Smartphones account for 52% of all online fashion sales this holiday shopping season

Smartphones are driving over half of all online fashion sales this Christmas shopping season according to new research.

An analysis of nearly 27 million visits to 308 online fashion stores across the world has revealed that 52 per cent of all online fashion sales so far this holiday season have been made via smartphone.

The research, conducted by ecommerce personalisation platform Nosto, also suggests that 67 per cent of all traffic is also coming via smartphones.

READ MORE: UK mobile retail spend to double to £33.2 bn by 2024

Despite the dramatic surge in mobile traffic, smartphone conversion rates are still around half that of those on desktops, while spend is nearly nine per cent less on average.

Smartphone shoppers are also 10 per cent more likely to abandon their cart than desktop shoppers.

“As they’re making shorter visits on a smaller screen, you’d expect mobile fashion shoppers to be harder to convince to make a purchase, and to be less likely to place larger orders — which we see in the data.” Nosto’s chief executive Jim Lofgren said.

“But now that online fashion shopping is overwhelmingly mobile, being successful as a retailer comes down to having a truly mobile-first mentality — making it easy for shoppers to find their way around your site and quickly find just the products they want, and to check out with minimum effort.”

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