MILAN — Yoox Group posted record sales on two consecutive days, on Thanksgiving and Black Friday. During the latter, the Italian e-tailer recorded 1.5 million shoppers visiting its 40 online stores. It received an order every 3.5 seconds from customers all over the world.
The group’s multibrand business includes stores Yoox.com, Thecorner.com and Shoescribe.com. The e-tailer also sets up and manages online stores for leading global fashion and luxury goods brands from Giorgio Armani to Ermenegildo Zegna.
North America contributed the lion’s share of sales, but Europe also added to the growth, driven by the U.K., Italy, Germany and Russia. Asia was fueled by China, where sales increased by nearly fourfold, and Hong Kong more than doubled last year’s purchases.
In terms of cities, New York placed first, followed by Moscow and Tokyo. Rounding out the top-10 cities were London, Los Angeles, San Francisco, Beijing, Milan, Rome and Paris.
Mobile is increasingly becoming a significantly relevant platform as, on Black Friday, 46 percent of visitors accessed the Yoox sites from mobile devices, which translated into a 107 percent surge in mobile sales on the day. The U.K. was the most “mobile country.”
Footwear topped the best-selling category on Black Friday, logging in purchases of nearly 15,000 pairs of shoes, and high-heel ankle boots scored the first spot as women’s most-wanted item.
The highest ticket order from desktop was a $20,000 purchase of Saint Laurent handbags from Colorado, while the highest from an iPhone was a $7,200 Dolce & Gabbana outfit from California. Camouflage was amongst the hottest trends on Thecorner.com, and sky-high stilettos were the items of the moment on Shoescribe.com.
Yoox touted its service, noting that on Black Friday the average availability of all the group’s online stores was more than 99.9 percent around-the-clock with response times of less than 2 seconds. Customer care answered 90 percent of calls within 20 seconds and managed a total of 5,400 contacts in 10 languages across all time zones.
By noon on Monday, Yoox shares had risen 1.09 percent to 19.46 euros, or $24.22 at current exchange rate.