Online sales continue to climb out of lockdown slump

Website revenues - which fell by 37 per cent on 23 March, the day the UK went into lockdown - have risen by 57 per cent since the social distancing measures were first introduced.

This is according to the latest data from BounceX (soon to be Wunderkind), which also revealed that week-on-week revenue performance was up 20 per cent for the period between 27 April and 4 May.

Online fashion checkouts for single brands were up 64 per cent in April according to True Fit, while online fashion revenues rose 28 per cent month-on-month, between 4 April and 4 May.

Digital revenues across luxury were up 59 per cent month-on-month, for the same period, according to the Retail Pulse data from Within, a global digital marketing and advertising consultancy.

Web traffic rose by seven per cent week-on-week, while conversion rates were also up 20 per cent on the previous week, according to BounceX’s data. The company suggested that the continuing rise of online conversions was due to consumers purchasing non-food items exclusively online as stores remain closed, as well as the digital acceleration of retailers moving online or reopening their e-commerce operations.

Rob Delijani, senior director of growth strategy at BounceX EMEA, commented: “Whilst there has been some stabilisation in e-commerce generally, with more retailers either moving operations online or, in the case of Quiz, Schuh and Next for example, reopening digital channels with improved safety measure for staff in warehouses, all the key performance metrics - traffic, conversion and revenue - are up.”

Meanwhile, Signifyd’s latest data showed that sales of luxury goods, beauty, cosmetics, fashion and apparel all continued to rise as consumers prepare to face the world again.

Beauty and cosmetics were up 15 per cent since late February, recovering from a sales dip of 24 per cent in the pandemic’s early days.

Luxury goods had been particularly battered by COVID-19 and the temporary store closings. Just a month ago, the category was down 24 per cent from late February, but a strong April pushed the category to the point where sales in the category were up 37 per cent since the last week of February.

Fashion and apparel sales showed their first signs of life two weeks ago, recording a 38 per cent week-over-week sales increase. Coupled with another surge this week, they are up 23 per cent overall from pre-pandemic levels.

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