What 2 billion shopping visits can teach you about the fashion industry

By: Salesforce

You probably find that in the crowded fashion market, where established brands and plucky start-ups are jostling for position, that it’s hard to tell what will work (and what others are doing) to get a slice of the pie.

The good news in the data is in, and it’ll help you take the guesswork out of your planning.

These snapshots from the Salesforce ‘2017 Fashion Shopping Focus Report’ will allow you to benchmark your online fashion performance, and help you inform your next steps.

1. Getting your Product Detail Page right

In the first half of 2017, 30% of visits started on the product detail page (PDP).

Getting the PDP right is a balancing act, but here are some of the features of the most successful fashion PDPs, based on conversion data from that time period.

2. How online fashion sectors are growing

A look at year-on-year growth in spend per visit for the apparel sub-sectors, Q2 2017.

3. How (and where) online fashion shoppers spend

A view of the average spend per visit for the apparel sub-sectors, Q2 2017.

As you can see, Germany has by far the highest spend per visit, and France the lowest.

The UK’s spend is relatively modest compared to other territories, and the gap between mobile spend and overall retail spend is somewhat lower.

What we can also see is that for larger purchases, shoppers still tend to choose to complete the transaction on a desktop.

4. How (and where) shoppers convert

Some figures revealing conversion rates by apparel sub-sector, country, and mobile, Q2 2017.

Germany and the UK are the obvious winners for cart conversion.

It’s interesting that the North American markets are the ones whose add to cart rate exceeds their cart conversion rate.

7. Device preference for online fashion retail

Figures revealing where fashion shoppers are most likely to convert, with YoY growth in Q2 2017.

Interestingly, there isn’t a huge disparity between any sub sectors.

The traffic shares and order shares indicate that shoppers are still using mobile as a browsing and research medium, and are more likely to complete a purchase on desktop.

6. Delivery and discounting in online fashion retail

Which of the apparel sub sectors are most likely to discount, and which are most likely to offer discounts?

Data from Q2 2017.

 

By: Salesforce

For the full statistics, and deeper insight into online fashion retail, download the 2017 Fashion Shopping Focus Report

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