real fur are prohibited. The same applies to everything concerning endangered or threatened species (alligators, caimans, crocodiles, elephants, kangaroos, mountain lions, corals, sea turtles, snakes and most reptile skins). You can find all information about clothing that is prohibited on the site’s help pages. A guide is also available to learn how to identify real and fake fur.

You need Amazon’s authorisation to be able to sell clothing on its site. This authorisation process may involve document requests, performance checks and other criteria.
To sell clothing on Amazon you need to:
  • Register as a Professional seller
  • Have more than one product in stock in this category.
  • Have a return address in the country of sale or offer free delivery.
  • Be able to provide customer service in the language of the sales site on which you sell your products.
Your products must also comply with all the laws and regulations in force in the European Union.
Finally, each of your items must have a valid and associated bar code.
Barcodes fall within three categories: EAN, UPC, and JAN (the Japanese version of EAN). If your products don't have any of these IDs, you can contact Amazon Seller Support to request an exemption. If you are the brand owner, you can apply to register your products in the Brand Registry and obtain GCIs (Amazon barcodes) specific to your products.
If you meet all of these terms, you can go to your Amazon seller page, Seller Central, and click the “Request Approval” button.
More tips for improving your online clothing store.

More tips for improving your online clothing store.

Once you receive authorisation, you can start posting your articles online. Go to your Seller Central. This dashboard allows you to manage all aspects of a seller account, such as updating inventory, managing payments, adding item information and selling items. It also contains a lot of useful information to improve your sales on the site.

First, you need to create a product listing for each item of clothing that you want to sell on Amazon. If someone else already offers the same item, such as a specific dress or handbag for example, you can copy the same sheet and add your personal details. If you are the first person to sell this product, you need to create your own ad from scratch.
As a professional seller, you also have the option of listing your items in bulk, an option that is not available for individual plan sellers. But as mentioned above, individual plan sellers do not have access to clothes sales.
You should also remember to include an accurate size chart. This should not be neglected, as it helps to minimise customer returns.

Make sure you provide a size chart that explains the dimensions of each article of clothing according to different international standards (the same number can be a different size in different areas of the world.) Wrong sizing is one of the main reasons clothing purchased online is rejected or returned. This represents a cost for the seller.

Detailed care instructions and accurate information about the type of fabric and materials used in the garment should also be provided. Incorrect information can lead to disappointments and therefore negative reviews from your customers. Make sure you check the accuracy of the information provided in your ads.

If you are a brand owner, you have access to advanced options.
  • A+ content offers the possibility to produce enhanced image and video content that is more attractive than Amazon's basic description. It allows content to stand out on sales pages and to send more information to potential customers. Amazon provides a guide for making the most of all A+ content options.
  • You can post a video instead of the seventh image in the description. Consumers are generally receptive to videos.
  • Experiments, such as A/B tests, can be carried out to see which of your content generates the most sales, allowing you to optimise your descriptions.
You must also pay attention to your product images. Here again, Amazon has strict rules in the clothing segment to guarantee its customers a better user experience. For example, each main image must feature a white background, the photo must show only the product for sale, plastic models are prohibited, etc.

That's why a comprehensive guide explaining what types of images can and can’t be used for each product is made available. You will find valuable advice for creating your titles and improving your visibility on the site.
You should also be careful about the prices you charge. Amazon offers a solution to help sellers. The free Automated Pricing tool allows you to quickly and automatically adjust your prices according to the competition and increases the chances of your items being featured.

Lastly, you can use advertising. Amazon offers four marketing and advertising solutions:
  • Sponsored advertising
  • Today's Deals
  • Lightning Deals
  • Coupons
Combined together, these tools can really drive your brand on the site.
  • Sponsored ads are cost-per-click ads. They highlight an item of your choice. Cost per click means that you only pay for the clicks visitors make on your ads. With campaign reports available on your Seller Central, you can track your ad spend and assess the performance of your post. This allows you to correct it if necessary.
  • Promotions are special offers such as free shipping, percentage discounts, or "buy one, get one free" offers.
  • Flash sales offer an item at a discounted price for a limited time.
  • Vouchers are immediate discounts on selected items.
Lastly, the look of your store page on Amazon is a marketing tool that should not be overlooked. It's the place to share the story and values of your brand.
Customers are generally sensitive to companies that give meaning to their business.

Now you have everything to start selling clothing online with Amazon. And it's at the beginning that you'll need to dedicate all your efforts. It is often said that the first 90 days are particularly important when you start a business. It is during this period that best practices and processes are put in place, or not, so you can succeed.

Amazon offers a recommendation for the perfect launch of your brand. Here you will find a detailed guide about the recommendations mentioned above:
  1. Enrol your brand in Brand Registry
  2. Enhance your product description pages with A+ content
  3. Set up and use FBA
  4. Automate pricing on your listings
  5. Promote your products and brand through advertising
Whatever the type of clothing and accessories you want to sell, this can be both lucrative and exciting. It can be an additional source of income for people with a stable job or become an activity in itself.
But to do this, you need to understand the different aspects of creating and managing an e-commerce store.

The combination of good online presence and solid customer service is critical to the success of an Internet business. This is why Amazon can be an ideal solution to launch your project. The site receives millions of visitors every day and is renowned throughout the world for the excellence of its delivery service.

In addition, the various resources and tools it offers can allow you to start selling only hours after signing up.

With Amazon's beginner's guide, especially designed to guide you through your launch step by step, you now have everything you need to make your dreams come true. It's over to you.


Can anyone sell clothes on Amazon?
Yes, as long as this person opens a business account. Selling clothing on Amazon is not open to individual accounts, with the exception of Amazon Merch on Demand, which remains subject to authorisation.
Can anyone sell clothing with a Handmade account?
No, Handmade is a service for artisans only. An Amazon seller account is required to submit a request to Amazon Handmade. Amazon will then review your request and decide if you can be considered an artisan.
Do I need to create a seller account to do Print On Demand on Amazon?
No, Amazon Merch is open to everyone. It is the easiest way to personalise and sell clothing online. All you need to register is a customer account.
Can I sell any type of clothing on Amazon?
No, even though Amazon allows multiple item categories.
But some types of clothing are prohibited, such as fur garments for example.
You can find all the information on this link.
Can I sell my own clothing brand on Amazon?
Yes, you can sell your clothing brand using tools provided by Amazon that can help your brand reach more customers. All you need to do is register it with Amazon.
Can I sell my clothing in any country with Amazon?
You can sell in different countries in Europe, as long as you have a return address in the countries of sale or you can offer free delivery. You must also be able to provide customer service in the language of the sales site on which you sell your products. Finally, your clothing and accessories must comply with all laws and regulations in force in this country.
Should I sell my clothing exclusively on Amazon?
No, you don't have to sell your clothes only on Amazon. However, if you choose to sell your clothing through multiple sales channels, you should take care when managing your inventory and processing sales accordingly. With this sales variant, Amazon's multi-channel fulfilment can certainly help you manage your inventory and sales process.

Start selling today

€39 (excl. VAT) per month + referral fee
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