Luxury fashion retailer Yoox Net-a-Porter Group anticipates record sales during “Cyber Weekend.” However, for the first time, it also expects that sales made on mobile devices will exceed those made on the more traditional desktop variety.
It expects to receive one order almost every second on Monday, with more than one in two coming from a mobile device. In 2015, YNAP’s mobile sales peaked at 41 percent over the same weekend. In 2009, when Net-a-Porter launched its first shoppable iOS app, mobile made up less than 1 percent of total sales.
“This year’s Cyber Weekend is shaping up to be most mobile-centric in YNAP’s 16-year history,” stated Matthew Keylock, director of data insights at Yoox Net-a-Porter. “Mobile devices are the most personal computers ever produced, allowing shoppers to interact, browse and buy their favorite brands whenever and wherever they want.”
Emerging e-commerce markets have already overtaken traditional desktop in luxury sales made via mobile devices. Fifty-five percent of YNAP’s sales in the Middle East are already made via mobile. The anticipated figures for the holiday fall in line with YNAP’s five-year strategy to become a mobile-only company.
Although the smartphone is the preferred mobile device for shopping globally, the tablet remains important in the U.S., U.K. and Italy, accounting for 14 percent of sales in these markets combined.