UK fashionistas still far more likely to buy clothes on desktop than on mobile

  • UK consumer spends an average of £116 on desktop for a fashion purchase, versus £89 on mobile, despite mobile eCommerce as a whole accounting for 51% of online purchases in the UK
  • Despite this, UK is in the top three for mobile purchases of clothes in Europe, with the Nordics and France leading the way
  • UK online fashion retailers had biggest increase jump in web traffic (28% increase) across all devices in Europe in first half of 2016
  • Overall, fashion retailers in Europe saw a 16% increase in online revenue from last year to 2016


London, 15th September: Ahead of the start of London Fashion Week (16th – 20th September), new research released today highlights a surprising trend amongst the UK’s fashionistas who are still relying on their desktops, instead of smartphones to buy clothes, despite mobile eCommerce as a whole accounting for 51% of online purchases in the UK.

Nosto, a personalisation platform for online retailers, analysed data from over 700 small to large merchants in Europe and found:

British consumers spend less on mobile for fashion, but more than most Europeans

  • The average order value (AOV) of clothing from UK fashion consumers was £116 on desktop for the first half of 2016 (H1 – January to June) per purchase
  • Yet the average mobile purchase for fashion items was much lower, at £89, even less than the average tablet spend of £107 amongst UK consumers

However, online fashion retailers in the UK can point to some very positive trends emerging amongst consumers in regards to mobile, including:

  • The UK’s AOV for mobile fashion purchases (at £89) came third overall when compared against other countries in Europe, only behind the Nordics (£101) and France (£96), yet ahead of Germany (£88) and Spain (£81)
  • Meanwhile mobile accounts for nearly a third (29%) of all web traffic in the UK for fashion retailers in the first half of 2016, up from 22% in H1 of 2015
  • Overall, UK retailers saw the biggest increase of traffic across all devices this year, reporting a 28% rise, ahead of all other European countries, including Spain (25% rise) and France (20%)


UK Fashionistas Are Some Of The Big Spenders In Europe

Most encouragingly of all for Britain’s online clothing retailers, Nosto’s data also discovered across all devices, UK fashion consumers were the second biggest spenders in Europe at £111 per purchase, only behind the Nordics (£123), yet well ahead of Spain (£95), Germany (£93) and France (£86).

Juha Valvanne, Chief Product Officer (CPO) and Founder at Nosto said: It’s clear that consumers in Europe love fashion, spending over £314 billion on clothing items, both online and offline.”

“British consumers are becoming increasingly comfortable at looking for clothes through their smartphone, the next challenge to be tackled will be in converting these interested customers, into paying ones and increasing their average order value.”

Matti Rönkkö, CEO of Nosto adds:  “UK online fashion retailers can make some simple changes to their mobile sites to really build further trust with their customers. With Google’s new mobile-friendly rules implemented last year, a retailer’s website must now be fully optimised for smartphone users. Fashion fans typically have less patience than other shoppers: mobile bounce rate is the highest of any device and time on site is also the lowest, so retailers really need to make it easy for them to find the items they are looking for – speak to their customers as individuals and delivering them inspiring, engaging shopping experiences.”



About Nosto:

Nosto enables online retailers to deliver their customers personalized shopping experiences at every touch point, across every device. A powerful personalization solution designed for ease of use, Nosto empowers retailers to build, launch and optimize 1:1 multi-channel marketing campaigns without the need for dedicated IT resources. Over 20,000 ecommerce professionals in over 100 countries are using Nosto to grow their business and delight their customers. Nosto supports its retailers from its offices in Helsinki, Berlin, Stockholm, London and New York.


Press Contact:

Lena Grosse

Tel: +49 176 61 98 68 29



Note To Editors:


The full report from Nosto is available here to download.




Nosto analysed data from 700 online fashion merchants, of varying size, in Europe in August 2016, based off 241 million visits from consumers.