Fashion retailers face major mobile challenge, Nosto

Online fashion shoppers now spend more on mobile than desktop: 46% v 44% (the remainder is from tablets), according to Nosto research.

This is based on an analysis of 1.2 billion visits to fashion e-commerce websites globally over the whole of 2018. Another key finding is that retailers face the challenge of each visitor spending nearly 30% less time on a site when they come via mobile than they do 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. 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?” says Jim Lofgren CEO at Nosto.

“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.”

Tapping artificial intelligence and machine learning, retailers can maximise the space on a mobile screen by automatically showing shoppers the most relevant selection of products and complimentary items, including their preferred brands and styles, Lofgren concludes.