Is It Cheaper to Buy Clothes Online or In Store?

It depends on the item, the retailer, and what you count as “cost.” Online is often cheaper for basics, sales, and hard-to-find sizes. In-store is often cheaper for fit-sensitive items, clearance, and anything you would otherwise have to return. The only reliable way to compare is to add up the total cost, including shipping, returns, and your time, instead of just the sticker price.

Last updated: October 2026.

Online vs. in-store clothes shopping: side-by-side

Factor	Online	In-store
Sticker price	Often the same as in-store for the same retailer; online-only promo codes and sales are common	Same base price, plus store-only clearance and markdowns
Selection	Wider range of sizes, colors, and styles, including extended and specialty sizing	Limited to what the store stocks
Shipping	Often free above a spending threshold, otherwise an added cost	None (but there may be travel costs)
Returns	Can be free, paid, or by mail only; takes time and effort	Usually immediate and often easier
Fit certainty	Lower; sizing varies by brand	Higher; you can try before you buy
Impulse spending	Easy to over-order “to try”	Possible, but physical bags and carrying limit it
Price comparison	Fast: compare tabs, use price trackers and coupon tools	Slower, though many stores price-match
Time	Convenient but returns cost time	Travel and browsing time

How to calculate the true cost of a clothing purchase

Two prices that look different on a screen can end up the same, or reversed, after you add everything up. Use this simple formula:

True cost = item price + shipping + return costs (if any) + sales tax differences − discounts or cash back − the value of fewer wasted purchases.

Here is a hypothetical example (the numbers are invented to show the method, not real prices). A dress costs $40 online plus $6 shipping, or $44 in the store. Online comes to $46, so the store is $2 cheaper. Now add a 15% first-order code online: the dress drops to $34 plus $6 shipping, or $40, and online wins by $4. Finally, suppose you are unsure of your size and order two to keep one. If you have to pay to return the second, online loses its edge again. The right answer changes with the details, which is why a quick tally beats a rule of thumb.

One more factor is easy to overlook: returns are expensive for the whole industry. The National Retail Federation projected that U.S. retail returns would total roughly $850 billion in 2025, and many retailers have responded by tightening policies, adding fees, or limiting free returns. If a retailer charges for returns or only offers store credit, factor that into your total.

When online is usually cheaper

Basics and repeat buys. T-shirts, socks, leggings, and other items you already know your size in.
Sales and promo codes. Online-only discounts, free-shipping thresholds, and email sign-up codes can beat in-store prices.
Comparison shopping. You can check several retailers in a few minutes and pick the lowest total.
Hard-to-find sizes. Extended sizes, tall, petite, and wide-fit options are often more available online, which saves the cost of not finding anything in store.
Resale and secondhand. Online resale marketplaces give access to brand-name items at lower prices. See our vintage clothing guide and sustainable fashion overview for more on pre-owned shopping.
Bulk and multipacks. Multipacks of basics are often cheaper per item online.

When in-store is usually cheaper

Anything fit-critical. Jeans, bras, tailored pieces, formal wear, and shoes. A bad fit means a return, which can erase any savings. Our guide to finding the perfect pair of jeans explains what to check in a fitting room.
End-of-season clearance. Stores frequently mark remaining stock down further than online listings, especially at outlets and off-price chains.
Items you would otherwise return. If you are likely to return more than you keep, shopping in store avoids shipping, packaging, and wait times.
Immediate needs. Buying today avoids rush shipping fees.
Heavy or bulky items. Coats and boots can carry high shipping or return fees.

A useful hybrid: try on items in store to find your size, then compare the price online or ask the store to price-match. Many retailers also offer “buy online, pick up in store,” which can avoid shipping charges while keeping the online price and promo codes.

Kids’ clothes: where does online win?

Children outgrow clothes quickly, so price per wear matters more than usual. Online shopping tends to work well for kids’ basics:

Multipacks and bundles of bodysuits, socks, T-shirts, and pajamas are usually cheaper per piece.
Buying ahead on sales. Next season’s sizes are often discounted at the end of the current season, but guessing the size is the risk. Many parents buy one size up.
Easy comparison between several retailers and resale sites.
Hand-me-downs and resale can beat any new-clothing price for items worn only a few months.

In-store is still worth it for shoes, coats, and school uniforms, where fit and safety matter. For more detail on choosing durable, practical pieces for children, see our guide to what to look for when purchasing clothing for your kids.

15 ways to pay less, wherever you shop

Compare the total price, not the sticker price.
Check the return policy before you buy, including who pays for return shipping.
Look for free-shipping thresholds and bundle items to reach them, but do not add things you do not need just to qualify.
Sign up for email codes using a dedicated inbox so promotions do not clutter your main one.
Use browser coupon and price-tracking tools to compare prices and spot drops.
Ask about price matching in stores.
Check whether the retailer has a price-adjustment policy if the item goes on sale shortly after you buy it.
Shop end-of-season clearance for items you will wear next year.
Use cash-back and rewards programs, but do not let them push you to spend more.
Consider outlet and off-price stores for brand-name basics.
Buy pre-owned for statement pieces you will wear only occasionally.
Order one size unless the brand is known to run inconsistent, to avoid return hassles.
Read fabric content and reviews. Cheap and good-quality are not opposites, but cheap and poor-quality is common.
Wait 24 hours before buying anything you do not need today.
Build around a smaller wardrobe you actually wear. Our capsule wardrobe guide and how to be fashionable on a budget explain how.

FAQ

Is it cheaper to buy clothes online or in stores?

Neither is always cheaper. Online often wins on selection, promo codes, and comparison shopping. In-store often wins on clearance, fit-sensitive items, and avoiding return costs. Compare the total cost of each option.

Are clothes cheaper online than in the store?

The base price for the same item at the same retailer is often similar. Savings online usually come from discounts, free-shipping offers, and being able to compare several sellers quickly.

Why are clothes sometimes cheaper in stores?

Stores can run in-store-only clearance and markdowns, avoid shipping and return costs for you, and let you confirm fit before buying, which reduces wasted purchases.

What is the cheapest way to buy clothes?

Secondhand and resale are usually the lowest-cost routes for quality items, followed by end-of-season clearance and outlet shopping. Buying fewer, better-fitting pieces also lowers the cost per wear.

Is online shopping cheaper for kids’ clothes?

Often, yes, especially for multipacks, basics, and off-season sales. Shoes and outerwear are usually better bought in person for fit.

How can I avoid paying for returns?

Check size charts and reviews, order one size when possible, choose retailers with free or in-store returns, and use “buy online, pick up in store” so you can try items before taking them home.

Source note: the U.S. return figure above comes from National Retail Federation projections as reported by Food Logistics.