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The State of the Fashion
Industry in 2019
James White, 

Head of UK at Nosto
Welcome!
• The statistics presented in this webinar
are based on Nosto’s ‘The State of
Fashion Ecommerce in 2019’ report t...
Agenda for today
• Traffic and revenue
• Conversion rate
• Average order value
• Abandoned cart rate
Traffic and revenue share
• Mobile devices surpass desktop in both
traffic and revenue
• The median mobile traffic share
a...
This is how you improve traffic and revenue
shares in 2019
• Optimize for the mobile
experience to boost SEO
This is how you improve traffic and revenue
shares in 2019
• Optimize for the mobile
experience to boost SEO
• Leverage us...
This is how you improve traffic and revenue
shares in 2019
• Optimize for the mobile
experience to boost SEO
• Leverage us...
This is how you improve traffic and revenue
shares in 2019
• Optimize for the mobile
experience to boost SEO
• Leverage us...
Conversion rate
• 21% increase in conversion rates over 2018
• Conversion is still highest on desktop at
2.4% vs mobile 1....
This is how you improve CR in 2019
• Personalize the customer
experience using AI
TRANSACTIONAL 

DATA 1.6%
98.4%BEHAVIORA...
This is how you improve CR in 2019
• Personalize the customer
experience using AI
• Display customer reviews for
social pr...
This is how you improve CR in 2019
• Personalize the customer
experience using AI
• Display customer reviews for
social pr...
This is how you improve CR in 2019
• Personalize the customer
experience using AI
• Display customer reviews for
social pr...
Average order value
• AOV is a vital metric in improving CAC:LTV
ratio
• Mobile AOV is only 86% of desktop AOV in a
fashio...
This is how you improve AOV in 2019
• Automatically bundle the most
relevant items together
This is how you improve AOV in 2019
• Automatically bundle the most
relevant items together
• Offer free delivery on order...
This is how you improve AOV in 2019
• Automatically bundle the most
relevant items together
• Offer free delivery on order...
Cart Abandonment Rate
• Stable Cart Abandonment Rates (CAR)
throughout 2018 averaging at 78%
• Cart abandonment rates curr...
This is how you leverage CAR in 2019
• Increase your database by
capturing email addresses of
unknown visitors
This is how you leverage CAR in 2019
• Increase your database by
capturing email addresses of
unknown visitors
• Send aban...
This is how you leverage CAR in 2019
• Increase your database by
capturing email addresses of
unknown visitors
• Send aban...
Thank you!
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The State of Online Fashion in 2019

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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

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The State of Online Fashion in 2019

  1. 1. The State of the Fashion Industry in 2019 James White, 
 Head of UK at Nosto
  2. 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. 3. Agenda for today • Traffic and revenue • Conversion rate • Average order value • Abandoned cart rate
  4. 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. 5. This is how you improve traffic and revenue shares in 2019 • Optimize for the mobile experience to boost SEO
  6. 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. 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. 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. 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. 10. This is how you improve CR in 2019 • Personalize the customer experience using AI TRANSACTIONAL 
 DATA 1.6% 98.4%BEHAVIORAL
 DATA
  11. 11. This is how you improve CR in 2019 • Personalize the customer experience using AI • Display customer reviews for social proof
  12. 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. 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. 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. 15. This is how you improve AOV in 2019 • Automatically bundle the most relevant items together
  16. 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. 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. 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. 19. This is how you leverage CAR in 2019 • Increase your database by capturing email addresses of unknown visitors
  20. 20. This is how you leverage CAR in 2019 • Increase your database by capturing email addresses of unknown visitors • Send abandoned cart emails
  21. 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. 22. Thank you!

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