Offline retail still leads global personal accessories market in 2024

Customers prefer in-store shopping for personal accessories to see and try products.

Offline retail dominated the global personal accessories market in 2024, accounting for 81.2% of total sales, despite rapid growth in e-commerce and digital tools, according to Euromonitor International report.

E-commerce made up just 18.8%, showing that physical stores remain essential—especially for high-touch categories like jewellery, watches, and luxury leather goods.

Customers continue to prefer in-store shopping for personal accessories where they can see, touch, and try products, the report said. The in-store experience offers emotional connection, instant gratification, and personal service that online platforms often lack.

Leisure and personal goods specialist retailers held a strong position, with 44.8% of global sales in the category. Jewellery and watch specialists accounted for over half of global sales in their segments—54.1% for jewellery and 55.8% for traditional watches. Bag and luggage specialists made up 33.1% of their market.

These retailers are staying competitive by tailoring their stores to offer expert service and curated shopping, reinforcing brand identity through authenticity and craftsmanship.

Brands are also investing in physical locations by creating immersive experiences. Pop-ups, exhibitions, and hybrid stores help build loyalty and showcase exclusivity.

Additionally, concierge services—offering personal shopping, customisation, and after-sales care—are expanding beyond luxury to a broader range of retailers.

Whilst e-commerce growth has slowed since its 2020-2021 peak, its 18.8% market share signals a lasting shift, the report noted.

Retailers are now focused on blending digital tools with physical retail to stay competitive.

Hybrid strategies—like AR try-ons, virtual consultations, and online-to-store services—help reach younger, tech-savvy consumers whilst maintaining brand prestige.

Swarovski's 2025 Digital Flagship store is a key example. It offers virtual shopping, games, and appointments with crystal experts—mixing digital engagement with the brand’s luxury image.

Digital-first brand Polène is opening physical stores to strengthen customer experience. Its boutiques in Paris and London deliver hands-on service and immersive storytelling, attracting steady foot traffic and deepening brand loyalty.

Moreover, consumers now expect to move smoothly between online and in-store. Hybrid models like click-and-collect, mobile checkout, and in-store customisation meet this demand whilst reinforcing trust and emotional engagement—especially for high-value items.