Study: This channel is in vogue for holiday fashion shoppers
Digital fashionistas are increasingly using one device when researching and making holiday purchases.
An early analysis of global fashion shopping habits this holiday season from personalization platform Nosto indicates mobile phones account for 67% of traffic to fashion retail sites and 52% of sales revenue. Conversion rates on phones jumped 53% higher since the 2018 holiday season, from 2.18% in 2018 to 3.33% in 2019. However, there remains work to do for online retailers.
However, the conversion rate on phones is still half that of desktop (6.2%) and holiday shoppers on their phones are spending nearly 9% less per order on average than those on desktops. At the same time, those who visit e-commerce retailers on their phones stay fewer minutes on site and are 10% more likely to abandon their shopping cart than desktop visitors (76% vs. 66%).
The chart below provides a full comparison of fashion shoppers using mobile phones, desktops, and tablets for metrics such as traffic, sales revenue, conversion rate, orders, average order value, and time-on-site.
Overall, across all devices the data shows a 15% increase in traffic to fashion retail sites over the Black Friday and Cyber Monday shopping weekend compared to 2018, together with a 78% jump in online sales.
Nosto’s findings are based on an analysis of nearly 27 million visits to 308 online fashion stores who use the Nosto online retail personalization platform, including merchants in North America, Europe, Australia and New Zealand. The analysis incorporates data for both Black Friday and Cyber Monday 2019, and compares the seasonal performance metrics for the same set of retail websites in 2019 and 2018.