A study by Nosto, an AI-based e-commerce personalisation platform, reveals that mobile phones account for 67 per cent of traffic to fashion retail sites and 52 per cent of sales revenue is derived from mobile phones.
The data is a result of the analysis made on shopping visits to fashion sites globally on Black Friday Cyber Monday weekend.
The numbers further suggest an increase of 53 per cent in conversion rate on phones since last year.
This is a result of contribution from both the customers, being more accustomed to shopping through their smartphones, and retailers leveraging the use of technology to provide a more personalised experience.
Moreover, the performance metric further reveals that shoppers are more inclined towards shopping for fashion on their phones, and the conversion rate showcases an increase from 2.18 per cent last year to 3.33 per cent this year.
However, mobile shoppers are less inclined to make purchase on average than those on computer.
The conversion rate on phone remains half of the desktop (3.33 per cent versus 6.2 per cent). The holiday shoppers are spending 9 per cent less than those shopping through desktops, while mobile shoppers are likely to stay fewer minutes on desktop and are 10 per cent more acceptable towards discarding shopping carts than desktop visitors.
Comprehensively, the data showed an increase of 15 per cent year on year in traffic on fashion retail sites on Black Friday and Cyber Monday shopping weekend.
Also, a jump of 79 per cent in online sales is seen resulting through personalisation, which is driving more revenue on each visit.