The eTraction company, which provides services for the creation, management and development of online clothing stores, a member of OttoGroup, presented a report on the results of its activities in the first half of the 2014 year, from which it follows that 11% of online purchases in fashion during this period were made using mobile devices.
“The analysis was made on the basis of our data on orders,” said Evgeny Shchepelin, director of the eTraction project. “Interestingly, a lot of such orders are being made in regions where low-cost Android devices are an alternative to more expensive PCs and Internet access is provided through cellular coverage.”
The percentage of purchases made through mobile devices increased by 3% in the period January-June 2014. Statistics collected on the basis of more than 50000 orders per month, served by eTraction. Among the company's clients are the online store ZARA, three brands of Melon Fashion Group - Befree, Zarina, LoveRepublic- and others. At the same time, the company notes that the average check has also grown during the reporting period.
Other interesting facts presented by the company include the growth in the number of prepaid orders and the change in the geography of orders. “The geography has changed a lot in the first half of the year. Moscow and St. Petersburg are losing ground. The share is diluted at the expense of small settlements. The southern regions are also becoming leaders: Makhachkala, Grozny, Krasnodar, ”the company notes.