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Phones driving 52% of online fashion sales: Nosto study

Dec '19
Pic: Nosto
Pic: Nosto
An early analysis this holiday season showed mobile phones account for 67 per cent of traffic to fashion retail sites and 52 per cent of sales revenue, according to Nosto, the artificial intelligence-powered e-commerce personalisation platform that analysed shopping visits to fashion sites globally on the Black Friday Cyber Monday weekend.

Conversion rates on phones jumped 53 per cent higher since last year, suggesting a large impact from both consumers growing more accustomed to buying fashion on their smartphones and retailers better utilising personalisation technologies, the analysis found.

Many of the performance metrics suggested consumers are showing a greater commitment to shopping for fashion on their phones; especially conversion rates which have jumped from 2.18 per cent in 2018 to 3.33 per cent this year. However, there remains work to do for online retailers.

The conversion rate on phones is still half that of desktop (3.33 per cent versus 6.2 per cent), and holiday shoppers on their phones are spending nearly 9 per cent less per order on average than those on computers. At the same time, those who visit on their phones stay fewer minutes on site and are 10 per cent more likely to abandon their shopping cart than desktop visitors (76 per cent versus 66 per cent).

Overall, across all devices the data showed a 15 per cent increase in traffic year on year to fashion retail sites over the Black Friday and Cyber Monday shopping weekend, together with a 78 per cent jump in online sales, suggesting the large impact of personalisation on driving more revenue from each visit, the company said in a press release.

Fibre2Fashion News Desk (DS)

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