Yoox Net-a-Porter Group (YNAP) says it expects mobile sales will outstrip desktop sales for the first time on Cyber Monday marking a milestone for the group and the luxury industry as a whole.
YNAP expects to process one sale every second next Monday (28 November) and believes more than one in two of them will come via a mobile device.
The luxury online group, which comprises Net-A-Porter.com, Mr Porter.com, The Outnet.com and Yoox.com, says customers are more likely to shop on mobile over the Cyber Weekend period (the online equivalent of the Black Friday sales bonanza) as they are away from the workplace and on the move.
Last year mobile sales for the group peaked at 41% but it believes its “stronger offer of native apps, enhanced experiences across its four core websites and improved marketing will drive mobile to overtake desktop this weekend”.
Emerging markets are the most enthusiastic adopters of mobile with 55% of YNAP’s sales in the Middle East coming from mobile already, followed by 47% in APAC. The smartphone is the most preferred device but the tablet remains important with 14% of the combined sales in US, UK and Italy coming from tablet.
YNAP Director of Data Insights Matthew Keylock said: “This year’s Cyber Weekend is shaping up to be most mobile-centric in YNAP’s 16-year history. Mobile devices are the most personal computers ever produced, allowing shoppers to interact, browse and buy their favourite brands whenever and wherever they want.
“In 2009, when we launched the first-ever shoppable iOS app, mobile made up less than 1% of our total sales. But fast forward to today we expect mobile to overtake traditional online sales this Cyber Weekend, when we can use the incredible depth of data to give customers a highly-personalised, relevant and exciting mobile offer,” Keylock added.
