Yoox Net-a-Porter Group expects mobile sales to overtake desktop sales for the first time over Black Friday weekend, 25 to 28 November.
The online luxury retailer expects to receive one order per second on Cyber Monday, more than half of which will come from mobile devices.
Last year the group’s mobile sales reached 41% during the Black Friday weekend. In the Middle East region 55% of sales are made on mobile devices, and the group aims to become a mobile-only sales operation in the next five years.
Matthew Keylock, director of data insights at Yoox Net-a-Porter Group, said: “This year’s Cyber Weekend is shaping up to be most mobile-centric in YNAP’s 16-year history.
“In 2009, when we launched the first-ever shoppable iOS app, mobile made up less than 1% of our total sales. Today we expect mobile to overtake traditional online sales this Cyber Weekend, when we can use the incredible depth of data to give customers a highly personalised, relevant and exciting mobile offer.”