Online sales of clothing could reach 20% by 2016 if they continue on the current trend, Drapers’ Ecommerce Summit has heard.
Andrew Wade, director of equities research retail at Numis Securities, said currently the average transaction level was around 12% but this would grow massively over the next three years.
Tablets and mobile are increasingly having a “significant influence” on adoption and usage of etail, he noted.
Successful retailers will be the ones that focus on basket building - encouraging customers in add more items to their basket - in order to leverage the increasing expense of offering free delivery.
Businesses should also concentrate their strategy on minimising returns and providing excellent customer service, which includes utilising social platforms.