It reports that mobile drives e-commerce activity among fashion consumers

Dive Brief:

• Syte, a visual AI platform, today released its fourth eCommerce Insights Report, revealing consumer trends based on an analysis of more than 2.9 billion global e-commerce sessions.
• It showed that when customers shopped on desktop computers as opposed to mobile phones, spending was higher on jewelry (39%) and fashion and apparel (37%).
• But 84% of consumers have used their mobile to find fashion, and 81% have used their mobile to complete fashion transactions.

Dive Insight:

To create the report, Syte collected anonymized e-commerce consumer behavior data from global fashion, jewelry and home decor brands and retailers, including Farfetch, Siquette Jewellery, Shein, Perry Ellis and Prada. Data taken from July 1 to December 31, 2022 indicated that desktop fashion consumers spend 20% more time in sessions and visit 16% more pages per session.

Consumers using desktop computers had higher average transactions across all three verticals, said Vered Levy-Ron, CEO of Cite. Consumers spend on both mobile and desktop; [but] “We think the type of shopping is different,” she said. “If you want to buy a t-shirt, you look at a cell phone and buy it. But if you’re looking to buy a good winter coat, you’ll probably spend a little more time on the site browsing and looking for items on sale to see what’s available, and this purchase is a great buy. “

Cite found that 81% of fashion and apparel consumers use their mobile devices for business shopping, 69% for jewelry and 43% for home decor. Levi-Ron says fashion brands need to improve their mobile user experiences and make it easier for customers to find what they’re looking for.

“The shopping experience should be fun,” she said. But I think there needs to be more awareness of the cross-channel experience. If a consumer is shopping on a desktop but wants to go into the store, that needs to be connected. This is especially true in 2010. It will be important until 2023, as a report by SITE says consumers will tighten their belts a bit and look for more online sales and promotions.

Syte uses something called deep identification, or brand identification, to facilitate the process of finding online shoppers. “As companies grow [terms of] The number of items they have, is very difficult to find [items]” said Levi-Ron. “There’s a lot of research around text search frustration. what we do [companies] Send us their catalog, we’ll look at it, define it and feed it into the backend systems. You can improve your product information management system, you can do advanced filters, you can do better text searches. You can improve a lot on your back end.”

This level of information means that Syte’s report is able to pinpoint some of the most recent writing trends. For example, Syte’s data confirmed that Gen Z is deeply into goth and Y2K. The report noted that searches for corsets and leather cut-out clothing were up 26% and 159%, respectively, while purchases of flat shoes and heels were up 161% and 115% respectively.