Nosto: Mobile is driving 52% of online fashion sales and 67% of traffic this holiday season

According to AI ecommerce platform Nosto, mobile accounted for 67% of traffic to fashion retail sites and 52% of sales revenue across the Black Friday-Cyber Monday weekend. But seasonal fashion shoppers on smartphones remain harder to convince than those on desktop: they spend less per order, seem more impatient and are still less likely to make a purchase.

  • Conversion rates on phones jumped 53% year-on-year, suggesting a large impact from both consumers growing more accustomed to buying fashion on their smartphones and retailers better utilising personalisation technologies.
  • The conversion rate on mobile is still half that of desktop (3.33% v 6.2%). Smartphone holiday shoppers are spending nearly 9% less per order on average than those on computers, stay fewer minutes on site and are 10% more likely to abandon their shopping cart than desktop visitors (76% v 66%).
  • Overall, across all devices the data shows a 15% increase in traffic year on year to fashion retail sites over the Black Friday to Cyber Monday shopping weekend, together with a 78% jump in online sales, suggesting the large impact of personalisation on driving more revenue from each visit.

As they’re making shorter visits on a smaller screen, you’d expect mobile fashion shoppers to be harder to convince to make a purchase, and to be less likely to place larger orders — which we see in the data. But now that online fashion shopping is overwhelmingly mobile, being successful as a retailer comes down to having a truly mobile-first mentality — making it easy for shoppers to find their way around your site and quickly find just the products they want, and to check out with minimum effort.

That’s where using artificial intelligence and machine learning to drive personalisation comes in. You can maximise the space and time on a mobile phone screen by automatically showing shoppers the most relevant shopping experience based on their behaviour — all in real-time. In fact, it’s now possible to instantly change the layout of the page and ensure shoppers are seeing the most appropriate images, offers and related content that might interest them.

Jim Lofgren, Nosto CEO