Yoox Net-a-Porter Group, the merged combination of two luxury e-commerce powerhouses demonstrated the power of mobile and social, with a 180% leap in native app sales, the result of which helped push revenue by 31% to €1.7bn in year ended 31 December 2015.
The pureplay invested in a new Android native app for Net-a-Porter.com for its Christmas campaign, and in May last year launched the first fully social shopping network, The Net Set, which links consumers, designers, brands and style leaders in real time while allowing them to shop collections available on Net-a-Porter.com.
Chief Exec Federico Marchetti said in a statement on Monday that mobile contributes almost 40% of the Group’s sales. “The combined Yoox Net-a-Porter Group delivered net revenue growth of more than 30%, with outstanding performances across all business lines, geographies and channels.
Mobile was key to our success…With our integration activities in full swing and on track, we are confident we will continue to deliver robust growth and gain market share.”
Although the e-tailer didn’t release figures, it is undersood that its first combined TV and cinema campaign for both Net-a-Porter and Mr Porter over Christmas, achieved “significantly higher-than-expected results” in terms of sales and visits to the dedicated seasonal areas.
Average monthly unique visitors rose to 27.1m compared to 23.6m in 2014, while orders jumped to 7.1m, compared to 5.8m in 2014.