YNAP predicts mobile sales to overtake desktop during Cyber Weekend

London - Yoox Net-a-Porter Group is preparing for record sales this Cyber Weekend, starting tomorrow with Black Friday and ending Cyber Monday. YNAP expects sales made via mobile devices to overtake those made on desktop, a first for the luxury group.

YNAP expects to receive one order nearly every second this Monday, with more than one in two coming in via mobile device. According to the group, consumers traditionally place more orders via mobile devices during Cyber Weekend as they tend to be on the move. Mobile sales at YNAP peaked over Cyber Weekend in 2015 at 41 percent, and the group foresees its strong offer of apps and improved marketing to drive the mobile take over.

The luxury group's predictions for Cyber Weekend are in line with its five year strategy to become a mobile-only company. At the moment 55 percent of YNAP's sales in the Middle East and 47 percent of their sales in APAC are made via mobile devices. "This year’s Cyber Weekend is shaping up to be most mobile-centric in YNAP’s 16-year history," commented Matthew Keylock, Director of Data Insights at YNAP.

"Mobile devices are the most personal computers ever produced, allowing shoppers to interact, browse and buy their favourite brands whenever and wherever they want. In 2009, when we launched the first-ever shoppable iOS app, mobile made up less than 1 percent of our total sales. But fast forward to 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."

Photo: YNAP press office