Burberry: mobile accounts for 60% of online traffic

Luxury fashion retailer Burberry said mobile delivered the majority of the company’s growth online. Visits from tablets and smartphones now account for almost 60 percent of traffic to its ecommerce website.

Burberry shared its first-quarter trading statement, thereby announcing mobile traffic accounts for almost 60 percent of all traffic to its online shop. Another driver for its strong growth in online sales, was the single view of the product. Burberry’s stock in about 90 stores globally can now be seen by shoppers who search online.

In the three months prior to June 30, Burberry generated a revenue worth 506 million euros, which is 4 percent more than during the same period last year. But when we look at the like-for-like sales, so stripping out the store openings and closures, revenue was down by 3 percent.

Ecommerce as part of revenue booster

Burberry announced several initiatives to further grow its revenue and improve its efficiency. One of the goals to achieve this is an improved focus on ecommerce. A relaunch of its ecommerce website Burberry.com, with improved content and functionality, is scheduled to be launched in the Autumn. It’s also planning to launch the customer app, facilitating mobile checkout in particular.

For 2019 [pdf], its financial ambition consists partly of ecommerce initiatives which are expected to account for about another third of revenue growth.