Global online fashion shoppers are now spending more on mobile than desktop i.e. 46 per cent against 44 per cent, says a new research. The retailers are facing the challenge of optimising the mobile experience so shoppers can browse their sites in 30 per cent less time per visit, find exactly what they are looking for and leave having made a purchase.

58.1 per cent of the traffic to fashion retailers globally is now on mobile, nearly twice as much as on desktop (31.5 per cent), revealed the new global study of e-commerce in fashion from Nosto, the e-commerce personalisation and retail AI platform. The research is based on an analysis of 1.2 billion visits to fashion ecommerce websites globally over the whole of 2018.

On average fashion shoppers browse for 164 seconds when they visit a site on mobile – and 239 seconds on desktop. And they are less likely to make a purchase on mobile, with the conversion rate averaging 1.32 per cent on smartphone (compared with 2.4 per cent on desktop). The average order value (AOV) is also lower on mobile at $103 compared with $120 on desktop.

“The fashion retailers in our study are attracting nearly twice as much traffic from mobile as they are on desktop, but this creates a major challenge,” said Jim Lofgren CEO of Nosto. “Mobile visitors continue to take less time on site, are spending less per visit and are less likely to make a purchase. How do you maximise the precious seconds mobile visitors give you?”

“Part of the solution is about ensuring a mobile optimised website with fast page speeds and easy to view images and content. But the reality is that with a small mobile screen you have less on-page real estate to work with as well as having less time to woo the customer,” added Lofgren.

“You can even instantly change the layout of the page and ensure shoppers are seeing the most appropriate images, offers and related content – such as blogs about fashion trends that might interest them. This will be the biggest driver for increasing both mobile sales and order values in fashion, as well as encouraging shoppers to spend longer on your site and to stop by again,” he explained. (RR)

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