Selfridges finally online

According to recent external research, which takes data from Google Ad Planner, Selfridges has a higher number of unique monthly visitors earning £50,000 or more than NET-A-PORTER, beaten only by ASOS, Topshop and Harrods.

If these figures are correct they’re encouraging for Selfridges, which is about to launch an e-commerce proposition; at the same time many in the industry will continue to wonder what’s taken so long?

Obviously customers can’t wait. Although the figures only take into account the share of customers earning over £50,000, to be above retailers that are actively marketing their websites is promising.

So, can Selfridges expect an influx of orders as soon as the doors open? One thing’s for sure everyone will be talking about it, there’s already a buzz about the imminent launch, something I’m feeding, by writing this, and you, by reading.

After such a long wait expectations are certainly high. Let’s just hope they have some exclusive pieces, and that those pieces have talkability. It’s too late to become the go-to for designer labels, so it’ll be interesting to see which gap Selfridges intends to fill in online fashion.

With pure-play online retailers NET-A-PORTER and my-wardrobe showing how it’s done, Selfridges has some catching up to do.

Are you looking forward to the launch of Selfridges online?

Multi-channel consultant Alison Lancaster recently discussed Selfridges online with The Online Fashion Agency.