With the rapid advancement of digital technology and increasing internet accessibility, e-commerce has become a dominant force in the fashion retail industry. The proliferation of mobile shopping applications has transformed consumer purchasing behaviors, providing convenience, personalization, and an enhanced shopping experience. This chapter overviews the digital fashion market at global and regional levels, including market size, applications, dynamics, and consumer trends with current statistical indicators. It presents a comprehensive portrait of e-commerce applications in fashion retail, encompassing online and mobile shopping. Consumers’ characteristics, motivation, and adoption of mobile shopping applications, which have become more widespread, especially as technology becomes more prevalent in people’s lives, are discussed. Since understanding the priorities and the expectations of the consumers is beneficial particularly for marketers to leverage their sales and gain a competitive advantage in online fashion retail, the empirical study at the end of the chapter investigates the adoption of mobile shopping applications by an integrated model based on TAM (Technology Acceptance Model) and TPB (Theory of Planned Behavior) within the framework of the S-O-R (Stimuli-Organism-Response) algorithm extended with a particular factor, trust, to analyze consumer behavior regarding the adoption and future use of mobile shopping applications for purchasing apparel products. To understand the extent to which the pandemic, which has significantly affected the transformation process towards digitalization in retail, has affected consumers, the results are validated by applying a multigroup analysis among two groups of participants affected at different levels. The model and the analysis of the empirical study are expected to contribute to the academics studying in that field, and the findings may serve marketers and retailers in realizing the points to be focused on in terms of innovative content that will reach a wider range of consumers, provides valuable insights on enhancing digital strategies, improving consumer engagement, and fostering long-term loyalty in mobile fashion retail.