Online luxury shopping in 2026: facts, statistics & sources
How big is luxury online? What does resale change? And where do private jets and superyachts fit? A source-led reference for readers, writers and curious shoppers.
2026 edition · Checked 24 October 2026 · 15 facts · 7 primary sources
The useful distinction: market estimates describe sales, surveys describe people’s answers, and forecasts describe what might happen. We keep those labels beside the numbers.
The summaries below are our own wording, ready to cite with their original sources. They are not quotations from researchers. Use each fact’s permanent link, or copy its wording with both source links.
A fifth of sales.
One part of the journey.
Online sales share · personal luxury goods · 2025 estimate
Source: Bain & Company ↗. Original chart: Online Luxury Shops.
View chart data
| Channel | Share |
|---|---|
| Online | 21% |
Interest varies
by generation.
Intending to buy within 12 months · surveyed in 2025
Source: Deloitte, 2025 survey ↗. Intentions, not purchases. Original chart: Online Luxury Shops.
View chart data
| Generation | Share |
|---|---|
| Gen Z | 40% |
| Baby Boomers | 20% |
Discovery is bigger than checkout.
An online search can end with a boutique visit, a conversation with an adviser or an online order. Those steps should not be counted as the same thing.
Online’s share of personal luxury goods
Bain estimated that online accounted for 21% of the personal luxury goods market in 2025.
A share of sales value, not the percentage of people who research products online.
Period: 2025
Price still has to feel justified
About 70% of luxury consumers in BCG–Altagamma’s 2026 study had declined a purchase in the previous year because its price felt unjustified.
Self-reported decisions among surveyed luxury consumers, not a measured fall in market sales.
Period: 2026 study; preceding 12 months
AI users researching luxury
Among surveyed luxury consumers already using AI or GenAI, 79% had used these tools to research luxury products or experiences.
The denominator is existing AI/GenAI users in the study, not all luxury shoppers or all internet users.
Period: 2026 study
Explore the boutique directory or browse official brand destinations. Our profiles explain who sells, who makes and who operates a marketplace.
What “the luxury market” includes.
A bag, a hotel stay and a car belong to different spending categories. Always preserve the source’s definition when comparing market sizes or growth rates.
Personal luxury goods in 2025
The June 2026 Altagamma–Bain update put the 2025 personal luxury goods market at €358 billion.
This category covers goods. The wider luxury market also includes experiences and other assets.
Period: 2025
The personal luxury goods outlook
Altagamma–Bain forecast 2–4% growth for personal luxury goods in 2026 in its June base case.
An outlook, not a completed-year result. The stated market-value range was €365–373 billion.
Period: Full-year 2026
The wider luxury outlook
The June Altagamma–Bain base case forecast 0–2% global luxury growth in 2026 at constant exchange rates.
A broader market definition than personal luxury goods; the two forecasts are not interchangeable.
Period: Full-year 2026
“Consumers are not moving away from luxury; they are redefining its meaning”
Resale deserves its own questions.
Market size says little about the condition, authenticity or service history of one item. Interest in pre-owned shopping makes those individual checks more valuable.
The second-hand luxury market
Bain estimated the second-hand luxury goods market at €50 billion in 2025.
Resale is a separate market measure. Do not add it to new-goods spending and describe the result as unique consumer expenditure.
Period: 2025
Watches and jewellery dominate resale value
Watches and jewellery represented about 83% of second-hand luxury sales value in Bain’s 2025 estimate.
A value share, not a count of items. It does not imply that most second-hand listings are watches.
Period: 2025
Different generations, different intentions
In Deloitte’s 2025 survey, 40% of Gen Z intended to buy a pre-owned watch within 12 months, compared with 20% of Baby Boomers.
Intentions recorded in 2025, not completed purchases or a new 2026 survey.
Period: June–July 2025 survey
Our luxury watch buying guide turns that into practical questions for a seller. Compare the Rolex brand profile and Chrono24 marketplace profile to understand different purchase routes.
A screen and a store can work together.
Use the online catalogue to narrow the choice, then decide which buying route suits the watch and the questions you still need answered.
The preference for buying watches online
Deloitte reported that 30% of respondents in its 2025 watch survey preferred buying watches online.
A stated preference, not online revenue share. It cannot be compared directly with Bain’s 21% sales-value measure.
Period: June–July 2025 survey
Multibrand stores and brand boutiques
Deloitte’s 2025 watch survey reported 38% for multibrand stores and 23% for monobrand boutiques in its account of in-store purchasing.
These are different retail formats. A marketplace is a third type of destination, with individual sellers and transaction terms.
Period: June–July 2025 survey
These deliberately dated 2025 consumer results are not presented as new 2026 findings. Deloitte’s September 2026 supplier spotlight is a different study, not an update of these retail-preference measures. Continue to the watch directory.
Ultra Luxury has different measures.
Aircraft deliveries, shipyard order books and personal commissions reveal different parts of this world. None is a measure of online checkout sales.
New business jets shipped
GAMA reported 854 business-jet shipments in 2025, up 11.8% from 764 in 2024.
An aircraft-delivery measure. It does not measure private-flight bookings, membership sales or online shopping.
Period: Calendar year 2025
Superyachts on order or in build
BOAT International’s 2026 Global Order Book counted 1,093 yachts of 24 metres and longer on order or under construction.
This is a pipeline snapshot, not 1,093 yacht sales during 2026 and not the size of the charter fleet.
Period: 2026 edition; September 2025 snapshot
Projects at Italian shipyards
Italy accounted for 568 projects in BOAT International’s 2026 Global Order Book.
A count by shipyard country, not the nationality of yacht owners or the location where yachts will cruise.
Period: 2026 edition; September 2025 snapshot
Private Office commissions at Rolls-Royce
Rolls-Royce reported that commissions through its Private Offices more than doubled year on year in 2025.
A specific commissioning channel. The company did not publish an absolute count in this release.
Period: 2025 versus 2024
New jets, year by year.
Business-jet shipments · aircraft delivered · 2019–2025
Source: GAMA annual shipment table ↗. Original chart: Online Luxury Shops.
View chart data
| Year | Aircraft |
|---|---|
| 2019 | 809 |
| 2020 | 644 |
| 2021 | 710 |
| 2022 | 712 |
| 2023 | 730 |
| 2024 | 764 |
| 2025 | 854 |
Start with our guides to private aviation programmes, a first yacht charter and Rolls-Royce Bespoke, then explore the Ultra Luxury directory.
Sources, definitions & reuse.
Compiled and checked by Online Luxury Shops on 24 October 2026. This is a secondary editorial reference, not our own market survey. We selected publicly accessible primary publications and checked the stated period, scope and denominator. Estimates can be revised; survey answers do not prove purchases, product quality or future demand.
To cite a fact: keep its period and qualifier, link to its permanent anchor here, and credit the original publisher. “Copy fact + sources” includes both links. Our summaries are paraphrases; for a direct quotation, consult the original publication.
Download the fact data (JSON) ↓
The download contains values, units, periods, source references and chart data. Original chart design and editorial text are by Online Luxury Shops. Original-source rights remain with their publishers; this page does not grant rights to their reports or photographs. No paid placement or affiliate links appear in this article.
Source notes & methodology
Bain & Company · Finding a New Longevity for Luxury ↗
Published: 18 December 2025. Checked: 24 October 2026.
Annual market estimates; distribution and second-hand sections. Figures describe personal luxury goods, not all luxury experiences.
Altagamma–Bain · June 2026 Monitor update ↗
Published: 25 June 2026. Checked: 24 October 2026.
Pages 1–2. Base-case forecasts assume a stable Middle East, resilient local demand and gradual recovery in China. Global growth is at constant exchange rates.
BCG × Altagamma · True-Luxury Global Consumer Insights ↗
Published: 7 July 2026. Checked: 24 October 2026.
Pages 1, 3–4. More than 10,000 luxury respondents in 11 markets, plus qualitative interviews. Selected luxury consumers, not a representative sample of everyone shopping online; fieldwork dates are not stated in this release.
Deloitte Switzerland · Swiss Watch Industry Study 2025 ↗
Published: 8 October 2025. Checked: 24 October 2026.
Consumer survey: 6,500 people, June–July 2025, in Switzerland and selected export markets, including Mexico. Industry executives were surveyed separately. These consumer results concern watches, not exclusively luxury-priced watches.
GAMA · Aircraft Shipments & Billings, 2019–2025 ↗
Published: 2025 results presented 18 February 2026. Checked: 24 October 2026.
Annual business-jet shipments reported by GAMA. New aircraft deliveries are distinct from charter flights, used-aircraft transactions and online purchases.
BOAT International · Global Order Book 2026 ↗
Published: January 2026 edition. Checked: 24 October 2026.
Data overview, PDF page 2. Snapshot around 1 September 2025: yachts 24 metres and longer, on order or in build. Signed projects require a minimum 10% deposit; speculative builds require construction, hull lay-up or tooling to have begun. Participation is voluntary.
Rolls-Royce Motor Cars · 2025 Bespoke review ↗
Published: 9 January 2026. Checked: 24 October 2026.
Manufacturer-reported year-on-year change for its Private Office commissions. No absolute commission count is disclosed; this is not a measure of the entire bespoke-car market.
Updates: 24 October 2026 — first edition. Stable fact links will be retained when values are revised; material corrections will be recorded here. Source review is scheduled monthly, with the next review planned for 1 November 2026, or earlier if a cited publisher revises these figures. Send a correction with its source ↗
