Ecommerce professionals need to keep their finger on the pulse to successfully navigate in the fast-paced industry of online fashion. In this session you will get fresh out of the oven benchmark KPIs from the fashion industry, all broken down by region and device. These findings coupled with our first-hand experience from working with hundreds of fashion stores will have any online professional in the fashion industry walk away with data-driven strategies that will empower them to achieve growth during the first half of 2019 and beyond. Watch the webinar on-demand at http://pages.nosto.com/ecommercefashionweek.html

1. The State of the Fashion
Industry in 2019
James White,
Head of UK at Nosto

2. Welcome!
• The statistics presented in this webinar
are based on Nosto’s ‘The State of
Fashion Ecommerce in 2019’ report that
was released January 30th
• An analysis of consumer behavior from
1.2 billion site visits
• Stores represented are online fashion
stores generating annual online sales
between €500k and €30m
• Complete report available at
→ nosto.com/resources

3. Agenda for today
• Traffic and revenue
• Conversion rate
• Average order value
• Abandoned cart rate

4. Traffic and revenue share
• Mobile devices surpass desktop in both
traffic and revenue
• The median mobile traffic share
averaged 62% at the end of 2018 - a 5%
increase from Q1/2018
• The revenue share via mobile devices
averaged 46% - a 9% increase from
Q1/2018
• Summer months typically yield global
spikes in site traffic on both desktop and
mobile
46%
Revenue share via
mobile devices
62%
Traffic share via
mobile devices

5. This is how you improve traffic and revenue
shares in 2019
• Optimize for the mobile
experience to boost SEO

6. This is how you improve traffic and revenue
shares in 2019
• Optimize for the mobile
experience to boost SEO
• Leverage user-generated
content

7. This is how you improve traffic and revenue
shares in 2019
• Optimize for the mobile
experience to boost SEO
• Leverage user-generated
content
• Target the right social media
users

8. This is how you improve traffic and revenue
shares in 2019
• Optimize for the mobile
experience to boost SEO
• Leverage user-generated
content
• Target the right social media
users
• Become a publisher

9. Conversion rate
• 21% increase in conversion rates over 2018
• Conversion is still highest on desktop at
2.4% vs mobile 1.3%
• UK retailers lead the way with a desktop
conversion rate of 2.9% and mobile
conversion at 1.6%
• Black Friday & Cyber Monday generate a
jump in conversion
Desktop CR
2.4%
21%Increase in CR
over 2018
1.3%
Mobile CR

10. This is how you improve CR in 2019
• Personalize the customer
experience using AI
TRANSACTIONAL
DATA 1.6%
98.4%BEHAVIORAL
DATA

11. This is how you improve CR in 2019
• Personalize the customer
experience using AI
• Display customer reviews for
social proof

12. This is how you improve CR in 2019
• Personalize the customer
experience using AI
• Display customer reviews for
social proof
• Allow for flexible payments
and returns

13. This is how you improve CR in 2019
• Personalize the customer
experience using AI
• Display customer reviews for
social proof
• Allow for flexible payments and
returns
• Create a sense of urgency

14. Average order value
• AOV is a vital metric in improving CAC:LTV
ratio
• Mobile AOV is only 86% of desktop AOV in a
fashion ecommerce setting
• North America leads the way on both mobile
(€118 | $102) and desktop (€111 | $96) AOV
• in North America mobile AOV is at 94% of
desktop AOV
86%
Global mobile AOV of
desktop AOV

15. This is how you improve AOV in 2019
• Automatically bundle the most
relevant items together

16. This is how you improve AOV in 2019
• Automatically bundle the most
relevant items together
• Offer free delivery on orders
over a set value

17. This is how you improve AOV in 2019
• Automatically bundle the most
relevant items together
• Offer free delivery on orders
over a set value
• Use personalized
recommendations for up-and
cross selling

18. Cart Abandonment Rate
• Stable Cart Abandonment Rates (CAR)
throughout 2018 averaging at 78%
• Cart abandonment rates currently stand
at 80% for mobile vs 74% at desktop
46%
Global CAR on
desktop
46%
78%Global CAR
across devices
80%
Global CAR on
mobile devices

19. This is how you leverage CAR in 2019
• Increase your database by
capturing email addresses of
unknown visitors

20. This is how you leverage CAR in 2019
• Increase your database by
capturing email addresses of
unknown visitors
• Send abandoned cart emails

21. This is how you leverage CAR in 2019
• Increase your database by
capturing email addresses of
unknown visitors
• Send abandoned cart emails
• Enable retargeting ads

22. Thank you!