- Kristopher Fraser |
Bloomberg has announced that online luxury retailer Yoox-Net-a-Porter is developing technology that will allow customers to buy products directly though WhatsApp as the e-commerce market for Prada and Versace becomes more competitive.
Yoox-Net-a-Porter has already been utilizing the app to communicate with customers via the text messaging service.
This would would give them a leg up over their competitors like Farfetch and Moda Operandi.
The fashion industry has taken a cautious approach to using messaging apps as part of their e-commerce services. In China, most WeChat users have their bank accounts linked to the service, and a majority of global luxury brands use WeChat for marketing, but only a fraction use it to sell directly through the app.
Yoox-Net-a-Porter's goal is to be able to get easier access to their biggest spending clients.
The move is a logical one for Net-a-Porter, as their mobile customers make more purchases than their desktop customers. The specific release date for the WhatsApp service still has not been announced.