nosto-2019年时装电子商务报告（英文）-2019.3-15页_9mb

报告摘要

The State of Fashion Ecommerce in 2019 Summary

Core Content

This report provides an in-depth analysis of the state of fashion ecommerce in 2018, focusing on key performance metrics and consumer behavior trends. It highlights the global and regional shifts in how consumers interact with fashion brands online, with a particular emphasis on the growing importance of mobile commerce and the need for personalization to enhance customer experience and drive revenue.

Main Trends and Insights

1. Revenue Per Visit (RPV) Growth

RPV increased globally by 33% on desktop and 38% on mobile between Q1 and Q4 of 2018.
The biggest seasonal spike occurred during Black Friday / Cyber Monday (BFCM) in November.
Nordic region had the highest mobile RPV at 69% of desktop, while France had the lowest at €0.61.
DACH region (Germany, Austria, Switzerland) saw desktop RPV at €2.99, the highest among all regions.

2. Mobile Traffic Dominance

Mobile traffic share was already dominant in 2018, with a 5% increase from Q1 to Q4.
Global median mobile traffic share reached 62% by the end of 2018.
Nordic region had the highest mobile traffic share at 63%, supported by high mobile penetration and network speeds.
UK and North America also had significant mobile traffic shares at 61% and 53%, respectively.
DACH and France lagged behind with 45% and 47% mobile traffic shares.

3. Average Basket Size

Global average basket size was 2.45 on desktop and 2.13 on mobile.
DACH had the highest basket size (3.8), driven by German consumer behavior and return policies.
Nordic region had the lowest basket size but the highest RPV on mobile, indicating a preference for fewer, more expensive purchases.

4. Conversion Rate Improvements

Conversion rates improved globally by 21% over 2018.
Mobile conversion rates increased from 1.2% to 1.5%, and desktop conversion rates from 2.2% to 2.7%.
UK led in customer conversion with 2.9% on desktop and 1.6% on mobile.
France had the lowest mobile conversion rate at 0.9%, despite longer visit times.

5. Average Order Value (AOV)

Desktop AOV was €104 globally, while mobile AOV was €90.
North America had the highest AOV on both desktop and mobile (€111 and €118, respectively).
The gap between desktop and mobile AOV is shrinking in North America, with mobile AOV at 94% of desktop.
DACH had high desktop AOV but low mobile AOV, reinforcing the idea that German consumers prefer desktop shopping.

6. Cart Abandonment Rate (CAR)

Global CAR remained relatively stable, with 80% on mobile and 74% on desktop.
DACH was the only region where CAR was lower, indicating committed shoppers who are more likely to complete purchases after adding items to the cart.
French consumers had the lowest conversion rates and AOV, but the longest visit times, suggesting a tendency for digital window shopping.

7. Time Spent Per Visit

Global average time spent per visit was 164 seconds on mobile and 239 seconds on desktop.
North American consumers had the lowest visit time but the highest AOV, indicating efficiency in shopping.
French consumers spent the most time on mobile, suggesting a less transactional shopping behavior.

Key Takeaways

Mobile is becoming the dominant platform for fashion ecommerce, with increasing traffic and revenue share.
Personalization is critical for improving conversion rates and revenue per visit, especially on mobile.
Consumer behavior varies by region, with some preferring desktop and others mobile for shopping.
DACH and Nordic regions show distinct patterns, with DACH favoring desktop shopping and Nordic consumers making fewer but more expensive purchases.
France stands out with longer visit times and lower conversion rates, indicating a need for more engagement strategies to drive purchases.

Conclusion

Fashion ecommerce is evolving rapidly, with mobile commerce playing an increasingly vital role. Retailers must adapt by focusing on personalization, mobile optimization, and regional strategies to meet the diverse needs of consumers and improve revenue per visit and profitability.

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