European And American Fashion Enterprises Rebounded Strongly In April, Sales Increased 21% Year-On-Year

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According to the data of e-commerce service platform Nosto, the online sales revenue of fashion products such as clothing and accessories decreased by 30% in the US and Australia markets in March compared with the same period last year, but now the situation is recovering. The online sales revenue in April has increased by 21% over the same period last year, exceeding the level before the epidemic.

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The company tracks the online retail situation in the UK, the United States, Germany, France, Sweden, Australia and New Zealand, and tracks the performance of 271 fashion retailers in the field of clothing and accessories for 50 days.

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Data show that before March 7th, the volume of visits, orders and total sales of e-commerce in these areas began to decline significantly, and there was a sharp decline after March 12th. The sales volume of many retailers hit bottom in March 20th, down 32% on average compared with the same period. At that time, online visits decreased by 24%, average order value (AOV) decreased by 6% and conversion rate decreased by 9%.

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The situation improved in April. In April, the sales volume of fashion e-commerce increased by 21% compared with the same period last year. Online visits increased by an average of 9%, the average volume of orders increased by 30%, and the conversion rate increased by 12%. Among them, the sales volume of fashion business in the US increased by 24% compared with the same period last year, and the online traffic volume increased by 8% and the conversion rate increased by 29%.

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But it is not yet clear how much of this growth is due to the fact that consumers can't go to the physical stores after the implementation of the isolating and blockade policy in Europe and America, or to a large extent, due to the huge discount on the Internet.

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In April, the average order value (AOV) of fashion business in Europe, America and Australia was reduced by 3%, and maintained at a low level, of which the US decreased by 10%, which also corroborated the impact of discount sales. Matthew Levin, global marketing director at Nosto, believes that the current retail discount level is a "long-term strategy that can not be sustained".