Digital Marketing Research Conclusion

 

A few days ago, Nosto released the latest report "The State of Fashion Ecommerce in 2019" (The State of Fashion Ecommerce in 2019). Between the first quarter and the fourth quarter of 2018, the average revenue per visit (RPV) of global fashion e-commerce on PCs and mobile phones increased by 33% and 38%, respectively. The conversion rate (CR) increases over time. In 2018, mobile CR increased from 1.2% to 1.5%, while desktop CR increased from 2.2% to 2.7%. The shopping cart abandonment rate (CAR) remained relatively stable. In short, fashion retailers should focus on improving personalization to drive sales and cross-selling, rather than optimizing the purchase of items already in the shopping cart.

In 2018, mobile phones accounted for 55% of fashion e-commerce traffic in the first quarter, increasing to 62% in the fourth quarter. Although converting customers on mobile devices has encountered considerable challenges, in the fourth quarter of 2018, the revenue share of mobile phones has reached 46%, surpassing that of desktop computers (44%). The average order value (AOV) of mobile phones and PCs is getting closer and closer. Despite this, the RPV of mobile phones is still 52% lower than that of PCs. All other things being equal, as mobile phone traffic and average order value increase, the increase in conversion rate will have a huge impact on the revenue per visit and the final profitability.

Although people’s browsing behavior has not changed much, the time per shopping session on mobile devices has increased from 163 seconds in the first quarter to 165 seconds in the fourth quarter, while the time per session on the PC has dropped from 242 seconds to 239 seconds. Seconds, but mobile device traffic and revenue share continue to grow. And the shopping cart abandonment rate remained stable. This shows that more and more fashion consumers have increased the proportion of mobile shopping. The limitation of the smaller mobile phone screen has maximized the conversion speed of consumers. This requires retailers to provide targeted and personalized options.