At the end of 2014, the volume of online trading in Russia amounted to about 20 billion dollars. And one of the leading ones was the fashion segment amid the popularization of social networks.
According to the Association of Internet Trading Companies (AKIT), about 13% of online trading falls on the fashion segment. At the same time, new ways of sales are being outlined in the online sphere, in particular social networks.
The popularity of social networks as trading platforms is due to the minimum "entry" costs and the ability to work on pre-order. Thus, the costs of purchasing goods are significantly reduced.
Analysts estimate that the conversion of the online store varies from 1,2 to 1,4%, while this indicator of the account on social networks is about 2-2,5%. The difference is significant, especially considering the fact that they spend much less on social media ads to attract attention.
AKIT also noted that at present, users buy the most popular and fashionable items on social networks.