Topshop sees 8% of online sales from mobile

There’s an interesting Q&A with Kate Walmsley, head of e-commerce at Topshop over at New Media Age this week.

In it she outlines the fact 8% of online sales are now coming from mobile, despite the fact the brand doesn’t yet have an optimised site, nor a transactional app (both are soon to launch). This figure is particularly significant when compared to other UK retailers;  according to retail trade body IMRG, on average 3-4% of total e-commerce sales from mobile among its membership.

“Something like 8% of online sales are coming through mobile, if you include iPad in there, which is three or four times more than it was last year. It is pretty strong growth and recognises that it is a really important channel for us,” said Walmsley.

She also explains how she sees mobile as an opportunity to bring everything the brand does together.

“We think we have a good online proposition and get a lot of engagement and interest among a wide base, who are enthusiastic and passionate about the brand. We want to connect that to the in-store experience, which is also really distinct and unique.

“A lot of people talk about really having a multichannel business, which is really important for us, but mobile is really the first real step towards that for us. It is not just about being in every channel or being able to transact in every channel but finding what the best experience for that channel and finding the best routes in.”

Her thoughts on f-commerce are also interesting: “Facebook is a likely place to be for us as we have a lot of folks there engaged with our brand. It makes sense for us to export it as a possibility but we don’t see the value in porting everything we do on .com and porting it over to Facebook. Then it is just replicating the experience and it ends up being clunky and not something that takes advantage of that environment. We’d rather do something that is a curated shop within that environment that is seasonal or event driven.”

Watch this space then.